In Chapter 4, Section 5, I put forward the golden triangle model of "cross-border thinking", which are "cross-border business model", "cross-border product/service" and "cross-border brand marketing", and systematically elaborated on "cross-border products". ”Setting skills. This section will explain the "cross-border thinking" from the perspective of brand marketing on another level.

When it comes to cross-border marketing, people have to think of the food rating "Michelin" in the catering industry, which is an earlier case in the cross-border catering industry. The predecessor of the Michelin restaurant rating was the "Michelin Red Guide", which was founded by a tire company called Michelin. According to normal logic, appearing in various auto shows, car races, sponsoring teams, and issuing holiday posters should be the correct marketing method for tire companies, but in fact this type of method is far less than the "Michelin Red Guide" brochure. value. More and more tire consumers are choosing Michelin tires because of the "high-end" impression left by the "Michelin Food Guide".

The reputation of this guide is unmatched by other marketing methods. As Michael Foundoukidis, an analyst at Natixis Bank in France, said: “To be honest, it is precisely because of the Michelin Guide that this tire company can enjoy a global reputation.”

The so-called cross-border marketing is based on the gradual blurring of the boundaries between the current industries, and the young mainstream consumers are pursuing individuality and brand value recognition in a large consumption environment, and enterprises' marketing methods across industries, fields, and brands. Through this kind of cross-border marketing method, the elements that are not directly related to each other can penetrate each other, so as to give the brand a sense of three-dimensionality and depth, so as to activate the brand image and expand the consumer group.

So, how do restaurants do cross-border marketing, and what are the common methods and techniques of cross-border marketing? Let's take a look at a few cases first.

ONE

Crossover of Hot Movies: New Spicy Road Crossover "Little Times 3"

In recent years, the vigorous development of the entertainment film and television industry has given "movies" a user base unmatched by other industries. A hit movie with a box office of hundreds of millions at every turn is destined to become the focus of heated discussion during the film's release. At this time, once catering is combined with hot movies, it can not only bring strong brand power to the restaurant, and narrow the distance with fans; if in-depth cooperation with each other, it can also enhance the restaurant's consumption experience at low cost and create new businesses for the restaurant. growth point.

In June 2014, with the release of the movie "Little Era 3", various forms of publicity were overwhelming, which fully satiated the appetite of the audience, coupled with the speculation of the movie "Afternoon", which was released at the same time, and the multi-faceted media The excavation and rendering made it the absolute main theme of the 2014 Chinese film market. At the time of the movie craze, on June 3, a media advertisement on Weibo DaV@电影小时代 reposted about new hot roads in shopping malls, throwing out the first wave of suspense.

Figure 6-1 A screenshot of the reposted Weibo of the film era

On June 4, the official Weibo of Xinladaoyu Hot Pot released a series of "who care?" posters, which once again sparked netizens' speculation in the form of stills from "Little Times".

Figure 6-2 New spicy hot pot "who care?" poster

On June 7th, the veteran entertainment industry's "Changchun International Trade" Weibo broke the news again: Xinladao built the store into a small era theme restaurant on Guo Jingming's birthday, gathered fans of the small four, and held a birthday party for the small four. Spicy, this is showing good wishes to Guo Jingming, who is about to enter the catering industry? Or do you take advantage of the small fourth birthday to bind the new spicy road to the small era again? This triggered a large number of netizens to further expect the development of the incident.

Subsequently, in the fierce debate among netizens on "Little Era 3" and "The Future Will Be Unexpected", Xin La Dao first expressed its support for Xiao Era and Guo Jingming, and linked the new product with the movie character, according to the taste and role of the product. The character of the match is one by one. On June 11, Xinladaoyu Hot Pot released a set of suspense posters on its official Weibo that organically combined the four sets of meals with the four sisters’ different personalities, giving fish hot pot more fashion and small-era connotations.

On June 19th, the official Weibo continued to expose a series of creative puzzles, encouraging fans to guess the mysterious customized gift of the small age package. I have to mention that whether it is a package name call or a gift quiz event, the announcement date is mysterious "June 25".

Figure 6-3 New spicy road series creative puzzle poster

Subsequently, on June 22, 23, and 24, Xinla Daoguan Wei threw out the last wave of suspense, releasing a series of countdown posters in succession, shouting the slogan of subverting the era, the era of madness, and the era of hotness. In the end, in anticipation of all the people, Xinladaoyu Hotpot held a press conference on June 25, officially announcing the cross-border "marriage" with the movie "Little Era 3". The two parties will communicate with each other on new media social platforms such as Weibo and WeChat, and Xinladao will also launch a package named after the characters of the small era, opening the 3.0 era of the catering industry.

During the month-long campaign, Xinladao's support for "Little Times 3" made this gourmet brand known for its "new spicy" stand on the cusp of the storm. Of course, with the help of the multi-channel publicity of the new spicy restaurant, the exposure of the "Little Times 3" movie has also greatly increased. Looking back, we analyzed the brilliance of the cross-border marketing of Xinladao films. There are four points as follows:

1. As each other's media, spread each other.

Obviously, restaurants have terminals, customer flow, and attention, and popular movies have topics, content, gimmicks, and traffic. Based on the premise that the fans of both sides are highly consistent, they complement each other, which can minimize the cost of dissemination and increase dissemination. effectiveness.

During the promotion period, Xinladao replaced all the media advertisements of independent sources placed in the mall with the small-era version of the new Ladao menu cooperating with both parties, and cooperated with the terminal stores to achieve dual coverage. Previously, Xiaoshidai Weibo reposted a media advertisement about Xinladao in shopping malls, and it also received a high amount of comment forwarding, which helped Xinladao's brand communication.

At the same time, the two parties will use their respective online WeChat and Weibo self-media as their main positions to promote the introduction of new spicy fish hot pot through the sticky members accumulated in the past ten years and the loyal fans brought by the star effect of the small age, and spread resources in the advantage Under the circumstances of complementarity, driven by the self-media fans, a million-level online and offline fan interaction between Xinladao and Xiaodaidai has been formed.

2. Online and offline, fan interaction.

The data shows that the newest version of the mini-episode menu launched by Xinladao on June 1st has received great customer response. The average passenger flow of the preliminary pilot program has increased by 34%.

It is understood that fans, after discovering the New Spicy Dao Xiao Shidai version of the menu, expressed their desire to hold Guo Jingming's birthday in New Spicy Dao via Weibo and WeChat, and New Spicy Dao, which focuses on fan interaction, readily accepted it. During this fan gathering, Xinladao learned that fans want a package dedicated to the small age, allowing them to watch the movies of the small age and eat the small age package.

As a result, there is the "Little Era Package" that follows, including the naming of the package and the customization of exclusive gifts for the Little Era. All suggestions are derived from fans. Therefore, the "Little Era" package has become the industry’s first fan-initiated and named after fans. And the first product to realize fans' wishes.

3. Joint launch, sales share.

The "Small Times" package is jointly launched by Xinladao and Xiaoshidai film. Xinladao produces food, and Xiaoshidai film has intellectual property rights on the spirit of the film, including derivatives, which will be divided after sale.

In response, Xinladao launched the online pre-sale of the "Xiaodai Package" on its WeChat service account, allowing customers to learn about Xinladao Fish Hot Pot and Xiaodai Package online, and can pay directly through WeChat and get online. The purchase of vouchers for offline consumption has fully completed the O2O marketing closed loop. According to incomplete statistics, more than 5,000 packages have been sold a month.

4. Homeopathic crowdfunding small times theme restaurant.

In addition, Xinladaoyu Hotpot also announced at the press conference that it will jointly launch the "Little Times Theme Restaurant" crowdfunding project with Dreamcatcher to mobilize the power of fans, crowdfunding the Little Times theme restaurant, and maximize the superpower of "Little Times 3" The value of IP.

TWO

The crossover of popular games: IP traffic sharing monetization

In recent years, the IP battle in the game industry has entered a fierce stage. The game field with nearly 400 million users is undoubtedly a preferred place for cross-industry, such as the daily average of popular games such as Peace Elite, Glory of the King, and "Jian Wang 3" The number of active users ranges from a few million to tens of millions. The catering industry, as an innate traffic distribution center, is gradually being favored by many game operators. One focuses on online traffic and the other focuses on offline. If the two can be integrated across borders, it will be a perfect match for a win-win situation.

In 2016, Pizza Hut took advantage of the hottest mobile game "Glory of the King" at the time to launch a cross-border game cooperation. It is said that Pizza Hut has launched "King of Glory theme restaurants" in 5 cities, Beijing, Nanjing, Xi'an, Shenzhen, and Chengdu. Consumers can not only enjoy the naked-eye 3D visual beauty of "King of Glory" when they are in them. Feel the strong atmosphere of the King’s game, and consumers can get two or three "Honor of Kings" Pizza Hut limited flash cards respectively as long as they purchase the King of Kings package. Through the flash cards, players can redeem hero experience, skins, and diamonds. Wait for game item rewards, and every flash card will definitely get the permanent or experience skin of Magic Little Chef!

Once this event was launched, young men and women across the country turned on their mobile phones to start a group battle when they were seated. They ordered the "King of Glory" package, and they couldn’t wait to draw prizes, change their skins, and play games while they got the "King of Glory" flash card. . According to statistics, Pizza Hut has read more than 100,000 tweets from this cross-border game event.

The same "cross-border" game method has benefited a lot from real Kung Fu as early as 2014. In 2014, "True Kungfu" launched a strategic cooperation with the flagship 3D martial arts "Jian Wang 3", and launched the first virtual restaurant of "True Kung Fu" in Yangzhou on June 16, featuring various popular characters "Kung Fu Dragon" Help restaurants perform kung fu actions, and launch online orders to give away "Jian Wang" accessories. The first round of 256 real kung fu stores in South China also launched mysterious surprises and other activities!

Figure 6-4 Real Kungfu cross-border cooperation poster

"True Kung Fu" and "Jian Wang 3" jointly launched two Lingnan specialties, "Yun'er Braised Duck Rice" and "Curry Fish Ball". The Knights can not only order the original dishes through the "Kung Fu Delivery" order, but also in the game Chinese food will also get the powerful effect of instantly restoring equestrian vigor and light gong vigor, helping the knights to travel through the Datang rivers and lakes smoothly and lightly!

Figure 6-5 Real Kung Fu and "Jian Wang 3" cross-border poster

At the same time, the "Shaolin Brain Man" doll, a brand-new cultural and creative product of "Jian Wang 3", was also exhibited in the "Real Kung Fu" store for the first time, and the online order of the Knights will have a chance to get a surprise activation code! Since then, Real Kung Fu has also launched "Jian Wang 3" Kung Fu moon cakes, 5,900 boxes were sold out on the first day of launch.

Through the case, we found that whether it is Pizza Hut or Real Kung Fu, the premise for restaurants to take advantage of popular games to conduct cross-border marketing is based on the high degree of consistency of target users. These game lovers can be either a hardcore gamer or a senior foodie. The indispensable food element in the game scene of the virtual world, this also caused the restaurant to rub the game hotspots commonly used methods, that is, "set up game-specific packages and game derivative cultural and creative products", and use this as a bait, on the one hand, the game line Upstream traffic is directed to offline restaurants, on the other hand, offline restaurant traffic is converted into online game traffic, and restaurant traffic is re-realized through derivative products.

THREE

Guochao cross-border marketing: use culture as symbols to shape value

In recent years, there has been a wave of national tide in the catering industry. Not only the leading catering brands, but many small and medium-sized catering companies have begun cross-border attempts to "national tide", from the original Forbidden City hot pot to the current national tide snacks. , Guochao Restaurant, the word Guochao is no longer unfamiliar to diners.

Behind the prevalence of the national trend is the external manifestation of Chinese people's confidence in and cultural penetration of Chinese culture, as well as the embodiment of the individualized and diversified consumer needs of mainstream consumers born in the 1990s and 2000s. If catering companies can seize this wave of dividends, it will be of great significance whether it is for the brand activation and reputation enhancement of traditional brands, or the value building and reputation building of new brands.

In January 2019, the Forbidden City, which is more than 600 years old, even opened a hot pot restaurant, which quickly became popular on the Internet, and became a new "net celebrity check-in place". The corner tower restaurant of the Palace Museum introduced the source of inspiration for hot pot in its official Weibo: “After consulting the food base of the Qing Palace, it was found that the recipes of the emperors and queens of the past dynasties were different, but the same thing was that they all liked hot pot. In particular, the Emperor Qianlong was very fond of hot pot. Has reached the point of obsessiveness, eating more than 200 hot pots 365 days a year, and the Empress Dowager Cixi not only loves hot pot, but also invented a novel way of eating'chrysanthemum hot pot'."

In every corner of the store, there is a photo background with the Forbidden City theme, accompanied by the usual "selling cute" sentences of the Forbidden City, such as "I am hungry" and "I will say good things after eating" and other very national-style sentences. Although it did not reopen later, but with this national trend, the corner tower restaurant of the Palace Museum still has countless fans.

On November 18, 2019, Luckin Coffee announced the official opening of the first cross-border themed store in Xi'an-Tangshi Theme Store. The store is located on the first floor of the exhibition hall of Tsinghua Science and Technology Park in Xi'an High-tech Zone, with distinctive Tang poetry cultural elements in the theme design.

Figure 6-6 Luckin Coffee Tang Poetry Theme Materials

The main mural of Luckin Coffee Tang Poetry Theme Store was created by well-known artist Wen Na. She got creative inspiration from the "Eight Immortals in Drinking Song" by the poet Du Fu of the Tang Dynasty, and designed the "Eight Immortals in Drinking Picture" in the store with a width of 5 meters and a height of 4 meters. The well-known booze drinkers, with agile pictures and full of cultural imagination, have become the most eye-catching area in the store.

Poetry creation display wall, Tang poetry guestbook, moon-shaped wall and other unique scene layouts, wall painted with re-use of waste wheat husks, scroll curtains full of cultural characteristics, and cups and handbags with the theme of "Drinking Eight Immortals" And other designs are all trying to provide consumers with a special coffee experience that contains Tang poetry culture.

The cross-border wind of the national tide continues to blow. China is a country with a long history of more than 5,000 years. The traditional culture that can be used for cross-border is rich enough, but this also makes it more difficult for catering companies to choose the theme of "national tide". When we were conducting cross-border marketing of the national tide, we couldn't talk about it, and we lacked our own brand persistence. In the end, we ended up with a four-different end.

FOUR

3 principles that must be mastered in cross-border marketing

In the implementation of cross-border marketing, many restaurants did not achieve the preset effect mainly for the following two reasons: one is to simply understand cross-border marketing as joint promotion; the other is to ignore the brands of both parties in the implementation process , Products, consumer groups, resources and other aspects are deeply linked, so that they can’t really enter the hearts of users. Like restaurants setting up cross-border products, restaurants also need to follow certain principles when conducting cross-border marketing.

1. Resource matching principle

Cross-border marketing cooperation between brands also pays attention to "right to door". This requires that the two catering companies should have commonality and reciprocity in terms of brand, strength, marketing ideas and capabilities, corporate strategy, consumer groups, and market position. Only cross-border marketing with such commonality and reciprocity can be used. Synergistic effect.

2. The principle of consistent brand concept

Each brand has its own unique brand culture and philosophy, which is like a person's personality, values, outlook on life, two different brands