Reporter | Ma Yue Editor | Ya Han Xiang When we tried to review and summarize the annual trend of brand marketing in 222, we found that some practices of brands this year continued the trend of the past few years. Whether it's co-branding, official marketing or cute pet marketing, it's true that they can still get traffic for the brand, and consumers are willing to participate in it, but it's a pity that there are not many fresh ways to play this year. Perhaps it is the low overall consumption environment that weakens the brand's budget and energy. The "old routine" is a quite safe card, but fortunately, some brands have also played new tricks in the past experience. Joint name or joint name "either in joint name or on the way to joint name"-Although cross-border joint name is no longer a new trick, in 222, the pursuit of joint name by consumer brands will be more enthusiastic and in-depth, and more interesting and interactive. For example, Xicha and Hiroshi Fujiwara, the icon figure in the Japanese trend circle, jointly make the cup body, cup cover, packaging bag and limited art periphery all "blackened"; Ruixing packed the design of coconut palm juice with the iconic "debris flow" style, realizing that "the soil is the tide to the extreme"; Since the cooperation between Xicha and the hit drama Menghualu, there has also been a wave of joint marketing of TV drama IP and new tea brands. Later, Naixue's tea also linked Canglan Ji and Moon Man, and Xicha even joined the gameplay of "Everything can be passed on", and continued to gain new traffic with the help of old dramas that have been hit for more than 1 years; Needless to say, Harry Potter, the world's most popular classic IP, cooperated with dozens of brands including China Industrial and Commercial Bank, Holiland, Hippocampus, Gourmet, Fauvism and so on in one breath this year, and magically emptied fans' wallets with all kinds of surroundings. The essence of creativity is the new combination of old elements, presenting old elements in a new combination way. However, cross-border brands need to be complementary and different in elements, complementary in functions and contrasting in channels. Nowadays, under the popular planning thinking of rapid manufacturing, brands with active marketing, such as new tea, baking and food and beverage, have become major cross-border joint brands, and their increasingly creative ideas have also become an important force for many new consumer brands to shape tonality and differentiation, which will drive growth in the second half of the competition. Therefore, this kind of creativity has evolved from the shallow joint name of putting logo together to the all-round cooperation from product research and development to packaging and surrounding areas. Compared with simply shooting brand advertising blockbusters or launching offline activities, manufacturing co-branded products is indeed one of the few ways to combine brand communication with sales promotion in the communication environment where it is increasingly difficult to screen. After all, the product itself is the best marketing if it can drive consumers to plant grass or even create again on social networks. # In the niche podcast, focusing on wheat is different from the short video that quickly grabs attention with fast content. Many brands have begun to be interested in podcasting, a niche media platform, and have begun to incorporate podcasting into their marketing positions. In addition to advertising, brands including McDonald's, Nike, Sandun and a half, Tmall International, Home and Abroad, MINI and POP MART are all becoming pathfinders of customized brand podcasts, which also makes the commercialization path of Chinese podcasts more possible. Although the podcast market in foreign countries has been relatively mature, in China, podcasting is still a low-key and niche existence for a long time. Until 22, the catalysis of the epidemic has unexpectedly promoted the growth of online content services such as audio. With the heated discussion on social media and the increasing number of producers and listeners of podcasts, this medium, which was originally like a niche utopia, began to surface gradually and formed a craze. However, at present, the positioning of brand podcasts is not to make their own programs into an embarrassing "long advertisement", but to bring podcasts resources and perspectives different from those of individual creators in topics such as entrepreneurship, literature, finance and sports lifestyle. Compared with short videos and live broadcasts, brand podcasts can do more to shape the connection with users in a long period of immersion, and imperceptibly complete the brand building. Large packaging has become a trend. In the past, food brands have launched "mini" packaging to cater to people who want to lose weight. Now this trend has reversed-they want big and bigger packaging. 5L A barrel of fruit tea, a barrel of crayfish, noodles and even pot-wrapped meat, the quantifier used to describe food has been upgraded from "cup" to "barrel" this year, and the description of "tons" has been used to plant grass on social networks. According to the take-away data of Meituan, the variety of barrel tea products in beginning of autumn increased by 254% year on year. In July this year, the sales volume of barrel tea increased by 62% year-on-year, of which about 8% was fruit barrel milk tea. In addition to the common 1L specifications, there was even an ultra-large capacity of about 6 kg. At least 23 brands, including Xicha, Guming, Naixue Tea, Chabaidao, Auntie in Shanghai, and Shuyi Diancao, have launched super-capacity barreled products, and more than 2 models are updated every month. The most direct reason why large packaging has become popular is that it is eye-catching. The topicality of oversized or even giant packaging on social networks makes it an advertisement in itself. In addition, in the scene of outdoor sports such as camping, large-sized packaged food also highlights the cost performance, and at the same time, it has become the best prop that is easy to "film". Camping, frisbee playing and outdoor become the new password of scene marketing. Whether or not you really live in a tent, there must be many people who have had such an "outdoor" experience in the circle of friends in 222-camping, frisbee, and even land surfing and paddle boarding have become the hottest activities to occupy holiday social networks. This kind of outdoor sports with leisure attributes, as a substitute for tourism in the post-epidemic era, has become a social currency for the urban middle class from the hobby of the small crowd. When outdoor sports are labeled as trends, and combined with interest circles such as food, photography, clothing, fashion and pets, the "outdoor+"model is derived, which has also become a new content for many consumer brands to seek marketing. Outdoor sports create a dream scene for consumer brands, thus digging out new demands. On the one hand, at the product level, many brands such as home, mother and baby, coffee, food and beverage have launched outdoor related surroundings through cross-border joint names. For example, Fauvism has launched camping supplies including camping mats and nightlight; Coffee brand Seesaw launched a camping gift box with a hand-washing pot; Babycare, a maternal and infant brand, aimed at novice parents who are keen on camping and launched a camping refueling package; McDonald's launched outdoor surroundings including potato kites and Frisbee in the summer. In the case of limited dining consumption, many catering categories, including kebabs, hot pot and new tea, are aiming at the camping scene, launching related take-out and set meals, and even many pre-cooked food brands are grasping the slogan of this scene. On the other hand, even if there are no products to combine, many brands use outdoor as a trend element, and take advantage of the situation through flash stores, live broadcasts and promotional videos. Literature is popular, and a kind of national creation under social network packages scattered popular online stalks in the name of literature, which can stimulate netizens' greater participation and creativity. Although it is somewhat confusing, it really happened-vegetable market literature, crazy literature, rotten literature, crazy four literature and Zhen _ literature have been contracted for this year. The popularity of this kind of literature is largely due to its ability to directly attack people's emotional demands. In 222, which is full of turmoil and changes, netizens look for * * * songs through such creations, and conduct a spiritual massage in a self-deprecating way. Due to the considerable space for secondary creation and extension, a large number of UGC (user-created content) formed on social networks has become a marketing mine worth exploring. For example, KFC, which officially incorporated and carried forward the "Crazy Four Literature", not only successfully registered its trademark, but also launched the "Crazy Four Literature Festival" and officially launched the "V I 5" gift card. For example, in the context of Shanghai's official resumption of work and production in June this year, RT Mart Supermarket hung the "vegetable market literature" combined with the "Zhen _ Zhuan" stalk on the shelf. The reason why its copy was out of the circle was that it had a sense of humor that was grounded enough and deconstructed real life with popular stalks. Under the tide of "pet economy", it has become a common marketing operation for brands to attract consumers' attention with cats and dogs. According to the iResearch report, young people are the main force of pet consumption at present, of which 33% are born after 9, 14% after 95, 27% after 85, and 74% are pet owners aged 26-36. In terms of gender, female pet owners account for 61%, and they also occupy a dominant position in consumption. Following the success of McDonald's classic hamburger box-shaped cat's nest at the end of 221, KFC made great efforts in pet marketing this year. It launched a joint cat's nest with a pet brand, and jointly launched a bouncing chicken toy with a pet brand zeze, as well as a dundun chicken pet hug nest. Coffee brand Seesaw and plant milk brand plant label launched a "national baby limited" plant-based coffee activity, Shiba Inu and tabby cat were made into cotton candy and enjoyed a "bubble bath" in coffee. Subsequently, the same was true of the joint name of Seesaw Coffee and LineFriendsminini, and many "cute" elements were adopted in the product and surrounding areas. In the marketing activities related to pets, in addition to cuteness and face value, interactivity and playability have also become the key to breaking the circle. Simply put, it is whether this activity can stimulate more users' desire to spontaneously "sun" on social networks.