Abstract: There are many application modes of cross-border thinking in fast moving consumer goods (FMCG), such as strategy for brand cross-border alliance, strategy for cross-border cooperation of IP in cultural industry and strategy for cross-border cooperation of public welfare ideas. Cross-border cooperation can be adopted for products of different industries according to the actual situation. Through the research and analysis of cross-border cooperation strategy of FMCG, cross-border thinking can be accurately used to serve the brands and enhance the creativity, attraction and commercial value of traditional FMCG.