Recently, the consumption model of "co-branding" + "cross-border" has continued to attract attention, further stimulating consumption potential, and allowing many brands to successfully "break the circle".
A branded store sells co-branded products. (Xinhua News Agency).
At present, brand IP co-branding has gradually become a trend, and a large number of cross-border new products have a brand spillover effect in a short period of time.
Brand cross-border co-branded products break age and group boundaries, and have high popularity on social platforms, and the communication effect brought by this traffic sometimes exceeds the actual function and value of the product. An interviewed expert said.
Research reports of related companies such as Aliai Consulting believe that cross-border communication attaches more importance to the role of visual symbols. For example, in the marketing of the sauce latte, cup sleeves and tote bags with the classic style of Moutai packaging have become the core elements of communication.
In addition to the brand, the business districts of some first-tier cities have also updated the project in the form of "co-branding" + "cross-border", and Beijing Scitech Shopping Center has introduced a large number of new brand formats and changed its name to "Scitech +";Shanghai has strengthened the introduction of brand formats in the Nanjing Road business district and tried to break through the circle.
Some interviewed experts said that although "co-branding" + "cross-border" has generated higher brand popularity in the short term and has become a starting point for promoting consumption, unlike other products, consumer spending is mainly due to early adopters and curiosity, and it still needs to be worked on whether it can become a resident consumer product in the future.
Build a multi-level consumer market. Brand enterprises can strengthen the supply of multi-level products, expand the basic market of consumers, and strengthen the construction of consumption infrastructure, such as strengthening the layout of outlets, promoting the update of online models, etc., to tap the consumption potential of all age groups.
Enhance the added value of your brand. Some industry insiders suggest that relevant brand enterprises further enhance the ability of product "storytelling", come up with products and services with good quality and right production and marketing, highlight the personality, connotation, culture and other high value-added attributes of goods, and improve consumers' awareness and trust in products.
Build a good external environment. When brand enterprises break the circle to win over consumers, they should prevent disorderly brand hype.
*:Xinhua.