燕谣
天然滋补新品牌的崛起
背景：
山东屡见屡鲜超市有限公司于2016年成立，注册资金1000万元，是山东元邦投资集团旗下核心子公司之一。旨在整合国内绿色有机农业产业链及全球精致商品供应链，并进行农业产业链上下游整合，以“鲜赋”绿色有机食品超市为载体和窗口,采用以实体店购物、网上购物、电话订购三位一体的全渠道运营模式，铸造集绿色有机食材加工采购体验中心、有机生活方式推广中心、都市优越生活于一体的健康生活方式运营商，最终形成一个安全、绿色、有机、多元、综合的生态农业集团。
作为先知中国老客户，此次再次合作先知，意在打造品质燕窝滋补品牌，满足越来越注重养生的消费需求。
Background:
Shandong LvJianLvXian Supermarket Co., Ltd. was established in 2016, registered capital of 10 million yuan, is one of the core subsidiary of Shandong EOBO investment group. Aimed at the integration of domestic green organic agricultural industry chain and refined global commodity supply chain, and agricultural industry chain integration, with "XianFu" green organic food supermarkets as the carrier and the window, used to store shopping, online shopping, telephone ordering three-in-one full channel operating mode, healthy life style operators in casting green organic food processing procurement experience center, organic lifestyle promotion center, the urban lifestyle in one, eventually forming a safe, green, organic, diversified and comprehensive ecological agriculture group.
As a old customers, the re-cooperation with Wewin team, intended to build quality bird's nest tonic brand, to meet the growing emphasis on health consumer demand.
洞见：
随着生活水准的提高，国人的膳食结构由温饱型向小康型过渡，人们已不满足于一日三餐能够填饱肚子，而是渴望吃到有保健作用、利于健康的食品。截止到2015年底，中国已经超过日本成为全球第二大保健食品市场。预计到2020年，我国保健品行业销售收入将达到4803亿元。其中燕窝作为纯天然滋补品的代表，也被越来越多的人所关注。
但2011年7月血燕发生“超标门”后，我国一度“一刀切”叫停了所有海外燕窝产品的进口。在历经长达近5年的沉寂之后，燕窝市场正在“带病”回暖。自2016年1月1日起，国家质检总局正式将燕窝产品纳入《进口食品境外生产企业注册实施目录》引导消费者购买获得注册企业的正规燕窝产品。而消费者对溯源燕窝的认可、二胎需求持续释放、毛燕进口等利好消息影响，2017年燕窝市场需求普遍持看好预期。
Insight:
With the improvement of livingstandard, the dietary structure of Chinese people has shifted from food and clothing to well-off society. People are not satisfied with enough meals to fill their stomachs, but they are eager to eat healthy care food and healthy food. By the end of 2015, China had overtaken Japan as the world's second largest health food market. Expected by 2020, China's health care industry sales revenue will reach 480 billion 300 million yuan. The bird's nest is a pure natural tonic, also received more and more attention.
But in July 2011 the red "exceed the standard", our country was "across the board" to halt the import of all overseas products of the bird's nest. After nearly 5 years of silence, the bird's nest market is "sick" warmer. Since January 1, 2016, AQSIQ has officially incorporated bird's nest products into the catalogue for the registration of imported foreign food producers, and guided consumers to buy regular bird's nest products for registered enterprises. And consumer recognition of traceability bird's nest, the second child needs continued release, import and other good news YellowNest impact, 2017 bird's nest market demand is generally optimistic about expectations.
解决：
先知中国命名及设计团队，充分考量消费者对高端滋补燕窝产品的需求，凸显其产品属性，为屡见屡鲜新品牌命名为“燕谣”，传递“滋补如谣，沁人心脾”的美好品牌联想。“燕谣”不仅简单直接表明了燕窝产品特质，易于识别，更寓意企业产品注重品质与功效，能够赢得消费者的赞美与传颂。且该名称如歌如谣，朗朗上口，易读易记，便于传播和记忆。
Solution:
The Wewin team, fully consider the consumer demand for high-end products, highlighting product attributes, named “YanYao”for LvJianLvXian’s new brand name, transfer rumors, good brand association gladdening the heart and refreshing the mind . "YanYao" is not only shows the bird's nest product characteristicssimple and directly , easy to identify, implies enterprise products focus on quality and efficiency, to win consumer praise and praise. And the name as a song as a ballad,is catchy, easy to remember, easy to communicate and memory.
