Crossover partnership becomes trendy

Prior to the cooperation between Pechoin and Heytea, more crossover partnerships have already been formed. September of this year saw the birth of a White Rabbit Milk Candy flavor lipstick, a result of the cooperation between the 59 year old milk candy brand White Rabbit and the 56-year old skincare brand Maxam. Both the sweet flavor and the package of this lipstick imitate those of the popular candy.

The end of August witnessed the launch a series of joint products by Shanghai Phoenix, a time-honored Shanghai bicycle brand and Peace Bird, a young fashion brand, including Peace Bird clothing and accessories worn by young models, with the logo of Shanghai Phoenix on them, as well as limited edition special design bicycles.

Even earlier in June, Shanghai Six God, a personal care brand joined hands with RIO Cocktails to launch a Florida Water flavor cocktail, with its bottle and liquor color imitating those of the famous Florida Water.

Limited supply of crossover products

Despite the success of these marketing campaigns, the crossover products made for these partnerships have limited supply or were simply given as gift and therefore were quickly sold out or dispatched. Many consumers expressed their regret over missing out on the opportunities to get the crossover products.