Jiang Xiaobai's methods of cross-border marketing are brand drainage, brand value creation and brand resources sharing.

1. Brand Drainage

When the brand awareness is insufficient, Jiang Xiaobai extended to other fields through cross-border cooperation, seeking the expansion of target customer base, the increase of user contacts, the promotion of brand traffic and attention.

2, brand value sense shaping

The brand may be well-known, but it can lead to topics and create interesting content through "cross-border". Cross-border often goes deep into a specific and precise circle, and has the opportunity to create social communication topics. On the one hand, it increases the amount of discussion on brand topics, and on the other hand, they consciously guide the voice, so as to strengthen the brand attitude and product uniqueness, enhance the user's sense of "stopping at the top of the mountain" and then enhance the brand value.

3. Brand resources * * * enjoy

resources * * *, resulting in agglomeration effect, providing customers with greater value and realizing cost sharing. Just like there is a barbecue shop next to the noodle shop, both parties put the menus in the other store to expand users' choices, first because of the convenience of bringing user value, then the brand contacts with materials and tastes products, and finally the value harvest, that is, pricing and promotion.

principles of cross-border marketing

1. resource matching: the so-called resource matching refers to the * * * and equivalence that two enterprises should have in terms of brand, strength, marketing ideas and capabilities, enterprise strategy, consumer groups, market position, etc. when conducting cross-border marketing, only when they have this * * * and equivalence can cross-border marketing play a synergistic effect.

2. superposition of brand effects: superposition of brand effects means that two brands complement each other in advantages and disadvantages, and transfer their established market popularity and brand connotation to each other's brands or accumulate communication effects, thus enriching the connotation of brands and enhancing their overall influence.

3. Consistency of consumer groups: each brand has a certain consumer group, and each brand is accurately positioning the characteristics of the target consumer group. As a brand or cooperative enterprise implementing span marketing, due to different industries, brands and products, if span marketing is to be implemented, it is required that both enterprises or brands must have consistent or repeated consumer groups.