Is Mcdonald'S Selling Bags Real Or Playing Tickets?

Only hamburger, fries and other food on the clothes can not satisfy the heart of McDonald's. Now, McDonald's not only plays a cross border joint name, but also focuses on the real "fort bag" and "food basket".

In the United States, in order to catch up with the tide of Christmas shopping season, McDonald's simply opened a nearby online shop, and hat, socks, umbrellas and T-shirts are available.

In the eyes of outsiders, McDonald's waves of peripheral products are always associated with the wonderful works. But in the eyes of the insiders, the core of McDonald's wonderful works is the IP of the brand.

This crossover is not easy. Beijing time 7, McDonald's in official micro-blog drying out their annual "Wang" joint name, respectively, the price is 99 yuan black gold M handbag, and the limited 300 black gold basket, the price is 5888 yuan. Fortunately, McDonald's has not forgotten that it is a fast food brand. On the basis of advertising its bags, it also does not forget to launch a 99 yuan "black gold bucket".

The success of two bags attracted people's attention. Like all brands that are at the forefront of fashion, design is usually not understood by everyone, but its appearance really attracts attention. It is understood that the M handbag and black gold basket were jointly launched by McDonald's and the famous Chinese designer Alexander Wang (Alexander Wang). According to the introduction of McDonald's official flagship store, the M handbag was presented with DuPont paper material, inspired by McDonald's takeaway bag and printed with the word "white".

The black gold basket is mainly made of black imitation rattan, the handle is made of sheepskin, and the luggage tag is printed with exclusive limited coding. For the reasons for frequent peripheral products and other issues, Beijing Business Daily reporter contacted McDonald's, but as of press time has not yet received a reply.

McDonald's is playing more and more. This has become the true portrayal of many McDonald's fans. On the other side of the globe, McDonald's has not forgotten to sell the surrounding area through the east wind of the Christmas shopping season. But this time, McDonald's seems to really consider selling peripheral as a long-term business.

With the logo of McDonald's, the stockings of McDonald's fries, handbags, home clothes, and classic red and yellow decorated Christmas decorations, all of them are on the website of the golden arch infinite shop. This is the website where McDonald's sells the weekly products.

In fact, McDonald's is not the first time to focus on the surrounding business. And the Imperial Palace jointly launched the "the Imperial Palace blanket" and UNIQLO's T-shirt, even if they can play the fishermen's hat and French fries which are nicknamed "never to return in fashion."

And this kind of game is not only in the McDonald's family, old rival KFC, HUAWEI, Pizza Hut join hands with Tacasa, Burger King to make a portable barbecue... At least in the fast food field, joint names and peripheral products are no longer new.

What McDonald's needs is tossing and turning, and attention is needed, which may be the driving force for these fast-food giants to cross the border. For fast food brands, simply buying people's food is not enough. What they need is to let more people remember them and remember the culture of their brands. Peripheral products are the best way to achieve this goal. They can open up another revenue path and make their brands IP. Why not?

"Fans have been proud to wear McDonald's for many years." Previously, Colin Mitchell, a senior vice president of global marketing at McDonald's, said. It is worth noting that in October this year, McDonald's global chief marketing officer (CMO) has just left office, and McDonald's also announced that it will not appoint a new global CMO, instead instead of two senior vice presidents to fill the marketing department, one of which is Colin Mitchell, reporting directly to McDonald's CEO.

More importantly, a trend has become more and more obvious -- the CMO of traditional advertising industry has been increasingly unable to adapt to the changes of the times.

In 2017, Coca-Cola announced the cancellation of the 24 year old CMO post. Immediately after the retirement of CMO in May this year, Unilever also announced the establishment of a new marketing executive position, the chief digital marketing officer, from CMO to CMDO. The Wall Street Journal quoted a survey showing that the average term of the big brand CMO is only 42 months shorter than the average life expectancy of goldfish.

Relying solely on smashing money to advertise is obviously not the way to be used in this era. There are new ways to play in the digital age. The audience in the digital age also has new requirements. In this context, the cross-border, joint names and even surrounding areas of fast food giants have become more frequent.