Research on Reasons for Success of Crossover Marketing Strategy under the SMCR Model: The Case of HEYTEA and FENDI

Abstract

Crossover is a marketing strategy in which two brands from different areas collaborate to illustrate the characteristics of target consumers from multiple perspectives, which has become the most popular marketing strategy in the past few years. There were 664 cases in the Chinese market from last March to March this year, like Disney and McDonald's, Sanrio and KFC and other famous brands. Therefore, this paper will discuss the reasons why some crossover cases are successful, taking the case of HEYTEA and FENDI as an example. The research methods of this study are literature reading and analysis of data, which are all from the brand's official website, platform data and professional statistical agencies. Finally, after analyzing under the frame of Berlos SMCR Model of Communication, it can be concluded that the mutual choice of the two brands in Source, the form of the message, the target of the recipient and the choice of the Channel together caused the success of this crossover case.