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DOI: 10.15862/09ECOR425 (https://doi.org/10.15862/09ECOR425)

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Astratova G.V., Onwusiribe Ch.N., Li T. Adaptive hybrid marketing strategies for the Sino-Russian sewing market in the age of e-commerce and sanctions. Russian journal of resources, conservation and recycling. 2025; 12(4). Available at: https://resources.today/PDF/09ECOR425.pdf (in Russian). DOI: 10.15862/09ECOR425

Adaptive hybrid marketing strategies for the Sino-Russian sewing market in the age of e-commerce and sanctions

Astratova Galina Vladimirovna
Ural Federal University named after the first President of Russia B.N. Yeltsin, Yekaterinburg, Russia
E-mail: galina_28@mail.ru
ORCID: https://orcid.org/0000-0002-3579-4440
WoS: https://www.webofscience.com/wos/author/rid/C-3514-2015

Onwusiribe Chigozirim Ndubuisi
Ural Federal University named after the first President of Russia B.N. Yeltsin, Yekaterinburg, Russia
E-mail: ndubuisichigo@gmail.com
ORCID: https://orcid.org/0000-0002-7740-5458
RSCI: https://elibrary.ru/author_profile.asp?id=1287891

Li Tianyou
Ural Federal University named after the first President of Russia B.N. Yeltsin, Yekaterinburg, Russia
E-mail: Supertianyou@163.com
ORCID: https://orcid.org/0009-0008-2064-0730

Abstract. The modern architecture of global trade is undergoing a profound transformation, shaped by two forces: (1) the integrative power of digitalization and (2) the destructive power of geopolitical fragmentation. This article examines the transformative challenges and opportunities within the Sino-Russian sewing products market, shaped by these dual forces — of e-commerce expansion and economic sanctions. The authors set out to develop an adaptive marketing strategy based on a hybrid strategic structure for the Chinese-Russian clothing market in the era of e-commerce and sanctions. The research design includes three complementary methodological components: (1) a systematic review of the literature; (2) cross-cultural research based on primary data collection using structured questionnaires conducted among university students in both countries; (3) comparative statistical analysis. An analysis of the Chinese-Russian sewing and e-commerce market has revealed a complex interplay of market characteristics, cultural variables, and geopolitical forces. This allowed us to structure the results obtained into four main topics: (1) the unique digital challenges of the market, (2) deep cultural differences in consumer behavior, (3) the dual impact of economic sanctions as a barrier and a catalyst, and (4) resulting changes in consumer behavior patterns. It is shown that the combination of four characteristics of sewing products — tactile, visual, anthropometric and symbolic — creates a unique set of modern marketing challenges that significantly complicate the introduction of e-commerce for the sewing market. Based on empirical results, the authors propose a model of adaptive hybrid marketing strategy as a special structure consisting of four integrated elements focusing on (1) technologically driven adaptation, (2) deep cultural localization, (3) platform-specific optimization, and (4) trust-building mechanisms. The article concludes that it is only through this synthesis that garment market enterprises can effectively navigate the fragmented but interconnected reality of modern cross-border trade, transforming geopolitical and digital challenges into a sustainable competitive advantage.

Keywords: Sino-Russian trade; sewing products market; garment market; e-commerce challenges; economic sanctions; cross-cultural communication; adaptive marketing strategies; hybrid strategies; international marketing

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