Since White Rabbit, a Chinese milk candy brand, achieved outstanding success with its crossover product Lip Balm, it has kept moving in the same direction of leveraging its brand to produce more crossover products.
A package of crossover commodities including perfume with milk fragrance, shower gel, body lotion, hand cream and car fragrance have been on sale from midnight on the 23rd until midnight today, May 24, on the online retailer, Tmall.
Sales figures show that starting from midnight on the 23rd, more than 6,500 pieces of White Rabbit Shower Gel and over 6,300 bottles of perfume were sold within two hours of the product launch.
Besides White Rabbit, in recent years, many other time-honored brands have also been making attempts to merge into other industries. Liquor perfume with a Luzhou Laojiao taste, the spicy duck lipstick of Zhou Heiya, and the moon cakes of Wahaha are all crossover products that have been great hits.
According to economist Song Qinghui, against the backdrop of industrial transformation and upgrading, lots of age-old brands are pursuing crossover creativity to generate more profits. Although the attempt could endow the old brands with new meaning, the long-term effectiveness of the development model remains to be seen.