In the just past Tmall Double Eleven, in the field of casual snacks, the three squirrels became the first place in the food brand list with the first breakthrough of 100 million. However, Want Want, which has been deeply involved in the field of snack food for many years, performed very dull this time on Double Eleven. In recent years, Want Want has made a lot of efforts to revitalize the brand and save performance, especially on the road of cross-border marketing. On Double Eleven in 2018, Want Want and the domestic original clothing brand Takasha TYAKASHA played a cross-border marketing that was full of social topics and earned enough attention; in the first half of 2019, it also launched a joint milk tea with Nai Xue's tea. , contributed to the crossover of "a Bulk SMS Service hundred flowers blooming". In fact, under the background of the growth of the Z era and the national tide sweeping, it is not uncommon for traditional brands to run on the cross-border road with a strong desire to survive: Luzhou Laojiao and Smell Library co-branded Perfume, Rio co-branded cocktails with Liushen toilet water and Hero Ink, Lengsuanling cross-border Xiaolongkan's hot pot-flavored toothpaste, 999 Pi Yanping cross-border makeup lipstick... Of course, this does not rule out some traditional brands coming out to cross the border, that is, in order to spend money to make a splash, so that consumers can watch the excitement and have a sense of presence. But among the traditional brands that frequently use cross-border swiping, Big White Rabbit and Wangwang really want to put "new wine" on the "old altar". In addition to perfumes with Luzhou Laojiao, the Smell Library has also launched a series of fragrance products jointly with Big White Rabbit. In addition, Big White Rabbit has also cooperated with brands such as Godiva, Leding, and Megajing. It is listed on Tmall. Search for the White Rabbit co-branded models, and you can also see related products co-branded with these brands displayed on the merchant's page. But after the hustle and bustle, Wangwang or Big White Rabbit did not "rejuvenate" because of this, and the brand's crossovers that refreshed consumers' senses for "self-rescue" have also become "self-healing" for a while. After playing so many crossovers, why is the life of traditional brands still difficult? Consume your own feelings, but make a "wedding dress" for others The biggest benefit of cross-border marketing for the brand is to allow the originally unrelated elements to penetrate and integrate with each other, so as to give the brand a sense of three-dimensionality and depth, and to convey a new attitude to life and aesthetic style. But the final destination of crossover is still in marketing. Strictly speaking, the two brands, Big White Rabbit and Want Want, can be regarded as having a reputation that runs through the memories of three or four generations of Chinese people. Such brands that are well-known by all ages have come out to play cross-border and get closer to young consumers.
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