RETRACTED ARTICLE: The brand strategy and cross-border promotion of Han Chinese clothing under the digital economy

Chen Zhang () and Taisheng Gong
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Chen Zhang: Shaanxi University of Science and Technology
Taisheng Gong: Shaanxi University of Science and Technology

Electronic Commerce Research, 2023, vol. 23, issue 1, No 12, 257-277

Abstract: Abstract The arrival of the digital economy era has impacted the traditional marketing strategies of apparel brands, but it has also created new marketing opportunities. Online shopping has become an important consumption method for the younger generation, and the global retail industry is gradually transforming towards e-commerce. As a clothing culture industry with Chinese characteristics, Han Chinese Clothing (HCC) is sought after by Han culture lovers at home and abroad. In this work, it summarizes the development status of HCC industry in recent years, and analyzes the digital marketing strategies of brands of HCC. The results are sorted out and reveal that the market scale of HCC brands expanded rapidly after 2019, and the public mainly learned about HCC culture through social media. At present, the digital marketing strategy of HCC brands has the problems of single marketing channels, unplanned activities, shallow content, and high timeliness, and low cost of cross-border transportation. For the digitalization and cross-border marketing of the HCC platform, it can build a flexible digital supply chain, strengthen social media marketing, integrate online and offline dual lines, enhance overseas marketing capabilities, and optimize strategies such as overseas warehouse layout. It is of great significance for enhancing consumer stickiness, expanding the influence of HCC brand, and reducing logistics costs. Cross-border e-commerce has become an emerging form of China’s foreign trade development, and more and more cross-border e-commerce in the apparel industry is gradually moving towards overseas markets. HCC cross-border e-commerce brands need to seize the opportunity of development, continuously optimize the cross-border operation model, and then realize the global development of Chinese brands and the inheritance and promotion of Chinese traditional culture.

Keywords: Digital economy; Han Chinese Clothing brand; Digital marketing strategy; Cross-border e-commerce (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s10660-022-09628-7

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