“Lv handbags a meet, they won it numerous world.”

900 years ago, when the Northern Song Dynasty Qinshao You Getting to Know wrote this poem, he certainly did not think he’s this idea has become today’s fashion, industry, marketing industry and other areas of the most watched new topic —– – one is called “Crossover” the phenomenon is in the ascendant.

In the Western market, we can see Heuer watches, sports watches co-Benz design, swatch, and the launch of Mercedes-Benz smart car, the new Japanese artists Takashi Murakami and LV have been together, the classic LV Monogram infected magnificent color patterns; in China , we can see that Motorola cell phones with distinctive Chinese cultural identity “that” series of mobile phones, South Korea’s LG is introducing a new model chocolate temperament, Chery is China’s domestic car on behalf of Lv handbags the promotion was called “V5″ The crossover vehicle … …

What is Crossover? Chinese should be “cross, go beyond” the compound word meaning, part of speech should be neutral pH, but I do not know since when, crossover wind intensified. Since then, life becomes limitless possibilities, fashion, taste and never again identified, but the consumer pays for whom gladly pay, it seems increasingly likely Dao Shi.

Crossover, the brand new impulse

In theory, whether multinational or hundred years old, no brand has gradually become an aging, lack of energy, so that consumers numbness, and even tired of psychological possibilities. If you can not always maintained a forward and innovative attitude, can not continue to attract new consumer groups to join Lv handbags, the brand has always been aging and risk of being eliminated.

The crossover thinking there to immediately allow enterprises as one of the bright eyes. Both companies design, marketing or brand management staff, all of which re-found a more richer and more exciting ideas to communicate with consumers. An image of the analogy is, crossover and reasonable use of the results, just as suddenly, a combination of, the western most beautiful hybrid gene beauty, you always feel that the dual visual and psychological shock.

Crossover promotion of “cross, beyond the” thinking, often to different cultures, ideas and thoughts, more dazzling collision sparks.

As the world’s mobile communications giant Motorola has always attached great importance to the Chinese market, but rival Nokia’s “people-oriented science and technology” strategy is clearly to be more deeply impressed many Chinese consumers. After many years of close melee in 2006, Motorola has finally realized from the Chinese traditional culture to communicate with the essence of China’s high-end consumers, launched a Chinese character symbol “that” as the brand features high-end business phone, stressed the “unique the horizon, insight into the rapidly changing world, to consonance of view to explain the true meaning of fashion business, “traditional culture with modern technology and the perfect combination, at once captured the hearts and minds of consumers.

Coincidentally, that year introduced the Toyota Zengyin Chinese cultural characteristics do not meet the “hegemony” off-road vehicles face ad Waterloo, in the promotion of a new car, “Crown”, the appeal of its brand has become very Chinese characteristics “harmony for the Road, To reach is up “, which opened to the door of the Chinese government procurement vehicles.

Some companies are using “crossover” of thinking, completely breaking the stereotypes moment, the element of introducing new, right what he has the connotation of the Xin brand enhancement, rich and even sabotage, Da Dao a distinctive, new look of the effect .

Although well-known brand LV handbags has been known for classic elegance, but the usual brown but unchanged for years, people inevitably feel a bit dull. Collaboration with Takashi Murakami, he and reinstating elements of Japanese popular culture, the “Panda”, “cherry” in the use of this French classic LV bag, so that LV’s “fans” who surprises.

In many people’s hearts, “Chery” is perhaps synonymous with the QQ car. But in 2006, Chery V5 introduced new models to win market for its reputation, this car is called “NEW CROSSOVER” works, its design philosophy is one of the latest international passenger design concept, it does not go any car class for the current form, but a collection of the car, SUV or MPV and other advantages in one car model, the concept of creating a brand new car, let people Chery brand new look further!

In fact, “crossover” is not the brand of the patent. April 26, 2005, when Pan Shiyi, SOHO, in his support of a performance art lovers in the air for a month, “nest life experience,” he had plucked the first to carry out real estate “crossover” title marketing . At that time, the real estate sector, many people may have not heard of “crossover” this term, but this thing has hit the entire city of Beijing, many consumers are therefore especially rush to see, to experience the SOHO further distinguishes the house Department, as a buyers said, “I think it is a way of life, not just a house.”

Performance art and the house, and these two had totally unrelated matter, even such a unique combination and produce unexpected results, which is “crossover” in marketing its unique charm.

Why crossover?

Crossover so many new brands have thus embarked on the road, create new industries and markets classic miracle. However, not all companies use “crossover” idea can be successful.

Some companies only to the original brand had the most simple cross-border use, the result will result in an overdraft of resources and damage the brand. When the well-known luxury fashion brand, “Valentino” was extended to 300,400 yuan, the mass cosmetics field, when the pen-known brand, “PIKE” extends to the lingerie, their failures are imagined.

“Cross” in English there is the original “cross, cross,” meaning, while “over” there “over, beyond” meaning, it prompts us, in the use of “crossover” time, must be like, “10 “shape as a focus lock, but can not stay in the simple” cross “level, but also in the original basis for the formation of a new transcendence, to create a new charm to attract more consumer attention. Therefore, from a marketing point of view, we prefer to “crossover” translated as “leaps”, rather than low levels of utilization.

Crossover should certainly be the only focus of the consumer. Both the brand and the brand’s powerful combination between, or between product features and product integration, the objective is to create better value to consumers. In fact, many times, it is because of the common target consumer group of broad consensus, it is often for multinational brands have come together.

Such cases abound: in 2004, to celebrate the launch of Mercedes-Benz SLR MaLaren Motor Company super sports car, TAG Heuer and Mercedes-Benz car company in particular a combination of both technology and expertise together for the Mercedes-Benz SLR MaLaren the car owner who is building watch the exclusive Memorial praise.

Well-known clothing brand G-Star and the SUV were opportunities Tigers have reached a surprising, with his jeans line RAW DENIM name and Land Rover’s Defender 110 Station Wagon model jointly launched a limited edition pair of Brand Road Tiger defender: The RAW Defender. This dark silver-gray RAW Defender will fully embody the essence of both brands, cool low-key appearance in the reflection of rough wild.

Although the product is not the same as the wide gulf between the industry, these brands are targeting consumer groups are often the same category. In life, he (she) who is often driving Mercedes, wearing a TAG Heuer; or open Land Rover, but the same like the silver G-Star. A broader sense, these people’s spending habits, tastes, tendencies, mental, emotional or even totally overlap. It is these factors, so that Hoya and Mercedes-Benz have formed a “brand relatives by marriage.”

“New Marketing” magazine consultant, the U.S. marketing master Milton. Kotler, said: “between consumers and products in the establishment of a ‘love’ loyalty, emotional need for a delivery platform, the platform is the brand,” he said, “on brand marketing, the sentimental value in order to contact the customer’s brand will eventually triumph.”

Unlike in the past is the past, we communicate with consumers, often rely on their own limited platform, used in their own circles, to excel in their own way to maintain relations with consumers, it is often a closed expression . Crossover ideological essence is that, in today’s open, changing times, in fact, we should set up the joint, open more and better communication platform to provide newer and richer brand experience, to attract more consumers to join get them more recognition.

This is a new, truly consumer-centric marketing and dissemination of multiple integration. Regardless of the brand and the brand is a joint operation between, or the film and product linkage between the implanted Shi, Bao Kuojiang car refrigerator outdoors Yundong channel sales, cosmetics successful practice of pharmacy sales, etc., are not we Zhenghe consumers, Er because of the common needs of our customers to integrate together to form a common interest community. Since we shared the same consumers are looking at newspapers, browsing the same network, drinking the same coffee, enjoy the same music, why can not we come together? !

Crossover success password

In addition to identifying a common outside of consumer groups, Yong “crossover” approach to succeed in a key factors of Women In maintaining their brand essence behind, can create better, the updated value and experience, this is also Yuanben different partners to come together for the success of the biggest challenges.

You know, Hello Kitty, if only one thing kids like is not like the present one is printed in more than 22,000 kinds of different goods, and marketing more than forty countries. Hello Kitty is enduring is that they have the ability to create not only attract children, but also because it combined with other varieties, can capture the world’s 23-year-old female Hearts of products; today, Kitty’s footprint from the sheets, notebook … until the cell phone, toasters, automobiles, and other fields.

May 23 this year, the U.S. Apple and Nike’s new products conference, announced the joint launch of a new series of music + sport sports products. The newly designed Nike running shoes ipod player through micro-sensing devices placed under the insole, the data will be launched to carry around the new ipod digital devices, the device can not only enjoy music, you can also record the distance runners training refining , time, speed, and calculate the degree of athletes running in the consumption of energy.

This is a completely different from the previous shopping experience. The partners in the “crossover” in both giving it their own essence, but also combines the advantages of each other together. It is because to do so, giving consumers two brands are full of love and trust the other hand, if this is not the successful integration of both is certainly cause great harm.

Therefore, those who want to get through the most successful crossover way businesses, we have the following advice:

First of all, do not try to choose the easy way out of the way so that consumers like you. That trying to change nothing, just a simple traction consumers try new products is wrong. Both big brands and new businesses, if they can not provide real core values, better not push the concept of product crossover.

Second, do not give up their individuality has been successful and the unique value points. Whether through cooperation or integration of the concept of innovation out of crossover products, all must be inherited and developed their own successful brand value. Crossover can not be divorced from their market base and brand meaning.

Finally, crossover concept is a product more market segments, the occupation of emerging markets, but not necessarily suitable for large-scale market development. In the luxury market and high value-added products, we often find it easier to successfully figure, and in ordinary mass-market products, and more focus on cost-effective, then appropriate to increase the use of such products with high added value method.

A low price to buy the latest international fashion, this is an international fashion retailer brings the temptation of Chinese consumers.

Shanghai Science and Technology Museum in April, in the 100 kg decorated with Swarovski crystals, under extremely futuristic, Australia Song lv handbags (Kylie Minogue) slowly rose on stage, sing songs with her “forgetting can not you “(” Can’t get you out of my head “), the audience sent waves of screams. This is not the popular singer’s solo concert, as HM (Hennes & Mauritz) into China invited guests, Milo will continue after Madonna and H & M company to launch newly designed series of summer swimwear.

In addition to celebrities and models, with H & M designer collaboration are the luxury fashion brand design director-level figures, including the helm of Chanel and Fendi’s chief designer Lagerfeld (Karl Lagerfeld) and Stella McCartney (Stella McCartney), wheat Catogni age of 24, grabbed the hands of France from the former design director of the location of the brand Chloe. “Each other’s fame is H & M selected the primary lv handbags determinant of partners.” H & M’s marketing director Anderson (Jorgen Andersson) without hesitation.

H & M star designer’s brand strategy can usually get an immediate effect because few people can resist the temptation – to buy a low price designer of Chanel’s new clothes. H & M’s first store in China in Shanghai, the most prosperous commercial street of Huaihai Road, consumers enjoy the international brand, while big-name designers and found that prices are “the people”, and the local community than a little similar clothing is not “international . ”

Stars come to China to bring together the CEO of H & M Eriksson (Rolf Eriksen), the handsome look of the old Swedish H & M in China’s future, but his smile was not at ease. Was established 60 years ago, H & M headquarters in Sweden, is the highest sales of clothing retailers in Europe, as of spring 2007, it has been wholly owned by 28 countries and 1,400 stores. The other eight have fashion brand ZARA, a Spanish company Inditex is H & M’s rival. The large and medium cities in Europe and the United States, ZARA and H & M flagship store is like a twin sister, always in pairs in the downtown blocks, and in their Armani and Chanel around them is such a top-level brand. Last year in February, Inditex had anticipated ZARA Shanghai opened its first Chinese brand stores, and within a year after another out of the two Shanghai shop, and a Beijing store.

ZARA and H & M store in Shanghai, the first 2,3 blocks away, the same prime location in Shanghai’s white-collar women are happy to close LV, GUCCI, etc. feast for the eyes, and then washed ZARA untied purse. Spring Festival this year, ZARA store in Shanghai, one day sales of up to 80 million, or 80 days of similar Chinese clothing brand sales combined.

Although H & M Super Brand Mall in Shanghai will soon ZARA out next to it a second store in China, Ericsson has mention of his rival: “H & M in accordance with their own plans to develop the Chinese market.” Privately, expansion Inditex has forced the fierce momentum of H & M is very tight. The H & M than the small 28-year-old Spanish company has 2,700 stores worldwide, Indetex almost never advertise in the media, and no star aura, only buried quickly all over the world to open new stores. Has been maintained in recent years about 20% of annual revenue growth rate.

The face of the rapid development of Inditex, H & M’s response is rapid expansion and increase in single-store sales. A powerful fact is: Inditex’s store number is more than twice the H & M, but in 2006 sales 8.196 billion euros, while the same H & M sales of 8.008 billion euros.

H & M in a bid to save the cost of each link, the era of globalization is taking the road of common cost control: “the first world of fashion in the third world factory.” “H & M did not have factories, 60% of goods produced in Asia, and the remaining 40% is from Europe.” Eriksson said, according to him, H & M in China has been purchasing 25-year-old, 40% of the product is by the Chinese more than 100 suppliers.

Production of clothing and other countries in Asia, while reducing the cost of a panacea, but in order to maintain international brand image, the new H & M store in Shanghai, the Chinese mainland-made garments account for only 40%, and the rest imported from abroad. “In China, this model may have been in recent years will be like this, from different areas of the product composition and Europe almost.” Eriksson said, but it may as H & M deeper roots in China, Chinese shops in 100% of the sale of products made in China.

A clothing, design, production, logistics to the shelves, this time is often called “lead time.” Consumer tastes are vulnerable to many complex factors that influence prevalence, is difficult to predict. Lead time can minimize the fashion retailer, will maximize the common stock of the apparel industry to solve the problem, also the maximum profit. The usual rule is to dress each depreciation of 0.7% per day, as long as 10 days in advance to sell to, would mean a depreciation of 7%, an increase of 13% of the gross margin.

H & M relies on efficient logistics system, the central distribution center, this central distribution center based in Sweden, all of the products distributed through its unified around the globe. The highly efficient logistics system, including a web-based vendor management platform based on, through this platform, the headquarters can monitor from the delivery and exit, and customs clearance to the headquarters of the entire process and can even track the logistics company developments. Is the platform for the H & M to save valuable time, which in addition can improve the logistics efficiency, the Internet also can eliminate lag caused by the pace of work is inconsistent.

Inditex does not agree with H & M to produce all the outsourcing approach. Although it is very early start in Asian countries including China, procurement, but the product of half of their own (or owned) factory production, and 70 percent of products made in Europe. Although this led directly to the cost of production higher than the H & M 15% -20%, but appears in the Inditex, has its own factories can respond more quickly to market lv handbags hanges, precise control of the production process, thereby creating a more style to maintain minimum inventory, but also on the market to make more rapid response. Inditex sales account for 76% of ZARA’s leading time only 14 days, H & M fastest-growing need for 21 days, while the domestic garment enterprises often need 90 days to 180 days.

No matter how fast expanding competition, H & M always stick to the cautious pace, “Each year we add 10% -15% of the shops.” Eriksson said. Inditex caused concern in the capital market, analysts have been to H & M apparel retail industry as a benchmark, Inditex rapid expansion of its future prospects as analysts are full of reverie. H & M, but more than twice the rate of expansion will inevitably lead to tension in its cash flow.

ZARA and H & M in a beachhead in Shanghai the same time, the Dutch fashion retailer C & A in Shanghai in April has also launched three new stores lightning. C & A (China) Business Development Director, Dr. Deng Beishan (Dr. Sandra Dembeck) said: “The fashion industry convergence among high-and low-end forward, the popular luxury brands to make concessions, low-end retailers that margin is too low, wanted to improve product grade. fashion design with reasonable price are the consumers most in need. “Morgan Stanley in 2005, a study released by Dr. Deng’s observation can provide support, the report forecasts 2004-2014 decade, the luxury Products Corporation (Burberry, Hermes, and Swatch, etc.) earnings per share compound annual growth rate of 7.7%; while ordinary fashion brand ZARA’s parent company Inditex Group and H & M Group, growth rates of 10.9% over the same period and 11.7%.