In an era when the supply of all products exceeds demand, major brands are using various marketing methods to meet consumer needs.
In recent years, cross-border co-branding between brands has set off a wave of new concept marketing. Judging from market trends, it seems that as long as cross-border co-branding occurs, everything will look taller.
However, any marketing plan has two sides. Proper operation will have a very good impact on both brands. Otherwise, it will bring negative effects.
Advantages: It is very difficult for a brand to continuously innovate, so cross-border joint marketing can bring unexpected novelties to consumers and increase sales for both brands. and reputation.
For example, in May last year, Wufangzhai and Ramen Shuo jointly launched the "Zong You Mianzi" gift box, which proposed a new concept of "Ramen + Zongzi = Giving Face".
The gift box also contains a series of creative customized activities such as face checks, which, while achieving traffic diversion and revenue increase, have brought new benefits to both brands and fans.
For example, Oreo also chose cross-border co-branding marketing cooperation. After co-branding with a beauty brand, it created a co-branded product - Oreo Biscuit Cushion, which also won the love of many consumers.
Disadvantages: Insufficient warm-up time, inconsistency between co-branded content and audience groups, can easily lead to co-branding failure, and cause consumers to think that the brand is not doing its job properly, or reduce the brand's reputation.
Some time ago, Moumouji collaborated with the domestic game "Genshin Impact" to launch a joint model. Users who purchase designated sets during the event can get the Wings of Wind costume and the Wings of Feast limited edition Genshin Impact. A gift from another world.
In addition, if you purchase a designated set meal at a certain base store and tell the clerk the password, you can also get a pair of linked badges.
The event caused quite a stir in the two-dimensional circle. A large number of "Genshin Impact" players poured into a certain base store to buy co-branded packages, causing many stores to sell out the products, and some players arrived in advance The 12-hour queue and the out-of-stock phenomenon caused dissatisfaction among a large number of event players.
Due to the extremely popular scene, or perhaps XXJ did not expect the enthusiasm of gamers for consumption, the event was temporarily canceled at XXXX stores in Shanghai and Hangzhou due to epidemic prevention and control requirements.
The hasty ending of this event has disappointed many players and consumers. If it is not handled properly in the future, it will easily lead consumers to go to peer stores to vent their anger.
Cross-border co-branding is not co-branding for the sake of co-branding, but to attract fans. Co-branding can produce double effects that a single brand cannot achieve.
However, if it is just a gimmick and consumers do not get any benefits, it is easy to consume the brand’s popularity and lose more than the gain.
Today’s marketing does not have a fixed marketing model, so the success or failure of brand marketing does not necessarily depend on cross-border co-branding.
But because of cross-border co-branding, event marketing that attracts attention can be more attractive.
The development of anything has advantages and disadvantages. If you worry too much, you will inevitably be afraid. Only by combining the actual situation, doing a good job in integrated marketing details, and carefully feeling the feelings of consumers can you have a chance. Do a good job in cross-border joint marketing.
There is no static market, only static thinking.
Only by breaking through the shackles of thinking can it be possible to break through the barriers to brand development.
Thinking:
What inspiration does cross-border joint marketing inspire you?