Shoe Companies Try Not To Be "Adventurers" In Cross Border Camps.

　　“跨界”代表一種新銳的生活態度與審美方式的融合。跨界合作對于品牌的最大益處，是讓原本毫不相干的元素，相互滲透相互融合，從而給品牌一種立體感和縱深感。

With the increasing market competition and the mutual penetration and integration of industry and industry, it is difficult to define its "attributes" clearly for an enterprise or a brand. Crossover has become the most popular word in the world. From traditional to modern, from the east to the west, cross-border trend is becoming more and more intense. It has represented a new style of life and aesthetic integration.

In many industries in China, cross-border marketing has begun in full swing, but Chinese shoe companies are shy. This time, China's children's shoes enterprises, which have not received much attention, have taken the lead in leading the new marketing boom of the whole Chinese shoe enterprises.

Recently, Fick kids has reached a preliminary agreement with the small study. The two sides will jointly create the "fairy shoes customized service". It is reported that this is the first time to run the "fairy shoes customized marketing" system in the children's products industry. This is not only an attempt to cross the marketing of Fick products and culture and creativity, but also an introduction of Fick's ideas in product development and brand promotion.

Although there is no cross border marketing precedent for Chinese shoe enterprises, as early as 1999, the German sportswear brand Puma (Puma) put forward the concept of "cross-border cooperation" and launched high-end casual shoes with JilSander, a high-end clothing brand in Germany. By 2003, Puma joined BMW mini, and the two sides signed a cooperation marketing agreement. Puma specially designed a black driving shoes Mini sport two points shoes (Mini Motion 2 part shoe). This is an internationally famous case of cross-border marketing and has become a paragon of marketing.

One after another cross boundary marketing success case brings many enterprises' confidence and makes them eager to move, but cross boundary marketing is different from traditional marketing. Therefore, shoe companies should pay attention to the following items when trying to cross border marketing.

First of all, pay attention to the complementary advantages of brand. Cross boundary marketing means breaking the traditional marketing thinking mode and avoiding fighting alone. When seeking non industry partners, we should pay attention to the synergy effect of different brands. The essence of cross-border marketing is to achieve multiple brands from different angles to interpret the same user characteristics.

Secondly, when choosing marketing partners, we should pay attention to the complementarity of resources. The two enterprises should have some commonalities and equivalency in terms of brand, strength, marketing thinking and ability, enterprise strategy, consumer group and market position. Only with this commonality and equivalence can cross-border marketing play synergistic effect, so that 1+1>2 can win a win-win situation.

Third, shoe companies should pay attention to the consistency of consumer groups when choosing partners. As an important resource of enterprises, consumer groups are the trump card of every enterprise. However, because of different products, positioning and other aspects, there will be different consumer groups. Shoes Companies should analyze the brand consumer groups when choosing, otherwise they will backfire. For example, Puma and BMW Mini cooperation, BMW Mini young fashion consumers favorite, and avant-garde design and Puma complement each other, so the launch of black driving shoes Mini sport two points shoes are loved by consumers. This reminds shoe companies to conduct detailed and in-depth market research on target consumer groups, in-depth analysis of their consumption habits and brand usage habits, as a basis for marketing and communication work.

Finally, marketing is not only for sale, but also for the promotion of its brand concept. Therefore, when conducting cross-border marketing, shoe companies should consider whether they are consistent with the brand concept of their partners, avoid conflicts between the elements of re injection and other characteristics of consumers, resulting in confusion of the brand image.

This year, the story of multi touch cross border marketing of 3D's masterpiece, Afanda, is a classic, bringing cross-border marketing to China.

China's shoe enterprises should open the cross border marketing gate by Dongfeng, as long as careful layout can become a model of new marketing mode.

Though the initiator will become an adventurer, without the spirit of adventurer, he will not find the new continent.