当苏宁已由一家零售商转变为涵盖六大产业的集团企业时，其品牌形象面临着过于成熟、杂乱；以及不能形成统一认知的挑战。我们在经过对集团高层访谈、消费者与竞争对手研究分析之后，提出要跨越消费代际，超越消费和生活，直达目标消费者的“价值观”：真我。

When Suning has been transformed from a retailer into a group with six major industries, its brand image is too messy, in the challenge of not forming a unified cognition. After a group of high-level executives interviews, consumers and competitors research and analysis, We put forward the core concept of True Me, targeting the consumers “values” across generations, consumption and life.