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Midea,打造主题场景化的智能科技生活

Midea,打造主题场景化的智能科技生活

Midea美的

  • 项目类型:品牌终端形象升级
  • 项目面积:380m?
  • 完成时间:2018年10月

作为市场上排名靠前的家电大牌,美的不再束缚于如何展现高端的先进科技,而是将高端的科技融入生活中的小细节,打造主题场景化的智能科技生活。实现差异化让用户体验到生活中的细节科技,将品牌本身“科技尽善,生活尽美”的理念通过一个有创意的点传递给消费者,是一个拓宽市场的好方法。通过分析品牌、竞争及资源三大内容,为美的提出了“养鲜生活研究室”这个概念。品牌形象整体运用香槟色以提升品牌格调,以“养鲜生活”这一创新思维为主基调,吸引消费者的目光。低调的奢华,配合新颖的理念使整个终端富有生趣,让消费者体验一个沉浸式的从科研研究到成果的展示,真正实现了美的品牌理念的凸显其“科技尽善,生活尽美”的本质。


As a leading household appliance brand in the market, midea is no longer bound to how to show high-end advanced technology, but will integrate high-end technology into the small details of life, to create a theme scene of intelligent technology life. It is a good way to expand the market to allow users to experience the details of life through differentiation, and to pass the brand's concept of "make the best of technology, make the best of life" to consumers through a creative point.Through the analysis of brand, competition and resources, the concept of "nourishing fresh living laboratory" was put forward for midea. Brand image overall use of champagne color to enhance brand style, with "fresh life" this innovative thinking as the main tone, to attract the attention of consumers. Low-key luxury, with novel ideas to make the whole terminal full of life, let consumers experience an immersive from scientific research to the results of the display, really realize the beauty of the brand concept of highlighting its "best technology, best life" essence.




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