When brands cross borders, they also seek this familiar and unfamiliar sense of difference. Therefore, cross-border is often not to look for a similar, but to find a different that has something in common with you. The essence of cross-border: Refresh others' perception of you with the help of another thing . I remember a plot in "Tang Bohu Dianqiuxiang" that can explain very well how human cognition is shaped in comparison. Tang Bohu was dragged by several Jiangnan talents to see the beautiful Qiuxiang. At that time, Qiuxiang and a group of maids followed the team, and everyone shouted, "Qiuxiang " , so Qiuxiang looked back sweetly. After Tang Bohu saw it, he felt that his appearance was normal.
But several other talents told Tang Bohu that good flowers still need green leaves to accompany him. Brother Tang will take a look. This time everyone shouted "beauty", all the maids turned back together, Tang Bohu was completely Fax List moved by Qiuxiang this time. [General Liang] Why is your crossover "pulling the crotch"? The ordinary Qiuxiang, because of the group of ugly women around her, in Tang Bohu's eyes, was suddenly earth-shatteringly beautiful. In the same way, most brands are often just "too good" in the eyes of consumers, and some brands that were originally novel will become too familiar and no longer novel.
If a brand wants consumers to constantly and strongly feel its own goodness and its own uniqueness, it is often impossible to sell it by itself, and it needs another thing to set off itself. General Liang Why is your crossover "pulling the crotch"? For example, does this set of pajamas look familiar to everyone? The stripes on the pajamas are the front color of the 711 convenience store. When we pass by the 711 convenience store every day, we are already "immune" to its three-color stripes. But when we printed the tricolor stripes on our pajamas, there was an immediate sense of familiarity and unfamiliar freshness. This is the charm of cross-border. It can make ordinary things more vivid.