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饿了么星选

星选外卖 用心选

背景:

       中国的城市化进程,带来的是更高的人口密度,相应的是更密集的餐厅供给,但享受的却是仍然远低于海外发达国家的人力成本。这意味着可以用更低廉的成本实现更高效的配送,三者结合更利于互联网外卖行业在中国的发酵。根据市场分析机构艾媒咨询此前发布的行业数据显示,中国在线餐饮外卖市场规模每年保持两位数增长。2018上半年中国在线餐饮外卖市场规模已超1250亿元,预计2018年全年整体市场规模将达到2430亿元。从行业格局来看,从早年美团外卖、饿了么、百度外卖在互联网外卖市场的三足鼎立,到如今美团点评与阿里本地生活服务公司在服务市场的两强争霸,当市场中的商家资源和用户资源表现出明显的集中态势后,市场间的竞争也变得更加焦灼且复杂。

Background:

       China's urbanization process has brought about a higher population density, and correspondingly a more intensive supply of restaurants, but it still enjoys much lower human costs than developed countries abroad. This means that the most efficient distribution can be achieved at a lower cost, and the combination of the three is more conducive to the growth of the Internet takeout industry in China. According to industry data previously released by market analysis agency Ai Media Consulting, the scale of China's online catering takeout market keeps double-digit growth every year. In the first half of 2018, the size of China's online catering takeaway market has exceeded 125 billion yuan, and the overall market size is expected to reach 243 billion yuan in 2018. From the perspective of industry structure, from the triple-legged competition in the Internet takeout market in the early years of American League takeout, hungry Mody and Baidu takeout, to the competition between American League commentary and Ali local life service company in the service market, when the business resources and user resources in the market show obvious centralization, the competition between the markets It has become more anxious and complex.

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洞见:

       百度外卖诞生于2014年5月,定位于中高端白领市场。去年8月,饿了么正式合并百度外卖。收购完成后,饿了么随即公布了“双品牌战略”,即百度外卖主打高端市场仍保持独立运营,饿了么瞄准中低端市场。百度外卖品牌保留18个月给饿了么使用,18个月之后饿了么不能再使用百度相关品牌。百度外卖今日正式更名为“饿了么星选”,根据官方介绍,饿了么星选是饿了么旗下严选商家和美食、秉持用户体验至上的高端外卖及生活服务平台。10月15日,饿了么正式宣布百度外卖更名为饿了么星选,并启动包括创建高端餐饮外卖平台在内的战略升级。

Insight:

       Baidu takeaway was born in May 2014 and is located in the high-end white-collar market. Last August, starved formally merged Baidu takeaway. After the acquisition, hungry immediately announced the "dual brand strategy", that is, Baidu takeout vendors still maintain independent operation in the high-end market, hungry or aimed at the low-end market. Baidu takeout brand is kept for 18 months to use, after 18 months hungry, can't use Baidu related brands. Baidu takeout is officially renamed "hungry Moxing Choice" today. According to the official introduction, hungry Moxing Choice is a high-end takeout and life service platform that strictly chooses merchants and delicacies and upholds the supremacy of user experience. On October 15, Hungry Mou officially announced that Baidu Takeaway was renamed Hungry Moxing Selection, and launched a strategic upgrade including the creation of a high-end catering takeaway platform.

解决:

       “饿了么星选”足够简单,一目了然,而且不需要用句话去解释品牌的行业属性,你就知道“星选外卖”是专注于高端外卖市场,“星选外卖,用心选”是一句直达内心防线的强大口号,强大的创意一定是经得起时间推敲的,龙8手机登录 国际创作广告语的更高标准:一句广告语,能用一百多年。当我们提到“星选外卖”的时候,人们的内心都会有一种熟悉感,大家听到后,都会觉得似曾相识,很熟悉,很好记,不会产生距离感,能够快速识别,这样更能降低品牌的传播成本。“星选”这个强大词语大大的提高了品牌的认知度。并且是可描述的、可识别的,在口耳相传的传播方面,这个名字高认知度,是有战略意义的,是有巨大的势能在的,能够节省大量的传播和营销成本,还能累积品牌资产。“饿了么星选”品牌英文名为“STAR.ELE”,正好与饿了么英文名“ELE”呼应,形成了巧妙关联。

Solution:

       "Star Selection" is simple enough, clear enough, and does not need to use the second sentence to explain the brand's industry attributes, you know that "Star Selection Takeout" is focused on high-end takeout market, "Star Selection Takeout, Careful Selection" is a strong slogan to reach the inner defense, strong creativity must be able to withstand time deliberation, first. Know the highest standard of International Creative Advertising: a slogan can be used for more than 100 years. When we mention "Star Takeaway", people will have a sense of familiarity in their hearts. When you hear it, you will feel familiar with each other, familiar with each other, good at remembering, not producing a sense of distance, able to identify quickly, so as to reduce the cost of brand communication. The strong words of "star selection" have greatly enhanced brand awareness. And it is descriptive and recognizable. In the aspect of word-of-mouth communication, the name has high awareness, strategic significance, great potential, can save a lot of communication and marketing costs, and can also accumulate brand assets. The English name of the "hungry Moxingxuan" brand is "STAR. ELE", which coincides with the English name "ELE" and forms a clever connection.

Perspectives

CCTV

CCTV

  电视台作为中国更具实力的媒体,作为中国的主流媒体的佼佼者,其在国内的影响力不言而喻。受电视台的邀请

中电智为

中电智为

  中电智为作为一个公司名称,能够非常鲜明地体现出其行业属性,能够带给人理性与智慧。龙8手机登录 为中电智为做的

榜样学院

榜样学院

龙8手机登录 曾为多家青少年教育机构服务,对青少年阶段的心理有着细致与深入的研究。通过色彩的变化以及材质的亲

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