1. Cross-border of different industries

The cross-border of hi-tea is mainly the cross-border cooperation between two brands in completely different industries. When it comes to "top students" who cross the border in different industries, they must nominate "Hi Tea". Last October, in a survey on the cross-border of tea in online celebrity conducted by social media and its commercial application platform SocialBeta, Xicha became the king of tea cross-border in consumers' minds with an overwhelming advantage of 88%. The cross-border marketing of hi-tea can be said to involve eating, drinking, eating, drinking, clothing, housing and transportation. The cross-border steps are great, and I am not afraid of chědàn at all.

hi-tea x l' oreal

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2. Cross-border in the same industry

There are cross-border in different industries, and of course there are many cross-border in the same industry. Many friends may think that two brands are competitors in the same industry, so how can they cooperate? In fact, two brands in the same industry can also reach an alliance. As long as the two brands are complementary, cross-border cooperation can be realized. This complementarity is not functional complementarity. Give 1 chestnuts: Naixue tea x Vita

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Regarding cross-border marketing, it is usually necessary to find the * * * and contact points between brands, such as whether the products have similar colors, similar shapes, similar tastes or gameplay. Such similarities are often the basis and bridge of cross-border marketing, and also the selling point;

if it's cross-border in the same industry, we must find the places where the two brands can complement each other. For example, the two brands have different target market segments, so cooperation can make the two brands cover more consumers;

Of course, with the increasing purchasing power of millennials, brands should pay special attention to this generation of young people's market, what they will be interested in and attracted to, and a deep understanding of these consumers can make brands have more different ways to play.

3. Cross-border cultural advantage

Cross-border marketing of own brand assets is strengthened by taking advantage of cultural value or user identification value.

Case: China Merchants Bank Credit Card+Forbidden City Taobao (customized luggage tag of "Fengzhao Travel")

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China Merchants Bank Credit Card and Forbidden City Taobao jointly launched a customized luggage tag of "Fengzhao Travel", replacing "Zhao" for "Fengzhao Travel" with "Zhao", and playing a pun on the name, so that the association between China Merchants Bank Credit Card and Forbidden City Taobao can be completed once.

Taobao in the Forbidden City has always won with its cultural and value recognition. What is certain is that the consumption behavior linked by culture and value identification is obviously more loyal and recognized than the consumers bound by interests.

China Merchants Bank Credit Card jointly launched a customized luggage tag with the Forbidden City Taobao, taking advantage of the value recognition of the Forbidden City Taobao and the Forbidden City culture to build emotional communication with customers and gain deep recognition from consumers on the spiritual level.

iv. sponsored cross-border

sponsored cross-border usually appears in the form of sponsored concerts, contests, TV programs, etc. Make the enterprise brand and product brand just stand on the edge of the public attention, neither usurp the host's role, but also skillfully use the corner of the public eye to achieve the purpose of enterprise promotion most effectively.