AFIONA Yanli is a leading beauty and skincare collection store in China that has been deeply rooted in offline stores for 15 years and has built a moat with 200 directly operated stores. From a single store to a nationwide chain, Yanli has proven the value of offline beauty retail in over a decade, making the "in store experience" a memory of beauty for a generation of consumers.
But in 2023, Yanli encountered an urgent question that needed to be answered - as beauty collection stores such as Sephora approached, online beauty retail rose comprehensively, and Yanli's proud offline advantages could be defined by what else?
Starting from the word "reality", Wanwu Oasis has found a completely different path for Yanli from "fast fashion beauty" - redefining what is trustworthy beauty with "professional skincare", "meticulous service", "seeking authenticity", and "more suitable for one's own skin". We have created a new positioning as a "professional skin steward" and put forward a new brand call to "embrace the real but better self". Within this framework, we have re told the brand story and corporate story of Yanli; And promote the integration of corporate image and brand image, so that stores, materials, images, and promotional videos can cover 200 stores across the country with a unified appearance, injecting long-lasting brand vitality into Yanli.
In the first year of the new image's implementation, the number of "Skin Butler" service users exceeded 1 million, and the annual new member growth was 200000- this is Yanli's best answer to "authenticity" and also the beginning of its re occupation of consumer minds.
Customer Name: AFIONA Yanli
Service content: Brand full case consultation, brand positioning, brand story sorting, enterprise and brand image design, store renovation, brand promotional video production
Creation date: February 1, 2023