未来市场趋于细分品牌化
The future market tends towards segmented branding
未来的市场会避免同质化的竞争，因为目前国内的市场已经非常饱和了，或者称为“卷”。但是深耕细分领域的市场还有非常广阔的空间，比如根植美妆细分领域的“逐本”，“逐本”品牌是一家专门做卸妆产品的国内自研公司，如果这家公司没有给自己一个细分赛道定位，或许还是美妆市场不起眼的一粒尘埃，甚至还有可能成为出生入死的炮灰初创企业。但就是别家什么美妆啊护肤品啊什么都做，可它家偏偏只做卸妆用品，才会在美妆市场显露头角，甚至人气和知名度还超过了很多10年以上的大品牌老店。如果“逐本”专注卸妆产品但不做品牌定位、视觉包装和有效推广，那它目前的卸妆产品也不会被消费者所信得过。只有做好细分定位和品牌全套策划，才能在白热化的市场浪潮中占有一席之地！
The future market will avoid homogeneous competition, as the domestic market is already very saturated, or "saturated". However, there is still a vast space for deepening the market in niche areas, such as the "Zhuben" brand rooted in the beauty industry. The "Zhuben" brand is a domestically developed company specializing in makeup removal products. If this company does not position itself in a niche market, it may still be an inconspicuous speck of dust in the beauty market, and may even become a cannon fodder startup that risks its life and death. But other companies do all kinds of beauty and skincare products, but they only make makeup remover products, which makes them stand out in the beauty market and even surpass many big brand stores with popularity and popularity for more than 10 years. If "Zhuben" focuses on makeup removal products but does not do brand positioning, visual packaging, and effective promotion, then its current makeup removal products will not be trusted by consumers. Only by doing a good job in segmentation positioning and brand comprehensive planning can we occupy a place in the white hot market wave!
Full case design of commercial brand VI
商业品牌VI全案设计
新型潮玩IP——购买生活用品不仅是为了需求，更是一种集卡行为
“桃小圣IP”衍生品品牌源自施耐庵《西游记》，以其调皮机智的个性特点深入人心。品牌围绕“桃小圣”及其伙伴（猪八戒、沙僧）开发了包括公仔、抱枕、手机壳、挂件在内的多元周边产品，致力于让经典人物国潮化、创新化。
The derivative brand of "Taoxiaosheng IP" originates from Shi Nai'an's "Journey to the West" and is deeply rooted in people's hearts with its mischievous and witty personality traits. The brand has developed diversified peripheral products including dolls, pillows, mobile phone cases and pendants around "Taoxiaosheng" and its partners (Zhu Bajie, Sha Seng), and is committed to making classic characters China-Chic and innovative.
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地方文化餐饮品牌——地方味道的舌尖体验！
“城南燕”是南京一家深度融合地方文化与美食体验的文旅餐饮品牌（其关联餐厅为“南城燕归楼”）。品牌致力于诠释“南京味道”，主打精致淮扬菜与金陵本帮菜系，如青柑普洱红烧肉、咸蛋黄雨花石汤圆等创意菜肴。其门店常选址于老门东等历史街区，在古朴雅致的古宅环境中，为食客提供沉浸式的城南民俗氛围与在地文化体验，成为游客品味南京传统与创新饮食美学的重要目的地。
Chengnan Yan "is a cultural and tourism catering brand in Nanjing that deeply integrates local culture and culinary experiences (its affiliated restaurant is" Nancheng Yan Gui Lou "). The brand is committed to interpreting the "Nanjing flavor", focusing on exquisite Huaiyang Cuisine and Jinling Benbang cuisine, such as green citrus Puer Braised pork belly, salted egg yolk Yuhuashi rice dumpling and other creative dishes. Its stores are often located in historical districts such as Laomen East, providing diners with an immersive experience of the southern folk atmosphere and local culture in the quaint and elegant ancient residential environment, becoming an important destination for tourists to taste the traditional and innovative culinary aesthetics of Nanjing.
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联名茶包装——文旅与地方餐饮店的融合
“重庆盖碗茶”文旅品牌的茶包装，巧妙融合云阳博物馆与现代设计美学，以标志性的“三才碗”（盖、碗、托象征天、人、地）为核心灵感，包装常采用 环保材质如再生纸浆、可降解油墨）同时通过 浓烈色彩对比（赭红、石绿、金黄）），强化“云阳”人间烟火气与文旅伴手礼属性，让消费者从方寸包装中感知云阳的地方气息。
The tea packaging of the "Chongqing Gaiwan Tea" cultural and tourism brand cleverly integrates the Yunyang Museum and modern design aesthetics, with the iconic "Three Talents Bowl" (lid, bowl, and holder symbolizing heaven, people, and earth) as the core inspiration. The packaging often uses environmentally friendly materials such as recycled pulp and biodegradable ink, while enhancing the "Yunyang" human fireworks atmosphere and cultural and tourism companion gift attributes through strong color contrast (reddish brown, stone green, golden yellow), allowing consumers to perceive the local atmosphere of Yunyang from the square packaging.
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由捏捏衍生的IP——软到想捏的解压材质
“果兹”是一个专注于**慢回弹材质解压玩具**的原创IP衍生品品牌，其产品以柔软触感、高回弹性和趣味造型为核心特色，深度融合情绪疗愈理念与潮流收集文化。涵盖仿真食物、水果、人物主题等造型，并注重手感差异化（如超软技术、水感/泥感体验）与把玩趣味性。其衍生品设计兼具装饰性与互动性与实用性，目前开发了硅胶水杯、橡皮、抱枕、钥匙链等。
Guozi "is an original IP derivative brand specializing in * * slow rebound material decompression toys * *. Its products are characterized by soft touch, high resilience, and fun styling, deeply integrating emotional healing concepts and trendy collection culture. Covering simulated food, fruit, character themes, and emphasizing differentiated tactile sensations (such as ultra soft technology, water/mud sensation experience) and fun to play with. Its derivative design combines decoration, interactivity, and practicality. Currently, it has developed silicone water bottles, erasers, pillows, keychains, and more.
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韩式烤肉——烤肉吃出新花样，外卖包装有趣味
“韩食市场”是一个专注于推广韩国传统饮食文化的餐饮品牌，它深度挖掘韩国宫廷料理与民间美食的精髓，将经典的韩定食、部队锅、石锅拌饭、炸酱面等菜品与现代西方餐饮体验相结合。品牌注重原汁原味的呈现，坚持采用韩国传统工艺与核心食材（如直送酱料），为食客打造沉浸式的韩餐之旅。
"Korean food market" is a catering brand focusing on promoting the traditional Korean food culture. It deeply explores the essence of Korean palace cuisine and folk cuisine, and combines classic Korean dishes, military pots, stone pot mixed rice, Zhajiangmian and other dishes with modern western catering experience. The brand emphasizes the presentation of authentic flavors and insists on using traditional Korean craftsmanship and core ingredients (such as direct delivery sauces) to create an immersive Korean dining experience for diners.
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京剧花旦IP——对文化传承意想不到的改造
“京剧花旦”潮流IP衍生品是传统文化与当代消费美学融合的创新实践，其代表作品如德艺文创联合福建京剧院推出的《如梦姚蹁跹》系列。该IP以京剧旦角艺术为核心，将花旦的经典服饰、妆容、身段等元素与潮玩设计语言结合，通过盲盒、数字艺术品等形式重新诠释。
The trend IP derivative of "Peking Opera Huadan" is an innovative practice that integrates traditional culture with contemporary consumer aesthetics. Its representative works include the "Dreamlike Yao Tiao Pian" series launched by Deyi Cultural and Creative in collaboration with Fujian Peking Opera Theater. This IP focuses on the art of Peking Opera Dan roles, combining classic costumes, makeup, body movements, and other elements of Hua Dan with trendy design language, reinterpreting them through blind boxes, digital artworks, and other forms.
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高颜值伴手礼——花最少的钱，取最大的悦
“LUVEU”是一个源自法国巴黎的香薰伴手礼品牌，它致力于将香氛艺术融入日常生活，成为传递情感与品味的生活风格品牌。其产品设计巧妙融合古典美学与当代潮流，注重包装的视觉表现与材质结构（如绿白相间的盒面与蓝色瓶盖的碰撞，并饰以品牌丝带），营造出浪漫精致的“花园”场景感。
LUVEU "is an aromatherapy souvenir brand originating from Paris, France. It is committed to integrating fragrance art into daily life and becoming a lifestyle brand that conveys emotions and taste. Its product design cleverly blends classical aesthetics with contemporary trends, emphasizing the visual expression and material structure of packaging (such as the collision of green and white box surfaces with blue bottle caps, adorned with brand ribbons), creating a romantic and exquisite "garden" scene.
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包月鲜花——为生活注满“春”的生机
“春园”是一个专注于包月鲜花订阅服务的品牌，它通过线上平台（如微信、自有APP）为都市消费者，尤其是白领女性，提供每周一束的鲜花配送上门服务。品牌主打高性价比（入门价约98元/月）与日常幸福感，精选当季花材（如玫瑰、百合、向日葵等常见易活品种），并附赠养护指南与花语卡片，旨在将鲜花从节日消费转变为日常家居点缀，为用户的生活注入自然生机与情绪价值。
Chunyuan "is a brand that focuses on monthly flower subscription services. It provides urban consumers, especially white-collar women, with a weekly bouquet of flowers delivered to their doorstep through online platforms such as WeChat and its own app. The brand focuses on high cost-effectiveness (starting price of about 98 yuan/month) and daily happiness. It selects seasonal flower materials (such as roses, lilies, sunflowers and other common and easy to live varieties), and comes with maintenance guides and flower language cards. The aim is to transform fresh flowers from holiday consumption to daily home decoration, injecting natural vitality and emotional value into users' lives.
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文具专题IP品牌——写出的笔记都是香香的面包味
“知食分子”文具品牌推出的“吃货”IP系列文具，以“美食造型”为核心创意，将日常食物如便当、剉冰、面包等转化为极具趣味与疗愈感的文具产品。品牌通过拟真设计与情感化叙事，让文具成为连接美食文化与日常生活的创意载体，成功在“疗愈经济”中占据独特定位。
The "Foodie" IP series stationery launched by the "Zhishi numerator" stationery brand, with "food styling" as its core creative concept, transforms everyday foods such as bento boxes, shaved ice, bread, etc. into highly interesting and healing stationery products. Through realistic design and emotional storytelling, the brand has made stationery a creative carrier that connects food culture with daily life, successfully occupying a unique position in the "healing economy".
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多巴胺可玩家居用品——Z世代家居，原来生活如此有趣
“玩型填空”是一家以**原创IP设计与孵化**为核心的家居文创品牌，品牌将潮玩艺术与家居实用功能深度融合，以情感化、故事性IP形象（如MODOLI、KEYBOY等）为核心，通过授权合作与衍生品开发，打造出兼具趣味性与设计感的家居用品。
Playful Fill in the blank "is a home cultural and creative brand with * * original IP design and incubation * * as its core. The brand deeply integrates trendy art with practical home functions, with emotional and storytelling IP images (such as MODOLI, KEYBOY, etc.) as its core. Through authorized cooperation and derivative development, it creates home products that combine fun and design.
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解压零食品牌——办公室解压的独特方式
其品牌理念为“零食比比赞，好吃又划算”1，主打全品类、低价策略，旨在通过丰富多样的零食选择，为消费者（尤其是年轻群体）提供轻松、治愈的购物体验，帮助他们在快节奏生活中通过美食获得情绪释放与愉悦感。
Its brand philosophy is "Snacks compare to others, delicious and cost-effective" 1. It focuses on a full range of categories and low price strategies, aiming to provide consumers (especially young people) with a relaxed and healing shopping experience through rich and diverse snack choices, helping them to gain emotional release and pleasure through food in fast-paced life.
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敦煌飞天文创IP——千年丝路与“年轻”文化的碰撞
敦煌博物馆文创设计巧妙融合千年丝路艺术与当代美学，将莫高窟壁画中的飞天、藻井、九色鹿等瑰丽元素，与现代生活用品、潮流配饰、文具等载体相结合。让沉淀于壁画的佛教故事、西域纹样以丝巾、盲盒、咖啡杯等形态走入日常，成为“可带走的敦煌艺术”，实现了文化保护与创新的双向赋能。
The cultural and creative design of Dunhuang Museum cleverly integrates the millennium Silk Road art with contemporary aesthetics, combining the magnificent elements of flying sky, coffered ceiling, and nine colored deer in the Mogao Grottoes murals with modern daily necessities, trendy accessories, stationery, and other carriers. By incorporating Buddhist stories and Western region patterns that have settled in murals into daily life in the form of scarves, blind boxes, coffee cups, and other forms, it has become a 'portable Dunhuang art', achieving a dual empowerment of cultural protection and innovation.
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新中式香薰品牌——水色疗愈香水系列
“水色疗愈”是一个融合东方美学与自然疗愈理念的新中式香薰品牌，它从中国传统水文化中汲取灵感，主打“水元素”嗅觉叙事与沉浸式情绪体验。品牌以东方水生调为核心香型（如竹林溪涧、莲池晨露等意境），将流水、云雾等动态自然元素转化为具象的香薰产品（如扩香石、蜡烛、无火香薰）。其产品注重静谧感与松弛感的营造，旨在以氤氲香气模拟“临水观心”的禅意氛围，为现代都市人提供一方兼具传统文人雅趣与现代情绪疗愈功能的嗅觉空间。
Water Color Therapy "is a new Chinese aromatherapy brand that combines Eastern aesthetics and natural healing concepts. It draws inspiration from traditional Chinese water culture and focuses on the olfactory narrative and immersive emotional experience of" water elements ". The brand takes Oriental aquatic fragrance as its core aroma type (such as the imagery of bamboo forest streams, lotus pond morning dew, etc.), transforming dynamic natural elements such as flowing water and clouds into concrete aromatherapy products (such as aroma stones, candles, and fireless aromatherapy). Its products focus on creating a sense of tranquility and relaxation, aiming to simulate the Zen atmosphere of "viewing the heart by the water" with a misty aroma, providing modern urbanites with a olfactory space that combines traditional literati elegance and modern emotional healing functions.
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Z世代的懒人盆栽——对健康绿养的新玩法
“盒生万物”是一个专注于创新盒种盆栽的新兴品牌，其核心产品“多形态盆栽盒”拥有国家专利设计，巧妙融合了模块化拼装理念与植物生长科学。品牌致力于将传统盆栽提升为可互动、可变化的绿色生活艺术品，满足现代都市人群对便捷种植、空间美化与生态疗愈的多重期待。
Box Born Everything "is an emerging brand that focuses on innovative box planting potted plants. Its core product," Multi Form Potted Plant Box, "has a national patented design that cleverly integrates modular assembly concepts with plant growth science. The brand is committed to elevating traditional potted plants into interactive and adaptable green living artworks, meeting the multiple expectations of modern urban populations for convenient planting, spatial beautification, and ecological healing.
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打工族代言软糖——专治疲倦，一口吃掉个快乐！
“亿点甜”是一个专注于创新设计与健康理念的现代软糖品牌，以“轻甜无负担”为核心，主打天然原料、0添加蔗糖、低卡路里配方，结合高颜值造型与丰富功能性（如添加维生素、胶原蛋白等）。品牌精准定位年轻消费群体，通过缤纷色彩、愉悦口感与社交分享属性，将软糖从传统零食升级为兼具健康、趣味与情感陪伴的日常治愈单品，成为新一代消费者追求“快乐与健康平衡”的时尚选择。
Yidian Sweet "is a modern gummy candy brand that focuses on innovative design and health concepts. With" light sweetness without burden "as its core, it mainly uses natural ingredients, zero added sugar, low calorie formula, combined with high beauty styling and rich functionality (such as adding vitamins, collagen, etc.). The brand accurately targets the young consumer group, upgrading gummies from traditional snacks to daily healing items that combine health, fun, and emotional companionship through colorful colors, pleasant taste, and social sharing attributes, becoming a fashionable choice for the new generation of consumers to pursue a balance between happiness and health.
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魔法界的饼干——吃它带着魔法仪式感，味道也惊喜哦
“魔咖秘社”魔法风系列品牌饼干，是一个将神秘魔法元素与休闲零食深度融合的创新品牌。它凭借奇幻的包装设计（如暗黑系或复古魔药风格）和独特的口味创意（融入香料、巧克力或惊喜食材），旨在为消费者，尤其是年轻群体和奇幻文化爱好者，提供超越常规的沉浸式食用体验。品牌注重营造神秘感和故事性，让每一块饼干都如同施展美味魔咒，成为连接魔法幻想与现实味觉的趣味载体。
The "Magical Coffee Secret Society" magical style series of biscuits is an innovative brand that deeply integrates mysterious magical elements with leisure snacks. It aims to provide consumers, especially young people and fantasy culture enthusiasts, with an immersive dining experience that goes beyond the norm, thanks to its fantastic packaging design (such as dark or retro potion style) and unique flavor creativity (incorporating spices, chocolate, or surprise ingredients). The brand focuses on creating a sense of mystery and storytelling, making every cookie feel like casting a delicious spell, becoming a fun carrier that connects magical fantasy and real taste.
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