Is It Really Fun For The White Rabbit Perfume And The Old Mama Sweater To Cross The Border?

Cross border has become a popular marketing mode. The cross boundary of the Imperial Palace can be said to have led the whole trend. The old mama's sweater made a splash in the fashion circle, the white rabbit came out perfume, and even Ma Ying long, who made hemorrhoids ointment, was exported red.

Let's look at several cases first.

The white rabbit recently has a lot of crossover. In May, the rabbit and the smell library released a series of cross-border products, including perfume, bath milk, body milk, hand cream and aromatherapy. And sold more than 14000 products in ten minutes. It seems that consumers still like rabbit perfume.

Look at old godmother again. As we all know, "goddess goddess" has been on the fashion week of New York. The style design is also very simple. The chest logo is very recognizable. Such a sweater can also be sold for 120 dollars, equivalent to more than 800 yuan.

In addition to the old godmother, even Tsingtao Brewery also came out of a sweater.

There are more wonderful flowers. In 1582, Ma Ying lung's eye drops came out. In 1980, Ma Ying lung hemorrhoids ointment came out, and Ma Ying lung exported red in 2019.

2017, Luzhou Laojiao has launched the "peach blossom drunk" brand of "Guofeng fruit wine" facing the young women of the city. In February 2018, Luzhou Laojiao perfume went out of the world and once boarded micro-blog's hot search list. This perfume with "wine flavor" was sold. The first batch of 20 thousand bottles of perfume was sold out in a few days. The cross-border sales also led to an increase of 941% in brand Tmall official flagship store and 1870% in PV growth.

Of course, in our view, the brand is marketing across borders. The real success of the Imperial Palace's cultural creation is its real business.

Previously, the "the Imperial Palace Museum" launched 6 the Imperial Palace theme lipsticks. Inspired by Empress dresses and embroidery, 3D printing technology has also been used. Not only did we successfully harvest the hot spot traffic, but the sales volume was also sold out. Not only that, many of the Imperial Palace's creative products are loved by consumers.

"Thousand li Jiangshan" series of silk high order bags, women's shoes.

　　 Reflections on cross boundary marketing

According to media observation, in fact, many brands of cross-border marketing have tried, but there is a big gap in the effect.

For example, the focus of the white rabbit is not on how many sales volume the transboundary products bring, but to speak plainly, it is only presenting a data in the public relations manuscript at last. But its brand voice and media coverage have achieved good results. The active coverage of major media has saved many marketing expenses.

And for the Imperial Palace creation, they are actually building and designing products through the Imperial Palace's IP. The starting point is different. We prefer to see its mode as IP+.

If your brand is also ready to "play" cross-border marketing, we believe that the most important thing is that you have to be a IP, or a famous brand. Or a big IP, or it will only be from hi.

There are several key points in how to do well in cross-border marketing.

1, after 90, after 95 young people's favorite. After 90 or 95, it can be said that the mainstream of fashion is now. They not only act as your customers, but also more importantly, they are the topic communicators. They are the activists of social media nowadays. If your cross-border marketing can't impress them, it can be said that they failed. Because you can't do the quick detonation of events. At most is the influence of the media circle, meaning is not big.

2, almost all of them are in fashion. We see that the above cases are almost from traditional industries across the border to fashion industry, which is closely related to the recent "national tide rising". Since it is the tide of the country, the fashion circle is the easiest way to generate the trend. It has the characteristics of mass consumption and natural transmission.

3, a IP preservation campaign. Why is it an insurance movement? We see old mama, Luzhou Laojiao and Yunnan Baiyao. These can be said to be old brands, why they are called time-honored brands, and brand impressions are outdated in consumers' minds. So we need to preserve it through cross-border marketing.

In fact, we can see that Coca-Cola, McDonald's these "old brands", why do not you feel old? Because they invest heavily in marketing every year. Which young star fire is signed as spokesperson. Efforts have been made in brand preservation. Cross border marketing is just one of them.