With the rise of national trends, cultural confidence and national strength, brands will also want to focus on labels that represent Chinese symbols such as "Chinese elements" and "Chinese style" when going overseas. Whether a brand should incorporate Chinese elements mainly depe

With the rise of national trends, cultural confidence and national strength, brands will also want to focus on labels that represent Chinese symbols such as "Chinese elements" and "Chinese style" when going overseas.

Whether a brand should incorporate Chinese elements mainly depends on product strength, brand concept and the strength of the relationship with Chinese elements. Strong relationships, Chinese elements are a way for overseas users to quickly understand the brand; weak relationships, it will affect the brand output.

Taking Hua Xizi as an example, the brand itself is positioned as oriental beauty and Chinese beauty, including product design carvings, packaging gift boxes, etc., which all reflect many Chinese elements, as well as intangible cultural heritage ethnic makeup gift boxes.

From brand positioning to product design, packaging design and Chinese elements, they are all closely related. Then, it is natural for brands to incorporate Chinese elements, which will also highlight the brand’s competitive advantages.

On the contrary, if a beauty brand focuses on scientific skin care, has partisan ingredients, or has a simple style, edible materials, color design, etc. without Chinese elements, then users will not feel very strongly about it. The brand should focus on brand advantages, focus on matching market demand, and package the brand story.

As a domestic pioneer in going overseas, pursues technology and also gives their marketing experience. Zhuimi believes that overseas media is one of the important channels for brands to quickly contact and communicate with local consumers during their overseas expansion. Since Chuimi's products themselves have certain technological attributes, Chuumi's marketing team attaches great importance to the relationship with technology media.

"Many Chinese cross-border sellers are not good at dealing with overseas media, which results in information asymmetry. The less people know about you, the less likely they are to buy your products. In fact, you should take the initiative to make friends with overseas media." Wang Kai, overseas marketing director of Chumi Technology, said, "We will work with some technology media to conduct product reviews. Media PR, KOL reviews and other methods are actually in-depth marketing of products."

There are two opinions in the industry about brands going overseas. One is to export products overseas, and the other is to export brands overseas.

There are two main ways for products to go overseas:

One is the platform e-commerce model, Enterprises sell products through Amazon , AliExpress, Wish, eBay and other international e-commerce platforms, also known as cross-border platform sellers.

The other is the DTC e-commerce model. Enterprises get rid of the constraints of third-party platforms and conduct independent sales, also known as cross-border independent sellers.

Compared with platform e-commerce, DTC e-commerce has obvious advantages in operating autonomy and realizing consumer value. But whether they are platform sellers or independent sellers, they are all selling goods, and they cannot have loyal consumers and brand premium space like a brand.

Most companies have also begun to pay attention to the overseas expansion of their brands, thinking about how to truly build their brands overseas and obtain commercial compound interest through brand marketing. If a brand wants to do a good job in overseas marketing, it may wish to think about the following three questions:

In fact, these "three forces" are also the underlying logic of brands going overseas. They need to jointly shape the brand image through products and operations, and then use the brand image to feed back the products. and operations, which is an effect triangle structure that harvests business. In other words, the three complement each other and achieve each other.

) Product level

Some people say that when it comes to product selection, the important thing is not the method, but the thinking. Therefore, it is recommended that everyone should not blindly pursue hot products, but consider whether a certain product will sell well in the target market. That is to say, you must first learn the logic behind reverse reasoning, and then dig deeper into the path to optimize the product. This is a good product selection thinking.

) Operational level

As a seller, from an operational perspective, first highlight the branding at the operational level of promotion (materials, homepage, content), and then make the advertising materials and pages relevant, from purchase, logistics, after-sales, etc. It is a good promotion logic to pay attention to the issue of advertising audience experience and refine the customer experience and content.

3) Brand level

Like some very popular overseas brands, most of them have distinctive propositions, or the original intention of the brand related to environmental protection, technology, and animals that attracts the attention of young people. These are the most powerful aspects in the early stages of brand establishment. Brand story, thus helping the rapid establishment and brand continuity of the brand.

[KOLBOX, focusing on overseas Internet celebrity marketing, helping Chinese brands go global, providing digital marketing solutions, execution and implementation with a global perspective, helping more companies to go global through Internet celebrity marketing]