Fusion of two major cultural IPs, fancy brand joint marketing

What impact has the collision and fusion of traditional Chinese culture and the tea drinking culture of the new era brought? What are the reasons for these impacts? What should the future brand marketing be like?

"Guochao" can be said to be a marketing and consumption buzzword in the new consumption era. It has changed the marketing methods of brands and also guided the consumption trends in the market. The rise and development of "Guochao" has linked brands with users' emotions and purchasing desires, becoming one of the ways for brands to seduce users.

Recently, Cha Yan Yue Se, adhering to the concept of "making a cup of warm tea", chose to cooperate with the national dance drama "Dream of Red Mansions" and launched a limited-time "Dream of Red Mansions Theme Store" for immersive Chinese culture and a limited-edition co-branded theme cup set, allowing users to hold the culture in their hands and successfully narrowing the distance with young people.

1. Cha Yan Yue Se x Dream of Red Mansions, set off a new wave of Chinese style

The purpose of the collaboration is to create a sense of freshness, and the collaboration between traditional Chinese culture and new tea brands is to integrate the Chinese culture that young people are keen on with the trendy tea culture, giving traditional culture a carrier for concrete expression and making holding a story-telling milk tea more fashionable. The brand has also captured the hearts of users with its rich ancient style.

The reason why the collaboration between Cha Yan Yue Se and "Dream of Red Mansions" can attract users' attention is that, on the one hand, "Dream of Red Mansions", as one of the four great classical Chinese masterpieces, has a huge fan base. The combination of the new tea brand and "Dream of Red Mansions" naturally has a huge user base. The collaboration with great freshness and cultural attributes has successfully attracted users' curiosity.

On the other hand, in today's world where appearance is everything, packaging that can attract users' attention and trigger their emotional resonance can easily gain users' favorability. The cup sleeves that reproduce classic scenes from "A Dream of Red Mansions" such as Baoyu and Daiyu reading the West Chamber together are unique in both design and content, and the graceful and beautiful design has become the focus of people's attention.

In addition, the limited-time "Dream of Red Mansions Theme Store" provided by Cha Yan Yue Se allows users to experience the beauty of the Twelve Golden Hairpins at close range, drink tea with like-minded people, and talk about Redology. It has built a stage for more young people to immerse themselves in the charm of culture, and realized the mutual reflection of multiple cultures such as the traditional culture of "Dream of Red Mansions", Chinese style aesthetics and new tea drinks. It is deeply loved by young people and has set off a new wave of Chinese style.

Cha Yan Yue Se uses the popular joint marketing method to integrate traditional culture with modern new tea culture, which not only gives the product cultural connotations, but also caters to the national style craze that young people love, allowing traditional culture to return to the public's vision, and allowing more young people to immersively understand the charm of national style culture through interactive communication and experience of the classic culture of "Dream of Red Mansions". It realizes the integrated marketing of brand and traditional cultural IP, expands the coverage of cultural communication, and enhances brand influence.

2. Culture + integrates into the context of the new era to achieve diversification of marketing content and scenarios

With the development of mobile Internet, new consumption trends are emerging in the digital cultural production and consumption markets. The cultural communication method centered on the integration of traditional cultural IP and brands has been rapidly developed and spread, giving new vitality to traditional culture.

Now, many brands are trying to use new cultural and creative methods to achieve content innovation and diversification of communication scenarios, so as to expand the space for content creation.

On the one hand, the fusion of classic IP and brand culture leaves room for consumers' imagination and provides more sources of content creation inspiration for brand marketing, allowing brands to use novel content to expand their communication potential.

On the other hand, the integration of Dream of Red Mansions culture and new tea drinks into the context of the new era not only continues to explore and demonstrate the value of the "Dream of Red Mansions" IP, but also highlights the charm of Chinese culture, laying the foundation for the wider dissemination of the brand. At the same time, the presentation of new marketing methods can feed back to the brand's content creation and create more possibilities for brand marketing.

At the same time, relying on the "Dream of Red Mansions" IP and the brand's youthful expression, content creation capabilities, and the inheritance of traditional art, the brand has been empowered by traditional culture and connotation. Coupled with young people's independent discussions offline, the cultural confidence of more Chinese people has been enhanced, and the traditional culture has been disseminated on a wider range. The brand's influence and coverage have been successfully enhanced, which naturally expanded the brand's influence.

3. Different cross-border collaborations to open up the young consumer circle

Content is a means for brands to attract users, and fancy joint brands also help brands expand their user circles. Cultural and creative products have a strong appeal and influence among young consumer groups. The popularity of the Forbidden City IP proves the influence of cultural products among Generation Z users. The audience of Cha Yan Yue Se is all young people. Through the novel joint branding brought by Dream of Red Mansions and Cha Yan Yue Se, the integration of cultural and creative products is realized, awakening the interest of young people.

Through cross-border collaboration with the IP of Dream of Red Mansions, Cha Yan Yue Se appeared in front of young people in a way that Generation Z likes most, successfully narrowing the distance between the brand and the young group. In addition, the unique flash mobs and cup sleeves that suit the user's mood attracted the user's attention and seduced the user's heart, laying the foundation for dynamic sales.

4. Inheriting artistic classics and tapping into the commercial value of traditional cultural IP

In addition to providing inspiration for content marketing and opening up user circles, fancy collaborations also play a role in tapping into the commercial value of cultural IP.

How much influence does traditional culture have on today's young people? Perhaps, from the resurgence of brands such as Li Ning and Mayinglong, we can see that the national trend is thriving in the marketing circle. Brands that are good at using the national trend for marketing can naturally achieve communication between the brand and young people and attract a wave of young people.

The beautiful ancient design and the visual language that conforms to the communication habits of modern people have brought the national style into the lives of young people. If "Dream of Red Mansions" describes the middle-class life of the past, then what Cha Yan Yue Se and "Dream of Red Mansions" bring now is a new lifestyle with higher quality and style, allowing young people who love national style to be trendy and cool.

As a representative of classical masterpieces and a part of national trend culture, the influence and popularity of Dream of Red Mansions in the world are obvious. With the accumulation of culture and the growth of commercial value, the IP of Dream of Red Mansions can naturally successfully transcend countries, nations and cultures. Coupled with the strong output of national culture, national trend culture is recognized by more consumers.

The marketing of co-branded IP is presented in a form that suits the aesthetic tastes of young people, and the unique design and connotation are surprising. In addition, cultural IP has become a hot topic among the public, and with the improvement of user recognition, its monetization ability is self-evident.

Final Thoughts

Some people say that the national trend represents more people's confidence in culture and carries people's imagination of a better life, which is why it can become a weapon for brands to attract users. Whether it is a brand that has become popular again with the national trend, or a brand that dares to use classic IP to leverage users in the new consumer era, it proves that traditional culture is scalable. The marketing exploration based on letting the public truly feel the classic traditional Chinese culture may be another idea for future marketing.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"