Research on Localization Content Marketing Strategy of Cross-border E-commerce Brands

Abstract

With the deepening of globalization and digitalization, local brands of cross-border e-commerce are expanding overseas. Facing the increasingly fierce competition in overseas markets, brand competition of cross-border e-commerce has shifted from simple channel and price game to the construction of localized content value. With its strong audience stickiness, cultural adaptability and scene communication advantages, Head online celebrity has quickly become the core carrier of brand penetration into the target market. Based on cross-cultural communication theory, localization marketing theory and cultural adaptation theory, this study analyzes the current situation of localization content marketing of cross-border e-commerce brands in China, and finds some marketing problems such as cultural superficiality and stereotype risk, content homogenization and innovation deficiency, short-term cooperation with online celebrity and lack of deep localization content.