Beer and clothing, real estate and luxury goods, cola and music ... these seemingly unrelated products have achieved win-win marketing through cross-border and gained strong brand synergy. These classic cross-border marketing can be described as "a mouse marries a cat", which is unexpected and impossible. Then let me take a look with the readers.

one

Cultural cross-border, Xinghewan jumped out of real estate to sell real estate.

When the differences in physical properties of products are gradually smoothed out, the competition between culture and brand becomes the killer of competition. On the cultural level, cross-border is a very effective choice, mainly through cultural grafting of products to enable products and enhance the brand value of products.

A high-end real estate, Star River Bay, advocates the concept of "jumping out of real estate and selling real estate" and has been doing cross-border marketing and doing nothing. Since the appearance of Star River Bay Real Estate, Star River Bay has been committed to cooperation and exchanges with high-end brands, creating a top-level living atmosphere for owners, and finally becoming a community where high-end people and luxury brands meet across borders. Numerous domestic and foreign celebrities have been received here, and many brand activities have been held. Philip kotler, a master of world marketing practice, preached Star River Bay; The lifelong reputation of the International Olympic Committee * * Samaranch and famous Olympic superstars have visited Star River Bay; During the Olympic Games, Yang Lan and others attended a series of high-level social activities in the Olympic Salon. 2008 World Luxury Exhibition, Spring and Summer Fashion Party of Star River Bay; Hennessy financial news distinguished dinner, luxury auto show, top luxury salon personal tailor Life Museum. ...

You will find that the cross-border of Xinghewan is not just a "mashup" of different fields. Behind this, there is the essence of a marketing concept that has been implemented all the time-accurate market positioning and real understanding of product value. If we don't really understand the nature of cross-border, then the repeated "cross-border" activities will eventually become a show, which is futile for brand and marketing. Through cross-border marketing, Star River Bay has gradually formed a kind of "gas field", an atmosphere that will gather wealthy people, not only provide value-added services for existing customers, but also attract a large number of potential customers. Therefore, "Xinghewan is not selling a house, but selling a way of life." Star River Bay has become such a community. It is a world-class platform that can connect world-class enterprises and first-class resources. This is the real value of Xinghewan.

two

Cross-border products, Mercedes-Benz and Armani join hands.

Product cross-border is the most common cross-border mode, that is, two or more brands in different fields conduct product research and development according to their respective advantages. Mercedes-Benz and Armani; The 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 are all the same.

At the Paris Motor Show in 2004, Mercedes-Benz showed a show by George? Armani designed and personalized a high-end special CLK sports car. This Armani version of the high-end CLK sports car uses warm sand special paint and high-quality interior materials, which makes this car exude luxury, dynamism and masculinity.

The enthusiastic response of the public to this car made both partners realize that it is definitely not a good idea to just put it in the exhibition hall. So they decided to produce 100 George? Armani CLK, "using the best materials and special coatings, and can be customized according to customers' preferences". Of course, that's not enough, George? Armani's interior, body color treatment and detail design are the most distinctive features of this car: a matt body with light sandstone color, a seat with brown saddle leather and gray three-dimensional textile fabric, old-fashioned metal parts and black control buttons scattered everywhere. This kind of collocation properly expresses their initial thoughts on this car: elegant, exquisite and not easy to go out of date. George? Armani himself became the first owner of this car. The new car combines Armani's design concept of "less is more, and comfort is the most important". George? Armani said: "We soon found the same language. I saw how Mercedes-Benz turned my design concept into reality and paid great attention to details, which was simply fascinating.

three

Cross-border products, Mercedes-Benz and Armani join hands.

Product cross-border is the most common cross-border mode, that is, two or more brands in different fields conduct product research and development according to their respective advantages. Mercedes-Benz and Armani; The 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 are all the same.

At the Paris Motor Show in 2004, Mercedes-Benz showed a show by George? Armani designed and personalized a high-end special CLK sports car. This Armani version of the high-end CLK sports car uses warm sand special paint and high-quality interior materials, which makes this car exude luxury, dynamism and masculinity.

The enthusiastic response of the public to this car made both partners realize that it is definitely not a good idea to just put it in the exhibition hall. So they decided to produce 100 George? Armani CLK, "using the best materials and special coatings, and can be customized according to customers' preferences". Of course, that's not enough, George? Armani's interior, body color treatment and detail design are the most distinctive features of this car: a matt body with light sandstone color, a seat with brown saddle leather and gray three-dimensional textile fabric, old-fashioned metal parts and black control buttons scattered everywhere. This kind of collocation properly expresses their initial thoughts on this car: elegant, exquisite and not easy to go out of date. George? Armani himself became the first owner of this car. The new car combines Armani's design concept of "less is more, and comfort is the most important". George? Armani said: "We soon found the same language. I saw how Mercedes-Benz turned my design concept into reality and paid great attention to details, which was simply fascinating.

four

On 20 14, Yixun.com, a subsidiary of Tencent e-commerce, reached an annual brand strategic cooperation agreement with Coca-Cola, a world-famous brand, and jointly launched a large-scale promotion activity with Coca-Cola on March 3. 990 million bottles of customized versions of Coca-Cola, Sprite and Fanta were distributed nationwide, and the advertisements specially launched by Coca-Cola for this event were also broadcast by David. Consumers can participate in the on-time spike activity on Yixun.com by collecting the strings in the bottle caps through computers or mobile phones.

The biggest highlight of this cooperation is to create an online to offline cross-border marketing-Coca-Cola exposes and promotes its activities through traditional department store retail channels. Yi Xun uses Tencent's superior platforms on PC and mobile to provide marketing and service scenarios. Compared with traditional cross-border, the strategic cooperation between Yixun and Coca-Cola not only covers offline and offline groups at the brand level, but also integrates brand promotion and sales promotion more closely.