Shoes And Clothing Industry Has Tried To Cross The Border Marketing And Strong Combination.

Footwear and aviation, automobiles, tea, food...

These industries that won't be matched by wind and horses have gained a win-win situation through cross-border cooperation, which has become a new way of brand marketing and communication.

Since the beginning of this year, Tianlun, Anta and other brands have been trying to cross the border marketing, showing strong alliance.

In recent two years, new marketing methods such as micro-blog and microfilm have emerged one after another.

The rise of cross-border marketing, with a more subtle and deeper advantage, let the brand owners be tested.

Recently, 9 Mu Wang men's clothing joined Air Media group to conduct in-depth cooperation on high-end airport media resources.

It is understood that, in order to fully protect the rights and interests of strategic partners, the signed cooperation agreement is exclusive in the Chinese men's wear industry.

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.

Hu Zhonghui, director of the brand center of the nine Mu Wang market, said: "the airport service for the high-end crowd and business travellers coincides with the positioning of nine Mu Wang."

In September 20th, Tian Lun Tian and Audi automobile jointly launched the green driving training activities.

Xu Tengda, general manager of Fuxin Tianlun Tian (Fujian) outdoor sporting goods Co., Ltd., said: "cross-border marketing is a bold attempt. This activity is very much in line with our brand concept. Participants can be said to be our potential customers."

Another male clothing brand seven wolves, as early as the end of August, joined hands with Taobao popular tea brand Shang Cha tea products, launched "men are spelled out, good tea is burned out" cross-border joint activities.

During this year's London Olympic Games, Anta joined International Olympic Committee partners, Procter & Gamble, McDonald's and Chinese Olympic partners, Hilton Hotel and Erie to build Olympic brand alliances.

Anta officials believe that the use of cross-border cooperation, Anta will form a cluster effect in the short term.

He said: "in the packaging of food and beverage, the exhibition hall of the senior hotel, the world brand experience shop, we can see the champion dragon suit from China."

Looking for big difference

Cross-border cooperation is no longer a new thing in the world. For example, LG and Prada, Buick motor and Nike, Coca-Cola and World of Warcraft, Dongfeng Citroen C2 and Kappa brand cooperation are all classic examples in the world.

Buick and Nike are intimately praised for their "intimate" advertisements. The original irrelevant products are cars,

The three elements of golf clubs and golf clubs lock together the target audience -- high-end business people.

"Beginning to understand the integration of resources and innovation of marketing tools, this proves that the marketing mode of Quanzhou traditional enterprises is maturing."

Lin Xiaolin, deputy director general of China Marketing Association and President of Noah International Marketing Company, said that Quanzhou's traditional enterprises have accumulated resources in different fields after these years' development, which provides sufficient conditions for successful cross-border marketing.

Some major European and American brands seem to be familiar with cross-border cooperation, reaching out to brand hotels, brand household products and other fields, and begin to involve deep cooperation in product cross boundary and channel cross-border.

For example, the Bvlgari hotel of the famous fashion brand Bvlgari group of Italy announced that it will enter the Suzhou Bay of overseas Chinese town in the center of Shanghai in the year. This is also the fourth global branch of Bvlgari hotel.

Professional people say, compared with international brands, domestic brands have a small gap in cross-border marketing, "everyone is in the" knocking "stage, still needs to do a lot of homework, some brands of interactive marketing, and even some of the cooperation just attached to the LOGO label, limited to the exposure rate.

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Promoting joint effect

The basic elements of life are the basic necessities of life. From this point of view, cross-border cooperation is not accidental.

Because of the differences in lifestyles and behavior habits among individuals, each person has their own style in clothing, food and shelter. Therefore, consumers with the same or similar styles become the fit point of brands coming together. Through in-depth interaction, all parties in the partnership can be promoted in terms of brand connotation, brand image and product concern, and then serve the sales of products.

Cross boundary 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."

Lin Xiaolin believes that the same or similar consumer groups are the prerequisite for a successful cross-border marketing. At the same time, there is interaction between the brand and the brand, between the brand and the consumers, so as to promote the joint effect.

"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, Professor of the school of business administration, Huaqiao University, for example, said, "Wahaha was originally a fruit milk, but crossed to the mineral water. Although the sales of mineral water had been successful through the help of Lee Hom, the original fruit milk had lost its original influence."

She believes that although enterprises can expand their consumer groups and product categories through cross-border marketing, they can lead to the failure of their original brands once they are implemented improperly.