" In a market where eggs look and smell almost identical, how can egg brands establish a unique identity? " In China, eggs can be priced as low as one yuan or as high as eight yuan. In such a fiercely competitive market, Sun Daily aimed to differentiate itself, elevate brand value, and position itself as a premium egg brand by leveraging experience design.
The key questions are：
-How to conduct research and service design that revolves around Sun Daily's two primary brand attributes of "high quality" and "leading brand"?
-In what ways can design be utilized to communicate the consumer perception of premium eggs?
-What is the Chinese perception of what constitutes good food and eggs?
-What strategies can be employed to convince Chinese consumers to opt for a more secure and premium food experience in the future?
Created a growth path for brand value by catering to the needs of the target audience.：The insights we gained included identifying the drivers and behavioral patterns that incentivize Chinese consumers to purchase high-end brands. One such finding was that consumers who increased their knowledge and awareness of good food were more motivated to purchase high-quality eggs.
Developed opportunity maps, product concepts and new business models.
Expanded the client's understanding of what constitutes a high-quality brand experience.
