喜小茶牵手五菱地摊车，跨界营销显优秀成果

9/28/2020 1:42 am ID：928006 Share

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Massachusetts > Other Cities MA

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喜茶

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13131313131

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喜茶的跨界联名，想必大家已经见怪不怪了。不过，这次联名的是副牌喜小茶，牵手对象为家习惯称呼的“汽车中的战斗机”五菱宏光。此前，喜小茶曾与五菱宏光MINI EV联名，而此次，喜小茶跟“地摊车”发生了灵感碰撞。喜小茶开在深圳的首家门店牵手五菱地摊车，目的还是非常明确的。五菱的皮实，低价，输出的是性价比。这正好与喜小茶的品牌定位相契合。联名，无非是借力打力。通过双方的合作，打入对方的客群来进行品牌的露出和传播，更深入一点，就是完成销售转化。用一个比喻来讲，喜小茶与五菱地摊车的合作，就像古典意义上的“婚姻”，通过男婚女嫁，实现资源的互唤和叠加，来延续和扩大双方家族的势力范围。其底层逻辑就是资源的对等和可交换。要么强强联手，1＋1＞2；要么是郎才女貌，具备交换的对方渴求的资源。而从目前来看，喜小茶与五菱地摊车的跨界合作，无疑是成功的。线下真实互动将网友的心声变现，双方此次营销实现了“灵感”与“温度”的兼顾，引发购买狂潮。跨界联名，是一把双刃剑，牵手默契，能带来1＋1＞2的效果；强硬捆绑，则让合作变的尴尬强硬，毫无成效。显然，喜小茶与五菱的合作是成功的，此次跨界站在了消费者的角度，思考他们内心的真实想法，满足了他们对联名的期待，这样的宠粉方式，或许能给其他跨界联合带来灵感。

喜茶

Cat：Other Services

Contact：13131313131

Massachusetts > Other Cities MA

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