LaiYifen - Brand Store Recognizability Study
Company overview
LaiYifen Co., Ltd. was founded in 1999 and is the pioneer and leader in the Chinese convenience food chain retail model. The company is committed to providing consumers with fresh, safe, and delicious convenience food and services. Through years of development, its operations have expanded across 18 provinces and municipalities, with over 2,500 stores nationwide. As of the end of 2017, the company's total channel membership exceeded 21 million, with cumulative service interactions surpassing 500 million. In October 2016, LaiYifen successfully listed on the Shanghai Stock Exchange Main Board, becoming the "first convenience food stock on the Main Board."
Research background
As brand awareness continues to grow, LaiYifen's influence among consumers has expanded significantly. However, there have been recent instances of snack manufacturers imitating LaiYifen's store design aesthetics, potentially undermining the brand's image. To accurately assess consumer recognition and perception of the brand image, and to understand the visual strength and associative mental constructs associated with the brand, LaiYifen needs to conduct a systematic market research effort to provide scientific basis for brand management and intellectual property protection strategies.
Research scope
In April 2018, CEIDEA Research was commissioned by LaiYifen Co., Ltd. to conduct a brand image recognition study. The research employed a combination of quantitative questionnaires and qualitative interviews, conducting consumer interviews in key cities including Shanghai, Beijing, Hangzhou, and Guangzhou. The study aimed to understand consumers' recognition of LaiYifen's store design, brand associations, perceptions of brand uniqueness, and their awareness of counterfeit stores. Additionally, subjective consumer judgments regarding the brand's core values and differentiating elements were collected to support analysis of existing brand recognition challenges in the market.
Expected outcomes
The final report will comprehensively present consumers' level of awareness of the LaiYifen brand image, visual memory, and brand recognizability, and identify potential points of brand confusion in the market. The research findings will provide data support for LaiYifen in maintaining brand identity, refining market communication strategies, and strengthening intellectual property protection, helping the company solidify its market leadership, enhance consumer mental recognition, and develop more targeted brand rights protection strategies.
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