JINJIANG, China, April 12, 2011 /PRNewswire-Asia/ -- China Xiniya Fashion Limited ("Xiniya" or the "Company") (NYSE: XNY), a leading provider of men's business casual apparel in China, today announced that it has expanded its marketing efforts through the sports channel of CCTV, the largest television station in China. CCTV5 broadcasts live sports such as soccer, tennis, badminton and Formula 1 auto racing and has a high level of male viewership.

CCTV 5 has a viewership of approximately 45 million daily during prime time from 18:00 to 24:00. Approximately 65% of its viewers are male and approximately 37% of the male viewers are ages between 25 and 45, which is consistent with Xiniya's target customer base. Xiniya's commercials will be up to 10 seconds long and will be played before and during the two most watched daily programs 'Sports News" and "Sports World" for a five-week period. These two daily programs are the most watched TV programs in CCTV 5 during prime time. Jacky Cheung, Xiniya's brand spokesperson and China's leading singer and actor, will be featured in the advertisements. In addition, Xiniya's TV commercials will be broadcasted on a daily basis at various other times during prime time of CCTV 5. This represents an expansion of Xiniya's existing advertising campaign around the popular CCTV 12 program, "Moral Observation".

Mr. Qiming Xu, Chairman and Chief Executive Officer of Xiniya, commented, "We continue to invest in our brand to increase our recognition and customer acceptance. We are very excited to add this initiative to our marketing campaign since it directly targets our core customer base. We are again pleased to have Jacky Cheung represent the Xiniya brand on national television. We anticipate our brand awareness will continue to grow throughout China as our advertising activities increase."

Safe Harbor Statement

This news release contains "forward-looking" statements within the meaning of Section 21E of the Securities Exchange Act of 1934, as amended, and as defined in the U.S. Private Securities Litigation Reform Act of 1995. These forward-looking statements can be identified by terminology such as "will," "expects," "anticipates," "future," "intends," "plans," "believes," "estimates," "target," "going forward," "outlook" and similar statements. Such statements are based upon management's current expectations and current market and operating conditions, and relate to events that involve known or unknown risks, uncertainties and other factors, all of which are difficult to predict and many of which are beyond the Company's control, which may cause the Company's actual results, performance or achievements to differ materially from those in the forward-looking statements. Further information regarding these and other risks, uncertainties or factors is included in the Company's filings with the U.S. Securities and Exchange Commission. The Company does not undertake any obligation to update any forward-looking statement as a result of new information, future events or otherwise, except as required under law.

About China Xiniya Fashion Limited

Xiniya is a leading provider of men's business casual apparel in China. The Company designs and manufactures men's business casual and business formal apparel and accessories, which are marketed under the Xiniya brand, and sells through its distribution network that includes 26 distributors and 24 department store chains. Its products are sold to consumers at over 1,400 authorized retail outlets owned and managed by third parties located in 21 provinces, five autonomous regions, and four municipalities in China. This authorized retail network focuses on second- and lower-tier cities, where increasing affluence has led to an improvement in living standards and where most international men's apparel brands do not have a significant presence. The Company's target consumers are male working professionals in China between the ages of 25 and 45 who seek fashionable clothing to suit their working and lifestyle needs. For more information, please visit the Company's website at http://ir.xiniya.com.

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SOURCE China Xiniya Fashion Limited