Shoe Companies: Finding New Markets For Marketing Is Not Difficult.

Synergy is better than monopoly.

Through the mutual penetration and mutual integration of two different industries, brand and brand can reflect and interpret each other through cross boundary marketing, so as to pform the brand from plane to three-dimensional, from surface to depth, from passive acceptance to active recognition. At the same time, the brand image and brand association of enterprises are more tension, so that both partners can get objective gains from it, illustrating the operation means of "1+1>2".

This is the purpose of cross-border marketing.

Cross border operation is a non innovative marketing mode.

As far as business marketing is concerned, many industries have their own successful cases: Lamborghini sports car shop sells limited edition NOKIA mobile phones; luxury brand SWAROVSKI and jeweler watches together with watchmakers, and this year's online games like a duck in water to join hands in film and television.

In foreign shoes and clothing market, the "crossover" mode has already matured.

As early as 1999, the German sportswear brand Puma put forward the concept of "cross-border cooperation" and launched high-end casual shoes with its high-end clothing brand JilSander. In 2003, Puma joined BMW Mini, and the two sides signed a cooperative marketing agreement. Puma designed a black brand.

Mini sports two points shoes (MiniMotion2partshoe); American Pony sneakers and YAHOO have launched a pair of products called Yahoo! FTC, which are popular among young people.

Recently, Adidas released 2012 new cool breeze series running shoes ClimaCool, at the same time, im2.0 interactive marketing for Adidas mobile game App "win treasure ice" formally launched.

Two days later, Apple's App Store sports free games list was second and the free game software list was forty-eighth.

Adidas has not only built hundreds of ClimaCool cheap breeze series running shoes with a price of nearly 1000 yuan for the players to grab, but also launched around the App in all its promotional channels.

This real-time interactive game based on mobile phones not only provides a rich and interesting cool running experience for runners, but also profoundly changes the cognition and feelings of ordinary consumers for running.

In design, extending user experience to offline storefronts or activities reflects the win-win value of mobile platforms and traditional brands, as well as the huge potential revenue generated.

"Cross boundary" to find friends

Undoubtedly, the "crossover" has gradually penetrated into various industries, accompanied by fierce momentum.

With the increasingly fierce competition in the domestic shoe and clothing market, and the homogenization of products, the traditional marketing models like "celebrity endorsement" and "product promotion" have not satisfied the needs of the times. Shoes and clothing enterprises have begun to explore the mode of "cross-border cooperation".

Since 2009, the United States has worked with the movie Transformers in 2009. With the release of the film, only 178 stores in nearly 3000 stores nationwide have sold this series of products, but they still sold about 2000000 of the series of clothing, and the sales volume of the whole series exceeded RMB 100 million yuan.

At the same time, through the network and other forms, Metersbonwe received about 30000000 people's attention.

Coincidentally, the deep cooperation between Semir and the hero theme movie "Iron Man" in Hollywood in 2010 brought 4 billion 680 million of its income, ranking second in the local casual wear market.

"The successful cooperation between the two clothing brands and the Hollywood blockbusters completely broke through the traditional entertainment marketing, and will really take the lead.

With the consumer goods industry has been organically combined, breaking the long-standing, film centric, product licensing of the conventional way of cooperation, enterprises began to intervene in the creation of a number of films, and then derived from the creation of related products, to achieve the Chinese shoes and clothing brand cross-border cooperation benchmark.

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Chinese people have always followed the example of strong ability. With the success of Metersbonwe and Semir, local brand shoe companies are also unable to bear the brakes. They shake hands with different industry partners to break the awkward position in the footwear industry and let the brand go to a new stage.

When local shoe companies named TV, radio and Internet sports channels, entertainment channels, news channels and so on, as a powerful brand with innovative consciousness and strategic height, Worden card accelerated its upgrading step after its listing in 2009.

"Using the international platform to integrate resources, jump out from the homogenization of shoes and clothing sports brand ecological structure circle, and choose to join hands with sina tourism channel to create a new positioning -" cross boundary leisure travel ", which is no doubt a marketing innovation point in shoes and clothing enterprises.

Xu Renlong, a marketing researcher at the school of business, said.

The strategic alliance with sina tourism channel conforms to the brand's "cross-border, unbounded......"

The core concept is to integrate Sina's high-end tourism media and rapidly enhance the awareness and reputation of Worden card brand.

In the future, Worden card will also achieve long-term goals of mutual benefit, complementary advantages and coordinated development on the basis of broadening cooperation and depth of cooperation with Sina.

Based on the strategic cooperation between the two sides, Sina travel channel will provide a dynamic promotion platform for Worden card, showing the promotion strength of the strong brand of Worden card and speeding up the brand development process.

And through the two sides jointly created the "famous Bo Chinese Culture Tour" annual tourism experience activities, and the domestic and foreign tourism people to interact closely, in order to strengthen people's attention to the brand and products of Worden card.

Far more than Worden card, a shoe company is trying to cross border innovation marketing, such as

Children's shoes card Dudu also based on the brand culture and cartoon image, the volume design plan launched the 104 episode "card Dudu" 3D animation blockbuster.

Use animation as a three-dimensional industry, increase brand promotion.

Electricity providers hand fast sales

Following the strong combination of van gerring and millet mobile phones, e-business of shoes and clothing has made great efforts in marketing, and shoe products shopping platform excellent purchase and fast consumption brand Watsons have joined hands to achieve cross domain brand cooperation.

Starting in August this year, consumers can get the code on the "Watsons distilled water" bottle, and get the 20 yuan cash coupon on the Internet shoe city through SMS, Internet registration and so on.

This is one of the largest B2C shoe category suppliers in China, and is the first cooperation between Watsons and the world famous fast moving brand distilled water.

This cooperation will be a common exploration in the O2O model. In this cooperation, Watsons is expected to sell 50 million bottles of distilled water with cash coupons.

From the data released by the China Internet Information Center (CNNIC), by the end of 2011, the size of China's online shopping users reached 194 million.

And this huge consumer group and excellent purchase past good reputation has also become a typical fast selling brand Chen's important reason for shaking hands with the development.

"In the environment of electronic commerce being challenged and vicious competition fierce, the cooperation between Watsons and Watsons is also valued for its strong traffic volume, pforming traditional customers into their potential users, so it is a truly innovative marketing strategy."

Cherry Market infinite market director Kang Li Jie analysis pointed out.

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The online shopping mall is positioned to provide consumers with high quality, fashionable and reliable products and services. This is consistent with Watsons's brand positioning that attaches importance to quality.

In addition, the rapid development of excellent shopping has become one of the first tier e-commerce platforms in the shoe and clothing category, and has become a partner of Watsons at this time, and has also attracted the attention of the industry.

The cross-border cooperation time points also meet their needs, which can be described as a cross border marketing attempt.

"Online and offline businesses share customer resources, which is a very effective means of precision marketing, and also a killer of improving input output ratio."

Kang Lijie further said.

For Watsons, summer is the peak of beverage sales. When consumers buy their distilled water, they can get an extra cash to make their products more competitive, while the excellent shopping also performs the annual celebration Month activities in the same period. Through this way, we can try different marketing methods which are different from the widespread announcement, and get closer to more consumer groups. At the same time, with the help of Watsons's dominant brand position in the traditional consumers, we can enhance the brand influence under the online brand, further expand the consumer groups, and gain a greater profit in the four e-commerce platform warfare.

Transboundary is not necessarily successful.

Of course, not all cross-border marketing can achieve fruitful results. "Cross boundary cooperation" will be a worthy topic for Anta, the most representative local sports shoe brand.

According to a August public report on footwear companies in 2012 1-6, Anta's sales growth in the first half of the year was -11.60%, and net profit growth also dropped by 16.85% compared with the same period last year (data source).

Then, in July, Anta's first quarter order meeting 2013, the order amount fell 20% to 30% compared to 2011.

At that time, Anta and Procter & Gamble, McDonald's, Erie and other brands joined forces to create an Olympic brand alliance.

Brands from different industries cooperate with each other to disseminate the Olympic spirit, and win the win-win situation through the role of leading brands in their respective industries.

Procter & Gamble, known as the "brand king", has made full use of the power of new media in the strategy of the "Olympic brand alliance", and launched the theme discussion post of the "Chinese delegation Champion Award dress" on its official micro-blog. Anta is responsible for providing prizes.

Online, there are 380 models of Procter & Gamble's WAL-MART Olympic experience center, which display the model of "China's Champion Award dress" during the Olympic Games, and take pictures for consumers. If you buy Procter & Gamble's designated products, you can participate in the raffle, the prize is the Chinese delegation's awarding dress and the winning T-shirt. When you walk into McDonald's, you will find that the store manager and cashier there are wearing the Anta China sports delegation's awarding dress or Anta's awarding T-shirt.

In order to enhance interaction with consumers, McDonald's will launch the "daily champion event". Every McDonald's shop will do lucky draw activities, and send out a Anta 2012 London Olympic Games Chinese sports champion award dress every day. At the same time, there will be 17 cities in the country playing the MacDonald Olympic TV advertisements, which will show Anta logo. Since the beginning of June, the dairy giant of China has launched the theme of "living together with the Olympic Games and enjoying healthy vitality". During this period, Anta's logo will be printed on the packaging of Yili yogurt, and Anta will also provide the 2012 London Olympic Games Chinese Legion award dress as a limited edition prizes.

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It can be seen that Anta is painstaking in cross-border marketing, and its seriousness can be seen.

Whether Anta will occupy the top of the Olympic cooperation brand with the 74% recognition rate after the Olympic Games, it can not hide that it is not a successful cross-border marketing.

Where is the problem? If we want to achieve the win-win situation of enterprises and enterprises, it may not only be a topic for Anta to reflect on.

Love and marriage

Pete, a master of economics, told us in his 1908 economic development theory that the success of market economy lies in brand marketing, and marketing relies mainly on innovation.

Cross border marketing as a marketing method, the core of its essence is "innovation" aimed at solving problems in new marketing environment marketing through innovation and achieving win-win cooperation. As an enterprise in practice, we need to grasp the principles of implementation, jump out of the brand, look at the brand, run out of the industry to see the industry, subvert traditional thinking, implement "boundless" operation, and graft other products, industries' modes, resources and methods, to shield ourselves from the past, make breakthroughs and achieve win-win results.

Many successful cases of cross-border cooperation have brought confidence to many shoe enterprises. However, in cross-border cooperation, shoes enterprises should pay attention to key issues such as brand complementarity, resource complementarity and cooperative brand concept according to their own realities.

First of all, cross boundary marketing means breaking the traditional marketing thinking mode and avoiding fighting alone. When seeking cross industry partners, the synergy effect of different brands will be considered as the first consideration, and the essence of cross boundary marketing is to achieve multiple brands to interpret the same user characteristics from different angles.

Secondly, 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 a synergistic effect, so that we can win a win-win situation of 1+1> 2.

Third, we should pay attention to the consistency of consumer groups when choosing partners.

Han Dong, general manager of enterprise marketing, said: "consumer groups are important resources for enterprises. They 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 it will be appropriate."

The best example is Puma's cooperation with BMW mini, the favorite of BMW Mini young fashion consumers, and the avant-garde design and Puma complement each other, so the black driving shoes Mini sport two points shoes are popular among consumers.

Therefore, shoe enterprises need to conduct detailed and in-depth market research on target consumer groups, in-depth analysis of their consumption habits and brand usage habits, so as to serve as the basis for marketing and communication work.

In addition, 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 brand image.

With the popularity of cross-border marketing in the shoe industry, local shoe enterprises will inevitably open the cross border marketing gate by Dongfeng, do not drift with the tide, carefully design and layout, each brand has the opportunity to become a new marketing model, and a successful cross-border cooperation will bring the heavy impact on the future development of enterprises, and the banner of building a personalized enterprise.