"Cross-boundary and unbounded" brand cross-boundary joint name to break the circle culture
Toothpaste co-branded fragrances, shampoo co-branded mobile games... Crossovers are also boundless. In recent years, a large number of new consumer brands have emerged in China, grabbing attention with cross-border co-branding, entering different new cultural circles and embracing young people .
Cross-industry joint name is committed to breaking the circle culture
Since 2000, China has been in the third wave of consumption, and a large number of new consumer brands have emerged.
In the Internet age, young consumer groups have formed unique consumption habits, and the channels for consumers to contact brand owners have been greatly expanded.
When the number of consumers in the market is stable, every new consumer brand wants to seize the minds of users. Properly used cross-border influence becomes a suitable "weapon" to help brands further expand their influence.
According to the "2021 Cross-Border Co-branded Consumer Trend Insights Report" released by Yiou, there are about 260 million Gen Z people born from 1995 to 2009, and Gen Z has become the main group of many new consumer brands. Their consumption Demand not only continues to warm the economic recovery in the post-epidemic era, but also brings new opportunities for brand and marketing innovation.
The report pointed out that the Internet aborigines who were born in the era of rapid Internet development are more pursuing quality consumption and personalized consumption. Personalization, sceneization, and planting.
At the same time, it also pays more attention to self-improvement. Various forms of circle culture, such as blind box, national style, and online variety shows, are affecting consumers of other age groups through young people.
Therefore, it has become a general consensus that consumer brands embrace young people through social media platforms, celebrities, KOLs, hot topic marketing, and IP co-branding cross-industry marketing activities and enter different new circles.
According to statistics, among the circles that young consumers are most interested in, the food play circle, the shoe circle, the Hanfu circle, the figure circle, and the blind box circle hold the top 5 positions.
In recent years, with the development of circle culture, more and more centuries-old brands and luxury goods have chosen cross-border joint names with consumer goods brands.
Designers and artists jointly break the inherent style
Cross-border has become one of the popular projects that brands intend to "out of the circle".
For the brand side, cross-border co-branding is not only the collision and integration of value culture between the two brands and the expansion of consumption scenes, but also the embodiment of the "group for warmth" and resource exchange between brands.
Common cross-border types of brands include industry brand co-branding, IP cross-border co-branding, celebrity co-branding, designer co-branding, and artist co-branding.
From the perspective of the degree of innovation, the joint names of designers and artists are more "trendish".
Among them, designer co-branding has become an important means for the brand to break through the inherent product style, increase the added value of the brand and upgrade the brand.
Well-known brands cooperate with independent designers with distinctive design techniques and outstanding talents, which may produce the "chemical effect" of genetic mutations in product design, create new product images, and even form new premium spaces, and enter new market segments .
Artist co-branding is a cross-border co-branding between the brand and pioneer creators such as illustration art, graffiti art, contemporary abstract artists, etc. It is an excellent way to create content focus and interact with fans.
The co-branding of artists has gradually expanded from the initial small-scale cooperation of luxury brands to various styles of people-friendly brands, turning artistic works that were originally niche followers into popular commodities with a wider audience, which is even more important for young people. Advanced topicality and attractiveness.
The trend of cross-border good things emphasizes social attributes and appearance
A few days ago, an e-commerce platform released the "2021 Cross-Border Goods Trend Topic List", focusing on the focus of "product cross-border", and with the seven themes of "social, beauty, trend, warmth, home, health, and self-pleasure" For the direction, the products on the list were selected based on the eight major indicators of cross-industry innovation, list attribute fit, product functions and selling points, appearance design, user demand, and praise.
In the classic case, China Piggy Peppa co-branded children's toothpaste to transform the brand’s old image into a young and modern brand; Colgate chose to jointly launch the Osmanthus Oolong fragrance with the fragrance brand Brutalist to remind young people of fresh breath , Always maintain the image of social etiquette; An Muxi black bottle of original yogurt chooses the League of Legends TES team and JDG team endorsements, combined with the concept of Z generation loves social life; Qingyang men’s anti-dandruff shampoo is combined with the King's Glory IP Co-branding, targeting male game users; Rose and jewelry brand ROSEONLY chose to launch a flower box jointly with the current popular animation IP Minion, which adds cuteness to the romantic mind.
A reader of Hisense was co-branded with the Xi’an Museum. The national style design coincides with the exquisiteness of a paper book; a refrigerator under the brand of Hisense chose the seventh season variety show "Please, Refrigerator". "Bringing goods" left a deep impression on the audience; in addition, Wang Jiaer's Braun razor and Zhang Yixing's Oral B electric toothbrush all made the list by virtue of their celebrity effect.
Form a new consumption ecosystem in the integration and symbiosis
"Cross-border brand marketing not only strengthens the cross-border brand story, brand design and life concept, but also emphasizes the cross-border collaborative creativity between the brand and the sei-katsu-sha, and demonstrates the sei-k’s perception, recognition and innovation of the brand concept, forming a brand and the life-saving Cross-industry collaborative innovation to explore new ideas, new thinking and new patterns in the cross-border communication of digital social brands." said Yang Tongqing, a professor at the School of Culture and Communication of Capital University of Economics and Business. To meet the needs of young living people’s personality display, through the National University Student Academy Award Advertising Design Competition, we have creatively designed many copywriting, print and short video advertising works with young students, so that time-honored brands are rejuvenated among young people.
Dr. Zhu Keli of the Chinese Academy of Social Sciences believes that the cross-border joint brand operation model is based on the generational characteristics of "decentralization", using new economic thinking with cross-border as the core and new digital technologies driven by data, algorithms, and computing power. Break the boundaries of corporate brand, element resources and organization, connect all gaps in the value chain with a value proposition that taps on user needs, continuously tap and meet new consumption potential, and form a new consumption ecosystem with greater space and a better future in the integration and symbiosis .
Text/Reporter Chen Si