"Cross-border" has long been nothing unusual in the field of marketing, but now, marketers pay much more attention to "cross-border" marketing. More and more well-known brands began to seek the brand synergy effect of strong alliance with the help of "cross-border" marketing.
Looking at the occurrence of cross-border phenomenon, it is not difficult to find that the deep-seated reason of cross-border is that when a cultural symbol cannot interpret a lifestyle or reproduce a comprehensive consumption experience, several cultural symbols need to be combined to interpret and reproduce, and the carriers of these cultural symbols are different brands.
As a new marketing model, we can see that the reasons for the rise of cross-border marketing are as follows:
First, the increasingly fierce market competition and the extension of product efficacy and application scope. The boundaries between different industries are gradually being broken. In a large concept range, there are already you and me, and it is difficult for us to distinguish which industry a product belongs to. For example, we are familiar with Kang Wang shampoo products. When you think it belongs to daily chemical products, it actually belongs to the pharmaceutical industry.
Second, behind the market development is the rise of new consumer groups. Their consumer demand has spread to more and more fields. The demand for any product is not only to meet the basic functional needs, but also to reflect a lifestyle or personal value or taste. For consumers who buy BMW, the reason for buying may be just taste.
Third, in the marketing process, enterprises have changed the segmentation of consumer groups. Behind the market competition are the homogenization of products, the imitation of market behavior and the disorder of competition, forcing enterprises to pay more attention to consumers from the past. Therefore, the segmentation of the whole market and consumers has changed from the traditional marketing behavior divided by age, income or geographical characteristics to the deeper and more accurate indicators such as lifestyle, education, personal taste and identity to define and explain consumers.
Fourth, in the modern market environment, the competitive capital between brands determines the strength. The era of an enterprise, a brand and a product going it alone has long since ended, because any excellent brand will be affected by "externalities" because of its single characteristics, especially when there is an alternative competitive brand, it will be more disturbed and the cost paid by the enterprise will be greatly increased.
Based on the above reasons, cross-border marketing has realized the transformation of the brand from plane to three-dimensional, from surface to depth, from passive acceptance to active recognition, from visual and auditory experience to association through the mutual penetration and integration between industries, which is beneficial to both partners and makes its brand unanimously recognized by the target consumer groups, thus changing the vulnerability of the brand to external competition under the traditional marketing model. At the same time, it also solves the problem of the integration of brands and consumers in many aspects, so it is not surprising that it has been recognized by more and more marketing circles and actively put into practice. First, in terms of products, it mainly includes cross-border marketing based on inter-brand level, such as the aforementioned cooperation between Puma and German high-end clothing brand Jil Sander, and the cooperation between Dongfeng Citroen C2 and famous Italian fashion sports brand Kappa. For example, they have many similarities in product design or marketing: they all pursue beauty, movement and strive for the ultimate; They all face a similar consumer group.
Body, enhance the sense of movement, cool fashion, and excellent user experience and other related places. This kind of cross-border is a common practice of enterprises. The superposition of brand effects refers to the complementary advantages of two brands, which transfer their established market awareness and brand connotation to the other brand or accumulate communication effects, thus enriching the brand connotation and enhancing the overall influence of the brand.
For every brand, it interprets a culture or a way and idea, and it is an integral part of the personality of the target consumer group. However, this feature is single, and at the same time, due to the interference of competitive brands and external factors, the interpretation effect of brands on culture or methods and concepts will be weakened, and such problems can be avoided through cross-border marketing. We often say that "a hero matches a sword". If "a hero" and "a good sword" are regarded as two different brands, then a hero can only show his heroic valor with "a good sword", and only when "a good sword" is used by a hero can he give full play to his power, and the two can complement each other and give full play to their respective functions. On the contrary, there will be no such effect, just wasting their respective values. From 4C to 4P, great changes have taken place in the work center of modern marketing. All marketing activities of enterprises have changed from paying attention to enterprises and their products to paying attention to consumers, and from paying attention to themselves to paying attention to consumers. Solving sales is only a means, and focusing on consumer demand and providing consumer demand is the real purpose of enterprises. Enterprises pay more attention to consumers' experience and feelings, and only by focusing on this point can span marketing play a role.
Finally, as a marketing method, the essence of cross-border marketing lies in "innovation". The purpose is to solve the marketing problems in the new marketing environment through innovation, and realize a win-win situation for both partners. As a principle that enterprises need to grasp in the practical application process, we should avoid stepping into the misunderstanding of "born in this mountain, I don't know the true face of Lushan Mountain", jump out of "the true face of Lushan Mountain", that is, "look beyond the brand", subvert the traditional thinking, implement "endless" management, boldly learn from and graft the ideas, models, resources and methods of other products and industries for our use, transcend the past and make breakthroughs.