How Overseas Designer Brands A-COLD-WALL* Enter the Chinese Market Through Cross-border Marketing?

Abstract

The concept of cooperative marketing was introduced into China at the end of the 20th century and was sought after by the marketing circle. Some enterprises join forces to implement cooperative marketing, which reduces the risk of competition and improves the efficiency of marketing. With the increasing market competition, the concept of cooperative marketing extends to the field of brand operation, and a new trend appears, which is called cross-border marketing. This paper analyzes how A-COLD-WALL*, a British niche designer brand, enters the Chinese market and expands its brand influence through cross-border marketing cooperation with Converse. Compared with the overall marketing of enterprises, brand operation is a specific and special level, which determines that cross-border marketing is different from cooperative marketing although it originates from it.