American media: Beautiful old days, why is nostalgic beneficial to the cooperation of brands in China

The US "Exquisite Business Observation" website on July 26th, original title: Beautiful old time: why nostalgia is beneficial to brand cooperation in China. When evaluating Chinese brand cooperation in China, a prominent trend is to use cartoon or ethnic food brands. Familiar IP, aroused nostalgia. For example, in 2022, singer Wang Jiaer's street clothing brand Team Wang and food manufacturer Wangwang launched the "Tiawang Snow Cake Gift Box" for the Year of the Tiger. On Weibo, the label of the promotion of the joint gift box "Give the New Year's prosperous New Year", and the cumulative views reached an amazing 100 million times. Given that Team Wang is a clothing brand, and Want Want not only created the opportunity to expand to a new product category, but also enables Team Wang to be able to connect with a wider audience, because it is not only fashion enthusiasts or music fans who consume Wangwang products.

In 2021, market consulting company Yingmud found that 77%of Chinese consumers like to evoke past memory, such as snacks when they were young. Nostalgia is a way to directly stimulate the body to generate analgesic and pleasure hormones, especially in difficult times such as the new crown pneumonia. Regardless of the direct result of the epidemic, the cases of nostalgic cooperation through food and cartoons in 2022 are endless in China.

In May 2022, the Chinese beauty brand "Pickexiong" joined the anime IP cherry small ball to launch a joint version of the product. From the end of the 1990s to the end of 2018, "Cherry Maruko" was welcomed by the public. "Pi Kexiong" launched such joint products, aiming at the nostalgic emotions of China's "post -80s" and "post -90s". Overseas brands are also in line with this trend. In April 2022, L'Oreal released a series of cosmetics series of Black Cat Sheriff. In addition to proved merchants' understanding of Chinese culture, such cooperation also attracted mainstream consumer groups. (Wen Yuan translated)

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