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Researching Brand Cross-border Marketing Tactics in the Age of New Media: for Instance, Consider the "Coconut Cloud Latte" from Luckin Coffee

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DOI: 10.23977/ieim.2022.051101 | Downloads: 110 | Views: 911

Author(s)

Kexin Chen 1

Affiliation(s)

1 College of Art and Design, Wuhan Engineering University, Wuhan, Hubei, 430205, China

Corresponding Author

Kexin Chen

ABSTRACT

Users may access more advertising and marketing channels as new media technology advances, and they can obtain information from multiple brands whenever and wherever they want. In addition, the consumer industry has been oversaturated with new brands, making it difficult to distinguish oneself from the many other comparable companies. How established businesses can maintain the transformation of their traditional image and attract young consumers has also emerged as a critical challenge in this environment. Since "anything can be co-branded," more and more brands are choosing cross-border co-branding for product marketing and promotion. As a result, unexpected sparks between different brands may result. Thus, cross-border co-branding has developed into a potent remedy for helping both new and established brands get traction. This essay examines the inspiration this cross-border marketing provides by using the most recent beverage, the "Coconut Cloud Latte," which was introduced by Luckin Coffee and Coconut Group this year.

KEYWORDS

Cross-border marketing, Cross-border co-branding, Luckin Coffee, Coconut Cloud Latte, New media

CITE THIS PAPER

Kexin Chen, Researching Brand Cross-border Marketing Tactics in the Age of New Media: for Instance, Consider the "Coconut Cloud Latte" from Luckin Coffee. Industrial Engineering and Innovation Management (2022) Vol. 5: 1-5. DOI: http://dx.doi.org/10.23977/ieim.2022.051101.

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