项目名称:龙米家
服务性质:产品策划&品牌策划
发明者：吴少群
服务时段:2016
易拉罐装大米
龙米家
一罐米、一罐水、一家人、一顿饭
好大米应该更好的吃
本案解决几个核心问题点：
1，解决低价产品卖出品牌高级感
2，产品的高品质储存及保鲜
3，产品的品牌化输出
4，产品生活消耗模式
5，一句话解决营销的问题
历经几个月的市场调查，生活中大米的确是容易被忽略，不重视的一种主食，习以为常了，所以我们发现产品的突破点来了，在生活中去找产品的存在及商业的突破点，有效的落地到生活中，为了更好的系统的解决大米的生活使用问题，产品就应该是在消耗使用过程中深度去发现优秀的产品模式，让产品做的更契合生活，做的对。
上市第二年销售额超过一个亿喜人成绩。
Rice in cans
Longmi Family
A can of rice, a can of water, a family, a mea
Good rice should be eaten better
This case addresses several core issues:
1. Solve the problem of selling low-priced products with a high-end brand feel
2. High quality storage and preservation of products
3. Brand output of products
4. Product Life Consumption Mode
5. One sentence solution to marketing problems
After several months of market research, rice is indeed a staple food that is easily overlooked and not valued in daily life. We have become accustomed to it, so we have found the breakthrough point of the product. We need to find the existence and commercial breakthrough point of the product in daily life, and effectively implement it into daily life. In order to better systematically solve the problem of rice's daily use, the product should deeply discover excellent product models in the process of consumption and use, making the product more suitable for life and doing it right.
In the second year of listing, the sales revenue exceeded 100 million, which is a gratifying achievement.
龙米首创罐装米品牌
“龙米家”，把米装到一个罐子里。它首创了罐装充氮锁鲜
一罐米，一罐水，一家人、一顿饭
LONGMI, rice in a can. It pioneered the canister filled with nitrogen to lock freshness.
A can of rice, a can of water, a family, a meal
这普通不过的大米通过产品形式的颠覆，给生活提供了一个容易并愿意认可的产品方式，吻合当下高端生活需求，吻合销售模式；
两年半的时间200万的用户，35%的复购率。在一个超级难打的一个红海市场中，通过品类创新活生生地撕开了一条线。
同时实现了煮饭的科学量化：一罐米一罐水=3碗米饭
This ordinary rice provides an easy and acceptable way of product to life through the change of product form, which matches the current high-end life demand and sales model.
Getting 2 million users in two and a half years, and the repurchase rate reached 35%.
In the red sea market, which is very difficult, a line was torn open through category innovation.
LONGMI took a different approach in designing the outer packaging of the product,
using food-grade tin-plated iron material made of easy-open cans,
which not only has a beautiful shape, but also satisfies the effect of sealing impervious to light, moisture-proof and insect-proof,；
while realizing the scientific quantification of cooking rice: one can of rice and one can of water = 3 bowls of rice
