Standing on the cross-border co-branding outlet.
Can a brand fly into the sky?
At the beginning of 2023, with the popularity of the "Luckin X Line Puppy" cross-border co-branding activity, various brands urgently started their own "cross-border co-branding" road, for fear of falling into this "cross-border wealth".
Hollyland x Barbie, Heytea x Fendi, Liushen x Drunken Goose Lady, Luckin x Moutai. and other popular collaborations emerge in endlessly.
During the Mid-Autumn Festival in 2023, a "roast pepper beef Sichuan cake" suddenly appeared on the local hot search list in Chengdu, with more than 200,000 hot sales in just a few days.
This wave of bakery products jointly launched by the Sichuan brand Chuan Wazi and the baking brand Idale is also a joint product, and it is also a representative of promoting "sales" with "volume".
What is hot to chase what" is understandable, but standing in the cross-border co-branding tuyere, is it really a brand that can fly to the sky?
Putting aside the instigation of the phenomenal cascade case, we will see through the essence of "cross-border" and dismantle the "co-branded" play through the recent cross-border co-branding gameplay of the co-branded "dark horse" Chuan Wazi and the repercussions it has gained.
What is the fanatical joint name?
When a brand's voice coverage reaches a critical point or cannot interpret more content, another volume is needed to expand and interpret, so as to form a "sound wave" and achieve a "win-win".
Empowerment: Make the sense of product value "new".
Consumers can obtain the value blessing of two or more brands through a co-branded product, which satisfies the "sense of gain" of consumption.
For brands, it can enhance consumers' mental impression of their own brand culture and product value.
Break the circle: Continuously expand the audience and boundary values.
The purpose of co-branding is to obtain the interaction between generic brands in different market circles, so as to reach new customer groups, drive "sales" with "voice", and at the same time make the participating brands become young and friendly in the minds of consumers.
Swap: The sharing of resources between the two sides of the brand.
The essence of brand co-branding is the exchange of various advantageous values of the two brands, including but not limited to the brand's product customer group, image, topic, etc., and the resources of both parties are superimposed to create new brand value overflow.
What exactly is the connection of a successful collaboration?
When the development of the brand enters the user stock period, cross-border co-branding seems to have become the "panacea" to save the financial statements.
However, "volume" is not necessarily equal to "sales", and the correct cross-border co-branding is definitely not the superposition of visual elements and the compulsion of products.
Taking the recent two successful co-branding of Chuan Wazi and Wang Chunchun Chicken Soup and Rice and Idale as examples, whether the superposition of brand power can create new product value is an issue that should be considered in depth by brand co-branding.
Co-brand recognition.
Sichuan Wazi x Wang Chunchun Chicken Soup Rice, two brands that focus on "umami" taste, have joined forces to launch roast pepper chicken soup and rice.
Relying on each other's "fresh" image in the hearts of consumers, the application scenarios are implanted into the minds of consumers, which enhances the value of product innovation and application, enhances the sense of gain, and deepens consumers' awareness of their own "fresh" culture.
In addition, Sichuan Wazi x Aidale launched the Mid-Autumn Festival "Roast Pepper Beef Mooncake".
Relying on the influence of Idale in Sichuan-style baking, and the taste attraction of Hechuan Wazi Roast Pepper Sauce to consumers, the "Roast Pepper Beef Mooncake" was successfully sent to the first place on the local hot search list in Chengdu, and 200,000 were sold on the whole network.
The display board of roast pepper beef Sichuan cake in the Chengdu store of Idale.
Connect user circles.
Taking roast pepper beef Sichuan cake as an example, its launch time was during the Mid-Autumn Festival, with "moon cakes" as the basic traffic topic, with the traditional and remembered roast pepper taste in Sichuan and Chongqing, attracting audiences from two major traffic circles.
Aidala is a senior baking brand in Sichuan, with a large store coverage density and its own audience, with a wide range of audiences.
This wave of co-branding, with the traffic of the Mid-Autumn Festival and the people of Sichuan and Chongqing as a stepping stone, establishes an emotional connection with "taste cognition", breaks through the user circle of baking brands, and refreshes consumers' perception of the brand.
It not only brought a topic to both parties, but also improved the sense of value of the product, and finally detonated sales.
Co-product positioning.
After experiencing the baptism of luxury x drinks and various hunting co-branding, more and more brands have begun to "blindly connect everything" desperately.
But the twisted melon is not sweet, and some co-branding effects are not so satisfactory, and even overturned.
For example, Helena Xmanner Coffee, under the unequal brand positioning, Manner did not raise its value, and Helena is difficult to have potential users.
On the other hand, although the co-branded route is conservative, it is fortunate to be stable, and the linked brands have a certain degree of adaptability with themselves in terms of product attributes and culture.
Wang Chunchun's chicken soup rice and Sichuan Wazi's roasted pepper sauce, and the fusion of Idale's moon cakes and roasted pepper Sichuan flavor, both sides have come up with their own advantages to cooperate, thus achieving the effect of 1+1>2.
A joint traffic password
Give the product a new form of presentation.
Under Gen Z consumption, innovation and sense of gain account for most of the consumption decisions.
Cross-border co-branding is the deconstruction of the product itself and the splicing and exchange of the product resources of the other party, which is the extraction and reconstruction of the two.
It not only enriches the value of the product, but also gives the brand a new image.
When choosing a brand, the co-branding of Chuan Wazi has a good grasp of the product resource characteristics of the other brand.
Seek the highest product adaptability in the co-branded model, innovate in taste, enhance the user's sense of gain in product value, and let users feel "different from the past".
The products are complementary and integrated, and the resonance effect is superimposed.
Effective co-branding means that the two brands need to have the ability to integrate and complement each other in their products, which relies on the accumulation and precipitation of the brand's own product advantages.
Whether it is product content, product appearance, or brand concept, effective resource integration is easier to achieve brand superposition effect.
The joint name of Chuan Wazi understands this very well.
Whether it is the well-received roast pepper chicken soup rice series, or the popular roast pepper beef Sichuan cake, Sichuan Wazi has brought the "fresh and spicy" advantages of its own roast pepper sauce to the extreme.
Combined with the advantages of the other party for splicing, so as to give roast pepper sauce new application scenarios and product value.
The reason why Sichuan Wazi can make a successful joint case is first of all its hard power blessing in terms of product quality as a representative brand of Sichuan Survey.
Its large single product roast pepper sauce has become popular on major e-commerce platforms, and has provided a new flavor direction for the seriously homogenized catering market.
A joint product between Sichuan Wazi and Wang Chunchun.
The second is its clear understanding of its own products, making roast pepper sauce a popular flavor choice.
On the premise of making it clear that it is serving the catering industry, with the principle of "roast pepper + everything", we have a good sense of boundary for cross-border co-branding and the co-branding concept of "seasoning a better life", so as to contribute excellent co-branding cases to the industry in a short period of time.
Therefore, under the co-branding boom, a "X" symbol is not a guarantee of sales, and a more valuable product and a more stable brand core are the "right way in the world" for brand co-branding.