Cross-border marketing originator Coca-Cola's cross-border field spans the beauty, daily necessities, and clothing sectors, and the limelight is unparalleled. Known as the most successful cross-border in the history of the tide brand SUPERME and LV cross-border cooperation directly pushed the SUPERME street brand to the peak, but also brought a young consumer group to LV. Now, this cross-border wind has begun to affect domestic brands. In recent years, domestic brands have begun to test cross-border cooperation. Some brands have seen cross-border cooperation in a flash in the pan, not stimulating too much water, and some domestic brands have unexpectedly succeeded across the border. The birth of the explosion.
Wangwang tidal clothes were snatched by seconds
"I can't buy it at all"
After the old dry mother's sweater burst red, Wangwang's sweater was also the first time to grab the eye.
Recently, Want Want and Shanghai designer clothing brand Takasawa TYAKASHA jointly launched a series of co-branded fashion items, including sweaters, hats, T-shirts, sweaters, socks and other items. These clothes with the head of Wangwang’s headshot were accidentally suffered. Got crazy.
"I can't buy it at all," Li Min told the Beijing Morning Post reporter that since the beginning of Wangwang's pre-sale, related products have been robbed by the second. The relevant person in charge of Want Want told the Beijing Morning Post that the cross-border is responsible for the operation of the company's e-commerce department. The cooperation funds are mainly sold on the e-commerce platform. The sales situation is unexpected. “It is basically a rush to be emptied on the line.â€
Wangwang Chaofu was robbed for one second. In addition to the designer clothing brand blessing, Wangwang’s own brand image also added a lot of points, resulting in an effect of one plus one greater than two.
Chinese goods crossed the tide
Liquor for perfume, spicy sauce for sweater, white rabbit push lipstick...
Behind the vacancies of Wangwang’s tidal suit, it was the cross-border tide of domestic products. More and more brands are joining the cross-border camp, and these cross-border players are mostly fast-moving consumer goods.
The first to detonate the cross-border of Chinese goods is Rui Ao Cocktail and Liushen Dew. In June of this year, Rui Ao Cocktail and Liushen jointly produced a limited edition RIO Liushen cocktail, limited edition of 5,000 bottles in seconds. One is the young cocktail brand, the other is the old-fashioned brand of Chinese products, and the “chemical reaction†produced by the two brands has detonated social media.
Both attracting attention and creating topics, many brands are rushing on the cross-border marketing road. Zhou Heiya followed by Yumifang to launch a joint lipstick, small spicy kiss bite lipstick, Meijiajing white rabbit push lipstick, Fulinmen launched cleansing oil, Luzhou Laojiao launched pink peach drunk perfume, and always low-key Laoganma also launched a sweater. The price of the perfume produced by Luzhou Laojiao was 139 yuan. When it was put on the line, it was sold out. The price was doubled. "Many people are full of curiosity about the perfume of white wine." The relevant person in charge of Luzhou Laojiao said at the time, "Perfume comes out. After many people are asking, save a large wave of advertising fees."
At present, there are two modes of brand cross-border cooperation, one is IP authorization, and the other is joint marketing. Among them, Want Want and Takaka’s Tide brand crossover, White Rabbit and Meijiajing lip balm belong to the former, while RIO Liushen dew cocktail, Masks and pressed powders from Want Want and Nature Hall are joint marketing.
Cross-border effects are different
Liushen cocktail empty bottle is fried to 300 yuan
Although many cross-border products of domestic products are hot at one time, the cross-border effects are different for each brand.
Although more than four months have passed, the residual heat of the Liushen cocktail is still there, and the price of the empty bottle of the Liushen cocktail on Taobao has been fired to more than 300 yuan. On Taobao, it is full of Wangzi's joint sweater, which is obviously a hot business.
Zhou Black Duck related person in charge told the Beijing Morning Post reporter that the feedback on the cross-border cooperation with Yunifang was quite good. "The lipstick will soon be sold out." Zhou Black Duck, who tasted the cross-border sweetness, also launched a moon cake gift box at the Mid-Autumn Festival.
Obviously, in the cross-border of many domestic brands, RIO Liushen Dew, Laoganma New York Fashion Week, Wangwang Tide brand clothing, Wangwang mask and powder cake are cross-border success. The main reason is that these brands are old brands in the hearts of the people. "National brands, they have a deep-rooted impression in the hearts of consumers, and breaking this impression and introducing new innovative creative elements will be surprising." The relevant person in charge of the e-commerce platform told the Beijing Morning Post reporter.
Some cross-borders have not provoked much water splash for various reasons. For example, the United States and Canada white rabbit push lip balm, Fulin door launched cleansing oil.
How to become an explosion?
Fast-moving products are more suitable for cross-border
It is worth noting that the fast-moving consumer goods brand has served as the main force of this cross-border cooperation, and most of them are mainly food companies. "Resistance-resistant products do such cross-border, high research and development costs, this practice is more suitable for fast-moving consumer goods." Marketing expert Tu Yu told the Beijing Morning Post reporter.
What factors do you need to become a blasting product? In the opinion of Tu Yu, if you want to become a cross-border blast, you need to find a brand that consumers have in mind, and then innovate and break this consensus. “There are such nationals in local brands. Most of the cognitive brands are concentrated in food."
In addition, the successful cross-border explosions of domestic products are basically not mass-produced. Beijing Morning News reporter noted that these cross-border products are basically using a limited sales model, in order to trigger competition under the hunger marketing.
“Cross-border products are usually created by two brands. They need to adapt to the planning and development of the two brands at the same time. There are many things that need to be coordinated and communicated, and many of them are also in the stage of trying water tests.†Tu Yu said.