Why should brands cross the border? NEIWAI and MANNER cross-border to make special coffee

Cross-border in various industries has become the norm, but there will always be unexpected cross-border, this is not, lingerie brands also "do not do their job" cross-border coffee, it is really "everything can cross the border" ah.

On April 18, the domestic boutique chain brand representative "MANNER" joined hands with the underwear brand "NEIWAI inside and outside" to launch the "special series".

According to reports, lingerie brand NEIWAI, with the theme of "Urban Exploration", launched a series of spring and summer girls in 2021, and jointly launched iced matcha lattes, the Wizard of Oz and hot matcha lattes and other refreshing coffee for spring and summer.

According to public information, the lingerie brand "NEIWAI inside and outside" was founded in Shanghai in 2012. From "making a piece of lingerie that gives people physical and mental freedom", it has developed into a lingerie brand focused on intimate clothing, while the representative of the domestic boutique chain "MANNER" was founded in 2015 by Han Yulong and his wife. It is a local chain coffee shop in Shanghai. At the beginning of its establishment, it mainly played 10 yuan of high-performance and cost-effective boutique coffee in the form of a stall shop, with a price of between 15 and 25 yuan per cup. Because of its high performance-to-price ratio, it has become an online celebrity in the cafe and is known as the "king of the price-performance ratio of coffee in Shanghai". Up to now, the number of stores has increased to more than 100, most of which are located in Shanghai, as many as 90.

MANNER also announced the opening of a new MANNER store at 90 Tongren Road, Jing'an District, Shanghai.

As the first coffee shop in MANNER to provide dining service, the store mainly orders online. In addition to the regular menu, MANNER also exclusively launches several boutique hand-brewed coffee series from the world's top producing areas.

Such as the Panamanian jadeite manor red mark, Costa Rica Tangmeo manor honey treatment rose summer COE#1 and Guatemala Akat Nango sun rose summer COE#9 and so on, but this is later.

Back to the products jointly launched by the two sides, from their official account comments, the products made by both sides have won the support of many people, but some netizens said: MANNER × NEIWAI is caught off guard inside and outside the border.

In fact, as said at the beginning, "everything can cross boundaries", especially in recent years, cross-border has become one of the most popular ways of brand marketing.

In terms of cross-border in the coffee industry, Starbucks cross-border bar field; coffee brands cross-border traditional Chinese medicine time-honored brands, such as April 27, the cutting-edge chain coffee brand "Algetatist Coffee", founded in Suzhou, joined hands with the century-old traditional Chinese medicine brand "Li Liangji" in Gusu to launch health-preserving coffee; Internet coffee brands and coffee cross-border Sinopec convenience stores launched a new brand "easy Coffee" On March 22, Yongpu coffee cross-border clothing field moved towards Fashion week.

In addition, many other brands have also made coffee across the border. On April 1st, the mobile phone brand OPPO opened a coffee shop across the border. The French luxury giant LVMH Cross-border Coffee opened the world's first coffee shop "Le Cafe V". Among well-known luxury goods, except for Louis Vuitton (LouisVuitton), Burberry, Tiffany, Armani and other brands have joined the coffee industry to open cafes. On December 22nd last year, the first trip to 24Home Hotel 24 also started to enter the coffee industry. And opened the first coffee shop in Shanghai, such as Coffee. On November 13 last year, Tongrentang, a century-old brand, opened a health coffee shop and quickly became popular on the Internet, attracting many young people to sign in.

Listed here, ran goose, such as such "cross-border" brands, there are many …...

So why do so many brands choose to cross the border?

one

Fun and approachable

The marketing brains of today's businessmen are so big that "cross-border" has become a very fun and approachable way of marketing. For example, Tongrentang, a century-old brand, has told you for the first time that it has developed a "traditional Chinese medicine health-preserving coffee".

The combination of tradition and fashion makes people feel very novel, and "health preservation" caters to the needs of young people. At the same time, this cross-border not only breaks the traditional image of time-honored brands, but also makes the brand younger. As a result, it is immediately sought after by young people after the launch of this health series of coffee, and thousands of cups can even be sold every day. At present, Tongrentang traditional Chinese medicine coffee has become a popular style of Internet celebrities.

two

The interaction of topics

In recent years, more and more brands began to play cross-border, and also stepped out of a new height, and then received high-frequency attention.

For example, two things that can't be hit by eight poles are put together to cooperate across the border.

In May last year, KFC jointly signed with six gods and launched two new products, and both chose coffee as the starting point, namely KFC's "toilet coffee" and six gods'"coffee-flavored toilet water".

As soon as the products of the two sides were released, there was a heated discussion on the Internet. Although the final comments were mixed, the idea still aroused people's curiosity, and the cross-border cooperation between KFC and the six gods once became a topic of great concern. For example, netizens asked: which do you choose with these two "immortals"?

three

The contrast is great

Now the cross-border is not only the brand or category, but also the degree of contrast formed by both sides of the cross-border. After all, everyone knows that the greater the contrast, the more can win the attention of consumers.

For example, it is obvious that they are two completely unrelated industries, but they are combined, which makes people feel incredible, and finally attracts the curiosity of young consumers through unexpected cross-border products.

In January this year, the innovative marketing method of the car brand named after the type of coffee attracted the attention of many viewers, but this novel naming method is not common in the automobile field. The new naming mode not only increases the interaction between Great Wall cars and consumers, but also brings a lot of user stickiness; another example is the mobile phone industry OPPO suddenly opened a coffee shop across the border.

Last,

As long as the brain is big, everything can cross the border, but cross-border cooperation is only a popular way at the moment, and major brands can only find more new marketing models in the course of continuous exploration, and thus expand new development channels. continue to create a new sense of surprise can go long-term, at the same time, it can be predicted that the current cross-border joint names want to do more interesting or better, there is a lot of room to play.

* Image source: Manner Coffee official account network