Research on the International Development Strategy of Chinese Ethnic Characteristic Brands

College of Business and Economics, Australian National University, Canberra, Australia

^* Corresponding author: liang109109@gmail.com

Abstract

In the context of economic globalization and cultural integration in various regions, the internationalization of Chinese national characteristic brands has received widespread attention. However, problems such as homogeneous competition, trade barriers, and cultural differences still constrain their globalization process to a certain extent, and relevant research on replicable internationalization models still needs to be updated. This article analyzes the experience of a series of representative Chinese ethnic characteristic brands in breaking through the internationalization process through their internationalization practices. This article analyzes that successful national brands can not only retain their cultural core in the process of internationalization, but also flexibly respond to uncertain factors and market differences in the international market. Based on this, this article proposes the following suggestions: explore cultural commonalities while creating brand differentiation to enhance brand competitiveness; Adhere to the trend of internationalization, promote brand green development, and adhere to the sustainable development route; Rely on the “the Belt and Road” to layout efficient supply chains and cultivate overseas talents; Innovative marketing models, segmented market optimization communication models, and precise communication targeting customer groups.