Co-branding strategy in China
In recent
years, firms are actively experimenting with the strategy of Co-branding in
China, and it seems the strategy is welcomed by Chinese consumers.
In fact,
this type of strategy is highly appreciated by Chinese consumers who have the
opportunity to purchase limited edition products resulting from often
unexpected collaborations.
Chinese
consumers see shopping not only as a necessity but also as an activity or
entertainment. Consequently, they release collaborations and collections that
are social, engaging, and always surprising.
The
co-branding strategy begins with a collaboration between companies or brands
belonging to completely different sectors. For example, in this article,
we will analyze two cases of collaboration between Perfect Diary and Huawei
with art museums and international artists.
In China,
co-branding is highly appreciated as it offers numerous advantages for both parties:
- BRAND’s advantages - By collaborating with other brands, the opportunity to enter markets other than the specific one of the company itself arises. This collaboration increase brand awareness and maximize economic benefits.
- CONSUMER’s advantages - Chinese consumers, especially younger consumers, enjoy brands that build hype and awareness through exclusive lines and advertise collections or products through surprising or unexpected practices.
Companies
from the cosmetics industry, tech brands, luxury houses are adopting this
marketing strategy.
Huawei collaboration with artists
Huawei's
Honor brand has recently made a bigger push in art, with the recent launch of
the Honor Academy program in foreign markets to develop content-oriented
partnerships with cultural institutions and educational institutions.
Huawei collaboration with the Spanish artist Salvador Dali
This
collaboration has resulted in a total of 6 new themes that bring some of the
most famous Dali sculptures to the smartphone screens of fans and art lovers
around the world.
The works
that are now accessible as themes include:
- Lady Godiva with Butterflies
- Alice in Wonderland
- Nobility of Time
These works
of art are housed in Dalí Paris, a permanent exhibition space in the heart of
Montmartre, Paris.
Huawei collaboration with international artists
Huawei
Honor has also collaborated on four artists on a series of limited edition
watch straps for the Honor MagicWatch and sleeves for the MagicBook by:
- Jacky Tsai
- Giovanni Ozzola
- Wang Dongling
- Zhou Li
Each of the
artist's contributions reflects their distinctive style, from Tsai's lush
floral horse to Wang's experimental calligraphy, and can be paired with
matching dials available through the Huawei Health app.
Perfect Diary collaboration with the British museum of Art
Perfect Diary released its “Fantastic”
eye shadow kits, which were inspired by Italian Renaissance “maiolica” art, in
collaboration with the British Museum of Art.
During Alibaba’s 11.11 shopping festival in 2018, the eyeshadow
palette Perfect Diary produced in partnership with the British Museum sold one
makeup set every 11.5 seconds.
Thanks to
this collaboration Perfect Dairy became the top Chinese makeup brand by
achieving a $141 million (1 billion RMB) turnover in 13 minutes.
