With the improvement of people's living standards, the diet is more important to nutritional balance, pay attention to fashion, freshness, taste, texture, appearance, while paying more attention to dietary health and nutrition.

In addition to meet the normal physiological needs, people are more and more dietary quality and health, nutrition, environmental protection, green linked together, pay more attention to dietary safety, science, economy and enjoyment, green restaurants, therapeutic restaurants, coarse grains, wild food more and more favored by the people.

Originating in Yunnan, Tianma Ham Chicken Hot Pot is well received because it comes with "healthy and nutritious attributes", which is very suitable for the demand of consumers for healthy diet, and thus is widely acclaimed.

Zhaoyuan Hong Tianma ham chicken was founded in 2013, based on the community dining market. But we all know that the catering industry has been developing rapidly over the past decade or so, and throughout the development process there have been brands that have fallen and disappeared, as well as brands that have risen and developed. Consumers are becoming more and more aware of the brand, catering people's brand awareness is also awakening.

The importance of branding and chaining of catering enterprises is self-evident, and the branding of the enterprise is not a simple change of image, change the head, branding is to be systematic, to have a direction, have a plan to carry out . Zhaoyuanhong team also gradually realized that in the current era of branding, chain, the former fly tavern, simple decoration has become yesterday's yellow flowers, difficult to picky diners in the heart of the ripples.

The door is linked to the first competitive position of the customer, we can see from the above picture, Zhaoyuan red door is not enough to attract customers. We are based on the community dining market, door is equivalent to the shopping mall shelves, it directly affects the restaurant exposure rate, the customer's choice of store rate.

In the same location, some products taste better than others, and competitors to the front as an important advertising space to attract customers and then the door of the city, while some are only sporadic a few tables.

Although the brand in Yuxi has become the preferred brand of Tianma ham chicken, but still not strong enough brand potential, only continuous build brand volume and sound volume ; Secondly, brand image, space style is seriously inconsistent , affecting the consumer's perception of the brand's unity, can't Brand recognition, hindering the Zhaoyuan red branding, chain development momentum.

And we all know that the well-known chain restaurant brands are brand image unity, space decoration design unity, door signs are completely unified, Zhaoyuanhong Wu is aware of this, to take the road of branding, chain, it is necessary to find ways to upgrade the overall image of the restaurant unity.

The core of the brand strategy lies in the maintenance and dissemination of the brand, how to do the brand to the hearts of consumers to go, is the most important part of the brand strategy. At this stage, we need to let consumers know: Who are we? What do we do? Why must we choose us?

Our brand name, Zhaoyuan Red Zhaotong Tianma Bamboo Fungus Ham Chicken, is too complex and not clearly displayed at the front door. In the latest Chinese hotpot icon, "Zhaotong Tianma Ham Chicken" has appeared as a separate category, so we streamlined our brand name to Zhaoyuan Hong Tianma Ham Chicken, the name and category can be fully displayed, easy for consumers to identify and remember.

This corresponds to what we call the name, category, advantage. A good name is the best advertisement for a restaurant brand, which can bring its own traffic and is a valuable intangible asset of the restaurant brand.

Name, category to determine, what is our core strengths? The answer is self-evident, Tianma Bamboo Fungus Ham Chicken is our core product, and Zhaotong Tianma is the core of our products.

Ancient "Shennong's Classic of Materia Medica" records: Tianma "long service benefit gas power, long yin fat and healthy, lightweight and prolonged life", Li Shizhen in the "Materia Medica Compendium" records: Tianma "treatment of wind deficiency, vertigo, headache," by the ancient medical practitioners honored as a "precious".

Zhaotong tianma large quality, compact and full in appearance, is the best of its kind, its sedative, brain-boosting, wisdom-boosting effect, especially suitable for modern life in the brain workers. Xiaocaoba known as "thousand waterfalls Xiaocaoba, magical wild tianma" title, and Zhaoyuan red is Zhaotong wild tianma cultivation of the third generation of tianma, the growth of 0 additive 0 pollution, and the chicken stew, the flavor and efficacy of the product is superior.

The quality of the product represents the taste, to meet the needs of the taste buds, the core product Tianma represents the health, nutrition, expect to taste good at the same time, but also beneficial to the body.

Yunnan - the reputation of "South of the colored clouds", colorful, sky high, clouds rolled sky Shu, Yunnan people are simple, friendly. "A mountain divided into four seasons, ten miles of different days" is the "three-dimensional climate" portrayal of Yunnan, known as the "Kingdom of Plants" reputation.

Yunnan Tianma will grow in this land, geographic and climatic conditions, the growth of Tianma large, fat, full, weight, high content of asparagine.

How can we help brands build their visual system?

We from the core product green feet hemp chicken, Zhaotong tianma, the brand originated in Yunnan, the extraction of cockles red, tianma yellow, natural green as brand color , will be natural, relaxing, simple, comfortable to do more direct,

The brand name Tianma Colors, the natural relaxation, simplicity, comfort to be more direct, intuitive.

TIANMA HAM CHICKEN HOTPOT is made of Yunnan Zhaotong Tianma, Wenshan Panax pseudoginseng, Xuanwei old ham as the main ingredient, with more than 20 kinds of precious herbs such as American ginseng, jujubes, wolfberries and so on, which are carefully cooked.

We amplify all the advantages of our core product Tianma Ham Chicken to the maximum, backyard 12 months of Yunnan hemp chicken, Zhaotong wild Tianma cultivated third-generation Tianma, the growth environment of 0 pollution, 0 additive is the public have *** knowledge of the product's core credit endorsement to enhance the customer's trust at the same time, to enhance the overall consumer experience.

Although the asparagus ham and chicken hot pot has appeared in the market as a small category, but we have no way of judging the good of asparagus, hot pot, chicken, based on the brand's insistence on the quality of the product, we will be the advantages of the category of nutritious coupled with the regional characteristics of Yunnan, put forward the core slogans "dietary supplements have a good recipe, the top choice of the asparagus soup ", to give customers to Zhaoyuanhong consumption more intuitive reasons.

There is a good recipe for dietary supplement, the top choice of Tianma soup. Combined with the essence of Yunnan food culture, fully demonstrates the perfect combination of food and medicinal tonic effects.

Illustration is a good way to show the culture of a restaurant brand.

In this illustration creation, we fused the ingredients with tianma ham and chicken, extracted the elements of Zhaotong tianma, green-footed sesame chicken, Xuanwei ham, and Dafang dongsun, and combined them, full of details, to create a sincere, reliable, and friendly tianma ham and chicken hot pot brand.

Using the modern art of illustration, through the visualization of pictures, which are directly absorbed by everyone, expresses the brand character to consumers, conveys the brand culture, and achieves our strategic marketing objectives.

Brand image is a connection between the brand and the consumer established through the visual carrier, is the consumer's perception of the brand, so the brand image has a great significance for the brand itself.

We put the brand image design into practice, for coupons, packing boxes, disposable tableware packages, kitchen curtains, disposable paper cups, staff clothing and other common materials in the store customized exclusive design, so that the entire restaurant to form a unified style, the diners can be seen everywhere these brand elements, invariably deepen their understanding of the Zhaoyuanhong brand

The brand image of the restaurant is the brand image of the brand, and the consumers are aware of the brand.

Line of sight into the space, the project total area of 286 square meters, comfort is a very important part of the enhancement of customer experience, the designer layout of 25 dining tables, the total number of seats ****128 seats.

In the space to create, design style close to the natural, simple, reminiscent , the whole can not only make the environment more elegant, but also mobilize people's emotions, so that people enjoy the atmosphere more, leaving a good impression of guests dining.

40 meters of advertising characters for the door display, greatly enhance the value of the brand at the same time, but also has a strong recognizability, so that consumers can see no matter how far away, but also in the invisible role of stimulating consumption.

The product will be displayed in the front hall, giving consumers a strong sense of trust, and enhance the cultural flavor of the Zhaoyuanhong brand to achieve the purpose of occupying the minds of consumers.

Through the display of dishes to the guests, enhance the distance between the kitchen and guests, using the dining environment more atmosphere , at the same time let the guests more appetite for food, and thus increase the revenue of the restaurant.

Brand culture, visual image into the dining space , so that the Zhaoyuanhong brand has the function of brand dissemination, to help establish a more vivid three-dimensional spatial environment, so as to give customers a more immersive sense of consumption scene.

It is often said that only love and food can not live up to, see the status of food in people's minds. A lot of times unhappy can be solved with a meal of food, a meal can not be two meals. It is a very healing experience to satisfy your taste buds at your favorite restaurant.

Thanks very much to Mr. Wu of Zhaoyuanhong for his trust in the Ziran team and his full cooperation, after countless brainstorming sessions, to empower the brand communication with the best presentation.

After the completion of the project upgrading and landing, store turnover has been greatly improved, basically in the state of queuing up all the time, Mr. Wu is more confident, now and another 800 square meters of flagship store to be built by Ziran, so let's look forward to the moment of the landing of the new project, and believe that Zhaoyuanhong will have a great impact on the branding and chainization in the future. I believe that Zhaoyuan Hong in the future branding, chain on the road will be more comfortable.

On the road to branding, the pursuit of perfection is absolutely the right choice, how to maximize the conversion of existing resources is the need for us to seriously think about the problem, to achieve "value for money" or even "value for money" is the most ideal

The best way to get the most out of your existing resources is to think carefully.