Exploring Cross-cultural Marketing Strategies of Fuliang Tea in E–commerce

Abstract

Aims: This study explores how Chinese regional tea enterprises, particularly Fuliang tea producers, develop and implement cross-cultural marketing strategies in the era of global e-commerce. It focuses on how cultural adaptation, digital innovation, and institutional support enhance international competitiveness. Study Design: A qualitative, exploratory multiple-case study design was adopted. Place and Duration of Study: The research was conducted in Fuliang County, Jiangxi Province, China, between April and August 2025. Methodology: Data were collected through semi-structured interviews with 22 participants, including tea enterprise managers, e-commerce staff, government officials, industry association representatives, and international consumers-each lasting approximately 60-90 minutes. Three representative tea enterprises were examined in depth. Data were analyzed using six-step thematic analysis, employing both inductive and deductive coding, guided by Hofstede’s cultural dimensions and Aaker’s brand personality frameworks. Results: Four main themes emerged: (1) cultural framing and narrative translation; (2) product and packaging adaptation; (3) digital channel diversification and live-streaming; and (4) institutional trust-building through certification and service infrastructure. These findings illustrate how cultural communication, digital engagement, and institutional mechanisms collectively strengthen global brand legitimacy. Conclusion: The study contributes to cross-cultural marketing theory by integrating cultural and digital perspectives within agri-food e-commerce. It offers actionable insights for policymakers, industry associations, and SMEs on leveraging storytelling, certification systems, and digital tools to promote the sustainable internationalization of regional brands.