Cross Border Yongpu Coffee For 30 Years

30, an age that has been repeatedly mentioned this year.

The first batch of post-90s are officially 30 years old, and the 30-year-old variety show "sister riding the wind and waves" and the TV series "just 30" have attracted much attention, which reflects the public's age anxiety and new thinking about the age of their first year.

For brands, 30 is also a "standing year" that needs self-examination. On the occasion of the 30th anniversary, it is often a rare opportunity for a brand to review the value precipitation of the past and start a new journey again.

When Wahaha was 30 years old, it launched a "commemorative video of 30 years in a mirror", which connected the main products of the brand in different periods through the life experience of girls from children to adults;

KFC has launched a joint commemorative mobile phone with Huawei for the 30th anniversary of its entry into China. The pre installed app allows consumers to order the background music of the restaurant in the store and eat fried chicken freely;

Last year, on the 30th anniversary of Piao Rou, she filmed a growth story about "there is no knot in life that can't go wrong", giving the brand the emotional tension of "Shun Fa is also comfortable";

Recently, the 30-year-old seven wolf is also celebrating his birthday, and yongpu coffee jointly launched a wave of cross-border marketing. When the National Men's wear brand meets the Internet red coffee, what wonderful dopamine can be fused?

　 How do fine coffee and national men's wear match?

"Circle" and "tonality" are the same

In recent years, cross-border joint marketing is common.

CP combination wave by wave, the cooperation that can really make people produce memory points is very few. How to find the ingenious concept connection point and common brand tonality in cross-border brand has become the key point of joint brand cross-border.

On the occasion of its 30th anniversary, seven wolves cooperated with yongpu coffee, a young and fashionable boutique coffee brand, for cross-border cooperation. Under the background of this year's hot topic about "30 years old", the two brands jointly proposed that "the taste of 30 years old is the taste of new me". On the one hand, it is the further refining and sublimation of the wolf brand spirit accumulated in 30 years of seven wolves; on the other hand, it is also the brand's rejuvenation and upgrading in the new consumption era.

The cross-border gift box is based on the main color of the seven wolf group. It outlines the golden pattern design, and the color matching is high-grade and fashionable, showing the charm of "gilding the years". A window is printed on the main picture, showing the daily life of "wolf youth" in the coffee Town, including four scenes of coffee planting, picking, brewing and tasting.

Open the gift box and put in a seven wolf wolf cultural jacket, a box of seven yongpu customized instant frozen instant coffee in the name of "Zhenye ganghuo zhibianmou", a 30-year-old "wolf Doll" badge and a customized card, on which are printed two brands' understanding of "the flavor of 30 years old".

As a classic product of septenaeus, jacket is the representation of "wolf culture connotation" of septenaeus, carrying the "wolf spirit" of tenacity, bravery and keeping pace with the times. The "little wolf" badge in the gift box is a cartoon image of "wolf Doll" created with popular elements, which integrates the fashionable and dynamic elements into the cross-border gift box creatively. The "bitterness and glycol" of freeze-dried coffee is the echo of "30-year-old taste".

National Men's wear brand vs. online coffee rookie, where do they fit in?

From the target population analysis, we can find that the consumers of yongpu coffee are young people aged 18 to 35, which matches the age level of the target consumers of seven wolves.

In the trend of consumption upgrading, fine coffee is loved by young people who pursue quality life Seven wolves The brand slogan of "men have more than one side, and their character is consistent", which shows that "quality" and "character" are the common brand tonality of both sides. With the bitter and endless aftertaste of coffee, this "Synaesthesia" way conveys the brand precipitation of seven wolves in the past 30 years.

As a "cross-border maniac" in the boutique coffee industry, yongpu also has a crazy joint brand of "off white" in the clothing industry. As early as 2015, yongpu found some illustrators to co brand. Since then, yongpu has cooperated with pancake man and Ali film's Sansheng Sanshi. According to statistics, yongpu has co branded more than 400 times.

This time, seven wolves chose yongpu as a cross-border co branding partner. It can also be seen that seven wolves hope to break through itself and achieve brand renewal at the node of the 30th anniversary. The cross-border of men's wear and coffee has increased a certain topic.

Since 1990, seven wolf has launched color changing jacket, double-sided jacket and other products. Once listed, it has been widely praised. For 20 years in a row, the domestic market share of eggplant has been the first, becoming the "king of jacket". Just for this season Seven wolf autumn and winter new products The seven wolf wolf cultural jacket, for example, continues the complicated process of jacquard and printing, combined with exquisite positioning tailoring, logo combination design and wolf head embroidery on the back, which makes the piece more fashionable and wild.

In fact, the cross-border cooperation of seven wolves is far more than brand Union. Not long ago, seven wolves and Yunnan green environment development foundation announced a long-term strategic cooperation. With the public welfare concept of "all things coexist, love and protect together", seven wolves are committed to helping the earth protect biodiversity through the protection of rare wild animals. As an extension of the brand content, seven wolf animal protection series V-collar double-sided jacket appeals for harmonious coexistence with art, which is also another realization of the public welfare feelings and social responsibility of seven wolf enterprises. Meanwhile, it shows that seven wolf conforms to the times and rejuvenates my brand spirit in the 30th anniversary.

What's the smell of 30?

Topic co creation leads to emotional resonance

　 1. Connect emotions with taste, and "taste of 30" has aroused heated discussion

What should a 30-year-old taste like?

Is it slightly bitter and astringent, is it light glycol, or is it not clear that the road is not clear?

On the microblog platform, seven wolves launched a collection activity about the flavor and topic of 30-year-old, which inspired people to think about different life attitudes and life changes of 30-year-old, which triggered public discussion and strong emotional resonance.

Compared with the abstract concept of "character", it is easier to establish a connection with consumers through the direct sense of "taste". It extends from the taste of coffee to the connotation of growth, and then to the seven wolf's understanding of "wolf youth spirit", which conveys the positive and courageous "Wolf" spirit and brand culture.

　 2. Dig deep into the pain points of 30 years old and convey the brand's mind in a creative way

Under the topic of "30-year-old taste" and "microblog", the innovative content IP "youth observation bureau" successfully drew attention to the creative articles planned for this cross-border activity, and poked into the inner pain of 30-year-old "young people".

The article focuses on the comparison between "cruel man" and "werewolf", and points out the various social scenes and dilemmas that young people have to face when facing the age of 30, including how to ride the storm in the workplace, how to quickly break into the social circle of friends, how to seek a sense of security at the age of "the eldest is not too young", and how to deal with the urgent need of the seven aunts to get married

Among these social issues of common concern to the public, it is a kind of courage to change into a "cruel man", while "werewolf" is a pro version of personality with courage, perseverance and determination.

The important strategy of youth communication is to establish emotional connection with young users through distracted content, so that young people can truly have inner recognition of brand values. Seven wolf can be said to be very accurate in digging out the pain points of young people, and has successfully exported the brand mind of wolf spirit to consumers.

From national men's wear brand to "new me"

Younger communication enables brand upgrade

Through the wind and waves for 30 years, seven wolf as a quality men's wear brand has formed a distinct memory point in the hearts of consumers, but at the same time, it also faces the dilemma that all domestic old brands need to face.

On the occasion of the 30th anniversary, seven wolf cross-border yongpu coffee proposed that "the taste of 30 years old is the taste of new me". On the one hand, it further refines and sublimates the brand spirit accumulated in 30 years of seven wolves, and on the other hand, it is also a young upgrade made in the new consumption era.

Zhou Shaoxiong, chairman of the board of seven wolves, once mentioned in an interview that "the development of the brand is facing the changes of consumers and the more diversified and personalized needs of consumers. Therefore, we should adapt from the traditional consumer group to the young consumer group, and build the characteristics of the past seven wolf brand into an aging, classic and fashionable brand. "

In this cross-border joint marketing of the 30th anniversary, seven wolf not only strengthened its own brand IP, but also conducted in-depth communication with young consumers, thus accumulating a number of brand value assets of youth, improving the adaptability of the brand in the new consumption era, and extending the vitality of a clothing brand across generations.

Over the past 30 years, with "wolf culture" and "wolf spirit" as the core, continuous innovation and breakthrough have been promoted every time. With this cross-border cooperation, septenaeus has widened the boundary of brand connotation and culture, reflecting the upgrading of "wolf spirit" which resonates with the trend of the times. Under the extension of wolf spirit, seven wolf is taking jacket as the carrier, through the continuous integration of avant-garde art of the times, youth trend culture and other art forms, to express the brand, re coruscate my core values, define the new generation of jacket, and look forward to seeing more possibilities created by seven wolves in art, music, culture and other fields in the future.