NEW MARKET TRENDS IN THE ERA OF CO-BRANDING

Co-branding has Entered into Every Aspect of Our Lives 

联名渗透进了我们生活的方方面面

Childhood favorited cartoons and coffee co-branding quickly out of the loop? A high-end watch brand collaborating with a popular watch to launch a new model that sparks the market? Or is it the old luxury fashion houses and fashion brands that are making a splash? Interested in the story behind co-branding? Let's take a look！

儿时喜爱的卡通和咖啡联名快速出圈？高端腕表品牌与大众手表合作推出了一款能引爆市场的新手表？还是那些老牌奢侈时装公司和潮流时尚品牌在引起轰动？要是您对联合品牌背后的故事感兴趣，那就让我们一起来看看吧！

The Rise of Co-branding 

联名的崛起

The concept of "co-branding" has been receiving considerable attention in recent times, with numerous significant collaborations, such as the one between the coffee chain Luckin and the luxury liquor brand Moutai. Just consider that on the first day the product was launched, 5.42 million cups were sold. These partnerships have not only resulted in substantial revenue for both brands involved but have also attracted valuable consumers.
“联名 "的概念近来颇受关注，合作不胜枚举，比如咖啡连锁店瑞幸与奢侈白酒品牌茅台的合作。在产品上市的第一天，就售出了 542 万杯。这些合作不仅为双方品牌带来了可观的收入，还吸引了宝贵的来自消费者的流量。
Ever since 1934, when Converse collaborated with Disney to launch the first pair of Mickey Mouse espadrilles, countless marketing experts and designers have crafted products that are either hilariously amusing or so daringly unconventional that they might be deemed today as genuine marketing marvels. This raises a couple of questions: why has co-branding become such a popular trend? And why is it that certain products, despite not being embraced by the market, continue to attract passionate consumer interest?
自 1934 年匡威与迪斯尼合作推出第一双米老鼠运动鞋以来，无数营销专家和设计师精心设计的产品或令人捧腹，或大胆创新，今天可能会被视为真正的营销奇迹。这就提出了几个问题：为什么联名会成为一种流行趋势？为什么某些产品尽管不被市场接受，却能继续吸引消费者的热情关注？

Co-branding originates from innovation and novelty

联名来源于创新于猎奇

Co-branding frequently targets consumers' curiosity, and cross-brand collaborations between two seemingly unrelated brands often offer a sense of novelty that stands out in a market saturated with conventional products. For instance, the fusion of coffee with milk, and even with coconut milk, has become quite commonplace. However, the pairing of coffee with liquor, not to mention a luxury liquor brand, ignites a unique sense of novelty in the Chinese market. Despite the possibility of it not being to everyone's taste, it hasn't hindered the success of this unconventional partnership.

联名经常瞄准消费者的好奇心，两个看似毫不相干的品牌进行跨品牌合作，往往能给人一种猎奇感，以至于在传统产品饱和的市场中脱颖而出。例如，咖啡之于牛奶，甚至之于椰奶的融合已经令人司空见惯。然而，咖啡与白酒的搭配，更不用说奢侈白酒品牌了，却在中国市场上点燃了一种独特的新奇感。尽管有可能不符合所有人的口味，但这并不妨碍这种非传统合作的成功。

The True Success Comes after The Collaboration

联名的成功来自于合作之后的双赢

There is a prevailing concern that when two consumer target groups are markedly different, the strength of the higher-tier brand might be compromised. For instance, the introduction of a joint product from a luxury watch brand and a more budget-friendly watch brand might potentially diminish the perceived exclusivity of the luxury brand.

人们普遍担心，当两个消费目标群体存在明显差异时，高一级品牌的实力可能会受到影响。例如，一个奢侈手表品牌和一个更经济实惠的手表品牌联合推出一款产品，可能会削弱奢侈品牌的独特性。

However, both in terms of financial reports and actual market performance, the market for luxury mechanical watches has been dwindling as they have become synonymous with old-fashioned and impractical. These co-branded watches have injected new life into the market, allowing young people to experience their charms without having to spend so much money, which will make consumers willing to learn about the history and story behind them.

然而，无论是从财务报告还是实际市场表现来看，豪华机械表的市场都在逐渐萎缩，因为它们已经成为老式和不实用的代名词。这些联名表为市场注入了新的活力，让年轻人不用花那么多钱就能体验到它们的魅力，这也会让消费者愿意去了解它们背后的历史和故事。

Is Co-branding Truly That Powerful?

联名真的有那么强大吗

From artists to designers, and celebrities to brands, co-branding has evolved to permeate our daily lives. However, brands must be cautious when engaging in excessive collaborations that could potentially overwhelm consumers. Brands that don't harmonize well in their co-branding efforts can suffer negative marketing consequences, and excessive co-branding can even dilute the historical significance of a brand, even those with a well-established heritage.

从艺术家到设计师，从明星到品牌，联名已经早早渗透到我们的日常生活的方方面面中。然而，对于联名的态度，我们必须十分谨慎，否则可能会让消费者不知所措。如果品牌在联名活动中不能很好地协调，就会对市场营销产生负面影响，过度的联名甚至会淡化品牌的历史意义，即使是那些有着悠久历史的品牌也不例外。

In a world saturated with consumer goods, the preferences of young consumers have grown more sophisticated. Therefore, it is essential, before engaging in co-branding partnerships, to delve into the cultural and historical legacy of a brand rather than merely appropriating cultural symbols. Failing to do so may lead to a backlash and erode the brand's intrinsic value.

在消费品饱和的世界里，年轻消费者的喜好变得更加复杂。因此，在进行联名合作之前，必须深入研究品牌的文化和历史遗产，而不仅仅是挪用文化符号。否则，可能会引起反感，反而削弱品牌的内在价值。

Interested in learning more about co-branding? Feel free to reach out to us at [e-mail].

想要了解更多”联名“背后的故事吗？那就联系[e-mail]获取更多信息吧！

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