面咖
面业大咖新格局
背景:
根据国际经验，人均GDP超过1000美元后，人们对食品的品质要求会很快提高，其突出特点之一，就是食品的营养品质。同时，国内面粉行业的去产能要通过鼓励企业实行兼并、整合、重组，调整产品结构，运用新技术、新工艺、新设备促进产品创新和品牌建设，提高市场占有率。
金沙河此次品牌命名，旨在调整产品结构，进军高端挂面细分市场，提高市场占有率。
Background:
According to international experience, the per capita GDP of more than 1000 U.S. dollars, people's food quality requirements will soon improve, one of its outstanding features is the nutritional quality of food. At the same time, the domestic flour production of the industry to implement the merger, integration and restructuring by encouraging enterprises to adjust the product structure, the use of new technologies, new processes, new equipment to promote product innovation and brand building, increase market share.
The name of JINSHAHE, designed to adjust the product structure, into the high-end noodle market, improve market share.
洞见：
随着核心消费者越来越年轻化以及品质生活要求的不断提升，其审美特性也呈现出互联网时代特色。消费，已经越来越超越简单的物质需求，而成为人们的存在方式，成为人们的心理安全的保护机制。人们把消费本身作为树立个人形象、反映精神世界、发布个性宣言的方式。借助消费，他(她)们表达对自由选择的渴望、流露对个人幻想的追求、展现对品质境界的向往。
Insight:
As the core consumers are getting younger and younger, as well as the continuous improvement of the quality of life requirements, the aesthetic characteristics also show the characteristics of the Internet age. Consumption, has been more and more beyond the simple material needs, and become the way people exist, become the people's psychological security protection mechanism. People regard consumption as a way to set up a personal image, reflect the spiritual world, and issue a declaration of individuality. With the help of consumption, he (she) expresses his desire for free choice, reveals his pursuit of personal fantasy, and expresses his yearning for the realm of quality.
解决：
先知此次名称创意，充分结合互联网时代特色及流行词“大咖”，为金沙河全新品牌命名为“面咖”。“面咖”不仅简单直接地表明挂面行业属性，亦表达了企业产品品质，是行业内的佼佼者，更符合现代消费者审美特性，简洁、大气、时代感强。
Solution:
The Wewin creative of the naming, Full integration of the characteristics of the Internet era and popular words“Big shot”， named for the new brand of JINSHAHE“MianKa”. “MianKa” is not only a simple and direct indication of the noodle industry attributes, but also to express the quality of products, is the industry leader, more in line with the modern aesthetic characteristics of consumers, simple, atmosphere, strong sense of the times.
