Research on Brand Rejuvenation Marketing Strategy in the New Media Environment—Taking Lao Feng Xiang as an Example

Research on Brand Rejuvenation Marketing Strategy in the New Media Environment—Taking Lao Feng Xiang as an Example

With the rapid iterative development of the Internet, young consumer groups are gradually becoming the main part of consumer groups. Young consumer groups were born in the initial stage of the development of Internet digital media, and were greatly influenced by Internet digital media in the growth stage. As the young consumer groups are influenced by the diversified culture spread by the Internet digital media, the new generation of young consumer groups have formed relatively different consumption concepts, hobbies and characteristics from other consumer groups. This paper takes the jewelry brand of Lao Feng Xiang as the research object, analyzes the specific case of the new media marketing of the jewelry brand of Lao Feng Xiang, and summarizes the problems faced by the brand of Lao Feng Xiang, so as to better realize the brand rejuvenation of the traditional brand, enhance the brand competitiveness, and realize the sustainable development of the brand. The research provides a new practical direction for Lao Feng Xiang to further achieve brand rejuvenation through new media marketing and publicity under the environment where Generation Z has become the main consumer group, and for all kinds of old jewelry brands in terms of brand rejuvenation.