品牌视觉全案设计 | 签斤小姐牛肉串串
Brand Visual Full Case Design | Rich Lady Chuanchuan
餐饮的赛道从来不缺选手，火锅串串品类更是挤破头。要想在上面玩出什么花来，我只想说，别装！先搞懂消费者选你的底层逻辑。
创立2年，签斤小姐牛肉串串，已有50多家门店，从前期门店调研和口碑平台的数据了解到，“性价比”一次被提到多次。而作为火锅的细分品类，串串低门槛的消费场景和相对偏低的客单价，无疑更好的拉近了和年轻中端消费者的距离。
综上，我们把“经济实惠，好吃不贵”作为签斤小姐牛肉串串的底层逻辑，成为和消费者沟通的第一句话。
The catering track is never short of players, and the hot pot chuanchuan category is even more crowded. To play out what flowers on it, I just want to say, don't pretend! First understand the underlying logic of the consumer to choose you.
Founded 2 years, Rich Lady Chuanchuan, has more than 50 stores, from the preliminary store research and word-of-mouth platform data to understand that the "cost-effective" once mentioned many times. As a hot pot subcategory, skewers low-threshold consumption scenarios and relatively low unit price, undoubtedly a better way to bring young mid-range consumers closer to the distance.
To summarize, we take "affordable, tasty and inexpensive" as the underlying logic of Rich Lady Chuanchuan, and it becomes the first sentence to communicate with consumers.
制造价格锚定
便宜这件事，是个玄学。我们认为的便宜、不贵，其实是心理预期（是否在他能接受的价格区间，和他认知中的串串店消费价格比，贵不贵？）
比如菜单是消费者进店之后，接触到的第一个有关价格的物品，即便没有其他品牌价格的对比，如果所有主力产品的价格设置在10-15区间，甚至部分甜品设置在10元以内，消费者会不会觉得不贵？
超越价格预期的体验
人们想要的经济实惠不是低价，而是一次超越价格预期的体验。串串店如何丰富消费体验？空间、产品、服务等都可以做文章。
比如甜品作为串串店的加分项，不仅可以颜值高，还可以解辣解腻，深受女性消费者青睐。如果甜品匹配精致容器，文案上再加点“心机”，是不是能提升消费者的好感？
所有品牌都可以打“经济实惠，好吃不贵”，没什么特别。要在市场上特别出来，品牌需要属于自己的文化。“签斤小姐”，从命名开始就聚焦着女性，而在我们眼中所有的女性都是父母的千金、丈夫的千金，她们应该且需要被宠爱。“宠爱”即核心，我们希望签斤小姐串串牛肉成为一个重视女性，关怀女性，宠爱女性的餐饮品牌。
Creating a price anchor
The matter of cheapness is a metaphysics. What we think of as cheap or not expensive is actually a psychological expectation (is it in the price range he can accept, and is it expensive compared to his perceived consumption price of the skewer store?)
For example, the menu is the first item related to price that consumers come into contact with after entering the store, even if there is no comparison of the price of other brands, if the price of all the main products is set in the range of 10-15, or even part of the desserts are set at less than 10 yuan, will consumers feel that it is not expensive?
An experience beyond price expectations
The affordability people want is not a low price, but an experience beyond price expectations. How can a skewer store enrich the consumer experience? Space, products, services and so on can make an article.
For example, desserts, as a plus point of the skewer store, can not only have a high value, but also relieve spiciness and greasiness, which is favored by female consumers. If the dessert matches the delicate container, and the copywriter adds a little more "heart", will it not enhance the consumer's goodwill?
All brands can play "affordable, delicious and inexpensive", nothing special. To be special in the market, a brand needs its own culture. "Rich Lady", from its name, focuses on women, and in our eyes, all women are the children of their parents and husbands, and they deserve and need to be pampered. "We want Rich Lady Chuanchuan to be a restaurant brand that values women, cares for them and pampers them.
偏爱经济实惠的消费才不是Low。从前的“有面儿”，也许是和朋友之间攀比谁买的东西贵，但现在能在物美当中选价廉，才是闺蜜间炫耀话题，所以我们把“只有看过世界，才懂什么是好”作为广告语，时刻告诉消费者，你不是一个贪便宜的人，你是一个真正会过日子的人！
Prefer affordable consumption is not Low. once upon a time "face", perhaps with friends to compare who buy things expensive, but now can be in the beauty of the selection of inexpensive, is between girlfriends to brag about the topic, so we put the "only have seen the world, only to understand what is good! So we take "only seen the world, only know what's good" as the advertising slogan, always tell consumers, you are not a cheap person, you are a real person who will live a good life!
复古宠食千金
根据签金小姐旧上海奋斗的故事背景，打造“签金小姐”人物形象，小姐宠爱美食，最爱串串，借由IP输出品牌对串串的标准和讲究。
求财不分年龄，致富人人向往 –
让餐饮回归本质,消费场景很重要，但不代表它一定要“重工”。现代餐饮市场，需要让餐饮回归本质，如何用最低成本打造最合适的空间氛围才是最重要的。
Retro food-loving Rich Lady
Based on the story of Rich Lady's struggle in old Shanghai, the character of "Rich Lady" is created. The lady loves food and skewers, and the IP outputs the brand's standard and care for skewers.
Seek wealth regardless of age, get rich everyone aspires to!
Rich Lady" carries the attribute of "wealth", and through the direct association of the brand keywords, it designs symbols such as "gold bricks" and "copper coins". Through direct association of the brand's keywords, symbols such as "gold bricks" and "copper coins" are designed, and the wealth attribute can be linked to the IP, resulting in IP images such as "Fortune Thousand Dollars" and "Unbreakable Thousand Dollars", which, together with the related texts, make the image rich and varied and add a little bit of fun.
Let catering return to the essence of the consumer scene is very important, but does not mean that it must be "heavy". Modern catering market, the need to return to the essence of catering, how to use the lowest cost to create the most appropriate space atmosphere is the most important.
对品牌而言，签斤小姐用低成本的装修落地，既保证了品牌的专属性也具备与客户的互动性，同时增加了品牌加盟连锁的竞争力。
对市场而言，签斤小姐有实力保证产品“好吃”，不做过度装修的风格，又能把价值回归给客户！借由IP形象延展实用的礼品与消费者分享品牌价值，这种理念也会得到不错的市场反馈。
For the brand, Rich Lady with low-cost decoration landing, both to ensure the exclusivity of the brand also has the interactivity with customers, while increasing the competitiveness of the brand franchise chain.
To the market, Rich Lady has the strength to ensure that the products are "delicious", not over-decorated style, but also to return the value to the customer! By IP image extension of practical gifts to share the brand value with consumers, this concept will also get good market feedback.
