I believe that everyone can always hear the news of the cold winter in the auto market. Its most typical feature is that sales growth is weak or even negative. Of course, there are many reasons for this situation, but the most important thing is that supply exceeds demand. In other words, the industry does not lack the ability to produce cars, but the way to sell cars. The greater the demand of the upper level, the more the turnover of the lower level. And demand can be understood as the traffic brought by advertising. However, in the Internet era, the cost of traffic acquisition is high and it is difficult. In the big environment, the nodes that are shrinking their marketing budgets can only make a breakthrough at the marketing level. At this time, the cross-border joint name change came into being and flashed before our eyes.
◆? Cross-border joint name-"same-sex collision"
At this year's Beijing Auto Show, in addition to all kinds of heavy models and beautiful models, we can also see more and more joint venture models. Cross-border joint names have become more and more common in recent years, such as Supreme and LV's joint clothing, Naixue の tea and Vita lemon tea, People's Daily and snail powder. There are only things you can't think of, and there is nothing that the company can't contact. Co-branded products can not only provide designers with many new elements and ideas for developing products, but also open channels for two brands to attract more fans in the same or different fields.
Since it is the collision and expansion of two brands, let's talk about cross-border cooperation with the same attributes first. For example, Jeep and Timberland can be seen in the corner of Jeep booth? (Tian) Co-launched clothing. It is also equipped with the slogan "The road is the same, and what you see is the same". Among them, Timberland? Brand (field) mainly focuses on outdoor products, and has corresponding layout for outdoor limit, outdoor adventure and outdoor leisure. These characteristics are consistent with the Jeep brand, which focuses on urban and off-road. They are all North American brands, and they all have very distinctive brand personalities. Both of them have a considerable fan base in their respective fields and have high loyalty.
At the same time, the two outdoor brands have a certain coincidence rate in their respective audience groups, which means that the road to breaking the circle between them will be easier and faster. In fact, at the product marketing level, brands need to find their own tonality, which can refer to spokespersons and consumers. Like Jeep and Timberland? (Tian) played the same slogan, because "the road is the same", so "the scenery" is the same, and so is the belief.
In addition to the Jeep booth seen above, we also found the cross-border joint names of "the same attribute"-DJI and No.9 electric vehicle in the Lectra booth. Both brands have their own special attributes, attracting many people to stop and watch in the corner of the booth. Here, I believe some people will ask, are the attributes of Lake brand, DJI brand and No.9 electric vehicle different from Jeep and Timberland? The attribute of high similarity. But in fact, DJI, No.9 Electric Vehicle and Link all use their own technology and personality to attract more young consumers. This may also be one of the reasons for the cooperation between Link and the two. At the same time, we also saw many cups, shoulders, sunglasses and fashion socks on the booth, which also proved that its consumer groups are mainly young people.
"The same attribute" can bless the brand to make more sincere marketing, and let the consumer groups receive the core values transmitted by the brand more intuitively and truly. The ultimate goal of cross-border joint name is to bless each other and maximize the brand effect. At the same time, brand information can also be integrated into cooperation. Through joint activities, these brands broke through the existing circle on the basis of the original audience and reached each other's audience circle more deeply.
◆? Cross-border joint name-"opposites attract"
When we look at cross-border joint names with similar attributes, we are looking at cross-border joint names with different attributes, such as the cooperation between Beijing brand and Li Ning. On one side of its booth, a customized Beijing -X7 model showed us the sparks of the collision between Beijing brand and Li Ning brand, and the appearance of red, black and silver gave this car a strong visual impact.
However, when it comes to the joint name of Li Ning and Auto, I believe everyone will think of the cross-border cooperation between Li Ning and Hongqi in 20 19. At that time, there was no orthodox Chinese style, but it was very characteristic of China. The detailed design brings the essence of the two brands to the extreme. At that time, the inspiration of clothing series mainly came from classic red-flag cars, figures, patterns and early posters, which fully demonstrated the visual impact brought by China culture. Li Ning is a well-known sports brand in China, and Hongqi is an old brand of China Automobile. The design and presentation of patterns show the soul of "Made in China". Let's review the cooperation between BAIC and Li Ning. This time, we didn't talk about the elements of "Made in China", but launched a co-branded clothing-"China Players". This series includes T-shirts, caps, fisherman's hats and other fashionable clothing products. In design, it combines the brand tonality of BAIC and Li Ning. In name, it seems that BAIC wants to be a brand.
When choosing a joint brand, we should not be divorced from the attributes and positioning of the automobile brand itself, but also meet the different needs of different users. At this point, Wei Lai did the best. Weilai Automobile's discussion on lifestyle began from the early days of brand establishment-NIO? Power, NIO? Service, NIO? House, NIO? Space, etc. From the aspects of charging, changing electricity, maintenance and saving, the connection between automobile and life has been strengthened. Especially the Weilai lifestyle brand NIO? Life is a combination of many fields, creating unique automobile surroundings and life products.
At this year's Beijing Auto Show, NIO? The life exhibition area has released a number of joint products, including a series of sportswear and sports equipment jointly created with Double Happiness; With the British designer brand Tom? Daily necessities such as luggage and tableware jointly created by Dixintong; There are also snacks from FOODLAB Food Research Institute and so on, which contain many elements. It is not difficult to see that Weilai Automobile has many tentacles for life. Users may see NOMI's expression pack through a biscuit packaging bag, and then learn about the new brand Weilai. Or in daily social activities, car owners talk about their own "Weilai" brand backpacks with relatives and friends, better express their attitude towards life, and make everyone look at "Weilai car owners" with new eyes.
According to Weilai official, NIO? Life has created eight categories of goods, including clothing, luggage, home, food, 3C technology and car life, and shipped nearly one million pieces every year. Through the way of brand joint brand, the word-of-mouth publicity effect of square growth rate is formed. In addition to the above-mentioned expanding circle of users, there are also some joint names that take culture as a breakthrough or contain deeper meanings.
On the other side of the broken circle is the intersection of user groups, which can be well explained by "harmony but difference". There are similarities between consumer groups. Users who need family cars pay more attention to practicality, while luxury car owners prefer quality. It can also be said that the users who pay attention to a certain section and the users who pay attention to co-branded brands are the same group of people. The difference lies in the owner's own attributes. He may be a doctor, a lawyer, a government official, a middle-aged uncle who likes sports, or a post-90 s and post-00 s who likes the second yuan.
It is worth mentioning that apart from cross-border joint names, we also saw some non-cross-border joint names, which are more like marketing cooperation scenes, such as Ford and Starbucks, Geely and Leishan Yun Jian Tea. Among them, Geely and Leishan Yun Jian Tea are a precision poverty alleviation project in which Geely Holding Group participates-"Timely Rain" Leishan Yun Jian Tea. This kind of tea includes green tea and black tea, and the raw materials are all from Leishan, Guizhou. Leishan, 20 18, is still making tea with the traditional hand-made tea technology handed down from generation to generation, and the relatively backward tea industry can't walk out of the mountains. Thanks to the help of precision poverty alleviation projects, Leishan Yun Jian Tea has regained its vitality.
In this process, Geely Automobile is not only a car-making enterprise, but also plays a certain corporate social responsibility, injecting a new label into the brand with China tea culture. For Geely, it not only brought a good reputation to the brand, but also created profits for itself through cross-industry cooperation and car owners' welfare, and tapped the commercial value, which can be described as a successful cooperation. At the auto show, the audience only need to scan the QR code to get a drink provided by Geely Leishan Yuncha. In addition to Geely Leishan Yuncha, Changan Auchan also launched Changan Jicha gift box, which was placed at the auto show booth for everyone to choose from.
For co-brands, cross-border marketing can bring the docking of fan traffic to both parties. More and more automobile brands hope to show consumers a younger, more dynamic and more interesting corporate image through joint names and cross-border cooperation of products in different fields. Nowadays, the consumer groups have transformed to the post-90 s and post-90 s young people, and the consumption concept has also changed from material consumption to spiritual consumption. A brand with style and attitude can win the favor of the new generation of users.
At present, the car is no longer just a simple means of transportation, it covers every bit of life. Automobile manufacturers hope to show their "LOGO" in front of the public through articles that can be seen everywhere in life, so as to convey the brand concept, expand the exposure and attract more "traffic" and attention. In this context, joint name has become a good choice. In the era of Internet economy, cross-border phenomenon is not uncommon, especially in marketing, the original independent industry subjects continue to merge and penetrate, which seems to open their brains, but often creates an unexpected but strong new economic stimulus point.
Cross-border co-branding is a new idea to break the traditional brand vertical marketing. Cross-border networking, changing lines into areas, multi-brand * * * sincere cooperation, learn from each other's strengths, and unite the advantages of each brand, and the effect will naturally grow in the north. Cross-border joint names break the "barriers" between online and offline, and unexpectedly appear in the new combination C, which brings endless freshness to customers, increases the number of topics and even leads the new trend of consumption. It is worth mentioning that the demand of consumers is * * *, and food, clothing, housing and transportation are indispensable. People who buy cars should wear clothes, and people who wear clothes should eat, so they can help each other and form a longer and healthier industrial chain. (Text/car home? Zhouyi/Weng Meng)