The first consumer-named digital brand is about to emerge

Felix

The first consumer-named digital brand is about to emerge [Copy link]

On July 13, "Secure Storage Expert" Lvzhixing teamed up with Sohu Digital Channel to launch a nationwide "Digital Brand Naming Campaign" to solicit names for Lvzhixing's digital brands from consumers. After several stages of audition, pre-selection and selection, the first domestic digital brand named by consumers will be officially released in more than a month.

Secure storage specialist enters digital arena

Lvzhixing is a brand that is famous for its safety and quality in the domestic mobile storage industry. After seven years of development, Lvzhixing's brand products have established a good reputation in the military, geology, aviation, post and telecommunications and other industries that have extremely stringent requirements for safety and stability. Many of its technologies have been applied for national patents. It is known as the "safe storage expert" and has won a good reputation among a large number of users.

"In the past, we mainly customized products for the industry, and the mass consumer group was relatively small." Xing Bo, general manager of Beijing Lvzhixing Industry New Technology Co., Ltd., the owner of the "Lvzhixing" brand, said, "With the popularization of computers, mobile storage, as an indispensable computer accessory, has begun to become popular among fashionable white-collar workers. Our products are getting closer to consumers. For this reason, we began to use our technical and quality advantages in mobile storage to develop digital products, enter the digital industry, and further meet the needs of mass consumers."

Xing Bo introduced that in order to distinguish the mobile hard disk, which was the main product in the past, the company decided to adopt a "dual brand strategy" in the digital field, that is, the mobile hard disk still uses "Lvzhixing" as the brand name, while the digital brand is renamed. "This is done to make the product positioning more accurate. Lvzhixing mobile storage mainly strengthens security and professionalism, while digital products are more fashionable and youthful. The name itself has a clear distinction between the products, which is more conducive to brand building and consumer choice." Xing Bo said.

Digital brand launches nationwide naming campaign

Famous domestic brands such as Lenovo, TCL, and BBK were all named by the entrepreneurs themselves. Lvzhixing expanded from the mobile storage industry to the digital industry, but chose another way to create a new brand: mobilizing consumers to name it.

Xing Bo said that mobilizing consumers to vote for a digital brand name is to leverage the wisdom of consumers to come up with a good name that is consistent with the positioning of Lvzhixing, has the characteristics of the times, and is catchy and unforgettable.

According to the plan of Lvzhixing and Sohu Digital Channel, the entire naming activity will last for one month, calling on as many consumers as possible to come up with creative names for the Lvzhixing digital brand. Lvzhixing will set up an expert group to review each name, select 20 shortlisted names, and then mobilize consumers to vote. Finally, based on the opinions of the expert group, a brand will be selected and announced nationwide.

The naming by consumers themselves is the first in China's digital industry. Industry insiders believe that the naming campaign launched by Travel Star is a wonderful brand strategy planning. With the participation of consumers, a new brand is quickly introduced to the public, and has a wide affinity from the beginning. This is much better and has a much greater impact than spending a lot of money to hire so-called planners to name the brand. Letting consumers have a say in the brand name indicates that Travel Star, the "safe storage expert", will launch a fashionable and popular digital product popularization campaign in the digital field.