Quanzhou Shoes And Clothing Enterprises Are No Longer Alone In Marketing And Marketing.

Cross boundary marketing is becoming

A popular way for traditional enterprises to rapidly expand their brand layout is the signing of a cooperation agreement between the nine kings and the Air Media group. The seven wolves join hands in tea shopping activities. Anta and International Olympic Committee partners, Procter & Gamble, McDonald's and the Chinese Olympic Committee's partners, Hilton Hotel and Erie, jointly built the "Olympic brand alliance".

Marketing is no longer a single fight.

In August 24th, the seven wolf network joined hands with the popular tea brand of Taobao, and launched a joint event called "men are spelled out and good tea is burned out".

According to the cooperation plan of the two sides, a week before the start of the event, the two sides first participated in the activities of the Juhuasuan 2nd anniversary celebration brand group, and sent tens of thousands of leaflets and millions of red packets to consumers' hands through activities. After that, micro-blog was asked to "seek beauty" in Xiamen.

During the event, 20 micro-blog tattoo people from all over the country dressed in seven wolves in uniform costumes. They not only visited the flagship store of the seven wolves, but also enjoyed the elegant tea performance and the delicious tea drinking of the guests.

It is reported that before that, there was no joint marketing of men's clothing brands and tea brands on the Internet platform.

In fact, this is not the first time that seven wolves have tried cross boundary marketing.

As early as the beginning of this year's "China Fashion Week", the seven wolves joined hands with Huayi Brothers for the first time to launch the "celebrity high customization" series, which provided exclusive clothing for the major activities of Huayi Brothers in 2012. Zhang Hanyu, Li Chen, William Feng, Bing Shao, Jia Nailiang, Jianfeng Bao and other popular stars joined the seven wolves.

The star lineup.

Reporters learned from the Limited by Share Ltd of nine herd king that nine years ago signed a long-term cooperation agreement with the "China's first professional aviation media operator" Air Media group for 3 years, and launched high-end cooperation. The two sides carried out in-depth cooperation in brand promotion on the rich and extensive airport media resources.

With the help of this strong alliance, the nine bru Wang will enable its brand marketing to achieve a powerful radiation from the first and second tier markets to the two or three line market.

"Spheres of influence" mutual integration

Lin Xiaolin, Deputy Secretary General of China Marketing Association and President of Noah International Marketing Company, told reporters that cross boundary marketing refers to enterprises that are originally unrelated, but have certain connection with brand connotation or product function, target customers and so on, through cooperation and through deep interaction, so as to promote cooperation parties in brand connotation, brand image, product attention and so on, and then serve product sales.

"There are many successful cases in cross-border marketing of international brands. After the development of these years, Quanzhou's traditional enterprises began to accumulate resources in different fields, and began to understand the integration of resources for creative marketing like this."

Lin Xiaolin believes that this proves that the marketing mode of Quanzhou traditional enterprises is maturing.

He said: "in fact, there are many successful cases of cross-border marketing, such as Mercedes Benz and Armani, Coca-Cola and World of Warcraft, Dongfeng Citroen C2 and Kappa brand cooperation, etc., all of which are classic cases in the world, and the effect of the two sides' brands and products should be expanded.

Yang Shuqing, a professor at the school of business administration at Huaqiao University, believes that although the company can expand its consumer groups and product categories through cross-border marketing, it can lead to failure of the original brand once the improper implementation.

"Wahaha was originally a fruit milk, but crossed to the mineral water. Although Lee Hom helped, the sales of mineral water had been successful, but the original fruit milk had lost its original influence and could not go on."

She said that crossing the border is a double-edged sword, and only when the enterprise is ready can it succeed.

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The operation is very particular.

Yang Shuqing believes that in the case of cross-border marketing of Chinese brands, Mengniu yogurt in the past few years is a successful example.

"Manufacturing and

The cross-border cooperation has achieved the success of brand marketing.

She said that cross-border marketing is to expand the consumer groups and increase the demand for business outlets, so that the business scope of enterprises can be expanded and the brand culture has been extended. This is the theoretical and practical basis for cross-border marketing to be realized.

"Cross boundary marketing can be successful because the successful operation of the early stage of the business has allowed the brand to have a large number of recognized consumer groups. Strong alliances can achieve complementarity and integration in the pursuit of consistent consumer groups, and both sides have the same brand appeal."

Yang Shuqing said, but the extension of the brand can not be too much, we must pay attention to a degree. "Once the degree is exceeded, it may have an impact on the mother brand. If we do not do it well, we even overdraw the original reputation of the parent brand, which will cause harm."

Lin Xiaolin also believes that cross-border cooperation requires the same fit between the two brands, so that the business value can be successfully achieved.

"It is possible to complement each other if the demand point fits."

"Cross boundary marketing can not be arbitrary across the border, we must pay attention to the main body unchanged, in maintaining the main body of the situation under the theme of multiple services, this is acceptable."

Yang Shuqing said, with the maturity of Quanzhou brand, the application of cross-border marketing will be more and more.

"Before marketing is about 4P, that is, products, prices, locations and promotions, but now some scholars have positioned marketing as the 1 P, that is, the platform. Many enterprises can use the same platform to serve a consumer together. Cross boundary marketing is the way to put multiple enterprises on a platform, which will be a new marketing mode."