JOYOUNG,小家电全新渠道的品牌价值重塑

JOYOUNG,小家电全新渠道的品牌价值重塑

JOYOUNG 九阳

  • 项目类型:展示空间
  • 项目面积:150m²
  • 完成时间:2019年10月

九阳,一直努力为消费者提供更好更便捷的厨房生活解决方案。但由于九阳早期的终端产品价格定位于生活类小家电,为后来的品牌提升带来了发展与竞争上的瓶颈,并且充斥着大量以九阳为抬头的山寨品牌。要解决这些问题,就需要从原先固有品牌渠道转变到shop mall形式的高人流量全新渠道。基于shopmall渠道设想,我们以“食光元素”作为品牌重塑关键词。“食光元素”对于产品来说是一个突破、一个新的概念,用高端终端体验提高消费者对九阳品牌心理的固有认知,改变消费者对于九阳品牌中低端生活类小家电形象的品牌印迹。终端以“光(sun)”与“食(food)”为特点打造高端卖场店中店作为模板进行终端形象的建立,推动高端小家电在终端市场的动销行为,力求拉开与竞争对手、追随者的距离。当“差异化竞争力”成为新家电时代不可回避的议题时,线下零售终端体验已然成为各大品牌竞争的主战场。顶尖技术和优质产品,加上舒适空间体验,九阳小家电正以更加创新高效的模式,大步迈入这个新时代。


Joyoung has been working hard to provide consumers with better and more convenient solutions for kitchen life. However, the price of the early end products of Joyoung was fixed on small household appliances, which brought the bottleneck of development and competition for the later brand promotion, and was filled with a large number of copycat brands with Joyoung as the head. To solve these problems, we need to change from the original brand channel to a new channel of high traffic in the form of shop Mall. Based on the shopMall channel assumption, we take "light element" as the key word of brand remodeling. "Food and light element" is a breakthrough and a new concept for the product. It can improve consumers' inherent cognition of Jiuyang brand psychology by using high-end terminal experience, and change consumers' brand impression of the image of low-end life home appliances of Jiuyang brand. The terminal is characterized by "Sun" and "food" to build high-end stores and stores within stores as templates for the establishment of terminal image, promote the dynamic pin behavior of high-end small home appliances in the terminal market, and strive to distance itself from competitors and followers. When "differentiated competitiveness" becomes an unavoidable issue in the new era of home appliances, offline retail terminal experience has become the main battleground in the competition among brands. Top technology and quality products, coupled with comfortable space experience, Joyoung home appliances are more innovative and efficient mode, striding into the new era.