Footwear Enterprises Expand Brand Territory To Test "Cross-Border Marketing"

Cross border marketing is becoming a popular way for traditional enterprises in Quanzhou to rapidly expand their brand territory. Recently, Jiumuwang signed a cooperation agreement with AirMedia Group, and Seven Wolves joined hands with Shangke Tea for activities; Previously, Anta Together with Procter&Gamble, the partner of the International Olympic Committee, McDonald's, Hilton Hotel and Yili, the partner of the Chinese Olympic Committee, we have created the "Olympic Brand Alliance".

　　 Marketing no longer fights alone

On August 24, Septwolves Network joined hands with Shangke Tea, a popular tea brand on Taobao, to launch a joint activity of "men are spelled out, and good tea is made". According to the cooperation plan of both parties, one week before the event, the two parties first participated in the Juhuasuan 2nd Anniversary Celebration brand group activity, and used the activity to send tens of thousands of leaflets and millions of red envelopes to consumers, and then called on micro bloggers to "look for beauty" in Xiamen. During the event, 20 Weibo celebrities from all over the country, dressed in the uniform of Seven Wolves, not only visited the offline flagship store of Seven Wolves, but also enjoyed the elegant tea performance of Shangke Tea Lady and Shangke's delicious tea drinks. It is reported that before this, there has never been a joint marketing of men's clothing brand and tea brand on the network platform.

In fact, this is not the first time that seven wolves have tried cross-border marketing. At the "China International Fashion Week" at the beginning of this year, the Seven Wolves, together with Huayi Brothers, launched the "Celebrity High Customization" series for the first time to provide exclusive customized clothing for the major events of Huayi Brothers' artists in 2012. Zhang Hanyu, Li Chen, Feng Shaofeng, Shaobing, Jia Nailiang, Bao Jianfeng and other popular stars joined the star lineup of the Seven Wolves' customized clothing.

The reporter learned from Jiumuwang Co., Ltd. that Jiumuwang recently signed a three-year long-term cooperation agreement with AirMedia Group, "China's largest professional aviation media operator", to carry out high-end cooperation. The two sides conducted in-depth cooperation on brand promotion of AirMedia's rich and extensive airport media resources. Jiumu King will use this powerful combination to brand marketing Realize the powerful radiation from the first and second tier markets to the second and third tier markets.

　　 "Spheres of influence" are spliced together

Lin Xiaolin, deputy secretary-general of China Marketing Association and president of Noah International Marketing Company, told reporters that cross-border marketing refers to enterprises (or social organizations, events, characters, etc.) that are not originally related but have some inevitable connection in terms of brand connotation, product functions, target customers, etc. Through cooperation and in-depth interaction, promote the cooperation of all parties in brand connotation, brand image Product attention and other aspects have been improved to serve product sales.

"There are many successful cases of international brands in cross-border marketing. After years of development, traditional enterprises in Quanzhou have begun to accumulate resources in different fields, understand how to integrate resources, and carry out this kind of creative marketing." Lin Xiaolin believes that this proves that the marketing model of traditional enterprises in Quanzhou is maturing. He said: "In fact, there are many successful cases of cross-border marketing in the world, such as the cooperation between Mercedes Benz and Armani, Coca Cola and World of Warcraft, Dongfeng Citroen C2 and Kappa brands, which are classic cases in the world, and have achieved the greatest effect on the brands and products of both partners."

Yang Shuqing, a professor at the School of Business Administration of Huaqiao University, believes that although enterprises may expand their own consumer groups and product categories through cross-border marketing, improper implementation will also lead to the failure of the original brand. "Wahaha used to make fruit milk, but it has crossed into mineral water. Although the sales of mineral water have been successful with the help of Wang Leehom, the original fruit milk has lost its original influence and cannot continue." She said that crossing the border is a "double-edged sword", and enterprises can only succeed if they make good use of it.

　　 The operation method is very particular

Yang Shuqing believes that in the cross-border marketing cases of Chinese brands, the title of Mengniu Yogurt "Chaonv" a few years ago is a successful example. "The cross-border cooperation between the manufacturing industry and the entertainment industry has achieved the success of brand marketing." She said that cross-border marketing is the theoretical and practical basis for the realization of cross-border marketing, which means that both parties have the need to expand consumer groups and increase business outlets, so that the business scope of enterprises can be expanded and brand culture can be extended.

"The success of cross-border marketing is due to the early successful operation of the enterprise, which has enabled the brand to have a large number of recognized consumer groups. The strong strong alliance can achieve complementation and integration in the pursuit of consistent consumer groups, and both sides have the same brand aspirations." Yang Shuqing said, but the brand extension should not be too much, and it should focus on one degree, "Once the degree is exceeded, it may have an impact on the parent brand. If it is not done well, it may even overdraw the original reputation of the parent brand, which will cause harm".

Lin Xiaolin also believes that cross-border cooperation requires that both brands have the same degree of fit in order to successfully realize the promotion of commercial value. "Only when the appeal points fit, can they complement each other."

"Cross border marketing can not be arbitrarily cross border, but should pay attention to the main body unchanged, and it is possible to carry out multi theme services while maintaining the main body." Yang Shuqing said that with the growing maturity of Quanzhou brand, the application of cross border marketing will be more and more. "In the past, marketing was particular 4P ", that is, products, prices, places and promotions. But now some scholars have positioned marketing as a" P ", that is, a platform. Multiple enterprises can use the same platform to jointly serve a consumer. Cross border marketing is the way to put multiple enterprises on one platform, which will be a new popular marketing model."