Jianlibao, the national time-honored brand, launched new package by taking the advantage of the Imperial Palace IP, Luzhou Old Cellar united Jiang Ziya IP to push online cartoon advertisement. The White Rabbit rolls produces perfume, Naobaijin transformed to run clothes factory. Behind the series of marketing actions breaking through conventional thought of the brand, there is the common goal---brand rejuvenation.
With the growth of generation born after 2000, brand rejuvenation has been the key subject for marketing of all brands long time ago. Celebrity endorsement, trans-border co-brand, or use of quadratic element, black technology, episode are used as marketing gimmick or publicity is made with the help of microblog, bilibili.com or Tik Tok and other platforms popular among young people. These seem to be common means for brand rejuvenation. But do young people pay the bill for foppish form? Does brand rejuvenation only change external image of the brand to the taste of young people?
Actually, it may not be so. The rejuvenation remaining on the form does not implement brand rejuvenation into the brand really and cannot make an impression in the mind of young people. It is an obvious problem for every brand to ponder over how to make brand rejuvenation go deep into the inner heart of consumers.
The advent of new consumption era pushes the main household consumption group towards the direction of rejuvenation. These groups are inclined to express self and have demanding requirements for product quality, brand popularity and service quality. ANNWA, experiencing the test of Industrial development tide, has mastered acute market perceptivity and jumped out existing thinking, followed the market development direction closely and carried out brand reform and upgrading to do extremely well in details and look to the future with strategic perspective.
We note that, as the comprehensive bathroom and ceramic tile brand with strength and influence at home, ANNWA has unique opinion for rejuvenation. The sudden outbreak of the epidemic of 2020 covers a layer of haze for beginning of a new year. It not only passes on confidence to the Industry but also provides referential experience for rejuvenation campaign of numerous brands at the same time. The overall upgrading of official network exhibits the transformation of rejuvenation of the brand to a certain extent and has obtained higher recognition in keen industrial competition. This also starts the brand rejuvenation campaign of ANNWA.
Brand new official website pops up online
To pass on the brand concept of more in young people.
The official website, which serves as important window for consumers to understand brand information, product and service as well as the image, is an important carrier to establish connection between the brand and consumers. As a systematic engineering, the important measure of official website upgrading is necessary for brand rejuvenation naturally. Therefore, ANNWA carried out comprehensive upgrading for the official website from visual presentation, Typesetting layout, user experience to pass on the brand concept of knowing more about young people.
In visual presentation, the overall design style of ANNWA is relatively simple, plain and elegant but without losing the sense of fashion and youth. For example, in term of color matching, in addition to maintaining the main tone, tone extension is also made in combination with product color. The diversified color just embodies the characteristics of youth and vitality properly and features high differentiation and strong impact in visual communication and adds the marketing atmosphere of the page effectively.
The brand-new brand slogan “fashion ANNWA, more in your life” also comes into the public vision with upgrading of the official website. The seemingly simple sentence embodies the enterprise vision of ANNWA “becoming a fashionable home brand more in the younger’s life” thoroughly.
Formulation and implementation of this strategic positioning is also based on precise insight and understanding of ANNWA for consumption concept, habit and need of consumption group. The report for 2019 Household Life and Consumption Tendency Report of household consumption investigation report shows that the generation after 80s and 90s are main group for decoration. They will emphasize manifestation of self individuality pursuit of fashion when paying attention to the quality and create popular culture, focus on self and seek the healing lifestyle. This is to say that they are not only satisfied with the functional demand but want to express their aesthetic style and life attitude through home decoration.
For this purpose, ANNWA raises the brand-new brand slogan “fashion ANNWA, more in your life”, understands “young” and independent, fashionable and diversified cultural quality by observing the pursuit of quality of “Young people”, individuality and refreshing consumption view, pays attention to the lifestyle featuring expression and healing of self of “young people”, understands the demand of young people and provides products with rich appearance, new function and excellent quality to them to greatest extent so as to meet their need in quality, value and emotion and make them enjoy young, fashionable and carefree life at home.
In the term of website layout, the brand-new official website makes effective integration of bathroom and ceramic tiles that are independent formerly and exhibit them on the website synchronously. In the general trend environment that the consumers are more and more inclined to one-stop solution, “large household”. This move of ANNWA also manifests overall home solution complying Industry tendency and making overall layout and the brand attitude providing more comprehensive product service to consumers.
In addition, the ANNWA official site also launches new products online, best selling products of the year, single product customization, and fashionable product and diversified functional block and draw user’s attention with product switching, video presentation, etc, coordinate relevant products and price favorable information to promote conversion. Upgrading of the layout just humors the consumption concept of young consumption group in digital times.
In terms of user experience, the new official website opens up online and offline channels. The consumers can select to browse product details on line through the official website and place an order offline to skip to Tmall, Jingdong and other electronic business channels to purchase, or select favored products on the official website and check the address of near outlets to experience or buy directly so that they can select shopping experience manner flexibly. This method gives more space to users for self selection and good impression to customers.
For upgrading of the website, ANNWA humors the consumption behavior, habit, characteristics of consumption group with young mentality whether in visual presentation, product display, website layout or user experience, further highlights the young and fashionable brand image of ANNWA.
Brand rejuvenation does not equal to young people of the brand. As a matter of fact, it is not exclusive to young people to focus on self expression, manifest self individuality and pursue fashionable taste in a high informatization Era. Compared with following the trend of hot topics, putting greatest effort to hot channels of communication to humor young people, it is a permanent method to keep brand rejuvenation to establish young core value that really belongs to the brand, make communication with consumers, and build the lifestyle more suitable for self so that the brand can keep youth vitality under any contest of the times. Nike in fifties is the best proof. The sentence “just do it” has gone through the transition of several decades and Nike also always sticks to and practice the rejuvenation of brand concept. As a result, it has imprinted the young and fashionable brand image in costumer’s mind deeply.