Project background:Nowadays, the segmentation of our supermarkets has already been completed, the main segmentation could be divided into hypermarket, general merchandise store, super mall, and convenience store, among all these, the hypermarket is the most flexible. The target customers will be clearer to supermarkets after the segments, and easier to conduct multi-position management. Although now in China’s supermarket operating, different segments and different brands occurred, but most supermarkets adopted one supermarket brand, one purchasing system. Generally, a supermarket’s purchasing system contains over 40,000 commodities, but they cannot put all their stuffs out, so they make the relevant adjustments according to their positions and customers, once they settled, the segment has formed. Bai Wang Long started its popular small store brand developing strategy under this background.
Facing challenges:The store is a popular supermarket brand invested by Sichuan Juwang Invest Management Limited Corporation, its target clients were common people, working class and high-end consumer groups. The corporation was aiming to create a convenient and service-oriented high-end commercial chain supermarket brand that is affordable to common people, also with the combination of high-tech things-internet. The supermarket’s development plan in the future is Sichuan area as the center, gradually developed to the big provinces in southwest China, then the whole nation. From the most common supermarket, combines hi-tech Internet technology and modern logistics technology, from stores to online store, even to the most advanced automatic settlement supermarkets, striving to be the dream supermarket model. How do we build a localization featured independent supermarket brand under the background that Carrefour, Wal-Mart, Trust-Mart and many supermarket giants preconceived, this is the great challenge the team faces.
Solutions:With previous researches and years of practical works, Wevin named its Chinese nameas “Bai Wang Long” in accordance to its "small supermarket" brand positioning, tailored for a brand name with industry characteristics. The name “Bai Wang Long” is glorious which symbolizes good luck, derive from the meaning that "thrive for centuries, of notable character and high prestige", predicted the flourishing new supermarket development,to create a festive, upbeat festival atmosphere for every clients. The name is in coincide with aesthetic value, simple and easy to pronounce, convenient for clients to distinguish and remember, which is good for the broadcasting of brand’s image.