长信医疗
背景： 长信医疗集团是由北京中医药大学东直门医院疼痛中心主任、北京中医
项目背景
O HUI是韩国LG旗下的高端化妆品品牌，以独特的植物性功效成份和科技为核心理念，并始终秉持制造符合亚洲人肌肤的产品的精神，同时结合大自然法则和现代科学技术，塑造着现代人的美丽梦想。此次进入中国市场是LG又一战略性举措，本土化策略的重要性不言而喻。
O HUI is South Korea's LG's high-end cosmetics brand, a unique botanical ingredients and efficacy of cutting-edge tech logy as the core concept, and has always manufactured to comply with the spirit of Asian skin products, combined with the laws of nature and modern science and tech logy, shaping modern beautiful dream. The LG enter the Chinese market is a ther strategic move, understood the importance of localization strategy.
面临挑战
LG在多方对比下，更终将本次本土化词语战略项目交付先知。先知在任务初期就对LG在中国市场的发展历程进行了细致的梳理，认为O HUI品牌名称本土化是打开中国市场的必经之路，本次词语战略需将中文文化圈受众的接受习惯作为首要考虑因素，且要承载品牌精神理念，并突出行业属性。
LG in the multi-contrast, eventually strategyd this localization project delivery Wevin. early in the mission on the LG course of development in the Chinese market on a detailed combing, O HUI brand strategys that localization is the only way to open the Chinese market, this strategy will be required to accept the habit of Chinese cultural sphere as the primary audience considerations, and to carry the spirit of the brand concept, and highlight the attributes of the industry.
解决方案
随后，先知中国品牌部对国内市场的化妆品品牌名称进行了分析，并发现大多数欧美品牌在中国市场的本土化程度都不高，并且品牌形象主要以英文单词为主要元素，先知并没有沿承此种模式，而是将策略重点定为“兼具现代与传统”，直接取“O HUI”之音——“欧蕙”。该名称音色柔美，含义简明，同时东方韵味，使得品牌内涵与产品特性都得到了完整体现。
Subsequently, The domestic market cosmetics brand were analyzed by Wevin and found the majority of European and American brands in the Chinese market is t high degree of localization and brand LOGO mainly English words as the main element, Wevin did t order along such a model, but focus on the policy as "both modern and traditional" direct access "O HUI" the Voice - "Europe LOH." The strategy sounds soft, meaning concise, and very oriental flavor, making the brand con tation and product characteristics have been completely achieved.
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