• 給定品牌戰略方向
  • 獲取受眾心智資源
  • 贏得市場無爭格局
導航
餓了么星選 星選外賣 用心選

背景:

       中國的城市化進程,帶來的是更高的人口密度,相應的是更密集的餐廳供給,但享受的卻是仍然遠低于海外發達國家的人力成本。這意味著可以用更低廉的成本實現更高效的配送,三者結合更利于互聯網外賣行業在中國的發酵。根據市場分析機構艾媒咨詢此前發布的行業數據顯示,中國在線餐飲外賣市場規模每年保持兩位數增長。2018上半年中國在線餐飲外賣市場規模已超1250億元,預計2018年全年整體市場規模將達到2430億元。從行業格局來看,從早年美團外賣、餓了么、百度外賣在互聯網外賣市場的三足鼎立,到如今美團點評與阿里本地生活服務公司在服務市場的兩強爭霸,當市場中的商家資源和用戶資源表現出明顯的集中態勢后,市場間的競爭也變得更加焦灼且復雜。

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.

洞見:

       百度外賣誕生于2014年5月,定位于中高端白領市場。去年8月,餓了么正式合并百度外賣。收購完成后,餓了么隨即公布了“雙品牌戰略”,即百度外賣主打高端市場仍保持獨立運營,餓了么瞄準中低端市場。百度外賣品牌保留18個月給餓了么使用,18個月之后餓了么不能再使用百度相關品牌。百度外賣今日正式更名為“餓了么星選”,根據官方介紹,餓了么星選是餓了么旗下嚴選商家和美食、秉持用戶體驗至上的高端外賣及生活服務平臺。10月15日,餓了么正式宣布百度外賣更名為餓了么星選,并啟動包括創建高端餐飲外賣平臺在內的戰略升級。

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 restrategyd "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 restrategyd Hungry Moxing Selection, and launched a strategic upgrade including the creation of a high-end catering takeaway platform.

解決:

       “餓了么星選”足夠簡單,一目了然,而且不需要用句話去解釋品牌的行業屬性,你就知道“星選外賣”是專注于高端外賣市場,“星選外賣,用心選”是一句直達內心防線的強大口號,強大的創意一定是經得起時間推敲的,先知國際創作廣告語的更高標準:一句廣告語,能用一百多年。當我們提到“星選外賣”的時候,人們的內心都會有一種熟悉感,大家聽到后,都會覺得似曾相識,很熟悉,很好記,不會產生距離感,能夠快速識別,這樣更能降低品牌的傳播成本。“星選”這個強大詞語大大的提高了品牌的認知度。并且是可描述的、可識別的,在口耳相傳的傳播方面,這個名字高認知度,是有戰略意義的,是有巨大的勢能在的,能夠節省大量的傳播和營銷成本,還能累積品牌資產。“餓了么星選”品牌英文名為“STAR.ELE”,正好與餓了么英文名“ELE”呼應,形成了巧妙關聯。

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 strategy has high awareness, strategic significance, great potential, can save a lot of communication and marketing costs, and can also accumulate brand assets. The English strategy of the "hungry Moxingxuan" brand is "STAR. ELE", which coincides with the English strategy "ELE" and forms a clever connection.

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