"Craftsman" comes from the mountain city of Chongqing, pays attention to the extraction technology of natural herbs, and deepens the sinking market. It is a technical old domestic product recognized by the older generation.

With its stable product quality, "craftsman" has continuously studied ingredients and technologies in the field of washing and protection, and has become an old brand of washing and protection trusted by consumers in Sichuan and Chongqing.

Daye, as the first-generation design company rooted in China, has design insights that link two eras. We hope to help craftsmen clarify their own brand advantages and clear brand market positioning, so as to strive for the growing young consumer market dividend.

Through craftsmen, we can see some common characteristics of many "old Chinese products", such as vague brand image positioning. The style of brand and product has a sense of separation, and the visual expression is not unified. The image is too straightforward, it is difficult to convey the brand and product texture, etc. Old Chinese products that focus on quality often ignore the construction of brand systems.

The baptism of the trend background of the times, the combination of hard power and soft power. Old-brand Chinese products are taking their own path of innovation. All kinds of childhood brands we know are returning to the public view through the three tracks of brand power, product power and marketing power, so that young people can re-understand these brands and realize the innovation and upgrading of old brands.

Whether it can break through in the red sea of fierce fighting and find the blue sea opportunity of brand growth will be an important proposition for businesses.





Brand top-level building thinking


The essence of brand is to reduce the marketing cost of enterprises and reduce the choice cost of customers. Brand is a friend of time, making market profits for enterprises and creating compound interest more continuously. Brand design is to carry out systematic management in brand cognition, and strengthen the experience perception of the audience, so that they can trust and love the brand more, and form his brand loyalty.

Market Environment and Purchase Rejuvenation

The industry is thriving in 2019, with most of the secondary categories remaining at a high growth rate of more than two

Consumer Insight: The winner of the industry's new customer crowd is the opportunity crowd with fast growth and high UV value: Generation Z (Gen-Z)

How to empower brands through design, make craftsmen stand among rivals, and occupy the minds of users among the main consumers in Z era is the biggest point of this project.





Brand listing analogy


After investigation, it is found that from the perspective of sub-industries, leading brands such as Sassoon, L 'Oré al, and Schwarzkopf are the first to seize the mass consumer market, and Medosi, Jesse, and Sebastian, which are aimed at the niche elite market, have also consolidated their position in the intensive cultivation of customer groups in recent years.

Whether the value output by the product function and image corresponds to the market segment, insight into the potential demand preferences of the consumer group, targeted breakdown, and the formation of an exclusive mind!