The International Influence Of Chinese Brands From The Perspective Of Overseas Dissemination

Recently, consumers visiting Bangkok airport and the bustling Ginza of Tokyo will find out if they pay a little attention to it.

The huge outdoor billboards are towering.

Li Lang, a unique Chinese character, tells foreign friends the boundless charm of the brand over the past twenty years.

Coincidentally, on the other side of the ocean, known as "the crossroads of the world" in the times square of New York, GREE's advertising film, which is 30 seconds long, will be continuously broadcast for 5 years, becoming the largest Chinese advertising enterprise with the longest advertising time and the longest broadcast time. The giant network has also bought out the largest screen advertisement in the world for the marketing communication of "journey 2S".

It is true that there is a precedent for advertising in such areas as foreign cities and airports.

In 2011, a bright red of China appeared on Times Square in New York.

A national image film featuring 59 characters' smiles shows China's solid soft power and touches thousands of Americans.

This incident is a new highlight in the field of public diplomacy in recent years, and has milestone significance in the process of China's public relations.

Good communication effect makes this form the first choice for China to spread all over the world.

After the broadcast of China's national image, the images of Chengdu, Suzhou, Mount Lu, Deyang and other cities were also broadcast and aroused a strong response.

Why are more and more Chinese enterprises and even the Chinese government starting to spread overseas positions in airports and squares with relatively high cost?

According to Hu Chengchu, vice president of Li Lang, this time, Li Lang put advertisements on the Thailand Bangkok airport and the Ginza in Japan, mainly targeting the audiences who travel abroad.

Hu Chengchu explained that consumers who choose to travel abroad are generally a group with certain spending power.

This group pays attention to the taste of life, pursues high quality life concept, and pays special attention to dressing temperament and personal image.

At present, the consumer groups in Lon include business men and young men who take fashion and business entertainment into account.

Through market research and demonstration analysis, the consumer groups in Lai are very much in line with the high-end crowd entering and leaving the International Airport and international metropolis.

Based on the principle of precision and the high-end positioning of the brand, Li Lang chose to advertise outdoor advertisements at Bangkok airport and Japan's Ginza.

Take a look at all the brands including Li Lang and Bosideng.

Rules, we found common media selection and public relations dissemination principle, that is, Hu Chengchu mentioned the high-end positioning and precision dissemination.

In response to this problem, Mr. Lin, a senior media researcher, has made such an explanation. The reason why Chinese brands spread abroad is so consistent that they are mainly determined by the internal causes of brand positioning and the external causes of China's role pformation in the international environment.

First of all, the selection of Chinese brands attacking overseas markets is mostly known as first-line brands in various domestic industries, such as high-end brand positioning, deep accumulation of brand culture, mature domestic market operation, and strong market competitiveness.

However, many marketers will notice that contrary to the Chinese brand's high-profile strategy to enter the international metropolis, some foreign brands are starting to grab the three or four tier Chinese market.

In order to cope with the pressure of financial crisis, these international first-line brands will save operating costs and find new outlets for economic growth.

For example, Nike, Adidas and other international front-line brands are fighting the main battlefields of Beijing, Shanghai and other tier cities. Their business tentacles are sinking to the lower tier cities.

In this regard, the industry analysis, international brands have been stationed in the Chinese market for some time, brand operation in the first tier cities have been relatively mature, facing the saturated market, they will inevitably choose to infiltrate into small and medium-sized cities.

China's national brand is going out of the country, and international competition is still in its infancy. The choice of public relations channels to create brand awareness and reputation in the international metropolis has become the only choice of brand internationalization.

This is the first step in the overall communication strategy of Chinese brands to enter the international market.

In addition, with the increase of China's comprehensive national strength, the international influence is becoming stronger and stronger.

It has also gained high recognition abroad.

Just like this opportunity, domestic brands choose to take the opportunity to visit overseas markets, and enhance the international influence of brands is also the trend of the times.

The launch of overseas advertising by Li Lang has become the focus of the industry and has aroused heated debate.

Some people believe that this is the prelude to the opening of overseas markets and the internationalization of brands.

Hu Chengchu, vice president of the company, did not disclose much.

But what we can foresee is that in the next few years, more and more Chinese brands will be included in the international cities such as New York, Tokyo and Paris.