Like many traditional Chinese retail brands, Lianhua’s efforts to attract and retain customers were focused on in-store promotion and pricing. However, the Chinese retail industry has undergone tremendous changes in recent years. Numerous digitally-driven and technology-led retail brands have seized the market share and disrupted China’s retail industry bringing fresh and seamless online to offline retail experiences to China’s increasingly discerning consumers. To deal with the external challenges, Lianhua felt the need to change and define touchpoints to re-establish the connection with consumers amidst fierce competition in China’s retail industry.

Recognizing the importance of branding, Lianhua has undergone a complete brand refresh, from strategy to concept, design and finally, in-store execution through their strategic partnership with Superunion, facilitating the execution of their business strategy.

About Superunion
Superunion is a next-generation brand agency. We use upstream creativity to build brands that unite people and organisations. Founded in response to the nature of clients’ needs today, Superunion comprises 750 people across 23 offices in 18 countries globally, including Singapore, Hong Kong, China, Indonesia, Thailand and India in Asia, and works with clients including Bank of America Merrill Lynch, Deloitte, Diageo, Ford, HEINEKEN, Zalora, SWIRE Properties, Nestle, Pfizer, Prudential, Facebook, Samsung and Vodafone.

Credits
Advertising Agency: Superunion, China
Chairman, Asia: Monica Lee
Managing Creative Director: Ray Lan
Senior Strategy Director: Jolin Guan
Account Director: Maggie Chien
Senior Designer: Tommy Xiong
Designer: Coco Qi
Designer: Chofi Chang
Senior Client Manager: Han Lin

Tags:
Brand Design, China, Retail Services, Lianhua Supermarkets, SuperUnion, Branding, Latest Brand News, corporate rebranding