Brand Image Design Practice Of Mei Xiaoqing Plum Wine Under The New Consumption Background Of Generation Z

Under the environment of the new consumption of Generation Z,how to adapt the brand of green plum wine to the new consumption era has become a new topic of The Times.Through the analysis of the new consumption era and the new consumption characteristics of Generation Z,combined with the development status of green plum wine brand,explore the optimization and upgrading of brand image design strategy and the possibility of long-term development of plum wine brand under the background of new consumption of Generation Z.First of all,this paper puts forward the problems about the change of the beverage concept of Generation Z and the development of green plum wine brand under the new consumption background.Then through the collection of the basic research data related to the new consumption and new consumption brand of Generation Z,the development trend of green plum wine brand under the new consumption background is sorted out.Secondly,according to the research on the consumption behavior characteristics of the new consumers of Generation Z on green plum wine,the opportunity points of design demand are explored,and then the connotation of the relationship between the new consumption characteristics of Generation Z and green plum wine is sorted out.At the same time,the market research analysis and SWOT analysis of plum wine category and Meixiaoqing plum wine are carried out.Based on this,it concludes the problems and strategies of brand image design of plum wine under the new consumption background of Generation Z.In the process of design practice,first of all,based on the preliminary design problems and strategy analysis,combined with relevant brand design theories,the brand building content is more specific,from the perspective of design into the brand building content process,to create a brand design and positioning scheme closely related to the brand concept,culture and personality of the new consumer generation Z.Secondly,it puts forward related design principles,design elements and design strategy direction of Mei Xiaoqing green plum Wine brand,providing theoretical basis for the optimization and upgrading of the brand visual identity system of Mei Xiaoqing Green plum Wine.Finally,through the distillation of the brand symbol value to convey the brand concept and brand personality,so as to build the vitality of Mei Xiaoqing plum wine brand.Mei Xiaoqing plum wine brand is the process of comprehensively optimizing and upgrading the content of brand building under the new requirements of new consumer groups,new consumption patterns and new consumption concepts.In this process,Meixiaoqing Plum wine brand should further improve the brand system through rich brand image design content and multi-channel interactive experience,so as to help Meixiaoqing plum wine brand connect with the life style of Generation Z new consumers.