FUNLINK向往生活幸福感追求提升消費(fèi)者的美好生活

FUNLINK代的門店形象，靈感源自歐洲小鎮(zhèn)的“創(chuàng)意集市”。以生活中的理想狀態(tài)和浪漫需求為指導(dǎo)，致力于便捷快速地滿足現(xiàn)代都市生活中人們的全方面需求。

二代延續(xù)了一代FUNLINK對(duì)美好生活的向往與追求，靈感來(lái)源于歐洲積極浪漫主義潮流，鼓勵(lì)保持對(duì)生活的熱情。但相比一代，他們更加注重給消費(fèi)者帶來(lái)的“居家生活體驗(yàn)”，并以其為核心，從產(chǎn)品、空間及服務(wù)出發(fā)，不斷提升消費(fèi)者的生活幸福感

FUNLINK's first store image was inspired by the "creative bazaar" of a small European town. Guided by the ideal state of life and romantic needs, the company is committed to meeting all aspects of people's needs in modern urban life conveniently and quickly.

The second generation continues FUNLINK's yearning for and pursuit of a better life, inspired by the European trend of positive romanticism, encouraging people to keep their passion for life. But compared with the previous generation, they pay more attention to the "home life experience" brought to consumers, and take it as the core, starting from products, space and services, and constantly improve consumers' life happiness

二代的改變主要體現(xiàn)在三個(gè)方面：

其一，LOGO的更迭

一代LOGO色調(diào)為蔚藍(lán)，字體由淺及深，強(qiáng)調(diào)的是拒絕乏味、跳脫現(xiàn)狀，挖掘樂趣的生活方式。

二代LOGO改為寬間距的淺灰藍(lán)粗體字形，為L(zhǎng)OGO整體帶來(lái)更為簡(jiǎn)潔柔和的觀感，同時(shí)也提升了高級(jí)感.相比一代，二代LOGO的設(shè)計(jì)理念，面向的是更為廣闊的受眾群體，卻不丟失消費(fèi)者所追求的個(gè)性化和對(duì)生活樂趣的探索之心。

The change of the second generation is mainly reflected in three aspects:

First, the change of LOGO

The color of the first generation LOGO is blue, and the font is light and deep, which emphasizes the life style of refusing to be boring, jumping out of the status quo, and digging fun.

The second generation of the LOGO to a wide spacing of pale gray and blue bold font, the LOGO as a whole to bring a more concise and soft look, but also improve the sense of senior.

Compared with the first generation, the design concept of the second generation LOGO is aimed at a wider audience, but it does not lose the pursuit of consumers for personalized and fun in life exploration heart.

其二，空間形象的升級(jí)

一代店的“創(chuàng)意集市”靈感，給人以溫馨、奇巧物件星羅棋布的感觀。而二代店的設(shè)計(jì)，則引入了北歐藝術(shù)美學(xué)。大面積留白與莫蘭迪淺灰藍(lán)相互映襯，帶來(lái)直觀的高級(jí)感與藝術(shù)美感兼具的進(jìn)店感受。

同時(shí)，為營(yíng)造精致舒適的居家生活體驗(yàn)，采用了場(chǎng)景式陳列作為整體空間的點(diǎn)睛之筆，例如精致考究的餐桌、藝術(shù)氣息十足的試衣間等等，打造了一個(gè)有趣、有品味的生活美學(xué)研究所。

Second, the upgrade of space image

The "creative market" of a generation of stores is inspired to give people a warm, kitkat object dotted look. The design of the second generation store introduces the Nordic art aesthetics. A large area of white and morandi light gray blue set off each other, bring intuitive sense of senior and artistic aesthetic feeling.

At the same time, in order to create a delicate and comfortable life experience at home, the scene display is adopted as the finishing touch of the whole space, such as the exquisite table, the fitting room full of artistic atmosphere, etc., to create an interesting, tasteful life aesthetics research institute.

其三，產(chǎn)品品類的升級(jí)

新中產(chǎn)階級(jí)的崛起使得市場(chǎng)對(duì)風(fēng)格化的家居消費(fèi)有了更大需求。這就要求各品牌在產(chǎn)品的設(shè)計(jì)、研發(fā)能力上保持一定水準(zhǔn)。而據(jù)了解，F(xiàn)UNLINK正在加大對(duì)設(shè)計(jì)師團(tuán)隊(duì)和研發(fā)人員的投資，同時(shí)加快產(chǎn)品更新速度，程度地滿足消費(fèi)者“標(biāo)榜”、“取悅”自己的需求。

在品類上，F(xiàn)UNLINK根據(jù)使用場(chǎng)景，劃分了辦公、化妝、餐桌、廚房、床上、洗護(hù)、旅行、生活、服裝等等系列。覆蓋了大多數(shù)人群生活各個(gè)方面的需求，旨在帶給消費(fèi)者“一站式購(gòu)齊”的消費(fèi)體驗(yàn)。

而在品類比重上，他們是從生活家居品類切入的，而后逐步延展至其他品類，號(hào)稱終要達(dá)到全品類的層級(jí)。

品類的延伸，意味著FUNLINK覆蓋人群的擴(kuò)大，這也是它近兩年影響力、號(hào)召力和導(dǎo)流能力直線飆升的主要原因之一。

而FUNLINK本身也秉承著“不停探索和滿足消費(fèi)者的需求”的初心不斷發(fā)展壯大，可以說是一本新興品牌的生存教科書。

生活家居的大幕才剛剛開啟，機(jī)遇與挑戰(zhàn)并存，要突出重圍仍需時(shí)間的沉淀。

Third, the upgrading of product categories

The rise of the new middle class makes the market more demanding for stylized household consumption. This requires the brand in the product design, research and development ability to maintain a certain level. FUNLINK is investing heavily in teams of designers and developers, as well as speeding up product updates to maximise the need for consumers to "brand" and "please" themselves.

In the category, FUNLINK divides the series into office, makeup, table, kitchen, bed, cleaning, travel, life, clothing and so on according to the usage scenarios. Covering the needs of most people in all aspects of life, aiming to bring consumers a "one-stop shopping" experience.

In terms of category proportion, they first started from the category of household products, and then gradually extended to other categories, claiming that they would eventually reach the level of the whole category.

The extension of the category means the expansion of the population covered by FUNLINK, which is also one of the main reasons for its soaring influence, charisma and guiding ability in the past two years.

And FUNLINK itself also adhering to the "constantly explore and meet the needs of consumers," the original heart of continued development, can be said to be a new brand survival textbook.

The curtain of life household just just opens, opportunity and challenge coexist, want to out