最近，石油巨头中石化，开始卖菜了。是的，继推出易捷咖啡，闯进咖啡市场；又与肯德基合作，搞起炸鸡汉堡生意后；中石化这回盯上了大伙的菜篮子，开始跟生鲜电商“抢生意”。专门的APP，线上下单支付，到加油站提货，还有极速配送服务……中石化的生鲜电商，基本已经是个完成度很高的流程。这一连串招式下来，真让人不得不感慨：在这个时代，你永远都不知道，下一秒抢你饭碗的，到底会是谁。
Recently, sinopec, an oil giant, started selling vegetables.Yes, following the launch of easycoffee, into the coffee market;And with KFC cooperation, after the Fried chicken burger business;Sinopec has set its sights on everyone's food basket and started to compete with fresh e-commerce.Special APP, online order payment, pick up at the gas station, and speed delivery service...Sinopec's fresh e-commerce, has been a high degree of completion of the process.In this era, you never know who will take your job next.
01
万万没想到，中石化也卖菜了
2月15日，中石化正式官宣他们要卖菜了。疫情期间，买菜难的问题一直困扰着许多老百姓，在这种情况下，中石化提出了“不下车，不开窗，一键送到后备箱”的口号，顿时击中了无数人的心窝。
01
Never thought, sinopec also sold vegetables
On Feb. 15, sinopec officially announced it was selling vegetables.
During the epidemic, the problem of difficult to buy vegetables has been troubling many people, in this case, sinopec put forward the slogan of "no car, no window, a key to the trunk", suddenly hit the hearts of countless people.
据说，一份普通的蔬菜礼包，就包括有西红柿、胡萝卜、西兰花等上10种蔬菜以及10个鸡蛋，售价只需99元，可满足一家三口3天左右的需求。更暖心的是，买蔬菜礼包还送一个口罩，满意指数妥妥5颗星。此外，还有4种套餐、内含15种蔬菜的小汤山健康蔬菜包，售价186元，中午12点前下单，次日便能送达。据报道，截止到2月底，累计有450座加油站开展了“安心蔬菜”业务，日销量3000单左右。可以说，中石化这波跨界——至少在疫情期间，是称得上“成功”的。虽然很少有人专门为了买菜去加油站，但是去加油随便买个菜，估计很多人都乐意。
It is said that a common vegetable gift package, including tomatoes, carrots, broccoli and other 10 kinds of vegetables and 10 eggs, the price is only 99 yuan, can meet the needs of a family of three for about three days.More warm heart is, buy a vegetable gift package also send a mask, satisfaction index no problem 5 stars.There are also four set meals with 15 vegetables in xiaotangshan healthy vegetable package, priced at 186 yuan, ordered before 12 PM and delivered the next day.By the end of February, a total of 450 gas stations were reported to have launched "peace of mind vegetable" business, with daily sales of about 3,000 orders.Arguably, sinopec's crossover, at least during the outbreak, was a success.Although few people go to the gas station specifically for the purpose of buying vegetables, it is estimated that many people would be happy to go to the gas station to buy a dish at random.
或许有人觉得，中石化这是“不务正业”，这业务范畴根本和蔬菜不搭边，但事实上，这已经不是中石化第一次跨界了。
2019年9月，中石化的新咖啡品牌“易捷咖啡”上线，推出3种与加油站契合的产品：92#黑白咖啡、95#时尚特饮、98#精品系列，颇受欢迎。
其实，早在2008年，中石化下定决心斥巨资将加油站改造成集加油、休息、餐饮、购物及维修于一体的综合*服务性**场所，易捷便利店由此诞生。
迄今上万家易捷便利店，堪称是中石化大搞跨界的基石所在。
纵观近几年各大品牌的活动，我们会发现，许多品牌都在尝试大搞联动和跨界，似乎想靠这种方式，不断扩充自己的边界。那么，对于一个品牌来说，到底是专注做自己的产品好呢，还是尝试跨界好呢？
Some people may think that sinopec is a "lazy business", this business category and vegetables do not go hand in hand, but in fact, this is not the first time sinopec has crossed the boundary.In September 2019, sinopec's new coffee brand "easyjet coffee" was launched, introducing three products that fit with gas stations: 92 # black and white coffee, 95 # fashion specialty drinks, and 98 # boutique series, which are quite popular.In fact, as early as 2008, sinopec decided to spend a huge sum of money to transform the gas station into a comprehensive service place integrating refueling, rest, catering, shopping and maintenance, and easyjet convenience store was born.Up to now, tens of thousands of easyjet convenience stores have been the cornerstone of sinopec's crossover.Throughout the activities of major brands in recent years, we will find that many brands are trying to engage in linkage and crossover, as if to rely on this way, constantly expand their boundaries.So, is it better for a brand to focus on its own products or to try to cross over?
02
大佬们都捞过界了？
近年来，许多人都发现，不少专注某项领域的餐饮品牌，都玩起了新花样：做了25年火锅的海底捞，开始随大流卖起了小龙虾；卖了48年咖啡的星巴克，做起早中晚三餐加茶饮；炸了67年鸡翅鸡腿的肯德基，入乡随俗卖串串；……除此之外，还有很多大品牌，一改人们对他们的传统印象，个个别出心裁地搞起了跨界营销：以奶糖闻名的大白兔和气味图书馆（卖香水的）联手推出了香水；知名白酒企业泸州老窖和花西子（彩妆店）推出了彩妆礼盒；优衣库和KAWS的联名款衬衫，更是引发了一场现象级的抢购风波…
02
Have the big boys crossed the line?
In recent years, many people have found that many catering brands focusing on a certain field have taken on new tricks:Haidilao, which had been cooking hot pot for 25 years, began to follow the trend and sell crayfish.Starbucks, which has been selling coffee for 48 years, makes breakfast, lunch and dinner with tea;Fried chicken wings and legs for 67 years of KFC, when in Rome do as the Romans sell strings;...In addition, there are a lot of big brands that have changed people's traditional impression of them, and each of them has done some creative cross-border marketing:The white rabbit, famous for its creamy candy, has teamed up with the scent library, which sells perfumes.Well-known liquor enterprises luzhou laojiao and huaxizi (color makeup shop) launched the color makeup gift box;Uniqlo and KAWS joint shirt, but also caused a phenomenon of buying wave...
在思考这个问题之前，不知道你有没有想过——为什么这些大品牌要搞跨界？
原因一：门店扩张遭遇瓶颈，营业额增长缓慢
以餐饮业为例，有数据统计，许多中餐快餐的门店数量，都在1千家以下，基本上600~800家就到了极限。麦当劳和肯德基倒是开到上千家，但是他们营业额增长太慢了。去年，麦当劳的一份季度财报显示，该季度其营收为53.4亿美元，同比下降2%。店只能开这么多，客户群基本已经固定，想要扩大业绩，该怎么办？毫无疑问，各家选择搞起新花样，跨界引入新事物，意图增加消费频次。一来，可以让老客户感到新鲜，不至于审美疲劳，增加粘性；二来还能挥动锄头，挖走一部分别家的“墙角”，拉来新客户。
Before you think about it, have you ever wondered why these big brands cross over?Reason one: the store expansion hit a bottleneck, the turnover growth is slowTake the catering industry as an example. According to statistics, the number of Chinese fast food outlets is less than 1,000, and the limit is basically 600~800.McDonald's and KFC are in the thousands, but their turnover is growing too slowly.Last year, McDonald's reported quarterly revenue of $5.34 billion, down 2% from a year earlier.The store can only open so many, the customer base has been basically fixed, want to expand the performance, how to do?There is no doubt that companies are choosing to do new things and introduce new things across borders, with the intention of increasing the frequency of consumption.First, can let old customers feel fresh, not aesthetic fatigue, increase stickiness;Second, it can also swing a hoe, dig away a part of other home "corner", pull new customers.
原因二：竞争力的需要
世界上唯一不变的就是变化。有时候不是品牌想搞跨界，而是你不搞跨界，客户就要被抢走了。
曾经，星巴克有做过早餐，但因为早餐的味道阻挡了咖啡的香气而放弃，选择了单纯地卖咖啡。多年过去，现在的星巴克不止卖早餐，甚至还有午餐和晚餐，甚至还卖上了酒水和茶饮。
因为，你不卖，别家却在卖！那些想吃早午晚三餐的客户，很可能永远都不会走进一家满足不了这份需要的门店。是专注于某一领域，抑或是跨界，有时候并不是你想怎么样就怎么样，而是市场倒逼着你。总而言之，选择跨界，基本上都是为了解决品牌现阶段的一些问题——知名度不高、用户群太少等等，对于提升用户体验，获取更多用户，有着不错的效果。
Reason two: the need for competitivenessThe only constant in the world is change.Sometimes it's not the brand that wants to cross the line, but if you don't, the customer will be taken away.At one time, starbucks made breakfast, but gave it up because the taste of breakfast blocked the aroma of coffee and chose to sell coffee simply.Over the years, starbucks now not only sells breakfast, but also lunch and dinner, and even drinks and tea.Because, you do not sell, but others are selling!Customers who want to eat breakfast, lunch and dinner will probably never walk into a store that doesn't meet their needs.Whether it is to focus on a certain field or to cross the boundary, sometimes it is not what you want to do, but the market forces you.In a word, the choice of crossover is basically to solve some problems of the brand at the present stage -- low popularity, too few users, etc., which has a good effect on improving user experience and gaining more users.
03
跨界需要怎么玩？
了解了为什么要搞跨界之后，我们接下来看看，跨界需要注意什么？
1、搞清楚自身的需求
如果考虑做跨界，我们最先该弄清楚的，是自家跨界的目的是什么？
比方说，你跨界是提高自己的品质内涵、树立产品形象等，那么就像优衣库和KAWS联动，给自己添上一个“时尚圈”的标签；如果跨界是为了打通双方的用户群体，那么就像网易云音乐跟海底捞等，推出AR小纸条活动，让双方粉丝用户互通，实现双赢。
只有知道自己需要什么，才能走在正确的道路上。
2、跨界也要“门当户对”
大家有没有发现，很多时候，一个跨界的产品，基本会保持自己本来的特性，只是把大家对其的固有认知，嫁接到另一个产品上。如果“嫁接”环节出了问题，那么会发生什么呢？
比如，之前喜茶和杜蕾斯的跨界，就是一个翻车的典例。卖茶饮的和卖T的杜蕾斯，都偏离了自己产品的道路，品牌价值失焦，后续引发了受众心理上的不适，最终导致翻车。
所谓“万物皆可跨界”，这种观念其实有问题的。跨界的根本目的是为了拉到更多新客户，以及增加旧客户的消费频率。如果跨界跨得不对，反而两头不讨好。
03
How do you play crossover?
So now that we know why we cross boundaries, let's see, what do we need to pay attention to when we cross boundaries?
1. Know your needs
If we're thinking about doing a crossover, the first thing we need to figure out is what is the purpose of our crossover?
For example, you cross the boundary is to improve their quality connotation, establish product image, etc., then just like uniqlo and KAWS linkage, to add a "fashion circle" label;
If the purpose of crossing the boundary is to get through the user groups of both sides, then, like netease cloud music and haidilao, AR slip activities are launched to let fans and users of both sides communicate with each other and achieve a win-win situation.
Only when you know what you need can you be on the right path.
2, cross the boundary also to "equal"
Have you noticed that, in many cases, a crossover product will basically maintain its original characteristics, just grafting its inherent knowledge to another product.
What happens if the "grafting" goes wrong?
For example, the previous crossover between xicha and durex was a typical example of a car upset.
Both the tea seller and the T seller, durex, deviated from the path of their own products and lost focus on the brand value, which subsequently caused psychological discomfort of the audience and eventually led to the car rollover.
There is something wrong with the notion that everything crosses boundaries.
The fundamental purpose of crossover is to attract more new customers and increase the frequency of consumption of old customers.
If you cross the wrong boundary, but not at both ends.
04这是个跨界的时代，或许一觉醒来，你就发现干掉自己的不是对手，而是你压根都没想到的存在。跨界未必适合所有企业或品牌，但人生本来就是一个不断试错的过程，不是在折腾中发展，就是在折腾的路上，总比不思进取、固步自封要好。跨界与否，还要视具体情况而定，但有一点，必须时刻重视。
04This is the age of the crossover, and you may wake up to find that it wasn't your opponent who killed you, but someone you didn't even know existed.Crossover may not be suitable for all enterprises or brands, but life is a process of constant trial and error, not in the toss in the development, is in the toss on the road, it is better than not to forge ahead, stuck in the past.Whether to cross the boundary or not depends on the specific situation, but there is a point, we must always pay attention to.