1. Cross-industry cross-industry

The king of tea-drink cross-industry crossover - HeyTea's cross-industry cross-industry is mainly a cross-industry cooperation between two brands in completely different industries. When it comes to “top students” who cross over from different industries, “Hitea” must be nominated. In October last year, in a survey conducted by SocialBeta, a social media and commercial application content platform, on the cross-border tea drinks among Internet celebrities, Heytea became the king of tea-beverage crossovers among consumers with an overwhelming advantage of 88%. It can be said that Heytea's cross-border marketing involves everything from food, drink, entertainment, clothing, food, housing and transportation. The cross-border steps are huge and there is no fear of disruption.

HiTea Cross-border, many friends may think that two brands are competitors in the same industry, so how can they cooperate? In fact, two brands in the same industry can also achieve alliance, as long as the two brands are complementary, it can be achieved Cross-border cooperation, this complementarity is not functional complementarity, but user experience complementarity. Take a chestnut: Nayuki's tea x Vita

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Regarding cross-border marketing, it is usually necessary to find the uniqueness and contact points between brands, such as whether the products have similar colors, similar shapes, similar tastes or gameplay. Such similarities are often the key to cross-border marketing. The foundation and bridge are also the selling points;

If it is a cross-industry crossover, you must find where the two brands can complement each other. For example, if both parties have different target market segments, then cooperation can make the two brands more complementary. A brand reaches more consumers;

Of course, as the purchasing power of Millennials continues to increase, brands must pay special attention to this generation of young people. What will they be interested in and what will they do? Attracting and deeply understanding this group of consumers can allow brands to have more different ways of playing.

3. Cross-border marketing by taking advantage of cultural opportunities

Cross-border marketing by taking advantage of cultural value or user recognition value to strengthen one's own brand assets.

Case: China Merchants Bank Credit Card Forbidden City Taobao (customized "Fengzhao Travel" luggage tag)

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China Merchants Bank Credit Card and Forbidden City Taobao launched "Fengzhao Travel" "Customize the luggage tag, replace the "zhao" in "fengzhao travel" with "zhao", make a pun in the name, and make the connection between China Merchants Bank's credit card and the Forbidden City Taobao bold in capital letters!

For a long time, Forbidden City Taobao has won with cultural and value recognition. What is certain is that consumption behavior that is bound by cultural and value identification obviously has stronger loyalty and recognition than consumers who are bound by interests.

China Merchants Bank Credit Card has cooperated with the Forbidden City Taobao to launch a customized "Fengzhao Travel" luggage tag, taking advantage of the value recognition of the Forbidden City Taobao and the Forbidden City culture to establish emotional communication with customers, and at the spiritual level Gain deep recognition from consumers.

4. Sponsored crossover

Sponsored crossover usually takes the form of sponsoring concerts, competitions, TV programs, etc. Make the corporate brand and product brand stand just right on the edge of the focus of public attention, without taking over the spotlight, and cleverly use the afterglow of public attention to achieve the purpose of corporate publicity most effectively.