Clivet

Clivet家用中央空调,因收购,而被关注,意大利品牌Clivet正直品牌塑造的黄金期。商业空间,是品牌的“第一触点”,附以互动传播,几乎形成完整的品牌矩阵。从中国家用中央空调(暖通)市场的品牌切入角度,它们更注重技术/功能;日系品牌则以“技术与品质”基因作为主战场,而作为意大利品牌Clivet的最佳切入位置,应该是定位于高端,有相对完备产品体系、产品功能,完整的技术及服务体系层面来诉求体验与解决方案。

品牌建设模型建立,在品牌故事中找到与消费者沟通的核心ICON,通过品牌调研,其工厂位于阿尔卑斯山脉附近,空气清新无污染,从产品源头,人文体现大自然的和谐、宁静。以阿尔卑斯山脉作为情怀和体验的ICON,作为不同产品体验的切入点,建立与消费者的沟通语境和视觉线索。

在空间规划逻辑,植入瑞升的“慢销品”理念,它们具有特定时机消费,且商品单值较高,消费者购买大都是临场决策与否,“消费历程”的管理作为空间布局的线索,更大程度上延长消费者滞留时间与提高成交率。从品牌景观区,品牌形象区、设计工作室、咖啡吧,空气实验室、产品展陈区,各个功能分区和动线设置,感知和认同Clivet以欧洲顶级技术与品质,为中国家庭提供阿尔卑斯度假般极致新鲜空气和舒适温度享受,极致舒适(空气、温度、湿度)完整的系统解决方案。

Clivet home central air conditioning, due to the acquisition, and was concerned about the Italian brand Clivet integrity of the golden shape of the brand. Commercial space, is the brand's "first touch", accompanied by interactive communication, almost forming a complete brand matrix. They focus more on technology / function from the point of view of brands in China's domestic central air-conditioning (HVAC) market. Japanese brands use "technology and quality" genes as the main battlefield and as the best entry point for the Italian brand Clivet, they should be positioned At the high end, a relatively complete product system, product features, complete technology and service system level to appeal to experience and solutions.

The establishment of the brand building model, in the brand story to find the core communication with consumers ICON, through brand research, the factory is located near the Alps, the air fresh and pollution-free, from the source of the product, humanistic nature reflects the harmony and tranquility of nature. With the Alps as a feeling and experience of ICON, as a starting point for different product experiences, the establishment of consumer communication context and visual clues.

In space planning logic, the concept of "slow sales" implanted in Ruisheng is promoted. They have specific time consumption and higher single value of products. Most consumers purchase decision-making at the spot or not. The management of "consumption history" Clues to a greater extent to extend consumer retention time and increase the turnover rate. From the brand landscape area, the brand image area, the design studio, the coffee bar, the air laboratory, the product exhibition area, the various functions zoning and movement setting, the perception and the recognition Clivet provides the Chinese family alpine vacation with the top European technology and quality Extremely fresh air and comfortable temperature to enjoy the ultimate comfort (air, temperature, humidity) a complete system solution.