筋冠
打造挂面行业新标准
背景:
据中国食品科学技术学会面制品分会统计，2016年全国挂面总需求量达到600余万吨，金沙河面业等24家国内规模以上企业的总产量与销售额均呈逐年递增的趋势。2016年，24家企业实现135.25亿元的销售额，较上年提升了20.8%，显示出优势企业对市场的吸引力加大，市场集中度提升，且生存状态良好。从2016年7月开始，原粮小麦价格涨幅约为270元/吨，面粉价格上涨240-300元/吨，10月起，用工成本也在过去10年增加了两倍，至约12.5元/小时。因此，我国挂面行业面临着消费升级的新挑战。
金沙河此次品牌命名，应对全面升级的消费，打造全新高端挂面品牌。
Backtaground:
According to statistics China Institute of food science and technology branch of flour products, in 2016 the national Hanging noodles demand reached 600 tons, the total production and sales of JINSHAHE industry and other 24 domestic large-scale enterprises are increasing year by year. 2016, 24 enterprises to achieve sales of $13 billion 525 million, compared with the previous year, an increase of 20.8%, showing the advantages of enterprises to increase the attractiveness of the market, enhance market concentration, and a good living condition. From the beginning of July 2016, wheat prices rose about 270 yuan / ton, flour prices rose 240-300 yuan / ton, October, labor costs in the past 10 years increased by two times, to about 12.5 yuan / hour. Therefore, China's noodle industry is facing new challenges of consumer upgrades.
The name of the JINSHAHE, to respond to a comprehensive upgrade of consumption, to create a new brand of high-end noodles.
洞见：
挂面作为一种口感好、食用方便、价格低、易于贮存的食品，一直是人们喜爱的主要面食之一。而挂面的主要原材料是面粉，优质小麦可以生产优质面粉，而按面粉中蛋白质含量的多少，可以分为高筋面粉、中筋面粉、低筋面粉及无筋面粉。
金沙河作为一个老牌面业企业，拥有国家优质小麦生产基地，为公司提供了优质的粮源，确保了产品品质。此次品牌命名，旨在进军高端挂面细分市场。
Insight:
As a kind of food with good taste, convenient to eat, low price and easy to store, the noodles have been one of the most popular pasta. The main raw material of flour is flour, high quality wheat can produce high-quality flour, and according to the number of flour protein content, can be divided into high gluten flour, gluten flour, low gluten flour and gluten flour.
JINSHAHE as a Famous noodle Enterprises, has the high quality wheat production base, to provide high-quality grain for the company to ensure product quality. The brand name, aims to enter the high-end noodle market segments.
解决：
虽然大众对于高筋面粉、低筋面粉有一定的认知，但尚未形成以此为标准的市场格局。针对这一蓝海市场，先知命名团队为金沙河高端挂面品牌命名为“筋冠”。“筋冠”寓意企业打造行业新标准，引领行业新发展，不仅突出企业以优质原材料打造口感好、爽滑劲道的挂面，“筋冠”亦谐音“金冠”，引导消费者对于企业产品的金冠品质，且朗朗上口，易于记忆和传播。
Solution:
Although the public for high gluten flour, low gluten flour has a certain understanding, but has not yet formed as a standard market structure. In response to this blue ocean market, the Wewin named the team for the JINSHAHEhigh-end noodle brand named "JINGUAN". "Create a new industry standard reinforced crown" meaning enterprises, leading the development of new industries, not only outstanding enterprises to high-quality raw materials to create good taste, smooth cool Hanging noodles chewy, "JINGUAN" homophonic "golden Champion ", also to guide consumers for product quality and delicious, catchy, easy to remember and spread.
