华牛牧场 | ABD案例

Project background
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The founder of Huaniu Ranch entered the livestock industry in August 2003, and has been engaged in animal husbandry for 20 years. He has cooperated with well-known enterprises in the industry such as Mengniu, Yili, Feihe, Sanyuan, Bright Daily, Western Animal Husbandry, Aoya, Huishan Dairy Industry, and served more than 200 modern scale farms, promoting and witnessing the development process of China's animal husbandry industrialization. By the middle of 2015, it will build its own pasture, and the pasture will produce 10,000 beef cattle and more than 50,000 dairy cows every year.

项目背景
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华牛牧场创始人自2003年8月进入畜牧行业，深耕畜牧业20年，与蒙牛、伊利、飞鹤、三元、光明、西部牧业、澳亚、辉山乳业等行业知名企业合作，服务了超过200座现代化规模牧场，推动并见证了中国畜牧业产业化的发展进程。到2015年中，建自有牧场，牧场每年出栏肉牛万头，满栏奶牛5万多头。

Full chain controlled ranch
Professional, strict and scientific
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Huaniu Ranch has a full-chain self-controlled ranch, located in the "golden breeding belt" of Inner Mongolia north of 43 degrees north latitude, selects Holstein bulls as an important meat source, and is escorted by a top team of animal husbandry experts. It has set strict safety standards, scientific breeding + scientific feeding, and provides Chinese people with more secure, more nutritious and high-quality beef that can chase the lake.

全链自控牧场
专业、严格、科学
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华牛牧场拥有全链自控牧场，位于北纬43度以北的内蒙古“黄金养殖带”上，选用荷斯坦公牛作为重要肉源，并由顶尖畜牧养殖专家团队保驾护航，规定了严格的安全标准，科学繁育+科学喂养，为国人提供更安心、更营养、可追湖的高品质牛肉。

Grab category resources:
Chinese cattle ranch = Chinese good cattle
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The ultimate goal of vision is accurate expression strategy. After market research and analysis, we found the market phenomenon of "there are categories without brands" in the beef industry, and what we have to do is to seize and control category resources. We use "China's good cattle" to position Huaniu Ranch, simple, powerful and focused, in order to establish a strong association between the category and the brand, and establish the cognition of "Huaniu Ranch = China's high-quality beef".

抢夺品类资源：
华牛牧场=中国好牛
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视觉的最终目的是精准的表达策略。经过市场调研分析，我们发现了牛肉行业“有品类无品牌”的市场现象，那要做的就是抢夺控制品类资源。我们以“中国好牛”来定位华牛牧场，简洁有力且聚焦，以此建立品类与品牌的强关联，建立“华牛牧场=中国高品质牛肉”的认知。

Core thinking of brand strategy:
Different from other brands,
What should we do?
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品牌策略核心思考：
区别与别的品牌，
我们应该如何做？
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Brand characteristics mining:
Made for the Chinese table
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Chinese cattle ranch = Chinese good cattle, created for the Chinese table. What we have to do is to strengthen this point, continue to export brand characteristics and cultural connotations, so that consumers have a sense of identity.

品牌特色挖掘：
为中国餐桌打造
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华牛牧场=中国好牛，为中国餐桌打造。我们要做的就是强化这一点，持续输出品牌特色和文化内涵，让消费产生认同感。

In the public perception, beef should be the category of steak western food
But in China, beef is used in a larger proportion of Chinese cuisine
What we want to do is create their own brand of beef for the Chinese

大众认知中，牛肉应该是牛排西餐的品类
但是在中国，牛肉应用到中式菜肴中的比例更多
我们要做的就是为中国人打造他们专属的牛肉品牌

Supplies to think about,
Use the brand to express.
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Only after the consumer decides the category, to say the representative brand of the category, we call this behavior characteristic of consumers "supplies to think, with the brand to express."

用品类来思考，
用品牌来表达。
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只有在消费者决定了品类之后，才说出该品类的代表性品牌，我们把消费者的这种行为特征称为“用品类来思考，用品牌来表达”。

No fishy, no mutton, domestic high nutrition beef.
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Focus on product characteristics, product differentiation.
The whole cycle adopts the culture method without the smell of mutton, and the smell of mutton is not only the smell of meat.

无腥不膻，国产高营养牛肉。
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聚焦产品特色，打出产品差异化。
全周期采用无腥膻的养殖方法，无膻不腥只有肉香无异味。

Brand upgrade how to do!
How to judge the good and bad of old vision?
How do you get vision to match strategy?
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The strategic positioning of "China's good beef" is used to judge whether the vision is consistent
High-end = Chinese, new national tide, quality

品牌升级如何做！
如何评判旧视觉的好与坏？
如何让视觉来匹配策略？
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以策略定位“中国好牛肉”来判断视觉是否符合
高端=中式，新国潮，品质

Take font calligraphy culture
Create Chinese exquisite sense
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We hope that the font of the brand is able to reflect the positioning: Chinese, quality, exquisite, high-end. We choose two kinds of calligraphy "Han Li Tang Kai" as the basic font, both are square, more powerful. At the same time, increase the stroke feature to make the font more exquisite; Take the "cow" shape, the end is tilted up, so as to represent cultural confidence and product confidence.

取字体书法文化
打造中式精致感
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我们希望品牌的字体是能够体现定位的：中国的、品质的、精致的、高端的。我们选取了两种字体书法“汉隶唐楷”作为基础字形，两者都是方正的，更有力量感。同时增加笔锋特征，让字体更显精致；取“牛”造型，末端上翘，以此代表文化自信与产品自信。

Colour mould
Calm brand temperament
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Choose Huaxia red, Great Wall gray as the main color of the brand, calm and atmospheric, with a deep sense of Chinese heritage. Chinese red is classical and solemn, there is no publicity of red, a kind of restrained beauty; The Great Wall gray is smooth and elegant, giving a visual impression of the atmosphere.

用色彩塑造
沉稳的品牌气质
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选取华夏红、长城灰作为品牌主色，沉稳而大气，具有中华深厚的底蕴感。华夏红是古典而庄重的，没有正红的张扬，有种内敛美；长城灰则平稳、优雅，给人大气的视觉观感。