Cross-border marketing breaks through brand boundaries from a new perspective

Cross-border marketing refers to a marketing model in which enterprises achieve resource sharing, complementary advantages, and achieve the purpose of publicity and sales of products through cooperation with other industries, creating a fresh experience for consumers and generating more tense brand
associations.
Under the continuous surge of the wave of youthfulness, cross-border linkage has begun to become a new marketing outlet for brands to compete for, and dazzling cross-border marketing has emerged one after another, continuing to highlight the emergence
of this personalized marketing game.
A successful crossover can not only break through the brand boundary and inject personality nutrients into it from a new perspective, but also resonate
with the target consumer group from the value concept dimension while achieving sales growth.

Cross-border has become a new outlet for marketing

The Great White Rabbit unites the smell library, Manji Dessert joins forces with "The Wandering Earth", and the top IP Forbidden City's various cross-border .
.
.
They are all classic cases
of IP cross-border marketing.
It can be seen that in recent years, whether it is a phenomenal Internet celebrity brand or a traditional time-honored brand that has undergone precipitation, they have carried out IP cross-border mixing and matching, creating hot topics in the market and constantly renewing new vitality for brands
.

With the development of society, the improvement of people's living standards and the deepening of the popularization of informatization, people's consumption habits are also changing
.
When consumers buy products, they not only pay attention to factors such as product price and quality, but also pay more attention to the service and experience of
products.
Therefore, more and more companies are beginning to pay attention to the psychological feelings
of consumers.

In order to better adapt to the changes in the Internet era, many companies have transformed or sought other ways to cope with changes in market demand, and to maximize benefits and profits
.
Brand co-branding has become an emerging marketing model, which allows the two brands to complement each other, thereby giving consumers more levels of satisfaction
.
In particular, originally unrelated brands work hand in hand, create a sense of conflict through "contrast", stimulate consumers' sensory experience, and help brands shine in the traffic war of the Red Sea
.

Achieve brand rejuvenation

As Generation Z and Post-00 have grown into the main consumer groups of the contemporary era, rejuvenation has been upgraded to a keyword in brand marketing in recent years, and Generation Z has become the main object
of research and competition for various brands.
Youthful marketing will become the mainstream of brand marketing circles for a long time in the future, and cross-border co-branding is an effective way to
quickly achieve brand rejuvenation.
The co-branding of brands is not only the collision and integration of value culture between brands and the expansion of consumption scenes, but also the embodiment of brand "huddle for heating" and resource exchange; Co-branding with artists or designers has the potential to break the inherent style, create a new product image for the brand, and form a new premium space; Co-branding with IP can help new consumer brands penetrate into new market segments and form advanced topicality and attraction
for young groups.

For example, Moutai and Mengniu have cooperated to launch Moutai ice cream, which is both online and offline, and the online sales scope has covered most provinces and cities across the country; At the same time, nearly 20 flagship stores in Beijing, Shanghai, Shenzhen, Guangzhou, Hangzhou, Nanjing, Changsha, Wuhan, Xi'an, Zhengzhou, Chongqing, Qingdao, Harbin and Xiamen have been opened offline, achieving sales of more than 140 million yuan
.
As the sales area of Moutai ice cream continues to grow, related short videos and grass planting articles have grown by leaps and bounds, with 180 million views on Moutai ice cream topics on Weibo, 140 million views on related topics on the Douyin platform, and more than 10,000 notes
on Xiaohongshu.

According to the results of the "Young People's Drinking Habits Questionnaire", among young people's drinking habits, liquor ranks only third with a selection rate of 38.
6%, ranking behind wine and beer, so how to capture young consumer groups has also become a major issue
for liquor companies.
Kweichow Moutai intends to break the traditional stereotype through Moutai cross-border ice cream, which is an effective attempt to extend the brand and increase communication
with the younger generation of consumer groups with diversified and young consumption scenarios.

Expand marketing channels

Due to different channels, each brand can cover different groups, cross-border marketing can enable brands to borrow the channel resources of both parties to spread the brand concept to more target groups
.
Each brand and each product has its own relatively fixed marketing scenario, if two products that are not related or not strongly related can cooperate across borders to create a new element, the marketing effect
of "1+1>2" will be achieved.

In the marketing process, brands will accumulate their own private domain traffic, and brands can exchange their own private domain traffic pools with each other to expand the coverage of channels and thus cover more consumer groups
.
The topic of brand crossover is also more likely to arouse market attention and discussion
.

In June this year, Wang Laoji joined hands with King Glory to launch a new customized can - Wang Laoji× King of Glory Summer King (standing painting series) and Wang Laoji × King of Glory Summer King (breakthrough series) a total of 11 models, and simultaneously officially announced the marketing game of "one code and one can" scanning code to participate in the event to win game mobile phones, e-sports chairs and other awards
.
The all-round marketing communication layout has made Wang Laoji's intimacy and influence skyrocket among young consumers, especially those in the game field
.
By improving the brand's in-depth communication with consumer groups in different fields, it continues to go out of the circle and help the high-quality development of
enterprises.

Break through scene traffic

In the era of traffic, interesting and informative topics can attract consumer attention and activate market vitality
.
Society has entered the era of experience economy, and compared with the functional requirements of products, the psychological feeling of product use is also a factor
that merchants need to fully consider when selling products.
For new products with certain brand power, in order to strengthen the impression of the product, the experiential marketing promotion method is adopted, which is convenient to increase the satisfaction of consumers, thereby increasing the stickiness of
the product.
Experiential marketing requires brands to sell products while also selling experiences, so brands are required to carefully formulate consumption themes, create consumption scenarios, and facilitate consumers to participate in them, so as to obtain emotional sustenance and become loyal users
of the brand.

The value of brand cross-border marketing should not only start from fit, but also pay attention to the value of communication, create and attract new traffic
.
Increase users' awareness and attention to the brand through communication behavior
.
However, in the era of flooding marketing information, brands should also abandon a single communication method, increase the interest of communication, stimulate users' interest through multi-dimensional exposure, and let the "magic" of cross-border marketing be truly displayed
.

Adopt a Cow and cooperate with the trendy play brand RiCO to launch the "Dream Ranch" co-branded limited gift box to strengthen the new characteristics of the enabling product and capture the audience's favor
with its high appearance value.
The limited item "Morning Dream RiCO" uses the powerful influence of IP to give the product a "explosive" character
.
On the day of the official pre-sale of the Tmall flagship store, 8,000 co-branded gift boxes were sold out
in 1 second.
The good results achieved by the pre-sale have accumulated a good development foundation
for the official launch of the brand.
However, in the era of information fragmentation, the expansion of online and offline dual channels is also the key to
penetrating consumers.
Therefore, during the official sale period, in addition to the release of Moments and Little Red Book, Adopt a Cow will actively expand the layout of offline channels and broaden the communication link
.

The gradual communication activities have enabled the brand's cross-border new products to achieve a good explosion of volume, and the circle of KOLs has spread, so that cross-border new products can be diversified in
different circles.
Use multi-dimensional communication channels to efficiently boost brand exposure and obtain better marketing effects
.
Through unique fashion co-branding, break the brand's original traffic limitations
.
With the expansion of multi-party communication channels: online diversion, offline undertaking, KOL layout and other multi-level activities, expand the influence of activities, and finally precipitate into the transformation
of brand sales.

(Gao Na comprehensive arrangement)

China Food News (October 18, 2022, Version 08)

(Editor: Gao Na)