18 Sep 2019

To Live a Good Life

Lianhua Supermarkets unveil new brand created by Superunion China team.

Lianhua Supermarkets, a 28-year-old state owned Chinese retailer, now has a new brand. The new brand positioning, identity and in-store experience, created by our China team, is being rolled out across the retailer’s 42 stores in Shanghai, Hangzhou, Anhui, Guangxi, and Henan.  

Initially, we conducted a series of interviews with members of Lianhua staff, including the CEO, department directors and store managers, to understand the brand more from the internal stakeholders’ perspectives. We uncovered the unique aspects of Lianhua’s culture – from the wisdom and experience of its older employees, like no other in China, to the neighborhood-oriented stores that create a true sense of community. These strengths are part of Lianhua’s long-held heritage and are more relevant than ever amidst China’s fast-moving, overwhelmingly dense information society, a society that increasingly fears losing meaningful connection.

This insight is the core of the brand’s newly created positioning “Togetherness” aiming to nurture relationships and solve the tension points that consumers experience in fast-paced life. Through “Togetherness”, Lianhua re-examined the nature of retail and redefined a consumer experience that provides the brand with unique positioning in a highly competitive market.

“Togetherness” is expressed through an elaborate ribbon that ties all elements together. The new eye-catching store signage has become a highlight on the streets of the Yangtze River Delta region, communicating a sense of connection among Lianhua, shoppers and the community.

By the end of 2019, the first stage of the brand rollout will be complete, with all Lianhua stores showcasing the new brand, in-store design, signage and staff uniforms.

“Creating the Lianhua brand identity was a challenging but fun journey. The new key visual the “ribbon” reflects the brand positioning of “Togetherness” in a new way, giving it a more vivid and concrete representation. It has become a powerful visual asset of Lianhua, enriching the brand through various touchpoints, and communicating what the brand stands for to customers.”

RAY LAN
Managing Creative Director Superunion

“Our strategic partnership with Lianhua involved the development of a completely new brand strategy and brand expression, which we are now seeing come to life in-store. The new brand brings out the core advantages of Lianhua, whilst maintaining the brand’s heritage, giving the brand a new look and a more contemporary feel. It was such a pleasure working with Lianhua, who trusted our upstream creativity process, and were willing to rethink their future growth journey. We will accompany Lianhua to continuously make a great impact in the journey of brand building.”

MAGGIE CHIEN
Client Service Director Superunion

“As a retailer based in the Yangtze River Delta, focusing on the whole Chinese market and owning multiple retailer brands, the challenge was delivering a unified brand image that maintained the flexibility and uniqueness of each brand. Superunion not only developed a comprehensive brand expression for Lianhua, but also helped us to execute the strategy and change our culture step by step. Superunion’s professional upstream creativity and empathetic approach have made the Lianhua brand compelling and impactful again.”

TAO XU
CEO, Lianhua Supermarket Holdings Co., Ltd

“We believe retail has the power to bring communities together. Superunion helped Lianhua build a unique brand model of “Togetherness” that comes from the intersection between Lianhua’s strengths (coverage and resource) and the cultural disconnection being felt in Chinese communities. “Togetherness” will differentiate Lianhua in the competitive retail market, creating a holistic platform for the brand.”

DOREEN CHENG
CMO, Lianhua Supermarket Holdings Co., Ltd