Who Is The Next King Of Crossover?

C debut, who are you Pick?

This is probably the hottest word this summer.

With the popularity of group growth variety, the word "C debut" has also become popular.

Cai Xukun was the forty million fan of Pick in the idol trainee, who finally got the chance to debut in C. In the creation of 101, the crying Village Flower "Yang surpass" has also become a hot topic.

It may be hard for you to understand that Fan Cheng Cheng earned 4 million 800 thousand of a picture when he wakes up, but it is hard to understand that Yang Chaoyue still has no strength, but this is the era of young people.

You can't understand young people's times, but

When the boundaries of the industry become more and more blurred, when intelligence and unbounded become the new logic of the new era, such as spice, fast hand, today's headlines and jitter, after a new generation comes into adulthood and enters the society, the individualized and younger consumption demand has evolved into the mainstream.

Fun KOL

"Finding the rest, focusing on the daily details and changes, doing what you like is life and a dream."

When he opened the Doughnut website, architects, cafe owners, shopkeepers, three stories about ordinary people who dream and live were all in sight. It suddenly felt like "this is a story brand."

"PACK YOUR DREAM, integrating dreams into everyday life" is Doughnut's SLOGAN.

Doughnut, founded in 2007, has been committed to making backpacks, shoulder bags and other travel related products with the concept of travel.

With the "perfect integration of function and fashion", the younger product genes and targeted cross-border marketing are now growing at an annual rate of 50% to 60%.

"In marketing, mainly through the strength of some KOL, in the first half of 2017, it launched a joint account with a micro-blog tourist who has about 2000000 fans," Beijing little boy ", and sold 1500 on the day of micro-blog's launch.

Doughnut He Guangwei, head of Sales Department of Shenzhen company, said.

According to him, because the brand is mainly targeted at female users aged 15 to 30 years old, the choice of cross-border partners also tends to lock in the partners of younger groups.

For example, in cooperation with Lin Yun, who has recently entered the Xiaohong book, has launched a joint venture with YOHOO, a joint venture with La Natsu Bell, a brand name collection shop. It has achieved good results in cooperation with the brand of the sports style of La Natsu Bell and the launch of limited edition gifts by One Piece IP.

He Guangwei said, whether or not to expand the new field is ultimately decided by the customers. Only when the customers approve of the brand's products, will they approve the brand extension's category, marketing and so on.

"A customer in Kunming has bought more than 30 bags and hung on a wall to match the clothes every day. This is the biggest encouragement to the brand."

He Guang Wei said proudly.

Seize the big IP

Yuan Xing, director of XTEP KIDS brand center, said that after a long time of exploration, XTEP KIDS made many attempts in cross-border aspects.

This move is also based on the strategic adjustment and layout of XTEP KIDS.

In the past, the target group of XTEP KIDS was mainly concentrated in the 6 to 12 year old Chinese market. But with the first couple of children growing up, the XTEP KIDS took a fancy to the market, and gradually shifted its focus to the 3 to 6 year old market.

"If you want to get the recognition of this market, you have to choose the method that children of this age group love to see.

They like to watch animated cartoons, high-quality content media carrier, the two combination of traffic IP is the resources we want to win, through this way to attract attention, let children participate.

Yuan Xing said.

Because children are very low in brand awareness, the decision is mainly in the hands of parents, attracting children through IP to convey the sense of quality and sense of value. The decision to purchase is mainly in the hands of parents. Therefore, the choice of IP will also pay special attention to the image of positive energy, which is not only compatible with parents' parenting concept, but also can convey XTEP KIDS's own DNA - courage, fraternity, initiative and optimism.

According to Yuan Xing, at present, XTEP has owned Wangwang team for small and medium-sized children, super flying fighter, aiming at IP resources of Zhongda children's Transformers series, and has formed IP matrix. Each quarter will focus on product styles and timely hot spots to attract consumers' attention and empower IP through products.

"For example, once combined with the opportunity to take off the ice and snow industry in the Winter Olympics, we used super swordsman IP to carry out" ice and snow adventure "products and publicity activities, and achieved good results.

Yuan Xing said that the current cooperation is more import IP, and hope that in the future there will be opportunities to cooperate with domestic high-quality IP to jointly promote this cross-border force to jointly promote the development of Chinese brands.

But Yuan Xing also admitted that IP crossover is making more gimmicks and attracting traffic in a short time. For the long-term development of the brand, we need to find some more quality partners to achieve some more valuable cross-border ways.

Therefore, XTEP KIDS has also carried out cross-border industries, such as cooperation with the Internet technology companies, such as 360, Baidu, and so on. They have a system that is different from the industry itself. The cross border collision and fusion of the two sides, the products on the market are often amazing, and can also bring certain traffic through the attraction of these companies themselves.

"XTEP KIDS has worked with 360 to develop children's shoes with protective functions.

This kind of crossover is not only an advertising act, but also a fusion of their respective strengths to create new brand value.

Rely on film and TV ensemble

Weng Ping, a CEO entertainment company in Beijing, who is committed to providing entertainment marketing solutions for brands, is obviously more experienced in this aspect.

The attention, especially the popular movie ensemble, brings strong effects of "big flow and big exposure" to the brand. Secondly, it is different from the traditional advertisement. The scene education which is formed by the movie and drama ensemble, "the audience should choose our products under what circumstances," is more subtle and popular among the people. It is more easily accepted by the consumers. Third, through the promotion of some word of mouth movies, it can not only make the brand form a positive correlation with the work, enhance word-of-mouth, but also work as a medium to make the audience interact with the brand audience. The fourth is the long tail effect of the movie ensemble. With the continuous broadcasting of the works or related actors, it is possible to form a continuous publicity timeliness. What can entertainment pboundary marketing bring to clothing and enterprises? First of all, it is through the film and TV ensemble itself.

Therefore, many fashion brands will choose a large number of network dramas to implant, not only because the quality of network plays is getting higher and higher, but the audiences are more and more widely. More importantly, there are many new generation actors in the network drama.

Once they fire, the brand is equivalent to a small investment to get a larger return, the cost performance is self-evident.

Weng Ping said.

In fact, the film ensemble is not a new concept, but there are some new changes and trends in the past two years.

Weng Ping said, "based on the development of mobile Internet, viewers are no longer passive audience while watching works, but will conduct a lot of related behaviors with brands based on self cognition, such as watching and reviewing, watching and buying.

Therefore, brand implants and post marketing marketing are equally important.

Secondly, the film and TV ensemble is becoming more and more popular in the entertainment industry, and the form and standard of entertainment cross-border integration also tend to be standardized and professional.

For example, before the movie can be plot implantation and scene sponsorship, playtime can be joint marketing, mature IP can be authorized.

From the perspective of the development of the whole industry, commercialization is the result of normal development.

"All brands and entertainment cross boundary can produce sparks."

Weng Ping said that in the apparel industry, both mature high-end brands, small and medium sized brands or original designer brands can find cross-border resources that match them.

Just like Yuan Xing said, the industry boundary is not obvious now, you have me, I have you, and the cooperation between industries can give them greater vitality through mutual support of technology and brand.

Clothing brands are becoming more and more concentrated, but consumers' loyalty to brands is getting lower and lower. Therefore, enterprises need to grasp more traffic and resources, which will acquire more resources through acquisition, cross-border and so on.

Yuan Xing said, "this is a test of the deep-seated capacity of productive enterprises, and the ability to invest more resources is the ability to fight the future."