Cross-border innovation of time-honored brands： how to ＂pair＂ moon cakes and coke？

　　Xinmin Evening News (Reporter Zhang Yuyun) The cross-border innovation of Shencheng time-honored brand has made new moves. This afternoon, two century-old brands, Xinghualou and Coca-Cola, released a co-branded mooncake gift box, which made mooncake, a traditional food in China, an "international norm", and Coca-Cola also added oriental elements.

　　In 1851, Xinghualou was born, and Coca-Cola Company was founded in 1886. Two time-honored brands over 300 years old cooperated for the first time across the border, so that moon cakes and Coke formed CP. What kind of sparks would it collide?

　　Three joint gift boxes

　　The reporter saw at the press conference that Xinghualou and Coca-Cola brought three joint gift boxes. Xinghualou fiber moon cake and Coca-Cola fiber+soda are the protagonists, and both take dietary fiber as a common health selling point. Among them, fiber+soda has 5 grams of dietary fiber per can, which can meet 30% of the fiber demand of human body every day; The fiber moon cake developed by Xinghualou was jointly developed by the team led by the fifth generation moon cake inheritor of Xinghualou. The dietary fiber content was as high as 6%, and its filling ratio was adjusted countless times.

　　There are three joint gift boxes, and the collector’s edition gift box draws old Shanghai figures on the outer box, with a limited sale of 5000 boxes. On the high-end version of the gift box, Chang ‘e comes leisurely in Xiangyun, while the selling version of the gift box is painted with elegant peony flowers, all of which are classic patterns of Xinghualou moon cakes, but its background color is bold to choose crystal white to interpret the moonlight color.

　　Online celebrity live broadcast "with goods"

　　Chen Zhe, general manager of Xinghualou Group, said that before the Mid-Autumn Festival last year, 500 boxes of mooncakes in Xinghualou were airlifted to the American market and won the favor of local overseas Chinese. This year, Xinghualou will continue to expand the Mid-Autumn Festival market in the United States. This time, we jointly launched a joint gift box with Coca-Cola, which kicked off the cross-border cooperation between Xinghualou and famous brands — — In the future, Xinghualou may cooperate with automobile brands and cultural brands, and expand overseas markets to Australia and other places. In the peak season of moon cake sales, that is, in late August, Xinghualou also plans to cooperate with online celebrities to broadcast "bringing goods" live.

　　While the white rabbit and Meijiajing launched butterscotch lipstick, they sold the white rabbit milk tea with Happy Lemon. Want Want and Nature Hall cooperated on the mask; LU ZHOU LAO JIAO CO.,LTD and Smell Library launched perfume; Liushen produced a cocktail … … Cross-border innovation of time-honored brands has become a trend, and it is also an "incubator" for online celebrity products and hot topics. Behind it is the efforts of the old brands to compete for strength and develop in the direction of youthfulness and fashion.