In the era of oversupply of all products, major brands are meeting the needs of consumers through various marketing methods.

In recent years, the cross-border joint name between brands has set off a wave of new concept marketing. Judging from the market trend, it seems that as long as there is a cross-border joint name, everything can appear tall.

However, any marketing plan has two sides, and proper operation will promote both brands, otherwise, it will bring negative effects.

Advantages: It is very difficult for a brand to keep innovating, so cross-border joint marketing can bring unexpected freshness to consumers and increase sales and reputation for both brands.

For example, in May last year, Wufangzhai and Lamian Noodles said that the "Zongzi has face" gift box jointly launched put forward a new concept of "Lamian Noodles+Zongzi = face".

There are also a series of creative customization activities such as face detection in the gift box, which will bring new benefits to both brands and fans after realizing drainage and increasing income.

For example, Oreo also chose cross-border joint marketing cooperation. After co-branding with beauty brands, we created a co-branded product-Oreo biscuit air cushion, which also won the favor of many consumers.

Disadvantages: insufficient warm-up time and the mismatch between the joint content and the audience will easily lead to the failure of the joint, and cause consumers to think that the brand is doing nothing, or reduce the reputation of the brand.

Some time ago, XXX cooperated with Genshin Impact, a domestic game, and launched a joint mode. During the activity, users can get unique gifts when they buy designated packages, including limited edition of Wings of the Wind.

In addition, you can get a pair of badges to reward joint payment by purchasing designated packages in some shops in a base and telling the clerk the password.

The activity caused quite a stir on the second lap. A large number of Genshin Impact players poured into a base store to buy joint package, which led to the product sales of many stores. Some players queued up 12 hours in advance, which caused dissatisfaction among many active players.

Two stores in Shanghai and Hangzhou were temporarily cancelled due to epidemic prevention and control requirements because the scene was very hot, or perhaps XXX did not anticipate the consumption enthusiasm of gamers.

The hasty end of this activity has disappointed many players and consumers. If the follow-up treatment is improper, it will easily lead consumers to vent their anger in peer stores.

Cross-border co-branding is not for co-branding, but for powder absorption. Co-branding can achieve double effects that a single brand cannot achieve.

But if it's just a big stunt, consumers don't get benefits, and it's easy to consume the brand's popularity, which is not worth the candle.

There is no fixed marketing model at present, so the success or failure of brand marketing is not due to cross-border joint names.

But because of cross-border joint names, eye-catching event marketing can be more attractive.

Everything has advantages and disadvantages. If you worry too much, you will be timid. Only by combining the actual situation, integrating the marketing details and feeling the feelings of consumers can we have the opportunity to do cross-border joint marketing well.

There is no fixed market, only fixed thinking.

Only by breaking through the shackles of thinking can we break through the barriers to brand development.

Thinking:

What does cross-border joint marketing inspire you?