How feasible is cross-border marketing?

Cross-border marketing is very feasible, and cross-border marketing is a marketing method. "Cross-border" represents a new fusion of life attitude and aesthetic way. The biggest benefit of cross-border cooperation to the brand is to let irrelevant elements penetrate and merge with each other, thus giving the brand a three-dimensional sense and a sense of depth.

Different brands that can establish a "cross-border" relationship must be complementary rather than competitive brands. The complementarity mentioned here is not the complementarity in function, but the complementarity in user experience.

It should be noted that the brand impression is not the brand image, but the overall impression based on the relationship between the brand itself and the characteristics of the target consumer groups, which is different from the brand image. Brands can be associated with the characteristics of consumer groups, and brands can be associated with the characteristics of consumer groups.

In the actual implementation process, many enterprises have not achieved the expected results by adopting cross-border marketing. The reasons are mainly manifested in two aspects: first, they simply understand cross-border marketing as joint promotion, and simply think that joint promotion of brands in any two different industries is cross-border marketing. Second, in the process of implementation, the research on brands, products, consumer groups and resources of both parties is neglected, which is the idea that cross-border marketing can not meet expectations in the process of implementation. Therefore, under the premise of correctly understanding cross-border marketing, enterprises need to follow the following principles: resource matching, brand effect superposition, consumer group consistency, brand non-competitiveness, complementarity principle, brand concept consistency and user-centered.

We should see that the essence of cross-border marketing as a marketing method lies in "innovation". Its purpose is to solve the problems existing in the new marketing environment through innovation and achieve a win-win situation for both parties. As a principle that enterprises need to grasp in the practical application process, we should avoid stepping into the misunderstanding of "born in this mountain, I don't know the true face of Lushan Mountain", jump out of "the true face of Lushan Mountain"-that is, "jumping out of the brand and jumping out of the industry to see the industry", carry out "endless" management, boldly learn from and graft the ideas, models, resources and methods of other products and industries for our use, and surpass the past and achieve.