拉面说儿品牌档案【餐饮速食】【品牌营销】

引言 从速食到情緒價值的崛起From fast food to the rise of emotional value “拉面说儿”是中国新消费品牌浪潮中的代表案例。它用互联网思维重新定义了“方便面”——不再是低端快消，而是一种年轻人可以自我表达、记录情绪、彰显生活品味的“精致速食”。从“拉面说”到“拉面说儿”，这不仅是名字的变化，更是品牌文化、视觉语言与商业逻辑的全面进化。 "Lamian Shuoer" is a representative case in the wave of new consumer brands in China. It redefined"instant noodles" with Internet thinking - no longer low-end fast-moving consumer goods, buta kind of "refined fast food" that young people can express themselves, record their emotions andshow their taste in life. From "Ramen Shuo" to "Ramen Shuo Er", this is not merely a change inname, but a comprehensive evolution of brand culture, visual language and business logic. 录 品牌傳播 品牌文化 Brand Culture Brand Communication 品牌体验联名策略拉面说儿×999感冒灵拉面说儿×李雪琴拉面说儿×英国国家美术馆爆火传播机制总结本章总结对品牌人的启示Brand experienceCo-branded strategy999 Cold MedicineLi XueqinNational Gallery, UKThe mechanism of viral spreadSummary of this ChapterInsights for brand professionals 品牌起源与创始团队核心理念与价值观品牌调性品牌定位改名事件同类竞品差异化分析swot分析爆火的深层原因本章总结对品牌人的启示brand origin and founding teamcore concepts and valuesbrand tonebrand positioningname change incidentanalysis of differentiation among similarcompetitorsswot analysisthe underlying reasons for its sudden popularitysummary of this chapterinsights for brand professionals Prohibition OfExternal Dissemination 品牌總結 品牌視覺 Brand Vision Brand summary LOGO与字体LOGO历史演绎2020年视觉更新早期包装风格本章总结对品牌人的启示LOGO and FontThe Historical Interpretation of LOGOVisual update in 2020Early packaging styleSummary of this ChapterInsights for brand professionals 品牌视觉实操工具全册结语Brand visual practical toolsConclusion of the entire book 產品&設計 浓汤系列醒味系列黑金系列产品逻辑本章总结对品牌人的启示Thick soup seriesAwakening Flavor SeriesBlack Gold SeriesProduct logicSummary of this ChapterInsights for brand professionals 讓一碗面有温度、有故事 Prohibition OfExternal Dissemination 品牌起源与创始团队 品牌创立于2017年，由一群90后创业者发起。团队成员来自互联网、电商与食品领域，他们共同观察到一个被忽视的市场机会：都市单身青年与忙碌白领对速食的需求已超越“充饥”， 转而追求品质感、仪式感与情感共鸣。传统方便面缺乏情绪表达与品质体验，拉面说团队决定打造一款“能拍照、能分享、能治愈”的方便食品。 年轻人吃方便面，不只是为了果腹，而是为了安慰。 ――拉面说创始人兼CEO姚启迪 新鲜有料拉面说儿Fresh and rich ramen talk 现代人节奏快，压力大，时间变得更珍贵，好好照顾自己也变得更奢侈。“如果有人能帮我把所有料都备好，很累的时候在家很快就能做一碗好吃的面，那多幸福?这就是拉面说儿创立的初衷。 Modern people have a fast-paced life and high pressure. Time has become more precious,and taking good care of oneself has also become a luxury. How happy would it be if someone could prepare allthe ingredients for me so that I could quickly make a delicious bowl of noodles at home when I'm very tired?This is the original intention behind the establishment of Ramen Shuoer. 核心理念与价值观 “ 家里的拉面馆”Ramen Talk 温柔、有趣、精致、有社交属性 品牌定位 Brand Positioning 定位为“新中产人群的品质速食”，兼具： *餐厅级口感*美学包装体验*一人食生活方式 改名事件从 “ 拉面说” 到 “ 拉面说儿 ” 品牌自 2023 年起启用新名称“拉面说儿” Reasons For Name Change 改名原因 : 背后本质The Essence Behind It 品牌人格化＋语义软化 是构建当代新消费品牌年轻化的必然路径 同类竞品差异化分析 拉面说儿的差异化不是 “产品功能 ”而是 “ 品牌表达 ”： * 它卖的不是拉面，而是“年轻人一个人的温度与态度”。 * 品牌成为“社交化食品”的开创者。 S 优势 劣势 Weakness Strength 高成本限制下沉◎复购依赖新口味刺激◎同质化竞争加剧 年轻化定位明确◎社交属性强◎视觉系统高级统一◎互联网销售渠道成熟 High costs restrict market penetration. Repeat purchases rely on the stimulation of newflavors. Homogeneous competition has intensified Clear youth-oriented positioning、Strong social attributes、Advanced and unified visualsystem、Mature Internet sales channels T 威胁 机会 Threat Opportunity 传统方便面品牌升级追赶◎新消费市场趋于冷静◎资本热度下滑 一人食◎宅家经济持续增长◎内容电商驱动曝光◎品牌可向线下体验延伸 Traditional instant noodle brands are upgrading and catching up. The new consumer marketis tending to cool down. Capital enthusiasm has declined The economy of single-person dining and staying at home continues to grow. Contente-commerce drives exposure; Brands can extend to offline experiences 拉面说儿爆火的深层原因 2020 年双十一，品牌 1 小时45 分钟销售额破千万；2021 年推出 ... 核心结论Core Conclusion 拉面说儿不是靠广告火，而是靠 “ 共情 ”。它用内容 和设 计打动了用户的情绪共鸣。 Ramen Shuoer didn't become popular through advertising,but through "empathy". It touched the emotional resonanceof users with its content and design. 本章总结 Summary Of This Chapter 拉面说儿代表了 “ 情绪型消费品牌 ” 的崛起，用互联网逻辑重构了传统食品业。 ramen shuoer represents the rise of "emotional consumer brands" and has restructuredthe traditional food industry with internet logic. 对品牌人的启示 品牌成功的根源在于“情绪与社交场景的共鸣”设计不只是包装，更是价值观的视觉表达命名、语言、视觉要统一为品牌人格服务*1*2*3 讓設計成為品牌人格的延伸 olution libraryExclusiveproduction of the Kanjian brand under its umbrella, exclusive tomembers, strictly prohibited from being leakedSOOExclusive original production by the Soo design brand research teamSoo design品牌研究团队独家原创出品 Prohibition OfExternal Dissemination LOGO 与字体 汉字书写的传承与坚持娓娓道出了拉面说的韧劲儿。方正字库书法专家仇寅受邀重新书写了“拉面说”标识字体。保留原有拙朴感的同时将松散的字体骨架收紧笔画更加匀称饱满，整体字形在视觉上更具力量感。 书法笔触中的生命力 中国书法的传承与坚持将拉面说儿的韧劲儿在行云流水间展现得淋漓尽致 方正FW筑紫古典L明朝成为此次升级中品牌字体的首选与“拉面说”书法标识的有机组合，打造了更为舒适个性的视觉体验。 LOGO 与字体 方正 FW筑紫古典 L明朝 作为「筑紫书体」明朝体阵容中最优雅的字体它保留了宋体本身流丽纤细的形态美同时融入金属铅字的墨韵感。改良后的装饰角更加圆融柔和削弱了笔画的机械感和锋利感，充满文字的生命力和温度，被称为至今为止明朝体中最好看的字体。 Brand Research Dossier olution libraryExclusiveproduction of the Kanjian brand under its umbrella, exclusive tomembers, strictly prohibited from being leaked 拉面说品牌LOGO演绎历史中，初代圆形标识以手绘炭笔风格的“拉麵説”搭配拉面碗意