S-cultural Marketing Communication Strategy Of Cross-border E-commerce Platform

As the world enters a new era of digitalization,people’s consumption concepts and behaviors are gradually changing.Today,with the increase of Internet penetration,more and more people rely on online shopping platforms.Therefore,the cross-border e-commerce industry has experienced explosive growth.However,there are various unavoidable risks and challenges in the process of overseas expansion of cross-border e-commerce platforms,among which cultural differences are one of the most essential factors.Cross-border e-commerce companies overseas have to face not only competition with similar cross-border e-commerce platforms,but also competition with local e-commerce platforms in host countries.Therefore,when cross-border e-commerce companies expand in markets with different culture,they should make adjustments to their marketing communication strategies and increase the consumers’acceptance of products and brands.In this paper,the analysis of marketing communication strategy of cross-border e-commerce platform is mainly about the following aspects.The first is direct marketing of the cross-border e-commerce platform websites.Websites are channels for cross-boarder e-commerce companies to directly communicate with consumers,so companies should pay attention to the cultural factors in website design,understand the preferences of cross-border consumers and avoid losing potential consumers due to cultural conflicts.The second is the Internet interactive strategy of cross-border e-commerce platforms.Interaction with consumers on the social media platform during overseas marketing communication and cooperate with influencers can help companies reach target consumers directly and gain good fame.The third is the promotion strategy.For different segmented consumer groups in different markets,developing promotion strategies based on the local macro environment and cultural factors can help increase sales and form a good reputation among local consumers.As a successful case of domestic cross-border e-commerce going overseas,SHEIN,a well-known Chinese cross-border e-commerce company,has now occupied a place in North America,Europe and the Middle East,winning the top APP downloads and market share.SHEIN’s success is related to its cross-cultural marketing communication strategy.This paper is based on marketing communication theory and cross-cultural communication theory,with the method of literature analysis and case analysis,to make a comparison of the marketing communication strategies of SHEIN American and Arabian sites.The study found that in the process of SHEIN’s operation of the American and Arabian sites,the marketing communication strategies for the two regions with cultural differences between the US and the Middle East are adjusted.Through the analysis of SHEIN’s cognition,affection and behaviors of consumers in the two markets,it can be concluded that the cultural adaptation of its marketing communication strategy has made SHEIN arouse the cultural resonance of consumers.Cross-cultural marketing communication strategies play an important role in the long-term market expansion of cross-boarder e-commerce platforms.The research in this paper can be the reference to cross-border e-commerce companies planning to expand in multiple overseas markets.Cross-border e-commerce companies should have cross-cultural awareness,use big data methods to deeply understand the cultural characteristics of consumers in different markets and actively take advantage of social media platforms.Differentiated marketing communication strategies are helpful for the long-term development of cross-border e-commerce companies.