2010 "Cross Boundary Marketing" Trend To Spread Children's Shoes Industry

The first stop of the "book tour" held by Fick kids, which will be held in the small study, will be unveiled at the Shanghai film art studio.

At the same time, a pair of kart shoes with Expo Haibao logo are heading for the market. With the help of 2010 Shanghai World Expo Children's shoes To designate franchisees and franchisees, Kate is authorized to develop and produce World Expo logo. Image of Haibao The children's shoes series products achieve the perfect combination of the design concept of Kate and the image of World Expo Haibao.

We are surprised to find that cross-border Marketing The trend has spread to the entire children's shoes industry. More and more children's shoes enterprises are no longer simply satisfied with the marketing routines such as base licensing, celebrity endorsement, grafting sports events and so on. There are many outstanding cross-border marketing cases, which are intriguing.

However, whether the "cross-border marketing" mode can make Jinjiang children's shoes brand go further? According to their own positioning needs, how should Jinjiang children's shoes brand grasp the commonalities and connections, integrate and extend some elements that are originally not related to realize the maximization of market and maximize profits of cross-border joint ventures? This problem is still worth further exploring and thinking.

Phenomenon: Quanzhou children's shoes open tricks "cross boundary marketing"

Cross Border Cooperation (English name crossover) has become a hot word for marketers in recent years. It means that brands in two different fields cooperate with each other to integrate original irrelevant or even contradictory elements to achieve win-win results.

In recent years, the concept of cross-border has been very popular in the marketing world: 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 to achieve a win-win situation through cross-border marketing, so as to achieve strong synergy brand synergy. These classic cross-border marketing can be described as "mouse to cat".

And Fick is about to launch "fairy shoes", which is Fick products and cultural and creative cross-border marketing attempt.

Recently, Fick kids and the small study Chinese public welfare literature network initially reached an agreement, the two sides will jointly create "fairy shoes customized services." It is reported that this is the first time in the children's products industry to run "fairy shoes customized marketing" system. The Fick jointly with China's largest public library of children's Literature - small study, organized a national children's fairy tale picture book competition, and will explore a number of good fairy tale elements. The two sides will borrow the elements such as fairy tale pictures created by the small study, and integrate the cultural and creative elements that children are most concerned about. From the small study, they will provide fairy tale shoes design manuscripts and orders to Fick.

At the same time, with the authorization of World Expo Haibao, Kate played a "cross boundary concept". A pair of kart shoes with the Haibao logo from the kart production line have entered many franchised stores in World Expo, Shanghai, and become the world's most popular products.

At the beginning of this year, Kate officially signed to become the 2010 Shanghai World Expo children's shoes designated franchisee and franchised retailer. As a licensed manufacturer in World Expo, Kate has been authorized to develop and produce children's shoes products with World Expo logo and Haibao image, so as to realize the perfect combination of Kant's design ideas of industry innovation and World Expo Haibao's image for many years.

According to Huang Bingnan, chairman of the Kat Ding children's products Co., Ltd., Kate's franchising retailer recruitment campaign is about to begin. The initial plan is to select hundreds of stores in the KD sales outlets in the country. Through the upgrading of the rack props, we will establish a franchise channel for the development of the licensed children's shoes. All the licensed products will use World Expo special packaging, and the products will be affixed with special anti counterfeit labels for World Expo licensed products.

Suggestion: the superposition effect should be followed.

The crossover trend that originated in the fashion industry has now fallen into different fashion areas. In the sporting goods industry, there is no lack of classic examples of cross-border marketing: the cooperation between Puma (Puma) and the German high-end clothing brand JilSander, the cooperation between Dongfeng Citroen C2 and Italy's famous fashion sports brand Kappa.

In contrast, a large number of cultural and creative ideas, such as childlike innocence, nature, environmental protection and so on, are more suitable for grafting applications in order to achieve effective dissemination.

"Brand itself is a carrier of culture." Chen Jincheng, general manager of Fick sporting goods Co., Ltd. explains that the small study is a public welfare reading website for children. From the perspective of "reading childhood, harvesting dreams", it is consistent with Fick's brand operation concept "focusing on children's health and self-confidence growth, and the idea of colorful childhood dreams".

Zhang Fasong, member of the academic committee of the China Advertising Association, believes that the brand idea of Fick and the small study is the same. Both of them develop the fairy tale shoes customization system through deep development. They combine closely the elements of "Book flavor" and "dream" and so on, which are similar to those of Fick. As time passes, the two brands are linked together or the two brands are equated at a specific time. In other words, in the process of cross boundary marketing, the role of Fick is generated by small study.

The reason is almost the same. Kadira's handsome cute Haibao takes the initiative to create a dynamic atmosphere with Haibao. That is, by becoming a licensed manufacturer and franchised retailer of 2010 World Expo children's shoes in Shanghai, it not only draws on the development elements of World Expo culture, but also picks up the image and brand of Haibao, so that the brand image and brand association will be more intense. Zhang Fasong said.

{page_break}

However, the industry believes that cross industry marketing of different industries, industries or channels can bring superimposing effect to the brand, but we must pay attention to the matching of resources. As the famous marketing expert Li Guangdou said, cross border marketing is mainly like marriage, and seeking strong combination, so that transboundary marketing 1+1>2 can win a win-win situation, otherwise it will bring endless pain to both sides.

"Every brand interprets a culture or a way and concept, which is an integral part of the personality of the target consumer group. However, this feature is single. At the same time, due to the interference of the competitive brand and external factors, the interpretation effect of the brand on culture or ways and concepts will be weakened, and this problem can be avoided through cross-border marketing." Li Guangdou said.

"As we often say," Heroes match good sword ", if we regard" hero "and" good sword "as two different brands, then heroes can only be embodied in their" good sword "in order to reflect their martial arts, while" good sword "can only be used by heroes, and the power can be fully applied. Conversely, it will not play such an effect, it is just wasting their own value. " Li Guangdou suggested.