SHAMOOD车载香薰

系列化产品设计		  

产品介绍 车载香薰类产品，分为风口式、吊牌式、台面式。
INTRODUCTION 
SHAMOOD vehicle-mounted fragrance products include those installed on the vent; those hang in the vehicle; and those put on the dash.
客户诉求 面向日本市场销售，中高端路线。
PURPOSE 
SHAMOOD vehicle-mounted fragrance products are to be sold in the medium and high-end Japanese market.
阶段部署 明确日本市场需求、设计调研、用户分析、产品定位分析、系列化产品设计。  
PROCEDURE  
Make clear the demand in Japanese market,design research,user analysis, product positioning analysis,product series design.

市场需求

 

日本市场概况与特点+日本香薰市场产品概况
   +销售场所细分 		Introduction and Characteristic in Japanese Market+Product introduction in Japanese Fragrance Market+Detailed Classification of merchandising location

• 日本市场概况与特点


1.女性市场比重加大

1. Female customers accounting for a large part

近年来开始较多考虑女性用户感受不只局限于汽车用品店销售 (直至目前车用芳香剂还没有在汽车用品店之外销售)

In recent years, companies start to take female customers user experience into consideration and sell vehicle-mounted fragrance in more places rather than only in vehicle supplies store. (Until now, no vehicle-mounted fragrance is sold in locations outside the vehicle supplies store.)

2.吊牌用户群体十分小众


2. Few users hang the vehicle-mounted fragrance in the vehicle
与中国市场不同，日本普通民众认为在后视镜处悬挂装饰物影响行车安全，而使用吊牌类香薰产品的多为非主流或无业人员，其消费为水平不高，因此吊牌产品多为廉价低端产品，与shamood市场定位不符。
   Quite different from Chinese market, most people in Japan think it’s not safe to hang the furnishing articles on the rear-view mirror; only the non-mainstream groups or the unemployed would choose this kind of fragrance and these people have limited consuming capability. Therefore, the vehicle-mounted fragrance hanging in the vehicle are mostly low-end product, which stands in a sharp contrast with SHAMOOD’s market positioning.

3.消臭功能


3. The function of eliminating bad smell
日本用户除了“好闻的香味”更强调能确实除去车内异味而不是简单遮盖的消臭功能。shamood想打入日本市场，急需研发消臭功能产品！
   For the Japanese customers, the fragrant smell should eliminate the bad smell in the vehicle rather than just being heavier than the bad smell. Therefore, SHAMOOD needs to work on the product with the function of eliminating bad smell if it is to sell its products in Japanese market.

• 日本香薰市场产品概况


1.竞品分析

1. Comparable products analysis
通过我方伙伴公司“ERG”进行的在日销售产品大量调研结果，我们根据产品销量、品牌知名度等几项结果，确定了shamood竞争品牌。
   According to the research result on daily item sales carried out by our partner ERG, we define the competitive brands of SHAMOOD based on the aspect like sales and brand recognition.

2.销售场所细分


2. Detailed Classification of merchandising location
SHAMOOD预想销售场所：超市、汽车4S店、汽车配件超市、礼品店。 The expected merchandising locations: supermarkets, 4s stores, vehicle supplies stores, and gift stores.
根据我们的调研结果，日本市场中高端产品多在汽车配件超市、礼品店、品牌专门店销售。超市、百元店、药妆店售卖的基本是大众化的评价商品，直接开设品牌专门店成本高、风险大，因此本次销售场所确定为汽车配件超市和精品店。   According to the survey, the medium and high-end products in Japan are usually sold in vehicle supplies stores, flag-ship stores, and gift stores. And supermarkets, 100-yen store, and cosmetic stores are for the fair-price goods. Also, it’s too risky to open up flag-ship store directly. Therefore, SHAMOOD should sell its fragrance products in vehicle supplies stores and boutique stores.

用户群体 

 
竞品定位+环境定位+用户分析   Product positioning+Environment positioning+User analysis
• 竞品定位分析  


通过图表分析法对竞品产品整体分析，我们发现风口式、台面式产品都有明确的设计风格区块划分，且两种类型产品区域位置类似。   By carrying out a throughout chart analysis of products, we find that the vehicle-mounted fragrance products installed on the vent or put on the dash feature different design styles but similar product area.
• 环境定位
因此我们最终选择了外燃、自然派两类人群作为首批打入日本市场的针对用户。本项目产品使用环境有着特殊载体——汽车，车载香薰产品外观需要与汽车内饰设计风格紧密配合。因此我们对日本汽车市场状况进行了调研分析。 The fragrance products have a special carrier, vehicles, thus the vehicle-mounted fragrance products need to be designed in the same style with the interior decoration of the vehicle. Therefore, we carry out a research analysis on the automobile market in Japan.

使用与竞品同样的图表对汽车外观进行分析，我们惊喜的发现汽车与之前竞品区域划分基本吻合，这是我们反推用户群体的重要契机！ To successfully sell its products into the mature market in Japan, SHAMOOD has to accurately and quickly position its user group, thus to get wide recognition from the users.
• 用户定位
通过之前的调研分析可以看到日本市场产品区块鲜明，定位明确，用户类型呼之欲出! According to the previous analysis, we can see that the products in Japanese market features distinguished area and clear positioning, so it is not difficult to get clear who is the user group of SHAMOOD products.



SHAMOOD作为全新品牌空降日本成熟市场，务必快速、准确定位产品受众，以便获得大众化广泛认可 。 To successfully sell its products into the mature market in Japan, SHAMOOD has to accurately and quickly position its user group, thus to get wide recognition from the users.
因此我们最终选择了外燃、自然派两类人群作为首批打入日本市场的针对用户。 Therefore, we choose two user groups—the “internal combustion” and the “external combustion”—as our first target customers.
产品系列化设计  
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