Brand cross-border push for new products, catch new consumers
I recently had a cocktail on the Internet, so I wanted to buy it and taste the taste of this novel cocktail. Recently, Ms. Wang, the white-collar worker of Hangzhou, told reporters that she found a “sweet water” cocktail launched by Rio cocktail and Liushen dew on the Internet, which made her very curious.
Recently, in addition to the dew-flavored cocktails, brands such as Coca-Cola and McDonald’s have launched “co-branded products” with other industry brands, which are quite popular among consumers. In fact, while brand-name products are satisfying consumers’ freshness and curiosity, they also help brands seize new consumers and become a new strategy for brand promotion.
Consumers are just looking for a fresh brand to get new customers
“Why are you selling out of stock so quickly?” Miss Wang told reporters that on the morning of the 6th, when she opened the Tmall APP’s want to buy Rio’s watery cocktail, she found that the cocktail could not be purchased. The first batch of pre-sales for 17 seconds to grab the light, the next sale time is 23:59 on June 20.
The reporter learned from the Rio brand that this cocktail was very popular once it was launched. According to Tang Huimin, Director of E-Commerce of Rio, “This product was officially launched on the 5th. It has attracted nearly 10,000 days of cat consumers to join the shopping cart or collection within one day of the launch. It will be sold at 0:00 on June 6 and will be available within 17 seconds. The 5000 bottles were instantly killed by the second, and even the chairman of our brand party wanted to be with me."
The reporter saw at Rio’s Rui Otto official flagship store that the shape of this dew cocktail is similar to that of Liushen brand dew, but the label of the product is different. If you don’t pay attention, it is easy to think of this bottle as a toilet water. At the same time, this cocktail is sold in a gift box on the Tmall platform. The gift box containing 2 bottles of cocktail and 1 bottle of toilet water is priced at 48 yuan during the Tmall 618 event. “I think it’s very cheap, I just want to make it fresh, buy it and play it.” Ms. Wang said that she also likes to buy some cocktail drinks. This time, she saw the rio and the classic Liushen dew jointly launched a novelty cocktail. I also want to make a fun.
For the case where the co-branded cocktails were sold online, Rio E-Commerce Director Tang Huimin said, “This co-branded product mixes two different styles of brands across the border, forming a hot topic for everyone to discuss. Said, but also brought a new customer base to each other."
Joint sales of products and trends bring new consumer trends
In fact, in addition to the joint name of Rio Cocktail and Liushen Dew, Coca-Cola, McDonald’s, Uniqlo and other big brands have recently launched their own and other brands’ joint models, and unexpected products are also sought after by consumers.
Recently, Ms. Wu, who likes makeup and pays attention to beauty products, has purchased an eye shadow jointly produced by the beverage brand Coca-Cola and the Korean beauty brand Philippine poetry shop. She told reporters, "I thought that the logo of Coca-Cola on this eye shadow box is very trendy. I usually only think that Coca-Cola is a drink. I didn’t expect to have such a logo on the eye shadow. It feels very different. In fact, I am rushing. I’m going to buy it.” But Miss Wu also told reporters that after she tried makeup, she found that this co-branded beauty product is no different from the general beauty products.
In addition, McDonald’s and the cosmetics brand "Dream Makeup" launched a joint lipstick pen, from May 26 to June 12, only sold in 11 McDonald’s stores nationwide; Japanese food known as candy products are familiar to Chinese consumers The brand "No Two" also launched its own joint makeup. Anime fans have been frustrated because they didn’t buy the Japanese manga magazine “Weekly Youth JUMP” and the clothing brand Uniqlo jointly produced T-shirts. “I want to buy a joint T-shirt, just because of my anime complex, after all. I have been reading this comic magazine for many years."
According to industry insiders, the seemingly unrelated brands will bring consumers a new reason for consumption when they cooperate on products. For example, consumers do not want to buy toilet water at first, after co-branding with a well-known or cross-border brand. Consumers will naturally notice this co-branded toilet water, which creates curiosity about the toilet water and the desire to buy. It is undeniable that this kind of consumption will touch consumers’ feelings about one of the brands. For example, some consumers will purchase a joint product because of some emotional factors.
At the same time, the industry also believes that the purchase of joint-name products will be a consumer trend, such as consumers now not only buy sports shoes Adidas ordinary style of sports shoes, but prefer to buy Adidas and other brands of joint models.
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