In those brands that need to attract attention from a wider range of consumers, as long as they can “paint their faces” in front of consumers, it is worthwhile to try a cross-border.
Editor’s note: This article is from WeChat public account “Sprout Newseed” (ID:pelink), author quinn.
On the eve of the “Double 12” last year, Samsung opened a press conference in Beijing to build momentum for its new mid-range smartphone Galaxy A8s, and also announced a strategic partnership with the trend brand Supreme. But afterwards, it was exposed by netizens. This Supreme is a brand from Italy. It was actually a cottage version of Supreme in the United States, and Samsung was ridiculed.
And now, the genuine US Supreme is finally difficult to control the heart of the cross-border mobile phone, and really announced the launch of a joint phone.
In Supreme’s recently announced autumn and winter catalogue, in addition to some regular fashion items, there is also a joint “burner phone” with Supreme produced by American mobile phone manufacturer Blu. The phone has Supreme’s iconic red and black colors, and the logo on the back cover is printed on the back. It is reported that the phone will be sold in Supreme stores in New York, Los Angeles, London and Paris.
Image from the web
It is worth mentioning that in terms of configuration, this phone only supports 3G network, only one built-in camera, the screen is only 2.4 inches in size, is a typical function machine. This also made many netizens said that they could not understand. Some people bluntly said: “I thought I passed back a few years ago.”
Although this co-branderThe price of the machine has not been announced, but I believe its value will be several times higher than Blu’s prototype of more than 200 yuan.
All things are Supreme
To say which trend brand in the world is the most topical, this title must not be Supreme.
This brand, born in Manhattan, New York, in 1994, was founded by James Jebbia and is known as the “Street Chanel”, which is now valued at $1 billion.
At first, James Jebbia from the UK worked in a clothing store in New York. Later, he co-operated with a friend to open a street shop, but the good times didn’t last long. The friend retired and James Jebbia reluctantly quit and decided to go. Open another store. So, influenced by hip hop and skateboarding at the time, the Englishman who knew nothing about skateboarding decided to open a fashion store with skateboarding style. This is the original Supreme.
Supreme’s clothing is based on the function and appearance of the clothing, and joined the elements of sportswear, making its brand very popular with young people, and even attracted many designers, models, rappers and other patrons. Gradually, Supreme became a symbolic brand of street culture.
But actually, in Supreme’s products, it can be said that there is basically no so-called originality. Most of the samples are taken in successful pieces, cultures, patterns, and even the patterns are sampled in Dickies, Carhartt, Ralph Lauren, etc. The brand of American culture.
This is the case, Supreme’s new release every season is like the release of Apple’s new iphone, there will always be a long queue in front of the offline store. And all this is due to its great expertise in “hunger marketing” and manufacturing trends.
Supreme is extremely demanding for offline stores and will not open stores in cities where the trend culture is still immature. It is understood that there are only 11 branches in the world, located in New York, Los Angeles, Paris, London, and Tokyo. Up to now, Supreme does not have a brand store in China, and there is no official online store.
All products of Supreme are also available in limited time and limited edition, and can only be ordered through the official website, or the store is queued for purchase, there is no dealer channel. This is also the key to making all fans crazy and the key to detonating the topic. For many young people who are pursuing trends, the more they buy, the more they want to buy.
In addition, there are countless brands that have worked with Supreme across the border, and it is called “Supreme”. The North Face, Nike, Louis Vuitton, Champion, Vans, etc.Wait, they have a joint series with Supreme. Among them, the cooperation with luxury brand Louis Vuitton in 2017 directly boosted the latter’s revenue. According to the 2017 financial report released by the LVMH Group, its sales were 42.6 billion euros, a year-on-year increase of 13%, and net profit was 5.129 billion euros, up 29% year-on-year.
Today, Supreme has always been able to create products that are suitable for Millennials, constantly creating consumer desires and activating young people’s markets through street culture.
There should be joint names in the farther distances
In fact, not only is Supreme keen to launch cross-border joint products with other brands, but in today’s global fashion news, nearly half of the content may be related to brand co-branding. Cross-border joint names have also become one of the “shortcuts” for some brands to try to change the already solidified image. The rise of “national tide” just proves this.
Not long ago, the “old-fashioned” Ma Yinglong and 999 Pi Yanping, which are famous for their hemorrhoids cream, respectively launched the first lipstick series, which have only three color numbers. Last year, Liushen and RIO launched a cocktail with a dew taste. On the day of the sale, in just 17 seconds, 5,000 bottles of co-branded cocktails were robbed and the topic increased by 60 million times. In addition, there is a small spicy kiss bite lipstick introduced by Zhou Heiya and Yumifang, a customized version of Luzhou Laojiao’s “Peach Blossom Drunk” perfume, etc…
Why is the joint name so popular?
One of the most basic business logics is the mutual leverage between brands and brands. Zheng Yukai, managing director of Accenture Strategy Greater China and head of the retail industry, pointed out in an interview with the media: “The value of brand co-branding is usually two-way output. If only one party has revenue, and the other party only pays, then this cooperation is not It will last for a long time. Indeed, as Supreme and Louis Vuitton have collaborated, the former adds additional attributes to luxury goods, while the latter significantly increases revenue.
In addition, because each brand has its own unique and stable style, through the joint way, it can show more styles and styles, and bring more choices to consumers. Moreover, the marketing effect of “1+1>2” can also superimpose higher market attention and attractiveness.
Of course, joint names also carry unpredictable risks. Because most of the time, the final joint product and series before the launch, the brand is almost unsure about the market reaction. But in subtleties, this risk is relatively low, because if the final product sells well, the co-branding method will solidify and become the brand’s long-term product line. If the market feedback is not good, just cancel it quickly.
In short, in those brands that need to attract the attention of a wider range of consumers, as long as they can “paint their face” in front of consumers, it is worthwhile to try a cross-over.