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真人官网娱乐 真人电子娱乐 网>资讯>盒马手捧青团为形象海报开启了与喜茶的合作

盒马手捧青团为形象海报开启了与喜茶的合作

| | | | 2020-3-14 15:46

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1

开启跨界合作序幕

真人官网娱乐SUIHOUZAI11RI,HEMAZAISHANGHAIDIQUZHENGSHIYUSHOUYUXICHALIANMINGTUICHUDEQINGTUAN,JINJINYIGEXIAOSHIBIANXUANGAOSHOUQING。JUXIANGGUANXIAOXILEJIE,HEMA×XICHALIANMINGQINGTUANJIANGZAI3YUE21RIZHENGSHISHANGXIAN。BEIJING、HANGZHOU、NANJING、GUANGZHOU、SHENZHEN、QINGDAO、CHENGDOU、XIANDENGDIJIANGYU3YUE25RISHANGXIAN。XIANGGUANFUZERENTOULU,HEMAYUXICHADE真人电子娱乐 LIANMINGKENENGXINGZHENGZAITANTAOZHONG,WEILAIJIANGYOUGENGDUOHEZUO。

2

新零售与茶饮的“王见王”

YOUZHEXIANGTONGWANGHONGJIYINDEHEMAYUXICHAFENBIEZUOWEIXINLINGSHOUYUCHAYINJIETOUBU真人电子娱乐 ,KEWEISHIYIZUWANGZHAZUHE。

真人官网娱乐CONGXINLINGSHOULINGYULAIKANHEMA,TASHIJIYUMAYUNDE”XINLINGSHOU“GOUXIANGDECHANWU,SHIALINEIBUXINLINGSHOUMOSHITANSUODEPAITOUBING,CAIYONGXIANSHANGHEMAJISHIDAOJIA+XIANXIAHEMATIYANDIANMOSHI,SHITASHIALIBABADUIXIANXIACHAOSHIWANQUANZHONGGOUDEXINLINGSHOUYETAI。

ZAIXIAOFEIZHEDEYANLI,HEMAXIANSHENGSHICHAOSHI,YESHICANYINDIAN,YESHICAISHICHANG。CONG2016NIANDANSHENGZHIJINTACHIXUDITUICHUHEMACAISHI、HEMAmini、HEMAF2、HEMAXIAOZHAN、HEMApick’n goHEHEMALIDENGXINYETAI,MENDIANSHUYIJINGJIANGJIN200JIA,BUDUANPUJIHEFAZHANXINLINGSHOU,CHENGWEIXINLINGSHOULINGYUDEBIAOGAN真人电子娱乐 。

真人官网娱乐RUGUOSHUOHEMAXIANSHENGSHIXINLINGSHOULINGYUDEWANG,NEIXICHAZEKEYICHENGDESHANGSHICHAYINSHICHANGDEWANGZHE。ZAIDUOJIATOUZIJIGOUDEPINGGUZHONG,XICHAGUZHIYIDA90YI,GAOYUXINGYEGUZHIDIERMINGDENAIXUEのCHABUSHAO。

喜茶的前身原叫皇茶,诞生于2012年广东江边里,开张便随即火爆,后来山寨泛滥成灾而不得不改名为喜茶。喜茶的目标消费群体主要是以白领阶层和年轻人为主,注重打造门店,同时进行精致设计,为消费者提供较高档次的消费场景。喜茶的门店可以分为几类:主题店,DP概念店、热麦店以及经典的标准店。截至发文前,喜茶已经在36个城市开出457家门店。

真人官网娱乐4XIAOSHIDEPAIDUIMOLIHEYIJIPENGYOUQUANDEPINFANSHUAPING,RANGXICHASHENGMINGDAZAO,YIDUBAOHUO;TONGSHIYONGLIAOJIANGJIUDENAICHACHANPINYESHIDEXICHAZAIJINNIANLAIXUNSUZHANLINGYONGHUXINZHI,MENDIANZAIQUANGUOFANWEINEIGUANGFANPUSHE,CHENGWEI“XINNAICHA”DEDIYI真人电子娱乐 。

真人官网娱乐HEMAHEXICHAZUOWEIGEZILINGYUNEIDEJIAOJIAOZHE,CICIKUAJIEHEZUOJINSHANGTIANHUA,GENGCHENGDESHANGSHI“WANGJIANWANG”。

3

跨界联名火热下的思考

真人官网娱乐DANGJINXIAOFEIJUEXING,GEXINGHUAXUQIUDEBAOFASHIDEGONGJICEYESUIZHIDIAOZHENG。KUAJIELIANMINGZHISUOYIZAIJINNIANLAICHENGXIANJINGPENZHUANGTAIJIUSHIYINQIBUJINNENGMANZUXIJUANXIAOFEISHICHANGDEGEXINGHUAXUQIU,TONGSHIHAINENGSHIDE真人电子娱乐 FANGSHOUHUOGENGDUODELIULIANG。

ZUOWEIJINLIANGNIAN真人电子娱乐 YINGXIAOLINGYUZHISHOUKEREDEYINGXIAOSHOUDUAN,KUAJIELIANMINGDEMUDEZHUYAOSHIGONGZHU真人电子娱乐 、GONGXIANGLIULIANG;CANYUDE真人电子娱乐 CONGJUECECHENGBENDIDEKUAIXIAOHEMEIZHUANGXINGYEMANMANKUODA;KUAJIEXINGSHIZHUYAOSHITONGGUOLIYONGFANCHAHUOZHEJIEYINGXIAOYINFABAOKUANXIAOYING。

联名目的

真人官网娱乐KUAJIELIANMINGJIUZAIYUGONGZHU真人电子娱乐 ,GONGXIANGLIULIANG。LIANMINGDE真人电子娱乐 SUIRANZAIBUTONGDELINGYUHUOBUTONGDEXINGYE,DANTONGYIMUBIAOJIUSHIZHILIYUGEZI真人电子娱乐 ZHIMINGDUDEKUODA,HUOZHEZONGXIANGDEJIASHEN真人电子娱乐 TUIGUANGCHENGDUHEKEHUZHONGCHENGDU。YIJINRIHEMAKUAJIELIANMINGXICHALAIJIANG,YUANBENZAIHEMAMAICAIDERENCHIDAOXICHAZHAOPAIKOUWEIDEQINGTUAN,JIERKENENGHUIXIAOFEIXICHA,ERYUANBENXICHAAIHAOZHENENGGOUZAIHEMAXIANSHANGBIANJIEDIXIADANXIAOFEI,ZAIYIDINGCHENGDUSHANG,DOUHUIJIASHENDUILIANGGE真人电子娱乐 DEHAOGANDU。

真人官网娱乐KUAJIELIANMINGZAIZENGQIANG真人电子娱乐 HUOLI,DAZAO真人电子娱乐 XINGXIANGDETONGSHIGONGXIANGZHESHUANGFANG真人电子娱乐 DEFENSICUNLIANG,CIWAIHAINENGWAJUEQIANZAIDEXIAOFEIQUNTISHOUZHONG,WEIFENSIQUNTIZUOZENGLIANG。

参与行业扩大

CONGDABAITULIANMINGQIWEITUSHUGUANDAOWANGZILIANMINGZIRANTANGZAIDAOKEKOUKELELIANMINGFEISHIXIAOPU,真人电子娱乐 LIANMINGYIKAISHIZAIJUECECHENGBENJIAODIDEKUAIXIAOHEMEIZHUANGXINGYEZHIJIANZUIWEILIUXING,RONGYIZAINIANQINGQUNTIZHONGZHIZAOHUATIGAN。

然而近年来,从锐澳联名英雄墨水到从故宫联名奥利奥,从人民日报联名到从王者荣耀联名MAC,从可口可乐联名安踏到盒马联名喜茶,可以看出跨界联名除了快消和美妆行业,开始扩大覆盖到文创、鞋服等各行业真人电子娱乐 ,甚至是王者荣耀这样的IP。

主要跨界形式

MUQIANRONGYICHENGWEIBAOKUANDEKUAJIEXINGSHIZHUYAOSHITONGGUOLIYONGFANCHAHUOZHEJIEYINGXIAOLAIYINFA。BIRUMAYINGLONGPINGCHUKOUHONG,ZHICHUANGSHENYAOHEKOUHONG,LIANGGEXIANGQUSHENYUANDECHANPINZHIJIANCHANSHENGDEFANCHAHEHUATIXIAOYINGQINGQINGSONGSONGJIUJIANGMAYINGLONGTUISHANGLEWEIBORESOU,QIEZAIWEIXINDEREDUYEJUGAOBUXIA。

另外通过饥饿营销的制造跨界联名爆款效应的典型案例就是优衣库真人官网娱乐联名KAWS,拿着最后一次联名的噱头进行饥饿营销,最终万人哄抢。

4

1+1是否大于2?

CONGWUSHUDEANLIZHONGNENGKANCHUKUAJIELIANMINGHENRONGYIJIUNENGHUOCHUQUAN,SHIDE真人电子娱乐 SHOUHUOJIAOGAODEGUANZHUDUHEJIZHONGDELIULIANG。DAN1+1>2DEMAIMAIQISHIYEBINGFEINEIMEHAOZUO,KAOKUAJIEYIDUCUANHONGDEDABAITUHEWANGWANG,ZAICHIXUSHOUGEQINGHUAIDETONGSHI,GUOFENMIXINKUAJIELIANMING,WEILEYINGXIAOERYINGXIAO,DAOLEJINTIAN,HENDUORENYIJINGBUYUANYIZAIMAIZHANGLE。

JINTIANYOUHEMAYUXICHADEKUAJIELIANMINGTUICHUDEQINGTUANKAISHI,ZAIDAOSHUANGFANGTOULUHAIZAITANTAOWEILAIHEZUODEGENGDUOKENENGXING;HEMA+XICHASHIFOUDAYUDENGYU2WOMENWUFAJINXINGPANDUAN,DANLIANGGE真人电子娱乐 ZAIKUAJIEHEZUOSHANGMIANDUIXIAOFEIZHEHEFENSIJICHUDECHENGYIHEDUIZISHEN真人电子娱乐 DEFUZESHIWOMENNENGGOUPANDUANDESHI:HEMA+XICHA=∞(WUXIANDEKENENG)。

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