In today’s world, brand crossover is both an attitude toward life and the main carrier of modern culture. The phenomenon of brand crossover deserves in-depth exploration, especially how to implement brand crossover in a healthy and sustainable way. Therefore, the purpose of this study is to examine brand crossover practices using modern consumer behavior as an entry point to find out which aspects of brand crossover are most valued by consumers. The research model and hypotheses were formulated based on a comprehensive review of the relevant literature. Subsequently, a questionnaire survey was administered to a sample of Chinese consumers, from which a total of 364 questionnaires were collected. Following screening, 300 valid responses were selected for data analysis. The collected data underwent SPSS analysis to investigate the causal relationship between the three independent variables (conceptual integration, innovation, and holistic) and a singular dependent variable, consumer purchasing behavior. The research methodology used in this study includes a literature analysis and a series of questionnaires to analyze and investigate the three main characteristics of brand crossover: integration, innovation, and holistic. The results of this analysis indicate that both integration and innovation in brand crossover designs have a positive impact on Chinese consumers’ purchasing behavior, while holistic does not have a significant impact. Therefore, to increase consumer purchases, it is paramount to prioritize integration and innovation in brand crossover design. This approach enables crossover brands to more effectively increase purchases through effective design.