What Led To The "Cross-Border Marriage" Between Kangshifu And Lining?

In recent years, fierce

Competition has constantly promoted the emergence of various marketing concepts, and cross boundary marketing is one of them.

In the tide of win-win cooperation, the two brands that meet the needs of different brands often encounter unexpected chemical reactions.

For example, "Wang Lao Ji joined hands in" never mind "," drink Mengniu drops taxi "," Coca-Cola entered Wanda cinema "is a successful case of cross-border marketing" 1+1>2 "effect.

"Cross boundary" represents a new style of life and aesthetic integration.

The biggest benefit of cross boundary cooperation to brands is to allow elements that are not related to each other to penetrate and blend with each other, thus giving the brand a sense of three-dimensional and deep feeling.

Now, fast food giant Kangshifu is also unwilling to be lonely, and has found a sports brand magnate.

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A few days ago, Kangshifu Yuping unveiled his new clothes. He joined hands with Lining this year to upgrade his 10 kilometer road race.

One is the leader in the field of fast moving products.

What led to this "cross-border marriage"?

At the end of 2014, the State Health Planning Commission promulgated the new national standard of "food safety national standard for packaging drinking water", and unified the concept of "many names of packaged water" outside "natural mineral water" into "drinking pure water" and "other drinking water".

Not only standardizing the industry order, but also conducive to healthy competition and development of bottled water market.

In April 20, 2015, Kangshifu formally held a news conference to replace the brand name of "Kangshifu mineral water" into "Kangshifu Yuyue".

The same water takes the new name according to the new national standard, which is equivalent to replacing the "two generation ID card", which is more conducive to the recognition of the market and consumers.

This is not only a support for national standards, but also a respect for the market.

Recently, Kangshifu Yuyue drink pure water and Lining held a news conference in Shanghai, officially announced that the two sides will reach a deeper cooperation this year: the new evolutional Kangshifu Yuyue drink pure water and Lining hand in hand, upgrade the 10 km road running League.

"Clean and clean, healthy start" is the annual theme of 2016 Yuyue Lining 10 km road race League, and road races will be held in 15 cities throughout the country.

The reason why Lining and "cross border marriage" with Lining is that they all have a common pursuit of health, and pursue the pursuit of health with the everlasting pure realization. The 10K run encourages runners to catch up with their health with constant running.

The two sides work hand in hand, hoping to provide healthy and clean supplies for all runners and strive for healthy life through road races.