How to cut through with two brands doing collabs in China every other day?

Julep Lin

Provides advice to brands looking at venturing into crossover marketing (an unexpected collaboration with a brand from another industry) in China.

Crossover marketing is now a prevalent trend in China, drawing the attention of numerous companies and resulting in an abundance of co-branding examples within the industry.

Whether it’s the alcohol-infused latte from Moutai and Luckin Coffee’s, or the mid-autumn gift box from Shui Jing Fang and Häagen-Dazs, these collabs reflect the brands’ openness to seeking breakthroughs in the pursuit of more extensive reach and more youthful images. 

Should your brand venture into crossover marketing? In most cases, the answer is a resounding 'Yes'. Typically, brands already embrace crossover marketing when they approach us, seeking a more professional strategy.

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