品牌形象原创设计 | 百客悠选

品牌形象原创设计 | 百客悠选

Brand Image Original Design | Ba Ke You Xuan

营销课题

2026年，西藏零食赛道进入“巨头角力”时代。“零食有鸣”“好想来”等内陆品牌凭借资本与规模优势迅速铺陈，以标准化模式收割市场。面对来势汹汹的“外来者”，本土玩家亟需找到一条不可

复制的突围之路。

核心洞察

我们的破局点不在“正面硬刚”，而在“侧面狙击”。深入一线调研发现，西藏消费者的零食偏好与内陆存在天然断层——进口食品与在地特色食品才是本地人的真实刚需。巨头的体量恰恰成为

其软肋

：标准化供应链无法灵活响应区域需

求，品牌基因亦难以承载在地文化归属。

品牌战略

基于此，我们为“百客悠选”确立核心定位——“本地人的省钱超市”。选品端构筑差异化壁垒，聚焦西藏人真正爱买的进口好物与在地风物；价格端依托成熟供应链，打破高原零售的“天然溢

价”，将平价普惠落到实处。

创意落地

品牌视觉不做“文化搬运”，而是以现代手法重构藏地符号。我们选用现代极简字体确保商业识别，提炼“高原红”“圣湖青”形成独家色彩资产；将“藏地十字纹”融入辅助图形，并打造藏绵羊IP

“悠悠”，让品牌成为年轻一代的情感容器。空间体验上，以在地美学替代工业复制，强化“这是我们自己的超市”的潜意识认同。

营销价值

百客悠选的案例证明：区域性品牌的终极护城河，不是价格，而是“文化共鸣”。通过将商业效率、在地文化与年轻语境三者咬合，我们帮助客户不仅抵御了外来冲击，更在巨头夹缝中开辟

出一条具有强辨识度、高情感黏性的本土品牌新赛道。

Marketing Topic

In 2026, the snack market in Xizang entered the era of "power struggle among giants". Inland brands such as "Snacks Have a Voice" and "Good Idea to Come" quickly expanded their 

presence by leveraging capital and scale advantages, and harvested the market through standardized models. Facing the aggressive "outsiders", local players urgently need to find an

 unrepeatable path to break through. 

Core Insights

Our breakthrough point is not "head-on confrontation", but "sideways sabotage". In-depth field research revealed that there is a natural gap between the snack preferences of consum

ers in Xizang and those in the inland areas - imported foods and local specialty foods are the real necessities for the local people. The size of the giants has actually become their weak

ness: the standardized supply chain cannot flexibly respond to regional demands, and the brand genes also struggle to carry the local cultural identity. 

Brand Strategy

Based on this, we establish the core positioning for "Baike Leisuan" - "local money-saving supermarket". At the selection end, we build differentiated barriers and focus on imported goo

ds and local scenery that Tibetans really love to buy. The price side relies on the mature supply chain to break the "natural premium" of plateau retail and implement parity and universality. 

Implementation of Creativity

 Brand vision do not carry "culture", but to reconstruct Tibetan contemporary symbols. We chose to use the modern minimalist fonts to ensure business identification, refined "altiplano

 red" "green" sacred lake formed exclusive color assets; Blend in "hidden cross lines" auxiliary graph, and create Tibetan sheep IP "long", let the brand become emotional container of th

e younger generation. Spatial experience to replace industrial replication in aesthetics, to strengthen the "this is our own supermarket" the subconscious mind.

Marketing Value

The case of Baike Youxuan demonstrates that for regional brands, the ultimate barrier is not price, but "cultural resonance". By integrating commercial efficiency, local culture, and the yo

ung context, we have helped our clients not only withstand external shocks, but also carve out a new local brand path with strong recognition and high emotional loyalty in the midst of

 giants.