Abstract

Chinese clothing producers have increased their market presence in recent years. Many firms have been using unique marketing strategies to satisfy the needs of their consumers. Local brands are now major competitors to global players as they have been expanding quickly in recent years. Chinese apparel companies have used a variety of marketing techniques to reach their target market in an effort to achieve a competitive edge. A market study was carried out in order to identify and thoroughly assess the marketing tactics used by Chinese garment brands. The research methodology employed a mixed-method approach, combining qualitative and quantitative data collection methods. The qualitative data was obtained through in-depth analysis and case studies of several prominent Chinese clothing brands. The quantitative data was gathered using an online survey from a sample of 200 Chinese consumers who have purchased clothing from local brands, and they are all of the different ages. The results show that Chinese apparel businesses use a variety of marketing techniques, such as celebrity attraction, knowledge marketing, and short video marketing, to draw in buyers. The best marketing tactic for raising brand awareness and fostering consumer trust was shown to be celebrity attraction. Young customers, who are more prone to base their purchasing decisions on suggestions from social media, have been proven to be good candidates for social media marketing campaigns. Customers may be engaged and given a positive brand experience through knowledge marketing; it has been discovered.