Using the characteristics and advantages of their respective brands, the core elements are extracted, and the core elements of the brand of the cooperative “partner†are combined to interpret a common user experience from multiple aspects. This marketing method is called cross-border marketing.
From 1999, the German sportswear brand Puma and the German high-end clothing brand JilSander first launched a high-end casual shoes, which enabled the sportswear brand of Hummer to successfully jump out of the inherent concept of sportswear and become the new favorite of the fashion industry. Hummer teamed up with BMW and Cadillac from 2005 to 2006 to collaborate with different industries such as Top Marques, international menswear brand Zegna, pure aristocratic whisky brand Mccallan, and prestigious luxury yachts. Consistent understanding of taste, and then we went to the famous car brand Dongfeng Citroen C2 and the famous Italian fashion sports brand Kappa for a month, the large-scale road show activities throughout the country's top 10 core cities, and 2007 Skyworth and Vantage, one The color TV brand and a kitchen and bathroom brand joined forces to jointly invest in the perfect cooperation of the “New Rural Cinema Projectâ€. Now cross-border marketing is gradually being sought after by the marketing industry. The cross-border cooperation among various enterprises has become more and more brand. , industry, time, region, and space Limit, towards a deeper and broader area for a comprehensive extension.
As a new type of marketing model, and to explore the reasons for the rise of cross-border marketing, we can see the following reasons:
First, the market competition is increasingly fierce, and the product efficacy and application range are extended.
The boundaries between various industries are gradually being broken. In a big concept, the industry has long been between you and me. I have a lot of time to distinguish whether a product belongs to that industry, such as we are familiar with. Kang Wang shampoo products, when you think he belongs to the daily chemical products, he is actually subordinate to the pharmaceutical industry.
Second, behind the market development, the rise of new consumer groups.
Their consumer demand has spread to more and more fields. The demand for any product is not only to meet the basic needs of function, but to express the embodiment of a lifestyle or personal value or its own taste. The reason for buying a BMW consumer group may be just a taste.
The third is the change in the segmentation of the consumer segment in the marketing process.
Behind the market competition is the homogenization of products, the imitation of market behavior and the disorder of competition, forcing enterprises to turn more attention to consumers from the past, and thus to the overall market and consumer segmentation. The traditional marketing behavior divided by age, income or geographical characteristics is changed to define and explain consumers according to deeper and more precise indicators such as lifestyle, education, education level, personal taste and identity.
Fourth, in the modern market environment, the contested capital between brands determines the strength.
The era of a company, a brand, and a single product has long since ended, because any brand, because of its uniqueness, is affected by “externalityâ€, especially when there is an alternative competitive brand. If you are disturbed, the cost to the company will increase dramatically. .
Based on the above reasons, cross-border marketing through the mutual penetration and mutual integration between industry and industry, the mutual opposition and mutual interpretation between brand and brand, realize the brand from plane to three-dimensional, from the surface to the depth, from passive acceptance to initiative Recognition, from the visual and auditory practical experience to the transformation of Lenovo, the company's overall brand image and brand associations are more tense, which is beneficial to both partners, so that their respective brands are consistently recognized in the target consumer groups, thus changing the traditional marketing. Under the model, the individual combat of the brand is vulnerable to the influence of external competitive brands and weakens the penetrating power and influence of the brand. At the same time, it also solves the problem of multi-faceted integration of brands and consumers. Therefore, it is not surprising that more and more people have recognized it in the marketing industry in recent years and actively put it into practice.
At present, cross-border marketing in the specific practice process, the strategy adopted by enterprises in implementation is mainly carried out through the following five aspects:
First, the product aspect mainly includes cross-border marketing based on the level between brands. For example, we mentioned the cooperation between Puma and the German high-end clothing brand JilSander, and the cooperation between Dongfeng Citroen C2 and the famous Italian fashion sports brand Kappa. There are many things in common in product design or marketing: they are pursuing aesthetics and dynamics in product design, and strive to be good; they all face a similar consumer group, promoting sports, cool fashion, and a unique user experience. The place. This kind of cross-border is a popular practice among enterprises.
The second is the channel aspect, which refers to the cooperation between the two cooperative brands based on channel sharing. For example, the cooperation between Skyworth and Vantage is mutually reinforcing, and each Other's resources are used to innovate the marketing channels in the third and fourth-tier markets, and try to share channels. Display and sell Skyworth TV in Vantage franchise store, Skyworth's channel sales of Vantage's products and the two parties also jointly launched group purchases in these cities, and the cosmetics sales we have seen so far through the OTC pharmacy channel to achieve "special functional cosmetics" In the OTC pharmacy, there are many ways to implement cross-border penetration of channels.
Third, in terms of marketing communication, through the redefinition and re-classification of the consumer groups of products, the products will break through in another type of industry and market, such as “Melaton Platinum†through advertising, “receiving only brain melas!†Creative and communication, the realization of "Melaton Platinum" this health care product sold throughout the gift industry is a typical cross-border marketing communication. The same industrial product unified lubricants with the CCTV media through the rise of the mass consumer media and the emergence of lubricants in the industrial product market is also the same.
Fourth, the research and development aspect of products mainly refers to the cross-border of product development or function by borrowing the concepts and functions formed by the same industry or another industry in the process of product development, such as anti-off, detoxification, brainwashing Hair care products, as well as slimming soaps and shower gels are cross-border in the cosmetics and pharmaceutical industries; many anti-aging skin care products developed using natural plants are cross-border in the cosmetics and health care industry; skin care coenzyme Q10 is applied to hair care products and skin care masks. Applying hair care products, etc., is a cross-border within the cosmetics industry... and so on.
The fifth is cultural and geographical aspects, mainly through the way of cultural attraction or geographical advantage grafting of products, such as the Lufu wine, Jinliufu and Chinese wine culture, which we can know with the help of Confucian culture. The combination of the reinterpretation of the product and the rapid rise of Maotai Town, a well-known domain name in Maotai Town, are typical examples of this.
However, in the actual implementation process, many companies adopt cross-border marketing and do not achieve the results desired by enterprises. The reasons for this are mainly reflected in two aspects: First, cross-border marketing is simply understood as joint promotion. It is simply cross-border marketing that simply considers the joint promotion of any two different industry brands. Second, in the process of implementation, the research on their respective brands, products, consumer groups, resources, etc. was neglected, and cross-border marketing was unable to achieve the expected ideas in the process of implementation. Therefore, for companies to implement cross-border marketing, the following principles must be followed in the correct understanding of cross-border marketing.
First, the principle of matching resources
The so-called resource matching refers to the commonality between the two companies in terms of brand, strength, marketing ideas and capabilities, corporate strategy, consumer groups, market position, etc. when conducting cross-border marketing. Equivalence, only through this kind of commonality and peer-to-peer cross-border marketing can play a synergistic effect, as Mr. Li Guangdou said at the “2007 China Top Ten Marketing Ceremony†hosted by Southern Newspaper Media Group: “Cross-border marketing comparison It is mainly to be like a marriage, and to seek a strong alliance, so that cross-border marketing 1+12 can achieve a win-win situation, otherwise it will bring endless pain to both sides."
Second, the principle of brand effect superposition
The brand effect superposition means that the two brands complement each other in terms of advantages and disadvantages, and transfer their respective established market sentiment and brand intrinsicity to each other's brands or the mutual effects of communication, thereby enriching the brand's connotation and enhancing the brand's overall influence. .
For each brand, it interprets a culture or a way and concept, which is an integral part of the target consumer group's personality, but this feature is single, and at the same time, due to the interference of competitive brands and external factors, the brand The interpretation effect of culture or mode and concept will be weakened, and cross-border marketing can avoid such problems. For example, we often say that "hero is equipped with a good sword" is the same as if "hero" and "good sword" "As two different brands, then the "hero" can only be matched with the "good sword" to reflect the heroic "hero", while the "good sword" can only be used by the "hero". The power of the "good sword" can be fully realized. Play, the mutual complementarity of the two can set off each other, complement each other and exert their respective effects. On the contrary, it will not have such an effect, but it is wasting its own value.
Third, the principle of consistency of consumer groups
Each brand has a certain consumer group, and each brand is accurately positioning the characteristics of the target consumer group. As a cross-marketing implementation brand or cooperative enterprise, due to different industries, different brands, and different products, It is the implementation of span marketing, which requires both companies or brands to have consistent or repeated consumer groups. For example, the cooperation between the famous automobile brand Dongfeng Citroen C2 and the famous Italian fashion sports brand Kappa is based on the C2 brand, which is a symbol of fashion, or Is a more active lifestyle, avant-garde lifestyle, Kappa, a clothing brand, it also has such a appeal, of course, the consistency of these consumer groups can also be expressed in the same characteristics of consumption, consumption, etc. .
Fourth, the brand non-competitive principle
The purpose of cross-border marketing is to enrich the connotation of each product or brand through cooperation, to achieve the goal of both parties in the promotion of brand or product sales, to achieve a win-win result, that is, companies or brands participating in cross-border marketing should be mutually beneficial and mutually beneficial growth. The symbiotic relationship is not a competitive relationship. Therefore, companies that need to cooperate are not competitive in the brand. Only companies with non-competitiveness can cooperate. Otherwise, span marketing becomes an industry alliance. It is.
V. Non-product functional complementarity principle
The principle of non-product complementarity refers to enterprises that cooperate with each other across borders. The two are relatively independent in terms of product attributes. Cooperation is not complementary to the functions of their respective products such as cameras and film, copiers and consumables, but products. Being able to exist independently of each other, each taking the need is based on a common and common trait, such as complementarity based on the product itself, such as channel, brand connotation, product popularity or consumer groups.
Sixth, the principle of consistency of brand concept
As a carrier of culture, brand represents a specific consumer group, reflecting the characteristics of the consumer group and many other aspects. The consistency of the brand concept means that the brand of the two parties has the same or similar appeal in the connotation. Point or representative has the same consumer group, characteristics, only the brand concept remains consistent, in the implementation process of cross-border marketing can generate the role of A brand association to B brand, realize the association of two brands or in two brands Make an equal sign at a specific time.
Seven, user-centric principle
From 4C to 4P, the modern marketing work center has undergone a huge transformation. All the marketing activities of the company have changed from the center of the enterprise and enterprise products to the consumer-centered transformation. Solving sales is only a means, and paying attention to consumer needs and providing consumption is the real purpose of the company. The company emphasizes the experience and feelings of consumers. Therefore, for span marketing, only all work is based on this. It will play its role.
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