Beijing uniforms custom factory cross-border marketing to gain market development

Cross-border (CROSSOVER) is becoming a hot word in today's world media. It has been repeatedly mentioned and practiced in different industries. It has also become a trend in the era of globalization.

Using the characteristics and advantages of their respective brands, the core elements are refined and matched with the core elements of the “partners” of the partnership, interpreting a common user experience from multiple perspectives. This marketing approach is called cross-border marketing. The greatest benefit of cross-border cooperation for the brand is to make elements that are otherwise irrelevant to each other and penetrate each other, thus giving the brand a sense of depth and depth.

There are many ways of cross-border marketing: cross-border products, cross-border channels, cross-border culture, cross-border marketing, cross-border cross-border and so on.

Seven principles of cross-border marketing

"Cross-border" represents the integration of a cutting-edge attitude to life and an aesthetic approach. Different brands that can establish "cross-border" relationships must be complementary rather than competitive brands. Complementarity mentioned here is not a functional complementation but a complement of user experience.

The three main types of cross-border marketing

Brand Cross-Border: Marriage of Same-Class Brands

Brand cross-border is often the same brand in two different areas of the same famous brand promotion and promotion, this cross-border is to enhance the appeal of consumers, use the other loyal consumer groups to improve sales opportunities, strengthen brand loyalty and goodwill .

In 2012 China Joy (China International Digital Interactive Entertainment Products and Technology Application Exhibition), Vanke Eslite and giant network jointly debut, the release of the two sides cross-border cooperation, "Xian Xia world", "Journey 2" and player logo T-shirt new products . At the same time, the two sides will also customize "Tractor" as the theme of trend t-shirts for gamers. The two parties will call for a joint marketing campaign that includes Fan Ke official website recommendation, giant online game client and other resources.

The in-depth cooperation between e-commerce and online games challenges everyone's imagination. However, the customer groups owned by Ke Cheng and the Giants are relatively close to each other, and both parties are expected to achieve a win-win situation. In the cooperation between Vanguard Eslite and the Giants, the Giant will license the image of some games to Eslite, and make full use of the development of clothing and household products.

Vanke Eslite has built up an audience on the Internet and FMCG; Giant Internet has hundreds of millions of players in game-related areas. If both parties can combine these two advantageous resources, a win-win situation can be achieved for both parties.

The cooperation between the two industries that differ greatly, in fact, to consumers, has enriched the shopping experience to some extent. Cross-border to redefine the newly-emerging consumer groups, this seemingly intricate consumer behavior from the surface, in fact, has its own unique form. Once they have mastered their life forms, they have the opportunity to discover new ones. Business opportunities and enhance their competitiveness.

Cross-border promotion: bundled sales are the focus

Promotional cross-border refers to the two parties reaching a promotional cooperation plan, in which the products of one company's company become promotional items or promotional tools of the other company's products, or both parties regard the other product as a promotional product of their own products. Bundling is the sale of two or more companies that form an overall customer-facing product, reducing overall prices and increasing sales.

The promotion of cross-border promotion is very extensive. It often appears in the sales of food and beverages, household appliances, and automobiles, in the form of one product using another product or multiple products as promotional products, and the promotion of supply contracts or cooperation between enterprises. protocol.

In 2014, Tencent E-Commerce's Yi Xun Network and the world-famous brand Coca-Cola reached an annual brand strategic cooperation agreement, and together with Coca-Cola on March 3 launched a large-scale promotional activities. 990 million bottles of EasyCube customized versions of Coca-Cola, Sprite, and Fanta are distributed nationwide. Coca-Cola's specially launched ads for this event are also broadcast by David across the country. Consumers can collect the strings in the bottle caps. Efforts to participate in quasi-secondary killing activities through the computer or mobile phone.

The biggest highlight of this cooperation was the creation of an O2O model of cross-border marketing - Coca-Cola's exposure and promotion through traditional department store retail channels. Yi Xun used Tencent to provide marketing and service scenarios on PC and mobile platforms. Compared to the traditional cross-border, the strategic cooperation between Yi Xun and Coca-Cola not only includes two types of online and offline groups at the brand level, but also combines brand promotion with sales and promotion more closely.

Channel cross-border: centered on channels and terminals

Channel cross-border is widely used in industries with channels and terminals as the core. There are many such examples in China and other countries in recent years.

Prada not only co-operated with the Hyundai Modern Automobile Project, but also opened a bar in London. The name of the bar is "The Double." The nightclub, which can be used for drinking, dinner and dancing, has a distinctive blend of western and Congolese styles. It also houses many artists' works, and with the popular Western and African folk music, you can dance and dance all night. Prada intends to donate all proceeds to UNICEF and the City of Joy.

The Armani Hotel, created by the famous Italian fashion guru Giorgio Armani and Emmaer Real Estate, is located in Dubai Tower, the tallest building in the world. It is the first flagship store of Armani's global chain hotel. Its interior design and furniture decoration are all in accordance with the Armani brand style. . In addition to 175 VIP rooms and suites, there are 40,000 square meters of restaurants and hot springs. In addition, the design of furniture and other products in the 144 luxury residential apartments next to the hotel were also designed by Armani.

When complementary brands come together to interpret or express a new partnership or consumer experience, they will not only reduce the power of expression of one of the parties due to the increase of the elements, but will also be amplified by the fact that they are more likely to generate brand associations. The expressive power of all brands makes it easier to form an overall brand impression and create a more conscious brand association.

Conclusion: The essence of cross-border marketing as a marketing method is that the purpose of “innovation” is to solve the problems in the new marketing environment through innovation and achieve a win-win situation for both parties. The principle of implementation avoids entering the misunderstanding of “Only born in this mountain, not knowing the true colors of the mountains”, and jumps out of “Yaoshan”—that is, “Brands look out of the brand, jump out of the industry to see the industry”, subvert traditional thinking, and implement “borderless” "Operation, bold learning, grafting other products, industry ideas, models, resources and methods, for my own use, beyond the past, to achieve a breakthrough, and achieve a win-win situation!