Children's Shoes And Clothing Brand Bold Attempt To "Cross Boundary" Marketing

The industry generally believes that cross-border cooperation will bring more markets and resources for children's clothing brands, but cross-border cooperation should pay attention to the degree of agreement between the two brands. Only the two demand points fit in order to achieve a successful commercial value promotion.

children Footwear industry is rising cross-border cooperation

Some time ago, there were several lovely cupcakes on the WeChat subscription number of the small leather brand. 4 cupcakes had a small monkey with different shapes, or arms, or raised, or supine, or holding a heart-shaped pillow. 4 naughty "little monkeys" costumes and expressions were very different and very cute.

Reporters learned that these 4 lovely cupcakes were made from a private sweet brand in Xiamen. At present, the small leather brand is developing cross-border cooperation with the private sweet brand.

"We usually visit mothers and children in our stores. If you pay careful attention, you will find that this group often carries a small bag of cakes in their hands." Lin Junkun, a small leather brand manager, said that the main consumer groups of children's clothing and cakes are mothers and children, and tend to be consistent consumer groups.

After cross-border cooperation, consumers can get the consumption coupons of the dessert brands when consumers spend a certain amount of money in the shops of small leather shops. Meanwhile, stores will also have a certain position to promote and promote the dessert brand. Similarly, the dessert brand will also provide small leather coupons in its official micro-blog activities.

As a matter of fact, last year's children's day, ABC children's wear jointly held the "Emmett ABC happy 61 Carnival" activity with Emmett. As long as consumers photographed the children's cute instant competition, they had the chance to get the fashion gift package provided by Emmett appliance and ABC children's clothing.

This is not the first time that ABC has launched cross-border marketing. Compared with Emmett's cross boundary cooperation, the ABC children's wear has been more focused on brand culture across the border. In addition to the massive spread on the Internet and the strong support of the ABC fourth generation terminal store, it has also joined the red, yellow, blue, and parent-child education institutions in cross-border cooperation.

ABC through the joint red, yellow and blue parentage Park in Quanzhou and Xiamen sub park to set up entry points, in addition to spreading the brand concept, paying more attention to the educational significance of the activity itself, the ABC brand with the theme of "love makes TA think" is hoped to promote children's imagination and pay attention to the healthy growth of children by this activity.

According to the insiders, in the increasingly fierce competition, simply relying on "advertising war" and "price war" has been unable to achieve the goal of long-term development of the brand. Win-win cooperation is becoming the trend. The children's clothing industry is also the same. Therefore, in the blurring of industry boundaries, seeking cross boundary cooperation has become the best choice for more and more children's clothing brands to meet the diversity and complexity of consumer behavior.

　　 Mining new customers through cross-border cooperation

In fact, the biggest benefit of cross boundary cooperation to a brand is to make the original irrelevant elements infiltrate and blend with each other, bringing the sense of three-dimensional and vertical sense, thus creating new highlights.

"There are many successful cases in cross-border marketing of international brands. After the development of these years, local children's clothing enterprises began to accumulate resources in different fields, and began to understand how to integrate resources and carry out creative marketing like this." Guo Hanyao, a real marketing management expert, believes that cross boundary cooperation can further drive brand development and communication space if it is handled properly.

"For consumers, when his understanding of a brand exceeds the product itself, the simple purchase behavior is transformed into the consumption of brand culture. Such cooperation can enable the two sides to share information, brand advantages and loyal users resources, gain greater benefits, more users and wider market, and may find new opportunities. Guo Hanyao is the analysis.

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In Lin Junkun's view, the small leather skin and the above sweets brand cross-border cooperation, the impact of the two sides of the brand and product will have a larger effect of expansion. "This is just our initial attempt. The 4 cakes that we have tried to customize, though not yet launched online, are just released on the WeChat platform, and have been loved by many people. At present, the details of cooperation between the two sides are still being discussed in detail. If the initial cooperation is successful, we will also allow stores across the country to find cross-border partners in the locals such as children's paradise, training institutions, dessert cake shops, and so on, so as to tap new customers.

The micro marketing mode jointly launched by ABC children's wear and Emmett has not only activated the family customer group mainly based on children and parents, but also provided rich marketing resources for the two enterprises, and this cross-border cooperation mode has also become an industry model.

Facts have proved that cross-border cooperation has become an irresistible trend. "Although the cross border cooperation has not yet been widely used in children's clothing industry, there will be more and more children in the future. Children's brands are paying more and more attention to the comprehensive needs of mothers and children, hoping to meet these needs in their stores as much as possible. Under the impetus of this new idea, cross boundary marketing will have great room for operation." The industry insiders said.

　　 Cross border cooperation pays attention to brand fit

Not only children's clothing industry, but now cross-border marketing is very popular among enterprises: beer and clothing, real estate and luxury goods, cola and music...... These products that look like wind and horses and cattle do not match each other, hope to win a win-win situation through cross-border cooperation, and even hope to increase brand synergy effect. But the reality is that not all cross-border cooperation can achieve the desired goal. Many cross-border cooperation activities without innovation or poor activation effect often result in mediocrity, and even result in negative effects of brands.

Therefore, many children's clothing brand leaders think that when transboundary cooperation is concerned, we should not only consider the coincidence degree of brand tonality, but also measure the complementary space between the two sides. For example, Kasiron took the hand to wash rice net and launched the joint marketing campaign of "Kasiron cup Saer spirit duel card 2013 national competition", to a certain extent, to achieve the synergy of resource sharing, complementary advantages and brand play. The two target groups are the same. Kasiron terminal stores throughout the country, the line has obvious advantages, more than 30 million of the active users of the rice net, the online resources and the resources near the school are unmatched. The cooperation between the two enterprises will achieve the goal group resource sharing and complementary effects, and then enhance the brand awareness and influence.

The biggest advantage of cross boundary cooperation for a brand is to allow elements that are irrelevant to each other to permeate and blend with each other, making Mar-keting (Marketing) share resources in more unrelated channels, and jointly develop the 1+1>2 market and gain more profits. However, the premise of cooperation must clearly define the "attributes" of the two sides, then find out the conjunction point between the industry and industry, and gradually guide cross-border cooperation to be extensive and in-depth. Kasiron (China) Limited brand director Yao Min told reporters.

Lin Junkun told reporters that before choosing cross-border partners, the small leather brand will first inspect the strength, quality and reputation of the other side, and pay more attention to the "right match" between the two sides in conveying their ideas.

Indeed, the ABC brand takes the mission of "helping Chinese children grow up healthily", which coincides with the idea of "health, original ecology and no additions" of Emmett appliance. At the same time, both the target market and the target customers are family groups, and there is a high degree of overlap on this point, which has promoted the smooth development of cross-border cooperation between the two sides.