MOB欢迎大家IDEOGARDENPROJECTARCADIAMobiGordenBrandDebrief收高信品牌刚述088
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
3周时间,3场露营，24位受访者3weeks,3campingtrips,24interdlewees大理Ma上上海
消费者洞察ConsumerInsights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。Throughout ourresearch, wehave identfied 5 key insights.on people's relationship withnature and their underlying needs0一0102030405大自然让人们得到大自然让人们大自然激发人们体验大自然人们期待的自然,是为自我疗愈,重获能量。容易建立没有功利的与生俱来的好奇心和是平衡现代生活的人设计的,经过筛选和深度关系。创造力。调剂。优化的。Nature allows peopleNaturecanbreakNature inspiresExperiencingthePeopleaspireforato be healed andconventionalsocialpeople'sinherentdesignedregainenergy.normscuriosity and creativity.balance modern life.orhumanbeingsfilt ered and optimized.
消费者洞察ConsumerInsights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Modern city life is bringing increasinganvietyandstresstopeopleThe repetitive and stressfullife;The complex and utilitarian social relatians;TheIonelinessduetoalackofdeepconnection withothers.
消费者洞察consumerInsights道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,继统全情投入地工作和生活rellieve the anxiety and str ess caused by urban lifeMatureplaysaveryimportant rolehere.Innature,people getarespiteandrelaxation,feelingfree.sothatwhentheyreturmto the city, theycan,feelfully-engaged to workandlive
02产业定位精致露营TheCampingIndustry|Defining aValue Proposition for Glamping
基于消费者调研,我们理解了露营对当今人们生活的意义。Based on consumerresearch, weunderstand thesigificanceofcampingtopeople'slives today.Moareand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。morepeoplewantoexperiencenatureandseek asense ofcont rast to their daily life through camping.很多消费者由城市公园野餐,接触到"精致露营"。Manycansumersgetto know'glamping?throughpicnics in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rbanparks.Some traditional campershave naturalycepted a more comfortable and sophisticated way of因此"精致露营"变成了时下露营浪潮中的"甜蜜点"。ng.So'glamping?'hasbecomethe'sweetspat'inthecurrent campingwave都市自然野生自然家中院子/城市公园城郊露管地/森林公司自然风景区外/野外活动地纯野外甜壹点精致露营传统露营SweetspotglampingCampling
03牧高笛新品牌定位The New Brand Positionina for MobiGarden
定义目标受众DefiningTargetAudience精致进取都市人Rockid夫妇/上海青青8张权/大理肉往自然的都市小情口露营旅居践行者白媒体人渴望在大自然获得新生体验Miai上海Joy/苏州Kelvin/上海精改露营小白牧高笛实用户狂野奔放自驾游族者Glamping发烧友我们访问的城市城郊露营人群
定义目标受众Targetaudience生活阶段他们是一群职业已经步入正轨的都市上班族,有着稳定的收入繁忙的工作,让他们格外期待独特而丰富的体验。生活态度Rockid夫妇/上海青青8张权/大理肉往自然的都市小情口露营旅居践行者白媒体人他们更希望有品质地度过周末假期,执爱自然、旅行,运动、到处探店..断寻求生活中的各种反差。他们的生活也被各种精致而实用的产品...
