{"id":3071,"date":"2026-01-19T17:30:51","date_gmt":"2026-01-19T14:30:51","guid":{"rendered":"https:\/\/resources.today\/en\/?p=3071"},"modified":"2026-01-19T17:30:51","modified_gmt":"2026-01-19T14:30:51","slug":"09ecor425","status":"publish","type":"post","link":"https:\/\/resources.today\/en\/09ecor425.html","title":{"rendered":"Adaptive hybrid marketing strategies for the Sino-Russian sewing market in the age of e-commerce and sanctions"},"content":{"rendered":"

Astratova Galina Vladimirovna<\/strong>
\nUral Federal University named after the first President of Russia B.N. Yeltsin, Yekaterinburg, Russia
\nE-mail: galina_28@mail.ru
\nORCID: https:\/\/orcid.org\/0000-0002-3579-4440<\/a>
\nWoS: https:\/\/www.webofscience.com\/wos\/author\/rid\/C-3514-2015<\/a><\/p>\n

Onwusiribe Chigozirim Ndubuisi<\/strong>
\nUral Federal University named after the first President of Russia B.N. Yeltsin, Yekaterinburg, Russia
\nE-mail: ndubuisichigo@gmail.com
\nORCID: https:\/\/orcid.org\/0000-0002-7740-5458<\/a>
\nRSCI: https:\/\/elibrary.ru\/author_profile.asp?id=1287891<\/a><\/p>\n

Li Tianyou<\/strong>
\nUral Federal University named after the first President of Russia B.N. Yeltsin, Yekaterinburg, Russia
\nE-mail: Supertianyou@163.com
\nORCID: https:\/\/orcid.org\/0009-0008-2064-0730<\/a><\/p>\n

Abstract.<\/strong> 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 \u2014 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 \u2014 tactile, visual, anthropometric and symbolic \u2014 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.<\/p>\n

Keywords:<\/strong> Sino-Russian trade; sewing products market; garment market; e-commerce challenges; economic sanctions; cross-cultural communication; adaptive marketing strategies; hybrid strategies; international marketing<\/p>\n","protected":false},"excerpt":{"rendered":"

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 …<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48,5],"tags":[],"class_list":["post-3071","post","type-post","status-publish","format-standard","hentry","category-issue-4-2025","category-article"],"_links":{"self":[{"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/posts\/3071","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/comments?post=3071"}],"version-history":[{"count":1,"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/posts\/3071\/revisions"}],"predecessor-version":[{"id":3072,"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/posts\/3071\/revisions\/3072"}],"wp:attachment":[{"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/media?parent=3071"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/categories?post=3071"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/resources.today\/en\/wp-json\/wp\/v2\/tags?post=3071"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}