爱尔视光是国内唯一同时具有医疗专业背景和全国连锁优势的品牌。我们为此进行全面的思考及品牌梳理，并对它进行了完整的品牌策略搭建、VI升级以及全新的SI设计。 Aier Ophthalmology is the only brand in China with both medical professional background and national chain advantages. We have carried out comprehensive thinking and brand combing for this, and carried out a complete brand strategy building, VI upgrade and new SI design for it. 
空间不是简单的陈列， 空间是品牌价值故事的讲述者， 是有品牌生命力和想象力的整合视觉感知和互动体验。 
“作为眼科行业的领导品牌，爱尔视光应该以一个领导者应有的高度责任感与使命感，站在引导和启迪的高度给予青少年启发。” ——D&M观点 "As a leading brand in the ophthalmology industry, Aier Ophthalmology should be a leader with a high sense of responsibility and mission, standing at the height of guidance and inspiration to inspire young people." ——D&M’s view 
＊消费者洞察 Consumer Insight 爱尔视光主要针对6~17岁的儿童和青少年，正处于学习成长阶段，刚躲开学习，又陷入游戏，大量用眼。我们认为应从目标消费者的需求出发构建品牌的功能价值和情感价值。他们需要的不仅仅是做好近视防控，矫正视力，更加需要的是，一个强烈的声音时刻提醒他们：远离电子屏幕，多到户外走走。 Aier Ophthalmology is mainly aimed at children and adolescents aged 6~17, who are in the stage of learning and growth.They have just avoided learning but are also caught up in games, using their eyes extensively.We believe that the functional and emotional value of a brand should be constructed based on the needs of target consumers. What they need is not only myopia prevention and correction, but also a strong voice reminding them to stay away from electronic screens and go outdoors more. 
＊社会痛点关联 Social Pain Point Association 国家推动“双减”政策和APP青少年防沉迷模式全面落地，希望未来的青少年可以适当抽离屏幕，去发现更多有趣的事，探索更多成长的可能。 The state has promoted the "double reduction" policy and the APP youth anti-addiction model to fully implemented, hoping that future teenagers can properly withdraw from the screen to discover more interesting things and explore more possibilities for growth. 
＊品牌独特利益Brand Unique Benefit 爱尔视光倡导共享全球眼科智慧，使所有人，无论贫穷富裕，都享有眼健康的权利。在眼科医生、先进仪器、顶尖技术及理论研究等全球眼科智慧的整合上，相信爱尔已经做得很好。但是，如果依然停留在这上面，未来很有可能陷入价值同质化的陷阱。 Aier Ophthalmology advocates the sharing of global ophthalmic wisdom, so that all people, regardless of wealth or poverty, can enjoy the right to eye health.We believe that Aier has done a great job in integrating global ophthalmic wisdom, including ophthalmologists, advanced instruments, cutting-edge technology, and theoretical research. However, if it still stay on this, it is likely to fall into the trap of value homogenization in the future. 
D&M认为，作为眼科行业领导品牌，爱尔视光现阶段更应聚焦ESG发展。 D&M thinks, as a leading brand in the ophthalmic industry, Aier Ophthalmology should focus more on ESG development at this stage. 
一方面实现引领行业，促进行业的良性发展，让同行及上下游的合作伙伴看见更多的善意和可能；另一方面实现引导并启迪消费者，爱尔不仅是眼科专家，更应该扮演着一个教育者的角色，引导青少年远离屏幕光，拥抱自然与健康。 On the one hand, it leads the industry and promotes the benign development of the industry, allowing peers and upstream and downstream partners to see more goodwill and possibilities;on the other hand, to guide and enlighten consumers, Aier is not only an ophthalmologist, but also should play the role of an educator, guiding teenagers to stay away from the screen light, embrace nature and health. 
爱尔视光， 是近视防控， 更是引导与启迪。 Aier Ophthalmology is myopia prevention and control, but also guidance and enlightenment. 我们提出的策略体系？ What is the strategy system we propose? 
哪一种自然光对视力有利？我们必须从科学的角度寻找答案。 What kind of natural light is good for vision? We must look for the answer from a scientific point of view. 以“蔚蓝”为核心构建爱尔视光品牌差异化。 Build Aier Ophthalmology brand differentiation with "Blue" as the core. ＊爱尔视光品牌定位 Aier Ophthalmology brand positioning 以“蔚蓝”启迪科技防控近视 Using "Blue" inspiration technology to prevent and control myopia. ＊爱尔视光命名 Name the Aier Ophthalmology 爱尔蔚蓝视光 Eye Blue Ophthalmology ＊爱尔视光SLOGAN Aier Ophthalmology SLOGAN 飞向更蔚蓝的视界 Fly To Visual ＊爱尔视光“近视防控蔚蓝理论”价值体系 The Value System of Aier Ophthalmology's "Blue Theory for Myopia Prevention and Control" 理念先行：蔚蓝护眼运动 科技助力：蔚蓝近视防控科技 服务至上：蔚蓝近视防控服务 Concept First：Blue Eye protection exercise Technology assistance：Blue Myopia prevention and control technology Service-oriented：Blue Myopia prevention and control services ＊爱尔视光“近视防控蔚蓝理论”话语体系 The Discourse System of Aier Ophthalmology's "Blue Theory for Myopia Prevention and Control" 品牌层面：走向蔚蓝，更是走向爱尔视光 技术层面：“近视防控蔚蓝理论”提出者 服务层面：治愈近视防控，从蔚蓝开始 Brand level：Go to the Blue, but also go to the Aier Ophthalmology. Technical level：Proposer of "Blue Theory for Myopia Prevention and Control". Service level：Cure myopia prevention and control, starting from blue. ＊爱尔视光品牌个性 Aier Ophthalmology Brand personality 强大而充满探索精神 创新而洋溢人文关怀 Powerful and full of exploratory spirit Innovative and full of humanistic care ＊爱尔视光品牌DNA Aier Ophthalmology Brand DNA 包容、开放、自由、健康 Inclusive, Open, Free, Healthy ＊爱尔视光品牌故事 Aier Ophthalmology Brand Story 一个充满善意，给人启迪的品牌故事。 爱尔视光是"近视防控蔚蓝理论”的提出者，一个对头顶蔚蓝天空充满惊奇和敬畏的近视防控及引导与启迪品牌。 爱尔视光坚信“以蔚蓝启迪科技防控近视”，希望儿童及青少年能够走向蔚蓝，探寻更多不一样的成长可能，而不是埋头教材与电子屏幕。 A brand story full of goodwill and inspiration. Aier Ophthalmology is the proposer of "Blue Theory for Myopia Prevention and Control", it is a brand that is full of surprise and awe towards the blue sky above, guiding and inspiring myopia prevention and control. Aier Ophthalmology firmly believes in "using Blue inspiration technology to prevent and control myopia", and hopes that children and teenagers can go to blue and explore more possibilities for growth, rather than immersed in teaching materials and electronic screen 完成品牌核心梳理只是第一步，接下来是通过最直观的视觉表达传递品牌核心。围绕“走向户外，亲近自然”前期梳理出来的核心理念，去筛选符合品牌的素材，从而创造爱尔视光独特的品牌符号。 Completing the brand core carding is only the first step, and the next step is to convey the brand core through the most intuitive visual expression.Around the core concept of "going outdoors and getting close the nature"sorted out in the early stage,to screen materials that meet the brand, so as to create a unique brand symbol of Aier Ophthalmology. “我们希望创造的是一个视觉的载体，它能连接过去，也能指向未来。” "What we hope to create is a visual carrier that can connects the past and also points to the future." |
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