FUNLINK向往生活幸福感追求提升消费者的美好生活

FUNLINK代的门店形象，灵感源自欧洲小镇的“创意集市”。以生活中的理想状态和浪漫需求为指导，致力于便捷快速地满足现代都市生活中人们的全方面需求。

二代延续了一代FUNLINK对美好生活的向往与追求，灵感来源于欧洲积极浪漫主义潮流，鼓励保持对生活的热情。但相比一代，他们更加注重给消费者带来的“居家生活体验”，并以其为核心，从产品、空间及服务出发，不断提升消费者的生活幸福感

FUNLINK's first store image was inspired by the "creative bazaar" of a small European town. Guided by the ideal state of life and romantic needs, the company is committed to meeting all aspects of people's needs in modern urban life conveniently and quickly.

The second generation continues FUNLINK's yearning for and pursuit of a better life, inspired by the European trend of positive romanticism, encouraging people to keep their passion for life. But compared with the previous generation, they pay more attention to the "home life experience" brought to consumers, and take it as the core, starting from products, space and services, and constantly improve consumers' life happiness

二代的改变主要体现在三个方面：

其一，LOGO的更迭

一代LOGO色调为蔚蓝，字体由浅及深，强调的是拒绝乏味、跳脱现状，挖掘乐趣的生活方式。

二代LOGO改为宽间距的浅灰蓝粗体字形，为LOGO整体带来更为简洁柔和的观感，同时也提升了高级感.相比一代，二代LOGO的设计理念，面向的是更为广阔的受众群体，却不丢失消费者所追求的个性化和对生活乐趣的探索之心。

The change of the second generation is mainly reflected in three aspects:

First, the change of LOGO

The color of the first generation LOGO is blue, and the font is light and deep, which emphasizes the life style of refusing to be boring, jumping out of the status quo, and digging fun.

The second generation of the LOGO to a wide spacing of pale gray and blue bold font, the LOGO as a whole to bring a more concise and soft look, but also improve the sense of senior.

Compared with the first generation, the design concept of the second generation LOGO is aimed at a wider audience, but it does not lose the pursuit of consumers for personalized and fun in life exploration heart.

其二，空间形象的升级

一代店的“创意集市”灵感，给人以温馨、奇巧物件星罗棋布的感观。而二代店的设计，则引入了北欧艺术美学。大面积留白与莫兰迪浅灰蓝相互映衬，带来直观的高级感与艺术美感兼具的进店感受。

同时，为营造精致舒适的居家生活体验，采用了场景式陈列作为整体空间的点睛之笔，例如精致考究的餐桌、艺术气息十足的试衣间等等，打造了一个有趣、有品味的生活美学研究所。

Second, the upgrade of space image

The "creative market" of a generation of stores is inspired to give people a warm, kitkat object dotted look. The design of the second generation store introduces the Nordic art aesthetics. A large area of white and morandi light gray blue set off each other, bring intuitive sense of senior and artistic aesthetic feeling.

At the same time, in order to create a delicate and comfortable life experience at home, the scene display is adopted as the finishing touch of the whole space, such as the exquisite table, the fitting room full of artistic atmosphere, etc., to create an interesting, tasteful life aesthetics research institute.

其三，产品品类的升级

新中产阶级的崛起使得市场对风格化的家居消费有了更大需求。这就要求各品牌在产品的设计、研发能力上保持一定水准。而据了解，FUNLINK正在加大对设计师团队和研发人员的投资，同时加快产品更新速度，程度地满足消费者“标榜”、“取悦”自己的需求。

在品类上，FUNLINK根据使用场景，划分了办公、化妆、餐桌、厨房、床上、洗护、旅行、生活、服装等等系列。覆盖了大多数人群生活各个方面的需求，旨在带给消费者“一站式购齐”的消费体验。

而在品类比重上，他们是从生活家居品类切入的，而后逐步延展至其他品类，号称终要达到全品类的层级。

品类的延伸，意味着FUNLINK覆盖人群的扩大，这也是它近两年影响力、号召力和导流能力直线飙升的主要原因之一。

而FUNLINK本身也秉承着“不停探索和满足消费者的需求”的初心不断发展壮大，可以说是一本新兴品牌的生存教科书。

生活家居的大幕才刚刚开启，机遇与挑战并存，要突出重围仍需时间的沉淀。

Third, the upgrading of product categories

The rise of the new middle class makes the market more demanding for stylized household consumption. This requires the brand in the product design, research and development ability to maintain a certain level. FUNLINK is investing heavily in teams of designers and developers, as well as speeding up product updates to maximise the need for consumers to "brand" and "please" themselves.

In the category, FUNLINK divides the series into office, makeup, table, kitchen, bed, cleaning, travel, life, clothing and so on according to the usage scenarios. Covering the needs of most people in all aspects of life, aiming to bring consumers a "one-stop shopping" experience.

In terms of category proportion, they first started from the category of household products, and then gradually extended to other categories, claiming that they would eventually reach the level of the whole category.

The extension of the category means the expansion of the population covered by FUNLINK, which is also one of the main reasons for its soaring influence, charisma and guiding ability in the past two years.

And FUNLINK itself also adhering to the "constantly explore and meet the needs of consumers," the original heart of continued development, can be said to be a new brand survival textbook.

The curtain of life household just just opens, opportunity and challenge coexist, want to out