Joyoung has been working hard to provide consumers with better and more convenient solutions for kitchen life. However, the price of the early end products of Joyoung was fixed on small household appliances, which brought the bottleneck of development and competition for the later brand promotion, and was filled with a large number of copycat brands with Joyoung as the head. To solve these problems, we need to change from the original brand channel to a new channel of high traffic in the form of shop Mall. Based on the shopMall channel assumption, we take "light element" as the key word of brand remodeling. "Food and light element" is a breakthrough and a new concept for the product. It can improve consumers' inherent cognition of Jiuyang brand psychology by using high-end terminal experience, and change consumers' brand impression of the image of low-end life home appliances of Jiuyang brand. The terminal is characterized by "Sun" and "food" to build high-end stores and stores within stores as templates for the establishment of terminal image, promote the dynamic pin behavior of high-end small home appliances in the terminal market, and strive to distance itself from competitors and followers. When "differentiated competitiveness" becomes an unavoidable issue in the new era of home appliances, offline retail terminal experience has become the main battleground in the competition among brands. Top technology and quality products, coupled with comfortable space experience, Joyoung home appliances are more innovative and efficient mode, striding into the new era.