顶芯
用心打造顶级挂面
背景:
据立木信息咨询发布的《中国挂面市场全景调研与投资预测报告（2016版）》显示：中国是世界上最大的挂面食品生产国和消费国。挂面行业已经发展成为一个相对成熟的行业。随着人们生活水平的提高和对饮食健康需求的增强，挂面也从单一的果腹、便捷、低档次产品，发展成为集营养、功能、保健、美味、方便于一身的中高档产品。作为传统健康主食，挂面已经成为食品制造业中的一个重要行业。而金沙河作为一个老牌面企，也面临着市场的升级，此次命名主要针对高端细分市场，打造品质挂面品牌。
Background:
According to information released "Chinese tree Hanging noodles market panorama investigation and investment forecast report (2016 Edition)" shows: China is the world's largest producer and consumer of food Hanging noodles. Noodle industry has developed into a relatively mature industry. With the improvement of people's living standard and the enhancement of health demand, Hanging noodles from a single food, convenient, low grade products, developed into a set of nutrition, health, delicious, convenient function, in one of the high-end products. As a traditional staple food, noodles have become an important industry in food manufacturing industry.as a FamousNoodle Enterprisesethe JINSHAHE, also faced with the upgrading of the market, the main target for the high-end market segments, to create quality noodle brand.
洞见：
据有关挂面产品的消费需求报告显示：绝大多数消费者认为挂面市场没有最好的品牌。只有23.0%的消费者回答超市里有最好的挂面品牌；而回答现在超市里还没有最好挂面品牌的消费者比率为77.0%。这意味着行业品牌化经营空间大，谁抢先发力，进行专业的品牌传播和市场推广，谁就可能抢先在消费者的心智资源中占据专业挂面品牌或挂面生产专家的市场位置，成为挂面市场的强势品牌甚至是领导品牌。
Insight:
According to the report on consumer demand for noodles products show: the vast majority of consumers believe that the noodle market is not the best brand. Only 23% of consumers answered the supermarket has the best noodle brand, and the answer is now the supermarket is not the best noodle brand consumer ratio of 77%. This means that the industry brand management space, who is the first force, professional brand communication and marketing, who may be the first to occupy the professional Hanging noodles brand or experts in the minds of consumers Hanging noodles production resources in market position, become Hanging noodles market strong brands and even leading brands.
解决：
由于挂面市场尚未形成具有绝对领导地位的挂面品牌，消费者认知中挂面市场尚未有最好的品牌。为引导消费者建立高端挂面领导品牌，先知为此次高端挂面品牌命名为“顶芯”，即“用心造就顶级挂面”。“顶”为最佳、顶级，有优质之意，凸显企业产品品质。“芯”，原意指物体的中心部分，喻指企业产品核心，即用最优质食材（小麦来自我国北方小麦主产区。95%发芽率，优质面粉）造就顶级面条。“顶芯”简洁、大气、朗朗上口，引导消费者对高端挂面品牌的全新认知，打造挂面品质新高度，与同行业品牌名称区隔明显。
Solution:
Since the noodle market has not yet formed an absolute leading position noodle brand, consumer awareness in the noodle market has not yet had the best brand. In order to guide consumers to establish a leading brand of high-end noodles, the Wewin named for the high-end noodle brand“DingXin”, that is“make the top noodles by heart”. "Ding" for the best, the top, there is a sense of quality, highlighting the quality of enterprise products. "Xin", the original meaning refers to the central part of the object, referring to the enterprise product core, that is, with the best quality ingredients (wheat from the main producing areas in northern china. 95% germination rate, high quality flour) to create top noodles. "DingXin" atmosphere, concise, catchy, guide the new consumer awareness of high-end brand to create Hanging noodles, Hanging noodles quality new height, with the same industry brand name segment significantly.
