Local Shoe Companies Will Open The Door To Cross Border Marketing.

With cross-border marketing becoming popular in the shoe industry,

It is bound to open the cross border marketing gate by Dongfeng, do not drift with the tide, carefully design and layout, each brand has the opportunity to become a new marketing model, and a successful cross-border cooperation brings the enterprise a heavy brush to influence the future development. The banner of building a personalized enterprise is not difficult to search for the new market of shoes enterprises by "posture of adventurers".

Through the mutual penetration and mutual integration of two different industries, brand and brand can reflect and interpret each other through cross boundary marketing, so as to pform the brand from plane to three-dimensional, from surface to depth, from passive acceptance to active recognition. At the same time, the brand image and brand association of enterprises are more tension, so that both partners can get objective gains from it, illustrating the operation means of "1+1>2".

This is the purpose of cross-border marketing.

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"Non innovative marketing mode".

As far as business marketing is concerned, many industries have their own successful cases: Lamborghini sports car shop sells limited edition NOKIA mobile phones; luxury brand SWAROVSKI and jeweler watches together with watchmakers, and this year's online games like a duck in water to join hands in film and television.

In foreign shoes and clothing market, the "crossover" mode has already matured.

As early as 1999, the German sportswear brand Puma put forward the concept of "cross-border cooperation" and launched high-end casual shoes with its high-end clothing brand JilSander. In 2003, Puma joined BMW Mini, and the two sides signed a cooperation marketing agreement. Puma specially designed a black sports shoes Mini sport two points shoes (MiniMotion2partshoe); the United States Pony sports shoes and YAHOO, launched a pair of products called Yahoo! FTC, which are popular among young people.

Recently,

Released 2012 new cool breeze series running shoes ClimaCool, at the same time, im2.0 interactive marketing for Adidas mobile game App "win treasure ice" formally launched.

Two days later, Apple's AppStore sports free games list was second and the free game software list was forty-eighth.

Adidas has not only built hundreds of ClimaCool cheap breeze series running shoes with a price of nearly 1000 yuan for the players to grab, but also launched around the App in all its promotional channels.

This real-time interactive game based on mobile phones not only provides a rich and interesting cool running experience for runners, but also profoundly changes the cognition and feelings of ordinary consumers for running.

In design, extending user experience to offline storefronts or activities reflects the win-win value of mobile platforms and traditional brands, as well as the huge potential revenue generated.

Undoubtedly, the "crossover" has gradually penetrated into various industries, accompanied by fierce momentum.

With the increasingly fierce competition in the domestic shoe and clothing market, and the homogenization of products, the traditional marketing models like "celebrity endorsement" and "product promotion" have not satisfied the needs of the times. Shoes and clothing enterprises have begun to explore the mode of "cross-border cooperation".

Since 2009, the United States has worked with the movie Transformers in 2009. With the release of the film, only 178 stores in nearly 3000 stores nationwide have sold this series of products, but they still sold about 2000000 of the series of clothing, and the sales volume of the whole series exceeded RMB 100 million yuan.

At the same time, through the network and other forms, Metersbonwe received about 30000000 people's attention.

Coincidentally, the deep cooperation between Semir and the hero theme movie "Iron Man" in Hollywood in 2010 brought 4 billion 680 million of its income, ranking second in the local casual wear market.

The successful cooperation between the two major clothing brands and Hollywood blockbusters has completely broken through the traditional entertainment marketing, and has truly combined the entertainment industry with the consumer goods industry. It has broken the traditional way of cooperation with the film as the center and authorized the products for a long time, and the enterprises began to intervene in the creation of some films, and then the related products were derived from the creation, thus achieving the benchmark of the cross border cooperation of Chinese shoes and clothing brands.

Chinese people have always followed the example of strong ability. With the success of Metersbonwe and Semir, local brand shoe companies are also unable to bear the brakes. They shake hands with different industry partners to break the awkward position in the footwear industry and let the brand go to a new stage.

When local shoe companies named TV, radio and Internet sports channels, entertainment channels, news channels and so on, as a powerful brand with innovative consciousness and strategic height, Worden card accelerated its upgrading step after its listing in 2009.

"Using the international platform to integrate resources, jump out from the homogenization of shoes and clothing sports brand ecological structure circle, and choose to join hands with sina tourism channel to create a new positioning -" cross boundary leisure travel ", which is no doubt a marketing innovation point in shoes and clothing enterprises.

Xu Renlong, a marketing researcher at the school of business, said.

The strategic alliance with sina tourism channel conforms to the brand's "cross-border, unbounded......"

The core concept is to integrate Sina's high-end tourism media and rapidly enhance the awareness and reputation of Worden card brand.

In the future, Worden card will also achieve long-term goals of mutual benefit, complementary advantages and coordinated development on the basis of broadening cooperation and depth of cooperation with Sina.

Based on the strategic cooperation between the two sides, Sina travel channel will provide a dynamic promotion platform for Worden card, showing the promotion strength of the strong brand of Worden card and speeding up the brand development process.

And through the two sides jointly created the "famous Bo Chinese Culture Tour" annual tourism experience activities, and the domestic and foreign tourism people to interact closely, in order to strengthen people's attention to the brand and products of Worden card.

Far more than Worden card, a shoe company is trying to cross the border marketing innovation, such as Quanzhou children's shoes card Du Du, based on the brand culture and cartoon image, and the volume design plan to launch the 104 episode of "card Du Du" 3D animation.

Use animation as a three-dimensional industry, increase brand promotion.

Of course, not all cross-border marketing can achieve fruitful results. "Cross boundary cooperation" will be a worthy topic for Anta, the most representative local sports shoe brand.

According to a August public report on footwear companies in 2012 1-6, Anta's sales growth in the first half of the year was -11.60%, and net profit growth also dropped by 16.85% compared with the same period last year (data source).

Then, in July, Anta's first quarter order meeting 2013, the order amount fell 20% to 30% compared to 2011.

At that time, Anta and Procter & Gamble, McDonald's, Erie and other brands joined forces to create an Olympic brand alliance.

Brands from different industries cooperate with each other to disseminate the Olympic spirit, and win the win-win situation through the role of leading brands in their respective industries.

Procter & Gamble, known as the "brand king", has made full use of the power of new media in the strategy of the "Olympic brand alliance", and launched the theme discussion post of the "Chinese delegation Champion Award dress" on its official micro-blog. Anta is responsible for providing prizes.

Online, there are 380 models of Procter & Gamble's WAL-MART Olympic experience center, which display the model of "China's Champion Award dress" during the Olympic Games, and take pictures for consumers. If you buy Procter & Gamble's designated products, you can participate in the raffle, the prize is the Chinese delegation's awarding dress and the winning T-shirt. When you walk into McDonald's, you will find that the store manager and cashier there are wearing the Anta China sports delegation's awarding dress or Anta's awarding T-shirt.

McDonald's will launch the "daily champion event". Every McDonald's shop will make a raffle event, and send out a Anta 2012 London Olympic Games Chinese sports champion award dress every day. At the same time, there will be 17 cities in the country playing the McDonald's Olympic TV advertisements, including Anta logo. Since the beginning of June, the dairy giant of China has launched the theme of "living together with the Olympic Games and enjoying healthy vitality". During this period, the logo packaging will be printed on Anta's yogurt product, and Anta will also provide the 2012 London Olympic Games Chinese Legion award dress as a limited edition prizes.

It can be seen that Anta is painstaking in cross-border marketing, and its seriousness can be seen.

Whether Anta will occupy the top of the Olympic cooperation brand with the 74% recognition rate after the Olympic Games, it can not hide that it is not a successful cross-border marketing.

Where is the problem? If we want to achieve the win-win situation of enterprises and enterprises, it may not only be a topic for Anta to reflect on.