Analysis Of Liziqi Brand International Marketing Strategy And Its Inspiration

The accelerated process of globalization and the further development of the Internet have made communication worldwide more accessible and convenient.As a new way of information communication,short video has the characteristics of fast transmission speed,wide transmission range and a large user base.Therefore,it provides a new marketing method for various brands.The establishment of the Chinese fine food brand "Liziqi" is based on the success of its short videos.Liziqi’s distinctive short videos are loved by many overseas netizens.Through the "culture+short videos" marketing model,Liziqi brand has also achieved rapid development overseas.Therefore,if Chinese fine food brands want to achieve development overseas,a unique marketing strategy is essential.This thesis analyzes the international marketing strategy of Liziqi brand,summarizes its success and experience,and provides references for overseas marketing of Chinese fine food brands.This thesis analyzes the international marketing strategy of Liziqi brand through investigation and literature analysis.First,it discusses the environment,value,theoretical support,and structural framework of this thesis from four aspects:research background,research significance,literature review and research design.Second,in the part of Liziqi ’s brand introduction and the analysis of its brand marketing strategy,this thesis summarizes the development path from three aspects:marketing form,marketing characteristics,and communication channels.As a Chinese fine food brand with high popularity overseas,Liziqi brand has a very distinctive marketing method that has a high reference value for overseas marketing development of Chinese fine food brands.At present,although Liziqi’s videos haven’t been updated for more than one year,her videos and brand still have a great influence.The number of Liziqi’s followers on YouTube increased without decreasing.Third,SWOT analysis is used to analyze the brand from four aspects:strengths,weaknesses,opportunities,and threats.The advantage of Liziqi brand is its success,which can also reflect the preference of overseas netizens to some extent.The advantages of Liziqi brand mainly include two aspects:short videos and products.Chinese fine food brands can combine their characteristics to develop appropriate marketing plans and choose their development path.The disadvantages of Liziqi brand reflect its shortcomings.The products under Liziqi brand are highly praised.But compared with other food brands,there are fewer product categories,and no other overseas sales channels have been opened.These two problems will make it inconvenient for overseas netizens to choose products under Liziqi brand.For these factors,Chinese fine food brands should make them up according to their strength.Opportunities and threats are not only for Liziqi brand,but also for every Chinese fine food brand exporting overseas.Therefore,they should seize opportunities,meet challenges,turn threats into opportunities,and achieve new development.Fourth,this thesis uses the PEST analysis model to explore the current development environment of Liziqi brand in four aspects:politics,economy,society,and technology from both domestic and foreign perspectives.Since the outbreak of COVID-19,world economic growth has slowed down significantly,the political environment is unstable from time to time.Relevant domestic policies have been constantly introduced to promote the development of foreign trade,but trade protection measures are constantly emerging abroad.The continuous development of society and the continuous progress of technology have also brought new opportunities and challenges.Liziqi brand marketing strategy has three characteristics.First,it’s unique short video marketing.The main content of Liziqi’s short video is her own lifestyle and the production of various food.Liziqi’s short video has a unique style,which brings comfort to many overseas netizens by showing her plain but comfortable daily life.Liziqi has been loved by overseas netizens since she entered YouTube,the world’s largest and most influential video website.Second,cultural marketing based on Chinese traditional culture is the fundamental difference between Liziqi brand and other food brands,as well as its core competitiveness.The content and brand style are unique and reveal a strong Chinese ancient style because it is rooted in brilliant Chinese culture.Its profound cultural heritage makes it stand out in the field of short videos and food brands.Third,besides YouTube,Liziqi also released videos on social platforms such as Facebook and Twitter to achieve matrix communication and expand the fan base.Launching videos on different platforms can cater to the preference of overseas netizen,which not only provides them with the convenience to watch videos and improve their viewing experience but also can adjust short videos and products based on the feedback on various platforms.Because of its unique brand culture and brand connotation that the development of Liziqi brand and the sales of its products are hot.The international marketing strategy of Liziqi brand not only provides a new direction and form for the overseas spread of Chinese culture but also provides a valuable reference for the export of many Chinese food brands.This thesis explores the development of Liziqi brand,summarizes its reference points,and hopes to provide some reference value for the future export of Chinese fine food brands.And some suggestions are put forward,hoping that Chinese food brands can achieve social benefits while reaping overseas economic benefits.