Research On The Cross-border Marketing And Communication Of The Old Brand Of Domestic Products

The 21st century is an era with more and more obvious characteristics of globalization,networking and diversification.The boundary of the industry is becoming more and more fuzzy.Market competition is no longer limited to a specific industry.If a brand wants to get a place in the fierce competition,it is no longer a hard fight between life and death,but also a win-win cooperation.In this environment,cross-border marketing came into being.As for the old brand of domestic products,although the cosmetics market in China is in a period of vigorous development,in the face of the situation that the market has been occupied by foreign cosmetics groups for a long time,in order to seek greater development,it is not only necessary to improve product quality,but also necessary to innovate marketing means to break the conservative stereotype faced by the brand,the aging of consumer groups and the limitations of marketing communication thinking Difficulties,cross-border marketing has become an important choice for the gazelle to break through the difficulties.Chinese people's pride in the country and the nation is mapped to the consumption field to form a strong sense of "national goods",which creates conditions for the "counter attack" of the old brand of national goods,Pechoin.The upgrading of consumption and the rise of female consumer groups have laid a foundation for Pechoin to help the brand younger through cross-border marketing.The progress of media technology has changed the media environment and provided an opportunity for Pechoin to use cross-border marketing to expand its brand influence.In the all-round cross-border marketing,by connecting popular symbols,culture and trend,the brand culture has been enriched,the brand spirit has been condensed and the brand rejuvenation has been promoted,the two-way promotion of brand value and market share has been realized,and its own characteristics have been formed,which is representative.Its cross-border marketing can be divided into three types: vertical cross-border marketing,horizontal cross-border marketing and cross-border marketing.Vertical cross-border marketing includes cross-border marketing in the same field,penetration of the market by means of entertainment and integration of trends,so as to help brands penetrate the original market to a greater extent and attract more potential consumers.Horizontal cross-border marketing is mainly reflected in the expansion of the market,inheritance and re creation of traditional culture,the superposition of brand effects and the focus on the secondary market,so as to help Pechoin expand the markethorizontally and realize the rejuvenation of the brand.Cross border marketing includes leveraging communication with content,helping brand communication with interaction and creating brand value with UGC,so as to achieve win-win results among the three parties,i.e.Pechoin,cross-border objects and consumers.Looking at the cross-border marketing activities,we can find that the basic point of cross-border marketing is to take consumers as the center,through comprehensive exploration and development,and ultimately improve the market share.The main cross-border marketing strategies are to cooperate with major activities to improve the conversion rate,refine the "serious" brand spirit,create a marketing closed-loop online and offline linkage,and use consumers to expand the scope of communication.Cross border marketing has brought a positive impact on the gazelle,but there are also many problems,which are mainly reflected in: poor transformation mode leads to low conversion rate of communication content,frequent cross-border marketing leads to confusion of consumer cognition,lack of risk treatment mechanism and damage to brand image,and improper deconstruction of history leads to cultural conflict.To solve the problems existing in the cross-border marketing,we need to optimize the transformation from content to sales volume,carry out cross-border marketing around the brand concept,establish risk prevention and treatment mechanism,and respect the typical characteristics of various cultures.