欢迎大家PROJECTARCADIAxMobi Garden Brand Debrief牧高笛品牌阐述
Content01 消费者洞察概述02 产业定位03 牧高笛品牌定位04 品牌新视觉系统05 品牌沟通原则06 品牌沟通框架
01 消费者洞察｜人们与自然的关系 Consumer Insight | People's relationship with nature
GooGoo/大理自然教育先锋Chloe/上海文化达人社群平台创始人星辰&阿树/大理云南精致露营经营者Kate/上海潮流文化先锋一木/绍兴BC达人/自然教育实验家蛋包饭/上海户外活动/赛事组织者家琦/宁波周末露营营地经营者王捷/北京风格露营美学探索者王厂长/杭州精致户外文化推动者林客/丽江户外旅拍自媒体人Miles/巴黎户外箱包设计师Rockid夫妇/上海向往自然的都市小俩口Joy/苏州狂野奔放自驾游旅者Yuda/温哥华Glamping发烧友小琴/上海探索自我户外爱好者Alan/上海房车发烧友/超级装备党一枰/北京随性自由的户外爱好者林木森/上海独具一格户外摄影师Kelvin/上海Glamping发烧友Mia/上海精致露营小白/牧高笛忠实用户Michio/东京Solo露营爱好者婷婷/大理崇尚自然教育的妈妈青青&张权/大理露营旅居践行者/自媒体人小迪/大理徒步爱好者/数字牧民3周时间，3场露营，24位受访者3 weeks, 3 camping trips, 24 interviewees
Throughout our research, we have identified 5 key insights on people’s relationship with nature and their underlying needs 从调研中，我们总结出了5个关键洞察，来探讨人们与大自然的关系和需求。消费者洞察 Consumer Insights05人们期待的自然，是为人设计的，经过筛选和优化的。People aspire for a nature that is designed for human beings, filtered and optimized.04体验大自然，是平衡现代生活的调剂。Experiencing the nature is a relief to balance modern life.03大自然激发人们与生俱来的好奇心和创造力。Nature inspires people’s inherent curiosity and creativity.02大自然让人们容易建立没有功利的深度关系。Nature can break conventional social norms01大自然让人们得到自我疗愈，重获能量。Nature allows people to be healed and regain energy.
Modern city life is bringing increasing anxiety and stress to people...The repetitive and stressful life;The complex and utilitarian social relations; The loneliness due to a lack of deep connection with others...现代的都市生活，给人们带来越来越大的焦虑和压力…机械而紧张的生活；复杂而功利的社会关系；缺乏深度联结的孤独…消费者洞察 Consumer Insights
People aspire for a state and experience very different from the city. to relieve the anxiety and stress caused by urban life.Nature plays a very important role here. In nature, people get a respite and relaxation, feeling free...so that when they return to the city, they can feel fully-engaged to work and live.人们向往与城市截然不同的状态和体验，来缓解城市生活带来的焦虑和压力。大自然在此承担了很重要的角色，在大自然中，人们得到喘息和放松，感受自由...从而为了回到都市后，继续全情投入地工作和生活。消费者洞察 Consumer Insights
02 产业定位｜精致露营 The Camping Industry | Defining a Value Proposition for Glamping
传统露营Camping都市自然野生自然基于消费者调研，我们理解了露营对当今人们生活的意义。有越来越多的人，想通过露营来体验自然，寻求生活中的反差感。很多消费者由城市公园野餐，接触到“精致露营”，而传统露营的部分消费者，也自然的接受了更舒适和精致的露营方式，因此“精致露营”变成了时下露营浪潮中的“甜蜜点”。Based on consumer research, we understand the significance of camping to people’s lives today. More and more people want to experienc...
