Quanzhou Sports Shoe Companies Try Cross Boundary Cooperation

Recently, in the hot Olympic marketing wave, Quanzhou sports brand Jordan and Lenovo Group in the IT industry announced the joint marketing campaign, showing another marketing mode in front of the world -- cross-border cooperation.

Cross border cooperation is not just a marketing model.

Its English name is "Crossover", which has already been a successful precedent in the international marketing world. Coca-Cola can be regarded as a keen advocate of this model.

After the early cooperation with World of Warcraft in online games, it has opened up new cooperation with Baleno, a fashion apparel brand this year.

Moreover, the success of the cooperation between Armani and Mercedes Benz in the promotion of CLK500 convertible models has once again added "extra points" to the cross-border cooperation mode.

In fact, there is a similar precedent in the Quanzhou sports brand camp. Last year, XTEP collaborated with Shanda online games in the dragon and underground city game, and the two sides penetrated each other in product packaging, posters, advertising media and game shows.

However, due to the fact that the partners are a "big family" in the domestic IT industry, their cooperation attempt is particularly noticeable.

According to Zhou Yingli, manager of Jordan's planning department, their cooperation with Lenovo is mainly reflected in the mutual promotion of the resources and products of each other's products and media.

The cooperation includes: the interaction between Lenovo and Jordan at the terminal, the link between Lenovo official website and Jordan official website, as well as the interaction of advertising resources between the two sides.

The reporter understands that after the cooperation is launched, the LOGO of the two enterprises will be side-by-side in promotional products and products promoted by the event.

Because one of the enterprises is a partner of International Olympic Committee, the logo of the Olympic rings under its brand logo naturally becomes a conspicuous symbol. Therefore, it will be a shortcut for the other enterprises to graft with the Olympic Games.

Of course, "beneficiaries" do not want to mention this.

Chen Rongzhong, a Quanzhou heritage culture communication company, believes that the biggest benefit of cross boundary cooperation to a brand is to let the elements which are not related to each other penetrate and merge with each other, thus creating new highlights.

Such cooperation can enable the two sides to share information, brand advantages and loyal users' resources, so as to gain greater benefits, more users and wider market, and may find new opportunities in this regard.