In China, collaborating with companies from totally disconnected industries has recently become a must. While this is nothing new for global fashion brands, other industries now use these crossover collaborations to bring a sense of novelty and uniqueness to their products. In this webinar, we will thus take a peek at this unique strategy, study its best approaches and showcase inspiring case studies.
In recent years, Chinese crossover collaborations exploded as the market became increasingly dynamic through innovative concepts across many industries. This can be linked to China State Council’s 2014 announcement of the “Plan of Action for Strengthening the Implementation of National Intellectual Property Rights Strategies”, which laid out policies for improving IP-related laws to strengthen the creation, operation, and protection of intellectual property by the year 2020.
By using their products to collaborate with other brands’ and industries’ intellectual properties, companies can refresh their positioning and expand their reach towards a new target audience. This approach appeals particularly to post-90s and post-00s generations, who are increasingly becoming the most attractive consumer group in today’s China.
Looking at the nowadays collaboration scene, we see that beauty brands lead the way but other industries are making efforts too. Leading collaborations vary from museums to video games, from bubble teas to top livestreamers amongst many. In most cases, both brands manage to gain fame and conversions, amongst other benefits, creating a win-win situation. During this session, we’ll thus explore the advantages of crossover collaborations, highlight how to leverage this approach and review inspiring examples from the market’s best players.