本文选自“Spotlight China聚焦：论存量竞争与用户周期营销，盘活品牌生命力”专题，点击前往专题页，本系列后续发布的内容将继续聚焦这一主题，敬请关注！
你会左手拿着茅台，右手拿着冰淇淋？
你会穿着Prada，去菜市场买菜？
你在开保时捷时，会想到一把菜刀？
你买“FENDI喜悦黄”，因为喜茶还是芬迪FENDI？
跨界营销是营销领域中常规、成熟的营销手段，然而当放在奢侈品行业时，跨界营销的价值、争议就会被数倍放大，这和奢侈品本身的特质不无关系。奢侈品做跨界营销往往走向两个极端，要么是惊喜，要么是惊吓。...
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