周黑鸭出唇膏，营养快线出彩妆盘，国货品牌脑洞大开搞跨界
今天双语君（微信ID：Chinadaily_Mobile）要来和大家聊聊不务正业……呃，跨界这件事。
如今，跨界在我们的生活，可谓无处不在。最近，国货品牌们也纷纷大开脑洞，推出一系列前所未闻的跨界产品。
Crossover retail or brands building cooperation with each other for new products is the new buzzword for companies looking to gain an edge in China's rapidly changing retail marketplace.
跨界（crossover）
这些产品已经席卷零售界，其中包括：美加净和大白兔一起推出的奶糖味润唇膏，酒水品牌泸州老窖和香水品牌气味图书馆合作推出的香水“顽味”，卤味品牌周黑鸭和护肤品牌御泥坊联合推出的“小辣吻”唇膏……
New crossover products that have made waves recently include a creamy candy shaped lip balm infused with White Rabbit creamy candy, a bottle of pink perfume jointly developed by baijiu maker Luzhou Laojiao, and a paprika lipstick from fast food chain Zhouheiya whose signature product is spicy duck necks.
美加净的“大白兔”肥皂……童年记忆的混搭
据中新网报道，去年12月，娃哈哈限量版营养快线和跨界彩妆盘在其官方微信公众号上线不足半小时，即被抢购了近千份。
Last December, nearly 1,000 limited edition makeup palettes were sold in less than half an hour by one of China's largest beverage companies Hangzhou Wahaha Group, China News Service reported.
每个人脸上都笑开颜，就像缤纷的彩妆盘
可口可乐可谓跨界圈的鼻祖，最近，他们和菲诗小铺联合推出的化妆品不仅外形提醒大家这是一款可乐系列产品，让人拍案叫绝的是，它闻起来也是满满的可乐味。
The lipsticks launched by US soft drink brand Coca-Cola and South Korean makeup brand Face Shop have the smell of Coca-Cola.
口红大小的可乐，怎么喝啊？哦，这就是口红……
说起味道，至今让双语君念念不忘的，是那一张蓝白糖纸包裹下的三厘米长的、圆柱形的、一度被誉为七粒就能带来一杯牛奶营养的国民奶糖——大白兔奶糖。
The White Rabbit candy, with a soft, chewy texture, is in the form of a cylinder of about 3 cm long and 1 cm in diameter. There used to be a saying that seven White Rabbit candies were equivalent to one cup of milk, which indicates that one of the nation's most popular candies was also seen as a nutritional product.
童年的最爱！
奶糖+润唇膏
美加净大白兔奶糖味润唇膏：美容和营养都给你。
2018年9月20日，是美加净天猫旗舰店首发预售这款奶糖味润唇膏的日子。当天，这款两只装产品成为爆款，开售的1秒钟内被疯抢920套；9月21日，追加1万套两只装组合又在3小时售空；10月20日天猫双11正式预售3万套组合装，3天售清；截止到双11的数据，跨界款润唇膏大卖10万支以上 。
The first 920 pieces for presale on Maxam's flagship store in Tmall were snapped up within one second on Sept 20 last year. An additional 10,000 sets were sold out within three hours on the following day.
就是这款矗立在奶糖中的唇膏！
At least 300,000 pieces have been sold so far, including through brick-and-mortar stores, said Shen Qinfeng, marketing manager of Shanghai Guan Sheng Yuan Food Co Ltd.
冠生园市场部经理沈勤峰表示，截至目前至少卖出30万支唇膏，包括通过线下实体店。
千禧一代，或者是那些80后们，都面临着跨界购物。特别是对于像董碧雍一样的90后购物者来说，这些跨界产品是她非常美好的童年回忆。她说：“第一天没能买到润唇膏让我非常沮丧，但幸运的是，之后我还能买到。”
Millennials, or those people born after 1980, have been the face of the crossover shopping. For many like Dong Biyong, a millennial shopper, the crossover products are fond remembrances of her childhood. "I was extremely upset after I failed to get the creamy lip balm on the debut day, but luckily got some later," said Dong.
这次跨界产品被消费者热购，是美加净（上海家化）和大白兔创新合作的成果。
"Since January 2018, the Maxam team spent lots of time and effort in planning, research and development, trying to get the ideal flavor and formula," said Li Chenkun, senior brand manager of Shanghai Jahwa.
“从2018年1月开始，美加净团队规划和研发美加净大白兔奶糖味润唇膏产品，在口味和配方环节付出了大量的时间和精力。在保证润唇膏有效、持久地滋润双唇的同时，兼顾润唇产品消费者的使用习惯和喜好。” 上海家化品牌高级经理李晨珅对此表示。
值得一提的是，润唇膏在外观上采用了以大白兔奶糖糖纸白蓝为主的糖棒样外盒，重现消费者经典的记忆。
While offering a nostalgia of the White Rabbit creamy candy, the lip balm strives to strike a balance between moisturizing function and flavor in accordance with consumer preferences.
难怪消费者这样评论说：
"I like it a lot not only because of childhood memories that the appearance and creamy scent brought, but also because it is easy to use."
我喜欢它不仅因为它方便使用，而且它的外观和奶油味给我带来了童年的记忆。
多么熟悉的样子！
其实，大白兔奶糖过去几年真正的身份不只是国民奶糖，它还是一个跨界专业户。
Since 2015, White Rabbit has launched a slew of collaborative products with global partners including Agnes b, the National Museum of China and Pacific Coffee.
自从2015年开始，大白兔就与Agnes b、中国国家博物馆、太平洋咖啡等全球合作伙伴推出了一系列合作产品。
slew /sluː/：大量；许多
白兔系列咖啡
问题来了，为什么这么多的中外品牌这么热衷于跨界呢？
跨界背后的秘密
总部位于上海的中国市场研究集团（China Market Research Group）负责人本·卡文德尔（Ben Cavender）观察到：
"There is definitely a broader trend toward brand collaboration happening globally and especially in China."
“在全球，尤其是在中国，品牌合作无疑已成为一种更大的趋势。”
他说，这种跨界能让品牌与更广泛的消费者群体建立联系，并让消费者产生怀旧之情。
It allows brands to connect with a broader group of consumers and imbibes a feeling of nostalgia, he said.
imbibe：/ɪm'baɪb/ 喝，饮；吸收，接受
尤其是在瞬息万变的零售市场，唯变取胜。
Total revenue of China's beauty and personal care sector surged 35 percent from 292.3 billion yuan ($43 billion) in 2014 to 393.8 billion yuan last year, outpacing the growth rate of packaged food (22.8 percent) during the same period, according to Euromonitor International data.
欧睿国际数据显示中国美容及个人护理市场在2014至2018年间增长了35%，同期包装食品的增速为22.8%。
The market research firm expects the value of the beauty and personal care sector in China to reach 408.6 billion yuan this year, and 475.6 billion yuan by 2022.
该机构预测中国美容及个人护理市场将在今年达到4086亿元，到2022年这一市场规模将进一步扩大至4756亿元。
当然，就像我们说的，跨界是一种态度。还记得LV和Supreme的跨界吗？
The crossover trend has not been just with cosmetics, but also with apparel brands. An example in this regard is the streetwear brand Supreme collaborating with Louis Vuitton.
这种跨界趋势不仅出现在化妆品领域，也出现在服装品牌领域。这方面的一个例子是与LV合作的街头服饰品牌Supreme。
但是，要警惕：跨界并非都会一举成功。
Regardless of the specific crossover product category, analysts suggest there are challenges for brands in seeking an alternative product other than their specialty.
不管具体的跨界产品类别是什么，分析人士认为，品牌在寻找专业以外的替代产品方面存在挑战。
很多跨界都是原本不在该行业深耕的企业，所以挑战之一是怎么让跨界对消费者有意义。
所以，需要通过好的品牌间的协同效应，在跨界的过程中找准目标用户和定位。
"Consumers are becoming wiser and they need strong reasons (product advantage) for the purchase," said Jin Qiaoying, research director of the beauty and personal care sector at Mintel China.
英敏特中国美容与个人护理研究总监金乔颖说：“我们最近一直提到消费者变得越来越精明了，所以他们还是需要实在的产品优势来促使他们选择某个产品而非其他产品。”
记者：王颖
编辑：左卓 李雪晴
实习生：徐天一
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