In 2024, Heilongjiang's cranberries will be searched several times, with a broadcast volume of 70 million. Even [Xinhua News Agency] is broadcasting live. What many people don't know is that cranberries come from Fuyuan, Heilongjiang. The whole case of the city brand in Fuyuan, Heilongjiang Province, was designed and planned by the chief design of the International Zou Innovation Group.

In June 2023, Zhai Zou began to carry out the positioning planning of city brand for Fuyuan City in Heilongjiang Province. Next, we will analyze the Fuyuan case through the following six aspects and tell how Zhai Zou established the city brand:

1. Determine the city brand positioning; 2. Create the city brand slogan; 3. Design the symbol of the city brand; 4. Create the city super role; 5. Design the city's communication media; 6. How to consolidate the city brand


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Project background: Fuyuan is located in the northeast of Heilongjiang Province, the triangle area where Heilongjiang and Wusuli rivers meet. The east and north sides face Russia across the Wusuli River and Heilongjiang. It is a low and vast subsidence plain with a cold temperate continental monsoon climate. Fuyuan is the easternmost county-level administrative region of China's land. It is the first place to welcome the sun into the motherland. It is known as the "East Pole of China" and "the first city in the East. It is sparsely populated, well-developed animal husbandry and rich in tourism resources, but there are also many enterprises with low efficiency, high energy consumption and low added value, and the lack of vitality of the city's economic development still needs to be solved urgently. Just in time for the end of the epidemic, Fuyuan must take advantage of the "Chinese East Pole" characteristics of the reputation, grasp the tourism dividend, so that more tourists into Fuyuan, to explore the easternmost tip of China.

Project purpose: to establish a city brand for Fuyuan, hoping to enhance Fuyuan's popularity and sense of value in Heilongjiang Province and Beijing-Tianjin-Hebei region through our positioning and design, and finally achieve one goal: to enhance the city's "soliciting" ability. Because the gathering of popularity is the key to running a city, using popularity to drive fame and fame to drive wealth, thus realizing tourism to enrich the people and tourism, thus driving the economic rotation of the whole city.

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01
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Determine the city brand positioning


Then we need to think: in an unpopular city, how can you gather popularity? Find your uniqueness, put your advantage first, and stick to it. This is the "pole strategy" used by Shi Ji Zou in his study of Fuyuan ".

What resources does Fuyuan have in tourism?

In the end, we extracted the uniqueness of "people without me" for Fuyuan City: ① The absolute uniqueness of geographical location: it is located at 134.3 ° east longitude and 48.36 ° north latitude. The east pole, one of the four poles of China's geography, is called "Huaxia East Pole". The natural landscape is absolutely unique: the earliest sunrise in China. The natural ecology is absolutely unique: Sanjiang wetland is the largest freshwater marsh wetland in China. ④ The fishery resources are absolutely unique: there are three flowers, five Luo, eighteen children and seventy-two miscellaneous fish, which are the only main producing areas of salmon and sturgeon. It is known as "the hometown of sturgeon in China" and "the hometown of salmon in China", and is known as "the capital of freshwater fish".

But just talking about these, consumers may not remember, or feel that they have little to do with themselves, and still cannot make them impulsive. Therefore, we need to pack the four unique Fuyuan into something that consumers are familiar with and yearn for, and use it as a carrier for implantation in the minds of consumers.

The expression of the vector needs to be visualized

Visual expression can not only provide intuitive feelings, but also facilitate consumers to understand and remember relevant information. Therefore, we chose the most representative thing in Fuyuan, one is the east and the other is the sunrise. Together, it happens to be "Sunrise East", the so-called "Sunrise East Purple Qi Rising". In the Book of changes, it is the hexagram of Jin Gua. In the Northern Song Dynasty, it is said: "those who get this hexagram, such as the rising sun, have a strong luck, have a good income, can do things, and have good luck." Therefore, we decided to "Sunrise East" as the core, Fuyuan city brand image design.

Good design can make people act.

As we said earlier, one foot at the door is "calling for action". How to let people from know to action, the intermediate process is inseparable from the content of communication.

All communication thinking is based on "loss. Some things, its spread range is 1 to 1, or even only 0.01, did not spread to any one person. But some things, but can be 1 pass 10, pass 100, or even more? For example, Ruixiang and Maotai joint name of the sauce-flavored latte, 1 day sales of billions of dollars. Why is there such a disparity? The key is whether to let consumers produce action, action is an effective transformation. So we thought, although everyone knows that sunrise is in the east, why should I come to you when you are in the east? This is not the reason why I have to go.

So what do we do? Understand the underlying logic first! In the method of setting up international Zou, the action corresponds to the basic model. In the middle, there are three levels of symbols, interpretation items and identification.

The basic model is a basic model of human cognitive behavior. According to cognitive psychology, the reason why people can quickly and effectively recognize, analyze and judge new information or new things is because the "cognitive basic model" existing in the brain is at work.

In order to make people who have never been to Fuyuan feel familiar with Fuyuan instinctively when they first hear about Fuyuan. Therefore, we need to analyze when people will think of "sunrise" and "east".

According to these associations, we found that people have a good yearning and wish for "Sunrise East. In summary, they all focus on promising, wealthy, healthy and long-lived, and noble status. I hope that all things can have a good start......

Ehh? Isn't this the "Five Blesquences"? "One is longevity, the second is prosperity, the third is Kangning, the fourth is good virtue, and the fifth is the end of life".
Life is not premature and longevity is long. Rich money and noble status means wealth. Healthy body and peace of mind means Kangning. House heart benevolent and benevolent, benevolent and benevolent, good virtue; Peaceful death without disease and pain means good death. Don't you just correspond to people's association with "sunrise east?

If we say that packaging Fuyuan as a place of "gathering blessings" and using "blessings" to promote tourism, will it be a breakthrough?

For example, the key to WeChat's ability to open mobile payment overnight is to find the "Spring Festival", the most important festival for Chinese people, and to borrow one of the most important symbols in this festival, the "red envelope". This basic model is so strong that all Chinese people will never forget it. Moreover, WeChat red envelopes are even designed in the same way as traditional red envelopes.

It is reported that 4.82 million people participated in WeChat red envelopes on the day they were launched, and the number of red envelopes distributed by New Year's Eve the following year exceeded 1 billion. By the same token, we grafted the largest cultural model, Fu Culture, engraved in the hearts of all Chinese people to Fuyuan.

Fu Culture

The biggest cultural model engraved in the hearts of all Chinese people is the national mainstream core culture that has the farthest and most extensive influence on the Chinese nation.

From a psychological point of view: the essence of happiness is people's psychological satisfaction and pleasure! Happiness can make people feel happy, happy and satisfied, is a positive emotional experience.
②From the perspective of market strategy: There are many temples for blessing in China, such as Lingyin Temple in Hangzhou, Baima Temple in Luoyang, Nanputuo Temple in Xiamen, Nanyue Temple in Hengyang, etc. They are visited by millions of tourists every year. Because it sells not only cultural history, but also spirituality and divinity, and captures the comfort of people's hearts; secondly, there are countless cities rich in tourism resources in the world, but what is called "Jufudei" is not. If we can occupy the market gap of "Fuyuan", the number of tourists in Fuyuan City will exceed one million, and it will be just around the corner!
③ From the perspective of consumers: since this year, nearly 50% of the post-90s and post-00s have voluntarily poured into temples. There is a joke that "contemporary young people choose incense between going to work and making progress". Pray for happiness and satisfaction is the psychological comfort of young people; on the other hand, the current hot temple has been transformed into a cultural space with multiple functions, which is in line with the emotional consumption of young people, such as the "charity cup" of Yongfu Temple, a pun, a second into the play, to ease the spiritual internal friction of young people.

Where does Fuyuan's source of happiness come from?

If there is a value point, the key will be spread out.
However, relying solely on the city name of "Fuyuan", the spread will still be a little weak, because the popularity is not big, can not convey so far.

How to enhance the city brand to convey it?
Do you still remember the ultimate goal of the city brand we mentioned earlier? People want to come after listening to it, and they want to come when they come. They not only come by themselves, but also recommend others to come.
Yes, it is the brand slogan, just say a word can win people's hearts.

However, not all slogans can be truly effective.

For example, can you tell clearly the brand owners corresponding to these brand slogans mentioned above? Not to mention whether consumers have been moved, as a business owner, you spent so much time, energy and money to conceive slogans and spread slogans, only to find out in the end that it was a basket of water for nothing, and did you lose money? (However, there are still a large number of people who did not react and suffered even more losses.🤣)
What is a good brand slogan?

02
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The Spread of City Name Driven by City Brand Slogan


Fuyuan City is located in the most east of the motherland, known as the "most east of China".

And also mentioned earlier about the "East" association, is the beginning of all things, is the beginning of everything. Orient, is the direction of blessing. The slogan of the city brand is ready to come out:

The name of the city is also included, and the meaning of the value point is also included. This slogan was quite satisfactory to everyone during the preliminary examination within Zou. After all, who doesn't want to find the source of blessing in a new career, a new environment, or even a new year to make a good start for their future?

Huh?
The source of the blessing?
Fuyuan? Fuyuan? Isn't Fuyuan the homophonic sound of Fuyuan? This is really a pie in the sky, hit it! Isn't that an excellent psychological suggestion?

Therefore, in order to strengthen this psychological suggestion, we think it is necessary to integrate "Fuyuan" into the city brand slogan, otherwise it will be wasted.

If you want to find the source of blessing, you must come to the far. This is the reason we give consumers must come.
To condense the value of a city brand into one sentence to impress consumers, it is necessary to arouse attention and stimulate people to act.

When we package Fuyuan as "Fuyuan Land" and "Jufuplace" and promote it throughout the city, local residents will also feel proud of it, and they will be activated and automatically become the communicators of the city. Who will not Willing to tell others "My hometown is a land of blessings? Just like if you know a famous person, you can't help but talk to the people around you often.

With the brand slogan of the city, the next step is to design the symbol of the city brand.



03
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Symbol of Design City Brand

Instead of designing "graphic signs", design "city signs". Which word is the city symbol? It is "east". In order to make this word a symbol of the city, we need to give this word more urban culture. In combing the local urban resource endowment of Fuyuan, we extracted the most representative elements of Fuyuan and combined them into this logo that can speak for Fuyuan.

There is still a passage here. If you can't find the corresponding matching map, you won't let it go. -=-

04
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Build City Super Role


Every city needs a super character. Super role is the city tour guide! looking for fuyuan unique business card:

These two IP images have also been applied to Heilongjiang city activities hosted by Fuyuan far-reaching alliance creative design co., ltd (fuyuan branch of zou innovation group):

① 2023 Heilongjiang Fuyuan First (China-Russia) Riptide Throwing Pole Fishing Competition

② 2023 China Farmers Harvest Festival Heilongjiang Home Event

05
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Designing Urban Communication Media


How to do real positioning? Do a good job of strategic matching. In order to integrate "Fu Culture" into Fuyuan, Ji Zou has done a series of renovation activities for Fuyuan City in terms of Fuyuan scenic spots and play experience.
We often say that if any product wants to sell well, we must study the psychological state of consumers. The same goes for tourism products.
Tourism is not the study of scenery, but the heart.

The target consumer group of city brands and tourism brands is the public (men, women and children), so there are two directions when planning tourism plans:
① For the public: to create a new and strange, mysterious, shocking landscape, subversive experience, in order to let people pass on the word of mouth.
② For opinion leaders: This refers specifically to young people, especially girls. What can attract young them? Create a pop point that can win in the circle of friends, romantic dream, poetic, net red punch.

In this plan, Ji Zou has created a total of four tourist routes for Fuyuan City, namely:
① The main route of blessing: blessing from the east
② Ecological characteristic route: natural blessing
③ Carry forward the red line: the most blessed Dongfanghong
④ Popular boutique route: weekend micro-vacation

However, in this part, we will focus on the planning and experience of landmark buildings.



① East Pole Pavilion of the "Blessed East" Route

The core key of Dongji Pavilion planning, let tourists from "go"👉"Sit", increase the length of stay of tourists, to achieve the purpose of entertainment and rest.
Increase passenger flow
Increase diversified service experience
Opening hours are not limited.

② Yinlong Island of the "Blessed East" route

Silver Dragon Island planning the core of the key, the development of creation!
Develop Yinlong Island and transform it from the original "unpopulated island" to a must-visit scenic spot in Fuyuan.
As the highlight of "Blessing from the East", we set the slogan for Yinlong as "Come to Yinlong, let you run a dragon!"

③ In the transformation of other scenic spots, in order to make the scenic spots bring their own traffic and attract tourists, we have applied a large number of popular homophonic stems, so as to make the scenic spots more capable of story conversation and dissemination.


For example, the only way to Baisiye Temple (commemorating the White Dragon) is renamed "Dragon Road"; the scenic spot "Dali Jiahu" is homonym for "Dali Jiahu"! Combined with the rich water resources in the lake area, the development of water activities, the meaning of water is hair! The gas station was renamed "Jiafu Station".

There are many plans and details about tourism, so I won't repeat them here ~

Accompanying Ceremony is an Effective Media to Expand Communication

When the tourists finish their tour, we hope they can bring something back to their city and give it to their friends.
Therefore, we have developed a series of city gifts for Fuyuan with super symbols and IP roles, maximizing the media function of accompanying gifts and creating "meta-media" for city brand marketing communication ".

Brand program, to the city to bring the effect:

Finally!
After the city brand landing, the city brand strategy will be changed from "raw" to "solid".
If a city gives tourists an opportunity to come, will they want to come?



06
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How to consolidate the city brand


The answer is: make a festival. The world-famous Oktoberfest, Yunnan Water Splashing Festival, Harbin Ice and Snow Festival... are all typical cultural and tourism events that bring fire to a city.

This way of promoting travel by festival can make the city brand imprinted in people's minds with a more vivid image, occupy an important position, and accumulate over time, thus forming a habit and culture, so that the city can be famous for ten years, a hundred years, or even a thousand years.



The establishment of any brand is a matter of life and death. In terms of domestic tourism alone, there are thousands of newly developed scenic spots in a year. If you are still simply selling scenery and history, you can only wait for God to give you food. If you want to jump up, you still have to have a good idea according to local conditions.



Welcome to Fuyuan experience!

Come to Fuyuan East to find the source of blessing!