Original title: McDonald's pushes sky-high takeout boxes, what the hell is the brand doing?

Editor's note: This article comes from the WeChat account, SocialTouch2020 (ID: SocialTouch2020), and is reprinted with permission from Venture Bang.

Recently, in order to gain attention, McDonald's is also working hard.

On September 14, McDonald's began the 2020 “McDonald's Delivery” carnival. Giving out a 0 yuan coupon is of course a regular promotional campaign, but the following operation is actually a bit amazing — McDonald's opened the sale of McDonald's takeout boxes in its Tmall flagship store...

Don't panic. What's even more exciting is that the price of this takeout box is 1,917 yuan, and according to Tmall sales data, 6 local tycoons bought this McDonald's takeaway box that day, and may become the most expensive takeaway person in the future. When I was witty, it was fun to check the price of the “same model on Taobao”. It was probably around 100 yuan, and I shed tears of poverty...

Obviously, McDonald's selling takeout boxes is just a marketing gimmick for McDonald's, yet this kind of amazing crossover has appeared over and over again among restaurant giants.

At the end of 2019, McDonald's launched a sky-priced vegetable basket bag and claims to be sold in a limited edition of 300 pieces worldwide. This limited edition vegetable basket bag is said to have been designed in collaboration with designer Alexander Wang and is the same model as Ouyang Nana and Via. Can you guess how much it costs? 5888 yuan

Strangely enough, this sky-priced vegetable basket package was sold out within 1 second. I didn't expect there to be so many local tycoons... As a result, McDonald's has gone further and further in the field of amazing cross-border marketing.

Along with the vegetable basket pack, there was also a hamburger bag that sold for 99 yuan. The limited edition of 30,000 was also quickly snatched out.

McDonald's's old rival, KFC, is no slack. They once introduced a “thank you, I'm disgusted” fried chicken hole shoe, and they also placed two fried chicken props on top of the cave shoe very thoughtfully, which can be described as a blessing for those who are losing weight.

The external sales price of these cave shoes is 499 yuan. Compared to the amazing peripheral prices of McDonald's, which can easily be traced to thousands, it can be described as the conscience of the industry.

Of course, KFC is not charitable. Expensive peripheral products can't be worse than McDonald's, otherwise what's the face? In recent days, KFC has launched an additional “unbounded barrel” package at a price of 2,890 yuan. Interesting local friends can pay attention to this wave.

Speaking of expensive things, I have to say that KFC once launched a meteorite version of spicy chicken drumsticks that sold for up to 130,000 yuan. This is also known as the treasure of KFC's town store.

The meteorite burger is made of meteorites that are over 400 years old. After being polished by 3 artists, there is only one in the world, but apparently no one has bought this stone until now...

Going back to the original story, brands such as KFC and McDonald's have continued to launch cross-border products in recent years. In fact, behind this is the change in the current brand's overall communication model and communication ideas. We might as well do a simple analysis.

1. The transformation of marketing from hard to extensive events

Traditional FMCG brand promotion requires continuous expansion of media resources. Especially from the beginning of summer vacation, it is the peak marketing season for brands such as KFC and McDonald's. However, in the current communication environment, users' time is beginning to be fragmented, and the efficiency of hard and broad delivery is actually declining. If it cannot generate buzz, it is difficult to increase the ROI of marketing.

Under these circumstances, the brand's marketing ideas are changing. Today, in mass FMCG products, it is more common to make tricks on the product itself and cause topical discussions, creating a communication effect.

Marketing favors the product side, which has spawned various cross-border alliances. Productized marketing can not only stimulate the spread of events, but also enable brands to do product testing. Indeed, many brands have found product forms that users like through cross-border collaboration, and have even found new product growth points for enterprises, selling cross-border products as everyday SKUs.

Of course, this is not to say that hardbound marketing has failed; hard advertising is still one of the most important means of exposure for consumer brands, but commercialized marketing methods may become even more important in the future.

2. Fully explore the value of brand IP assets

Achieving marketing or business growth through brand peripheral products is essentially a deep exploration of the brand's IP value. When a brand already has some influence, marketers can further amplify the marketing power of the brand's vertical categories.

A brand is ultimately a sign of trust. When users buy branded products, they essentially buy a complete set of standardized experiences guaranteed by the brand. This sense of trust can be replicated in other categories, so there is a huge difference in price between products with and without a logo.

The mining of IP value will be an important marketing tool for leading brands in the future. We can see that trendy brands have continued to cross borders in recent years. In fact, this kind of IP crossing is also an important way to break the circle of communication.

3. Shifting from social traffic to e-commerce traffic

This amazing crossover of McDonald's is often viewed by the outside world in terms of form greater than substance and volume greater than sales, but what many people overlook is that it is this kind of product-type social communication that can transform huge social communication volume into sales volume. This is also one of the starting points of brand strategy.

The volume of communication and discussion in social media can attract users into e-commerce platforms, complete the transformation of social communication volume to e-commerce traffic, and directly promote e-commerce platform sales. Therefore, it seems that the amazing cross-border crossing is just a brand communication campaign event, but in fact, it can stimulate e-commerce sales in subsequent user links, and the platform will also give a corresponding slant to in-site traffic to off-site traffic, thus completing a closed sales loop.

From all kinds of amazing cross-border phenomena of big names, it can be seen that the underlying brand communication methodologies are changing and iterating. The underlying logic of eye marketing is actually a marketing routine for brands to cope with the new communication environment.

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