This year, there are many classic cases of cross-border marketing, such as the cross-border support between KFC and Yin Yang Shi, the jewelry design between Baique Ling and the Forbidden City, the IP bottle between ofo and bike-sharing in Minions, and the fellow uncle and Jiang, which have attracted extensive attention and discussion. So what is cross-border marketing and how to play cross-border marketing?

Let's take a look at Liu Run's definition of cross-border marketing: different brands interpret the characteristics of a user from multiple angles, thus achieving1+1> 2' s marketing effect. There are two key words: one user, multiple angles. Let's talk about "one user" first, that is, your object must be the same user (with attributes, characteristics and needs). For example, the users of The Avengers and shaver are both hot-blooded straight men, and the users of the two products are highly consistent. Besides, "multi-angle" is to meet the multiple needs of users. For example, Japan's daily news and mineral water are all made in China. Users have to drink water and read newspapers every day, and the multiple needs of users can be met at the same time through the "news bottle" product.

Another example is the classic case of data mining: beer and diapers. Wal-Mart data analysts found that there is a strong correlation between the sales data of beer and diapers. Beer sells well, so do diapers. What is the reason? After research, it is found that many housewives will ask their husbands to buy diapers for their children after work. After buying diapers, their husbands will buy back their favorite beer. This is actually a cross-border case, which meets the multiple needs of a user (husband coming home from work) (selling diapers to children and buying beer for himself).

Why is cross-border marketing becoming more and more popular? On the one hand, the main reason is that users' attention is more dispersed, and novel and fun ways are easier to stand out and create "Wow moments" for consumers. ? On the other hand, the scarcity of marketing resources. The combination of the two brands can make use of each other's resources and bring more traffic. To some extent, cross-border marketing is the integration of marketing resources.

What should I do to do cross-border marketing? We can fully understand Liu Run's definition of cross-border marketing and find out how to operate it. First of all, we must find the connection between products, whether it is the same attribute (Forbidden City and Baique Ling) or comparison. This is the key to arouse topicality and concern. Secondly, to understand "one user" and "multiple needs", we can turn the temporary heat into a weapon that users continue to pay attention to and use.

Answer: Congratulations. Insight into more marketing routines, pay attention to WeChat official account: marketing flights