台湾大乐透

一、品牌概况

DUOBAOQIBINGPINPAIZHUYING“PINPAIZHEKOUGAODANGNVZHUANG”，QIUSHUIYIREN、SISHUINIANHUA、ONLY、MODA、ENRUINI、HAIBEIDENGZHIMINGPINPAIQUANBUYIYIZHEQISHOU，LAIDAODUOBAOQIBINGJIUSHILAIDAOLEGONGCHANGZHIXIAODIAN，GAODUANZHENGPIN，WENQINGJIAGE，RANGNVRENMENCHENNIYUXIANGSHOUDAOGOUWUDEWUQIONGMEILIZHONG，DUOBAOQIBINGPINPAIZHEKOUDIANDUINVRENMENLAISHUOYOUYIZHONGSHANGYINDEMOLI，YINWEIZAIZHEILINIKEYIZHAODAOZHIAIDESHANGCHANGZHUANJUMINGPIN，MANZUGOUWUYINDETONGSHIJIANGDI70%GOUWUCHENGBEN。

DUOBAOQIBINGFAHUIQIMEIGUOJIHUOYUANYOUSHI，SHIJIANFABUSHANGPIN，JIANCHIZHENGPINBAOZHEN、PINZHISHANGCHENGDETONGSHISHANGPINSHISHANGGANQIANGLIE，HUOYUANGENGXINLIUTONGSUDUQUANGUOLINGXIAN。PINPAIDUO、GUANG、JING，GENJUBUTONGDIQUKEXUANZEBUTONGLEIBIEDESHANGPINJINXINGJINGZHUNMUBIAOSHICHANGDINGWEI。ZHUANYEDESHICHANGBU、XIAOSHOUBUDOUJIANGLIANHEGENJUDANGDISHIKUANGLIYONGDUONIANCAOPANJINGYANWEIZHONGDUANDIANPUFUZHICHENGGONG。

QIMEIJINGGUODUONIANFAZHANRIYIZHUANGDA，YU2011NIANJIANLIQIMEIDASHA，ZHANDIMIANJIDADAO20YUMU，SHE5000PINGFANGJUXINGZHANTINGHEYANGPINCHENLIEZHUANQU，RITUNTULIANGDADAOBAIWANYISHANG，KANCHENGZHONGYUANDIQUDAXINGDEFUZHUANGWULIUQIYE。

TONGNIAN，JIANLIDUOBAOSHANGCHENGDIANZISHANGWUPINGB2CPINGTAI，XIANSHANGXIANXIAHUNHEJINGYING，QUANGUOGEXIANSHANGXIANXIAWANQUANLIANJIE，JIANGLIYIWANQUANFENPEIJIJIAMENGSHANGDEDUOBAOSHANGCHENGSHIYAOJIANGDUOBAOQIBINGPINPAIYINGXIANGLITUIXIANGGENGSHENGENGYUANGENGQIANG。

DUOBAOQIBINGJIANCHIZUOZHONGGUOOUTLETSXIANFENGPINPAI，CHANPIN、FUWUBUDUANSHENGJI，“YIJIANDINGGOU”、“JINGTIAOXIXUAN”LIANGZHONGXUANHUOMOSHI。RANGZHONGDUANDIANPUQINGXICHAKANHUOPINDEGEFANGGEMIAN，DIANFUCHUANTONGDINGHUOMOSHIWUFAQINGXICHAKANDEBIBING，YANJIANWEISHICAINENGBAOZHENGCHANGXIAO!

二.品牌释义

HAOPINPAIDOUYOUQINEIZAIHANYI，DUOBAOQIBINGZHIYINGWENMINGCHENGZHONGDE “TOP” WEIDINGDIAN、TOUDENG、GAODIWEIZHIYI，“KEEPING” ZHIYIWEIYIZHIBAOCHI，TOPKEEPINGJIANGLIANGGEDULICIYULIANQILAI，ZHIYIWEIZHANGJIUBAOCHIDINGDUANDEYOUSHIDIWEI，YUYICHIXUZHUIQIUZHUOYUEDEPINPAINEIHAN。

YIJU “TOPKEEPING” DEYINGWENFAYINJIANGQIYINYIWEI“DUOBAOQIBING”TIEQIEERSHENGDONG，KANCHENGWANMEIZUHE。ZAIZHUZHONGPINPAIYUNZUODE21SHIJI，YIGEHAOMINGZIJIUCHENGGONGLEYIBAN，NINKEYISHISHIJIANG“DUOBAOQIBING”YUQITAPINPAIFANGZAIYIQI，HUOZHEYITIAOJIESHANGKAIJIGEBUTONGPINPAIDEFUZHUANGDIAN，RENMENRONGYIJIZHUDEWANGWANGSHI“DUOBAOQIBING”。

三.品牌口号：搜宝、寻宝，尽在夺宝奇兵

四.品牌核心价值：

JIANCHIZHENPINBAOZHEN、PINPAIZHEKOUDIZHI1ZHEQIXIAOSHOU，YIXIAOFEIZHEMANYIWEIHEXINLIYI，YONGYOUZHIPINPAICHENGYIHEGAOXINGJIABIWEIWANQIANNVXINGDAILAIXIYUE。SHANGPINJIANCHIYUSHIJUJIN，SHISHANG、GAODANG、DUOXUANRANGNVXINGMENTIYANDAOPINZHI、DIJIA、SHISHANGSANWEIYITIDEZHIZUNXIANGSHOU。

五.品牌使命：打破服装暴力产业，坚持减价高品原则

六.品牌定位：

MIANXIANGSUOYOUNVXINGXIAOFEIQUNTI，TAMENSHIZHIHUIDEYIZU，ZHUIQIUPINZHISHENGHUO，QINGLAIPINPAIGAOPINZHICHUANYIDETONGSHIDONGDEYONGWUCHAOSUOZHIDEJIAGEDACHENGMEILIYUANWANG。TAMENXIHUANDUOBAOQIBING，YINWEIZAIZHEILISHISHANGGAOPINNVZHUANG1ZHEQISHOU。TAMENSHIZHONGGUOPANGDADEGOUWUZHULIJUN。

七.品牌联想：

CONG“DUOBAOQIBINGTopkeeping PINPAIZHEKOUDIAN”MINGZIKAISHIBIANYUZHONGBUFAN，DUOBAOQIBING“GAOPINDIJIA、PINPAIZHEKOU、QUWEIGOUWU”DEXINGXIANGYISHENRURENXIN，ZAIXUDUOCHENGSHIDUOBAOQIBINGQIJIANDIANYICHENGWEIJIEQUBIAOSHI。

八.品牌格局：

QIMEIGUOJIQIXIAGONG5GEBUTONGDINGWEIDEFUZHUANGPINPAI，HANKUOLECONGTONGZHUANG、SHISHANGQINGNIANZHUANG、DAOYUNDONGXIUXIANZHUANGDENGQUANFANGWEIDECHANPINXIAN，ERZAINVZHUANGPINPAIZHONG，DUOBAOQIBINGSHIQIMEIGUOJIQIXIAGESHIZHUANGPINPAI，YESHIZHONGGUODIQUSHOUXIPINPAI。