#华与华每周新作# 爱聊App全新品牌战略
#华与华每周新作# 栏目是华与华公众号，用来抢鲜发布华与华可以揭秘的近期新作，让大家先睹为快。
注：本期内容为你准备了中英双语版内容，下翻即可查看英文版内容。
本期为你分享的是“爱聊App全新品牌战略”。
爱聊App是互联网婚恋交友头部平台，也是华与华首个互联网婚恋交友客户。2021年，互联网行业受到冲击，处于战略焦虑中的爱聊对品牌发展方向犹疑不定。
2022年，爱聊和华与华开启合作，华与华重新定义了爱聊，并为爱聊进行了品牌顶层设计，帮助爱聊实现了战略定心，品牌定型。
#华与华新作#
爱聊App全新品牌战略
一个社会问题就是一个商业机会。一个巨大的社会问题就是一个巨大的商业机会。
▲华与华企业战略三位一体模型
当前社会，年轻人普遍压力大，社交圈子小，低收入人群在相亲市场常遇到不公平待遇。晚婚晚育，出生率下降，成为一大社会问题。能够解决年轻人交友婚恋的问题，就有着巨大的、不可被替代的社会价值。
在分析了爱聊的基因禀赋之后，我们认为爱聊完全有能力承担起解决这个社会问题的责任。因此，我们重新定义爱聊为“普惠、真实、高效”的新一代婚恋平台，积极服务国家人口战略，为越来越多的单身男女解决脱单问题，聚焦社会价值，成为社会公器。
#华与华新作#
爱聊App品牌谚语
爱聊在2021年全年一共改过8次口号，一直在“交友”和“恋爱”之间摇摆。作为婚恋交友App，它的功能是复合的，有人用来交友，有人用来陪聊，有人希望恋爱，有人渴望结婚。
最终我们选择了比严肃婚恋更轻松的“脱单”，作为核心价值点，创作了品牌谚语“想脱单，上爱聊”。
#华与华新作#
爱聊App超级符号
每个行业都有其代表性符号。作为婚恋交友行业，我们第一时间想到了爱神丘比特。但丘比特是个小男孩的形象，在互联网上应用非常麻烦。
为了将其改造为适用于App的超级符号，我们选择了既简单可爱又全球通用的动物形象，结合丘比特的特色，为爱聊打造了最适合婚恋交友行业的超级符号——爱聊猫。
▲华与华为爱聊创意的超级符号
▲爱聊猫延展应用
为了让爱聊猫在App上的应用更有质感，我们规划了所有的场景，并对场景进行了3D渲染，直接提升了App的使用体验。
▲爱聊猫在爱聊APP上的应用
#华与华新作#
爱聊用户集体婚礼
华与华认为，公关就是企业为社会开发的服务产品，公关就是社会责任，是战略产品，要用产品开发的思维来做公关。
爱聊用户集体婚礼，是华与华为爱聊开发的重大公关产品，也成为爱聊每年最重要的品牌活动。
2022年11月20日，爱聊首届用户集体婚礼在深圳盛大举行，作为爱聊首届用户集体婚礼，政府、媒体都给予了很大的支持和协助，在婚礼当天，不仅仅有重磅嘉宾莅临，同时张柏芝作为明星贺婚人也惊喜现身，为22对爱聊用户新人送上真挚祝福。
最后，如果大家有脱单需求，欢迎扫码下载爱聊。祝大家火速脱单！
The column #Weekly New Work# is used to release the recent new work from Hua & Hua , so that you can see it first.Today we share with you the new brand strategy of ILiao App.
ILiao App is the head platform of internet dating and the first internet dating customer of Hua & Hua. In 2021, the internet industry was impacted and in strategic anxiety, ILiao was hesitant about the direction of brand development.
In 2022, ILiao and Hua & Hua started the cooperation, Hua & Hua redefined ILiao and carried out the top-level brand design for ILiao, helping ILiao achieve strategic centering and brand finalization.
#Hua & Hua New Works#
The new brand strategy of ILiao App
A social problem is a business opportunity. A huge social problem is a huge business opportunity.
Nowadays, young people are generally under pressure and socialize little, and low-income people often encounter unfair treatment in the dating market. Late marriage and late childbirth have become a major social problem with declining birth rates. Being able to solve the problem of young people's dating and marriage has a huge and irreplaceable social value.
After analyzing the genetic of ILiao, we believe that ILiao is fully capable of taking the responsibility of solving this social problem. Therefore, we redefine ILiao as a new generation dating platform that is "Inclusive, Real and Efficient", actively serving the national population strategy, making dating easier, focusing on social values, and become the organ of society.
#Hua & Hua New Works#
The new brand slogan（Brand Proverb） of ILiao App
ILiao changed its slogan 8 times in 2021, and has been swinging between "make friends" and "date". As a dating app, its function is compound, some people use it to make friends or just chat online, some people want to meet somebody and get married.
Finally, we decided to use the slogan "Meet Love, Try ILiao" as our brand slogan.
#Hua & Hua New Works#
The super sign of ILiao App
Every industry has its representative symbols. Cupid, the god of love, is the first thing that came to our mind. But the image of Cupid is very difficult to use on the Internet.
In order to transform it into a super sign applicable to the app, we choose an animal image that is both simple and cute and globally used, combined with the characteristics of Cupid, to create the most suitable super sign for ILiao——the ILiao Cat.
In order to make the application of the ILiao Cat on the App more qualitative, we render the scene in 3D, which directly enhance the experience of using the App.
#Hua & Hua New Works#
The Group Wedding of ILiao users
Hua & Hua believe that PR is a service product developed by the company for society, PR is social responsibility, a strategic product, and PR should be done by way of product development.
The group wedding of ILiao users is a major PR product developed by Hua & Hua , and has become the most important brand activity of ILiao every year.
On November 20, 2022, the first user group wedding was held in Shenzhen. The government and media gave great support and assistance. On the day of the wedding, not only the important guests came, at the same time, Cecilia Cheung as a celebrity wedding congratulator also made a surprise appearance, for 22 pairs of ILiao user couples to send sincere blessings.
In the end, if you are still single，welcome to scan the code to download ILiao. Wish you all meet love quickly!
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