Research On Strategies For New Consumer Brands To Apply Chinese Culture Elements In International Marketing

China experiences a consumption upgrade in recent years,which is empowered by the deep integration of digitalization,intelligent technology and Internet platform;the new information channels built by the popularity of mobile terminals and social media platforms;and the rise of new retail fueled by the increasingly perfect supply chain system.Hence,it provides sufficient development space for countless new consumer brands.Born in the era of deepening economic globalization,these new consumer brands regard international expansion as one of the key development directions.The past decade has witnessed many new brands in new tea drinks,trendy toys,beauty and other industries successfully went abroad,opened up new markets,and sought new increments.Internationalization in the new generation is not only refined to product dimension,but also the brand dimension,that is,to create an international brand with popularity and influence,and to realize the transformation from "Made in China" to"Created in China".Under the background of cultural confidence,many brands apply Chinese cultural elements and "China chic" elements in brand building,which are welcomed by more and more international consumers.Therefore,Chinese cultural elements rooted in traditional culture have attracted attention in the global business field.With the continuous enrichment of social cultural consumption,the economic function of culture is gradually enhanced.In view of this phenomenon,this paper aims to construct a model of Chinese culture applying strategy,giving relevant suggestions on how new consumer brands can better apply Chinese cultural elements when communicating with international consumers,shape the brand,spread Chinese culture,and attract international consumers.Florasis and POP MART,as representative brands in domestic beauty and pop toy industries,have made successful attempts in overseas business,and this paper picks these two brands as research cases.The marketing information released by the two brands on well-known foreign social media Facebook and Twitter was systematically collected and analyzed by the three steps proposed by grounded theory.Through the use of literature analysis method and case analysis method,under the guidance of crosscultural marketing theory,culture empowering brand marketing theory and applying Chinese culture theory,the application of Chinese cultural strategy of the two brands in international marketing was studied.According to the analysis results,this paper constructs a strategy for applying Chinese culture in international marketing.The 4 different combinations of cultural elements apply Chinese culture from two major directions,the product external representation and the brand image shaping,leaving an impact on consumer behavior.At the same time,the cultural distance between the target market country and China,and the relevance of brand positioning to Chinese culture will have an impact on the marketing effectiveness of different application strategies.This paper has certain reference significance in formulating international marketing strategies for those new consumer brands planning to develop overseas business.The broad,profound and longstanding Chinese traditional culture provides brands with sufficient resources and inspiration.The brands need to find their unique connection point with the brand,and skillfully integrate tradition and modernity,which can not only attract the foreign consumers,but also enhance brand power and increase brand value.