Research On The Characteristics Of Brand Communication Of Chinese Goods In Wild Consumption Events

In the past two years,the trend of domestic goods has swept the domestic consumer market,and "buy domestic goods and wear Hanfu" has become a new consumer trend,which is loved by young people.The cultural confidence of consumers is increasing day by day,and the national sentiment is also rising day by day,despite this,there are still some domestic brands facing rising production costs,product homogenization,declining brand awareness,outdated marketing methods and other problems,poor business conditions,will disappear in the public’s vision at any time.The domestic brand Hongxing Erke caused wild consumption phenomenon because of the rainstorm donation incident in Henan,and this incident as a beginning,many domestic brands have caused a small range of wild consumption events,which has brought huge flow and exposure for some domestic brands.This paper takes domestic brands emerging in wild consumption events as the research object,adopts literature analysis method,questionnaire survey method and comparative analysis method to study,and takes media scenario theory,agenda setting theory and Maslow’s hierarchy of needs theory as the theoretical basis.Through questionnaire survey and data analysis,In-depth research on the main communication strategies of domestic brands and the communication characteristics of Chinese brands in the development process of wild consumption events.The study found that domestic brands widely use cross-border cooperation,national tide marketing and celebrity endorsement in the communication strategy,and domestic brands in wild consumption events show the characteristics of content co-creation,live help,emotional resonance and platform boost.At the same time,this paper points out the existing problems behind this phenomenon,and puts forward corresponding countermeasures for the shortcomings of brands in the process of brand communication in the wild consumption event,aiming at providing certain reference value for the construction of other domestic brands and providing relevant suggestions for promoting the sustainable and better development of domestic brands.