Original title: Enterprises should beware of putting the cart before the horse when creating "Internet celebrities" in cross-border co-branding.
Not long ago, a well-known domestic liquor brand and a new Internet celebrity coffee brand cooperated to launch the "Sauce Latte", which attracted widespread attention once it was listed, and heated discussions on the Internet continued.
In recent years, as a new marketing method, cross-border co-branding seems to have become a "sharp weapon" for some brands to break the circle, and many time-honored brands and new consumer brands have participated in it. In terms of cross-border co-branding, it is not uncommon for old brands and new brands to be matched, which contains the matching needs of both parties. Old brands have a long history and a good reputation, but in today's market, where young consumers are gradually dominant, they often lack enough attraction and are difficult to capture the "young heart". Faced with the reality of increasingly fierce competition in the industry, new consumer brands are also keen to promote cross-border co-branding due to their lack of historical accumulation and lack of popularity, making it difficult to stand out from the competition. The cross-border co-branding composed of old brands and new brands can promote their strengths and avoid weaknesses, complement each other's advantages, and make it easier to achieve a win-win market situation.
In the past, many cross-border co-branding was successful due to strong alliances, but this does not mean that a "cross" is a miracle, nor is it a "secret to success". Behind this is the need for in-depth research and analysis of the market and consumers, according to the advantages, reputation, characteristics, consumer groups of the two companies, to finally determine the co-branded products and their main features, but also with appropriate IP marketing, in order to quickly establish a new product image and attract more consumers, especially young customer groups.
Although relying on drainage to create "Internet celebrity" products and boost sales has become a compulsory course for businesses, the momentary sensational effect cannot bring customers to love and the brand to become popular. For consumers, cross-border co-branding is not a new thing, and what consumers care most about is the product itself. Cross-border co-branding is only the first step, and it is still far from being a real bestseller. For both parties, cross-border co-branding has entered a new field, and they will face unfamiliar problems and challenges, which need to be seriously dealt with with with the mentality of walking on thin ice. Therefore, when dealing with cross-border co-branding, enterprises should uphold a cautious and serious attitude, and should not be hasty. As a "co-producer", we can neither expect to attract attention with gimmicks and side balls, nor can we only pursue the co-branding effect and ignore the quality of products and services, let alone make plans to cut a handful of leeks and leave. All of the above will affect the public acceptance of cross-border co-branding, and even be directly abandoned by consumers.
Bigger and stronger is the goal of the enterprise, and expanding the influence and business through cross-border co-branding is the means of enterprise development, not the goal. When participating in cross-border co-branding, enterprises should beware of putting the cart before the horse. (Breeze).
*: People's Daily Online.