Today, jointly become brand From luxury products to major IPs, we can play new tricks.

Many brands rely on excellent co branding Marketing To establish more profound emotional links with users. Qiangua will lead you to review what people like in the past 23 years and ignite the popularity of social media platforms case And predict the new trend of co branding in 2024.

Everything can be "connected"

Overview of data growth in 2023

Thousand melon data shows that in 2023, the number of grass planting notes related to "co branding" in the Little Red Book increased by 142.37% compared with 2022; It is estimated that the number of interactions will exceed 100 million, up 77.63% year on year.

Figure 1 Thousand melon data

According to the business note data, food and drink, cosmetics and skin care, and fashion notes accounted for the top three, accounting for 31.89%, 16.79%, and 11.69% respectively, making them "co branded".

Qiangua believes that, not limited to the three major tracks mentioned above, the niche track will release more marketing space in 2024, such as digital technology, animation, game applications and other fields.

Cross border chaos

Who's the winner of the annual "Roll King"

How many of the co branding in 2023 will truly revitalize the brand? Three co branding paradigms+classic cases of Qiangua summary year:

Break down industry barriers and activate emotional value

In May 2023, the circle of friends is almost all around the joint name of Xiuxi Tea and FENDI. High luxury+tea brand, the collision between the two produced a wonderful chemical reaction. Officially, more than 1.5 million cups were sold on the third day of launch, breaking the sales record of new Xicha products in the first week.

Not only co branded products have been looted, but related second innovation has emerged in endlessly, and social properties are full. The blogger @ Ma Lulu _ released the note Fendi X Happy Tea | A New Vase to share his secondary creative inspiration for the surrounding area, which was widely praised by netizens.

Picture | Screenshot of Little Red Book

According to the research related notes, comments such as "full style, affordable, owned" appeared, "this is the latest luxury product", which has the core of emotional carnival. After all, who can refuse to spend 19 yuan to own a luxury product?

Figure 1 Thousand melon data note analysis

Like tea × FENDI, choose a brand with huge contrast for cross-border integration, which is easier to catch young people's curiosity. In addition to the tea you are willing to hold in your hand, it is also a self extending fashion label.

As a representative brand in the outdoor industry, Archaeopteryx announced to cooperate with Songzan, a mountain hotel brand, to launch a series of "Kawagbo" co branded products.

In March 2023, @ Songzan released the note "Archaeopteryx X Songzan | How to Own It, Everything You Want to Know!", which gives a more qualitative expression to the cooperation between the two sides in the mountains of natural beauty. Netizens commented that "joint names that can assign values to each other are good products".

Figure | Screenshot of Little Red Book&Thousand Melons Data Notes Analysis

Thousand melon data shows that # life is a wilderness # the estimated total number of historical views has exceeded 3.7 billion. This event, known as "the dream linkage of two top brands in the outdoor field", takes inspiration and energy from the mountains and deeply satisfies the "wilderness engagement" of contemporary young people.

Professional outdoor equipment is combined with local culture to interpret mountain aesthetics with unique cultural background. Archaeopteryx and Songzan, two weak related brands, further broaden the outdoor context because of their "natural" connection, to meet users' desire to "go deep into nature".

In September 2023, Ruixing and Moutai jointly named the "Soy Sauce Latte", which became popular in the annual joint name. According to official data of Ruixing, the sales volume on the first day exceeded 5.42 million cups, and the sales volume of single products exceeded 100 million yuan.

Qiangua data shows that @ Ruixing Coffee released the official announcement note "What's the Taste of the First Cup of Moutai in Autumn?", with more than 10000 interactions and 313.84% more likes. The topic # Soy Sauce Latte # saw more than 40 million topic views in the third quarter, attracting netizens to tease Ruixing about "marrying into a rich family".

Figure | Screenshot of Little Red Book&Thousand Melons Data - Note Analysis, Topic Analysis

Many bloggers have insight into the multiple topic attributes of "Soy Sauce Latte", such as @ Rosie's afternoon tea note "Who hasn't drunk it yet?" ‼️ Soy Sauce Latte ☕ Re carving Ruixing Moutai Coffee, with more than 4000 interactions and 580.20% more likes than the average level of talents.

Figure | Screenshot of Little Red Book&Thousand Melons Data Notes Analysis

As the top stream of their respective tracks, this combination of "old and new" has attracted netizens to revel. Moutai planted a wedge in the hearts of young users, successfully expanded the brand influence, and widely reached potential young liquor consumers; Ruixing improves brand tonality and market value through hot co branding marketing. After all, people drink not only milk tea, but also value recognition and spiritual belonging.

Integrate into life scenes and discover unexpected happiness

In November 2023, McDonald's and Crocs will launch co branded shoes, stockings, shoe flowers, etc. to support users to purchase through Crocs stores. In the flash shop, McDonald's has also set up a shoe testing area for cave shoes, which provides a space for Maimen believers to express their emotions and play with tricks.

Picture | Screenshot of Little Red Book

Junior talent @ Ghost Girl released the note "I Am Because of McDonald's 🍟， Buying the first pair of Crocs in life tells the users' feelings, and the estimated reading number is 1665.85% higher than the average level of the talent. The followers of "Maimen" added added value to the product. The design of "classic cartoon characters" awakened the childlike innocence of users and became new fans of Crocs.

Picture | Screenshot of Little Red Book

In 2023, "Dongmen" will come into being, and "Maimen" will continue to grow. Both of them will go forward in a two-way way, not only providing a cash opportunity, but also giving brand marketing a unique life trend beyond commercial value. In addition to the traditional choice of joint names, or such a combination, it can be regarded as a new path of joint names.

In August 2023, the Snow City will change from its old red color to the "Green Snow King", and jointly build a post office theme store with China Post. For a while, topics such as "Snow King was greened" and "Snow King was incorporated" were fermented in Little Red Book, causing hot debate@ The official announcement note "Snow, I can't hide it" was released in the Snow City. The interaction volume exceeded 10W and the number of comments reached 1.5W+.

Figure | Screenshot of Little Red Book&Thousand Melons Data Notes Analysis

The survey notes and comments area found that netizens personified the Snow City and China Post, celebrating the smooth "landing" of the Snow City, and even generating power for love. In short, the "get the preparation" of the Snow City has become a shining brand.

Picture | Screenshot of Little Red Book

It has to be said that the Snow City knows how to handle this generation of young people. Joint branding can accurately follow the preferences of consumers, and we have chosen to join the "exam editing" track in a different way, and co branded with China Post to seize the flow of "postgraduate entrance exam".

Explore the new potential of IP around brand narrative

Compared with the fancy interaction between brands, the co branding between brands and IP is more frequent, and the presentation forms are constantly upgraded.

Line puppy

The Line Dog, as the expression pack IP, has created two lovely characters, Maltese Dog and Little Golden Hair, which are popular throughout the network. Qiangua data shows that the topic of Little Red Book # Line Dog # has seen more than 300 million views, demonstrating its high potential. At the same time, cosmetics, food, digital and other fields are blooming together.

Figure | Screenshot of Little Red Book&Thousand Melons Data - Topic Analysis

What

Well, the original dialect voice of "monkey" has become a carrier for young people to tease their own state and express themselves. Naixue's tea has seen the upsurge, and has jointly launched a new winter product. She will give you some stickers, such as "Mind what I do", "My life is my life", and so on. Who will be in a state of mind at work!

Figure | Screenshot of Little Red Book&Thousand Melons Data - Topic Analysis

Loopy

As the top ranking brand of the year, Loopy has given its brand a lot of publicity. It is reported that Loopy has successively co branded with brand officials such as Amore, PinkBear, Bubble Mart, Famous Innovation and Quality Products, MINI, etc., and IP popularity continues to rise.

Picture | Screenshot of Little Red Book

The world is in tatters, and small animals are mending it. From line puppies to loopy, melo and other animal IPs, in addition to their rich and interesting appearance, they care for young people's hearts in different ways and awaken emotional resonance. At the marketing level, animal IP gives fans space for second creation, shows more diversified vitality and improves exposure.

Among the traditional co branding, one is to take advantage of the highlight and traffic of the popular drama in the current season to achieve the empathy and brand recognition of fans. This year, hot dramas such as "Long term Love", "Long month Ember", "Lotus Tower" and so on joined the co branding army.

And evergreen IPs such as Legend of Zhen Huan, Country Love, and Detective Conan, are more "connected" and "new" in the whole field. Through continuous innovation of content forms, they may achieve the role of sustainable improvement of long-term brand value.

Picture | Screenshot of Little Red Book

Among them, Barbie IP is the most eye-catching one of the year. With the awakening and growth of women's self-consciousness, an unprecedented upsurge was brought to the release of related films. The "Pink Storm" swept the world, and many brands jointly launched "Pink" products.

Picture | Screenshot of Little Red Book

Inventory in 2023

How to expand the boundary of joint names

Co branding marketing is prevalent, and the aesthetic and surprise threshold value of users is gradually rising. In the future, co branding will be treated more rationally, and the brand will be "upgraded" after the excitement.

Based on the inventory, Qiangua found that behind the successful marketing cases, it gradually began to pay attention to the "incremental value" of emotional value, life scenes and new potential energy of IP given by co branding. The summary is as follows:

1. Emotional value: It is more worthwhile to place the "foothold" of co branding on the mental state of users than to stimulate consumption desire. How to stimulate emotional identity, help users find emotional outlets, and explore the core of emotional carnival behind co branding may be the "out of circle" artifact.

2. Life scenes: find specific and daily life scenes to co name, so that the brand can express something. Maybe it can also take the opportunity to create new incremental scenes, meet users' more diversified consumption and content preferences, and break the dilemma of self congratulation.

3. New potential of IP: In order to avoid aesthetic fatigue, brands need to explore more ways to play IP co branding. For national IP, play a good "feeling" card, and give play to subjective initiative to re create content; With the help of Xiaohongshu hot spots, we will explore new IPs of this year (such as loop, melo, Barbie, etc.), seize the heat at the first time, and complete the realization of added value.

Prejudgment

All things can be co branded. It is foreseeable that co branding will develop towards "normalization" in 2024. Three predictions and suggestions are proposed for Qiangua:

Co branded objects: In addition to choosing from traffic topics, you can also try to focus on Guoman, art IP and traditional skills to explore new opportunities for co branded expression.

Co branded scenes: In addition to everyday scenes, with life aesthetics as a clue, through aesthetic forms, artistic creation, attitudes and concepts, it promotes users' sensory and emotional imagination and feeds back brand building. For example: amplify the utility advantage of "second innovation", use co branded design and peripheral activities to stimulate consumers to re create, turn short-term restrictions into brand assets, and even become a daily "part" of users.

Co branding planning: keep the freshness and vitality, and create a brand of long-term co branding, which will win more consumers' favor. On the one hand, strengthen the brand image through the "themed" co branded series marketing; on the other hand, return to the original intention, create high-quality co branded products, maintain consumer goodwill, and promote the long-term growth of brand value.