"National tide" is already an old topic. If I remember correctly, it should have been in early 2018, when Li Ning appeared in New York Fashion Week with fashion design, and received a lot of praise and screen-level spread, thus bringing about the "national tide" this gust of wind.
Behind this swipe is a Chinese brand day event on Tmall. Although the concept of "national tide" was coined, everyone's understanding of "national tide" at that time was mainly limited to some features of brand packaging and fashion cross-border. Action, and directly led to the follow-up cross-border co-branded marketing boom of a large number of brands, clothing brands have also begun to frequently appear on the international fashion week.
In the two years from 2018 to 2019, brands such as Liushen, Laoganma, Rio and other brands have used cross-border marketing a lot. Cross-border marketing seems to always be tried and tested, and it can always attract the carnival of social networks. On the other hand, Chinese clothing companies It also frequently landed on the international fashion week catwalk.
The cross-border marketing craze driven by the "national tide" actually seems to me to have profoundly changed the traditional marketing thinking of many brands, which is even more evident in today's days of high traffic costs. Simply put:
First, traditional marketing is a one-man operation, you need to create your own voice, otherwise you can only take advantage of the situation. In short, it is difficult, especially in the social network communication mode, if you want to make a splash, the budget is bottomless. . However, cross-border alliances can be spread together with other brands, and the cold start potential of brand communication will be great, which means holding together for warmth.
Second, the crossover of two brands in different telemarketing list industries is also a news point in itself. The previous event marketing action of a single brand has been transformed into a common event marketing of the two brands, which has a public relations effect and can also inspire ordinary people. Discussion and sharing of users and netizens.
Third, linking marketing and products, cross-border co-branded products can be sold externally, which means that the product and effect are telemarketing list unified, and the product itself can also be superimposed with sales methods such as blind boxes, which greatly expands the scope of marketing. Boundaries can even help brands to test the waters of future product lines and business lines. In fact, today's new tea brands such as Xicha Naixue continue to launch new flavored products to refresh the screen, which is also a similar idea. The product action has become the marketing itself, and the marketing and the product are closely integrated.
The trend of cross-border co-branding has gradually faded out after the second half of 2019. Users have experienced too many cross-border marketing, and they have gradually become fatigued, and many brands follow the trend of cross-border marketing itself is also shoddy, whether it is design. Or the product is not too concerned, and the direction of public opinion is controversial.
There are two directions for the follow-up cross-border marketing of Guochao: one is to become a regular action in the daily operation of the brand, which is similar to the variant of mutual promotion of the brand's Weibo, which will not cause too many waves; the other is to pursue strangeness. There are many disputes in the world, but on the whole, in the time when "earth-flavored aesthetics" is popular, it can still gain some recognition while attracting attention. Next, the cross-border search has slowly disappeared.