What Is The Ultimate Goal Of Cross-Border Enterprises?

According to the world clothing shoes and hats net,

Recently, many new faces have appeared in many stores and official flagship stores.

UNIQLO LEGO2017 launched a new cross border new product in February 17th. The cooperation series was first launched in all stores and UNIQLO official online flagship stores in February 17th. Before that, UNIQLO had been married to coffee shop and sold coffee in stores.

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For companies, cross-border attempts have turned into new fans' meetings.

But the industry admits that the seemingly cross topic try is more marketing gimmick, and there are not many cases of pforming cross-border cooperation into regular profit models.

In this year's cooperation, UNIQLO and Lego jointly launched 3 paternity models. According to the world clothing and shoe net, there are 10 designs for children's money in the parent-child section.

In fact, this is not the first time that UNIQLO has been working with Lego. Last spring, UNIQLO launched a series of new theme products. The series of new products combined with Lego's "classic", "city" and "Ninja" three themes, including 21 men's T-shirts and children's wear.

UNIQLO has always been one of the most cross border brands, and the span of cross-border cooperation is enormous, from the art circle to the entertainment industry to the fashion circle.

Earlier this year, in celebration of the 10th anniversary anniversary of the SOHO store in New York, Jeffrey Deitch, the curator of the Museum of contemporary art in Losangeles (Jeffrey Deitch), issued a series of 65 "affordable" artworks. According to the introduction, the price of all the items in the series is not more than 100 dollars compared with the expensive artworks.

Last year, UNIQLO and Lemaire jointly published a series of new Lookbook, luxury brand Lemaire in the joint venture, the price of 39.9-199 U. S. dollars to consumers.

In 2015, when consumers looked forward to the opening of Shanghai's Disney business, UNIQLO also worked with Disney for cross-border cooperation.

UNIQLO MAGICFORALL concept store was unveiled on the five floor of the global flagship store in Huaihailu Road, Shanghai in September of that year. The concept store is the work of global cross-border cooperation between UNIQLO and Disney's consumer goods department, which combines brand innovative products and fantastic shops, and at the same time the world's first new cross-border cooperation with Disney.

This is a step in the global project plan launched by UNIQLO and Walt Disney Co, with the theme of "MAGICFORALL service life, wonderful experience".

In fact, in the apparel industry, many domestic brands have been trying more and more in recent years.

In 2016, Semir and silver Han game produced hand travel "time and space Hunter" jointly released cross-border products, but also attracted fans crazy pursuit.

Domestic women's clothing brand "goblin pocket" for the first time in the pioneer Bookstore organized cross-border fashion exhibition and launched a series of products, and also mentioned above, the United States also opened flagship stores in the bar and coffee bar.

It is worth noting that in the cross-border cooperation of clothing enterprises, more cooperation between the target brands and the fashion brands, whether it is the ridicule of "the big card" in UNIQLO, or the cooperation between the "goblin pocket" and the pioneer bookstore.

Cross border flash marketing is effective.

In the case mentioned above, UNIQLO crossover partners see that although Lego is a toy brand, it has a large number of children fans or adult fans. Luxury brand Lemaire is also a fan of fashion and classics, and Disney is also loved by big and small consumers.

If UNIQLO is using "Big Bang" to attract attention, some performance data will be more direct when it comes to the effect of cross-border marketing.

Prior to this, Liu Jianxiu, a senior advisor of CIC, once analyzed a case of cross-border cooperation between a similar designer and the former design director of the company, and Liu Jianxiu said, "the phenomenon of cooperation between fast fashion brands and top designers has existed for a long time. The selling point of this cooperation model is to enable consumers to buy high-end design services at a more affordable price, rather than buying an experience of buying clothes.

With the world-famous brands, the cooperation between the two will surely cause a response in the global market, but UNIQLO's influence in Europe and the United States is far less than that in Asia, not to mention China, and consumers in other markets are more rational than Chinese consumers, and the frenzy of panic buying is hard to beat China.

And in the cross-border cooperation of domestic brands, Semir and Yin Han games hand travel "time and space Hunter" jointly released cross-border products is undoubtedly one of the successful marketing cases of cross-border cooperation.

Public information shows that three days before the cooperation between the two sides, the official flagship store of Semir began to customize the exclusive page design of "time and space Hunter". The game of time and space also customized the exclusive activities information of Semir brand for the players. Semir's official flagship store attracted a lot of fans of the "time and space Hunter" game.

Since then, on the 8 day of July 5th 10:00-7, at 9:00 on the three day of Juhuasuan's big day, the related products have driven the sales performance of the whole store to break tens of millions.

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The brand of the goblin pocket is good at marketing with products and stories. Fans not only focus on fashion, but also are interested in cultural matters, and the cross-border cooperation with pioneer bookstores is based on the genes of both brands. The 10 new autumn and winter products are also inspired by the classic books, "from your whole world", "Little Prince", "on the road", "moon and six pence", "lovers", "plant memory and book collection", "mobile feast", "winter notes", "red rose and white rose", "D love history", 10 books, which accurately capture the characteristics of both fans. "

Data show that during the ten day exhibition, sales of the "goblin pocket" platform increased by 15%.

Fans economy is the original intention of cross-border

Cross border cooperation has become a form of marketing from UNIQLO's frequent "big card" to the outstanding performance pulling effect of cross border cooperation made by domestic fashion apparel brands.

However, the industry pointed out that cross-border cooperation is not blindly crossing the boundary. At present, the similar characteristics of customers are one of the important reference elements.

Many brands like UNIQLO are relatively popular among young people.

"Cross boundary cooperation products can gather fans from both sides. For overlapping fans, cross-border product cooperation has double brand elements, which undoubtedly increases purchasing power. For single fans, at least another brand has completed direct contact with potential customers.

To a large extent, cross-border cooperation is the fans economy.

Clothing industry expert Xu Bin told reporters.

However, some cases in the domestic market are scrutinize. Insiders admit that domestic brands are slightly lacking in the frequency of cross-border cooperation and the brand marketing effect, especially in the domestic cross-border cooperation. Most of them focus on the products themselves, but for similar brands such as UNIQLO, cross-border cooperation has become a marketing activity that consumers expect. The real cross-border product is to attract consumers, but the brand is sold.

In addition, there are other forms of cross-border in the apparel industry, such as UNIQLO inviting Starbucks to the flagship store, the United States in the store to set up the bar.

Insiders pointed out that, although different from the above mentioned clothing brand cooperation with other fashion brands, but also from the "sense of experience" to cut into the fans economy.

Some of the cross-border cooperation from the marketing point of view to enhance the main business level of behavior, industry insiders said they did not agree.

Xu Bin gave reporters a case of Pathfinder. The pathfinder was an outdoor product earlier, and the founders took the initiative in the domestic market. Among the local outdoor brands, the Pathfinder advantage was obvious, but then cross-border tourism and sports.

Despite the fact that the industry still has a certain relevance, but from today's performance, the crossover of Pathfinder is not so ideal.

The main industry, which has a strong advantage in the domestic outdoor brands, is now in a much more sluggish market, and has been on sale for a large number of times. However, the development of tourism and sports business is still difficult to assume the pillar role of the development of the enterprise.

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