At 10:30 a.m. on November 9, in Building A5 of Hanyu Jingu, High-Tech Zone, Jinan, the trendy children's brand RedCopper under HT Fashion was in the midst of a live broadcast on the Tmall platform. The new children's clothing, featuring eco-friendly and functional fabrics, received a large number of orders upon launch. The backstage display screen was filled with inquiry messages, providing the best feedback on RedCopper's "Double 11" preparations this year. Next door to the live broadcast room, the design team was busily working on designs for the coming year. "This year, our brand achieved an omnichannel marketing layout encompassing online and offline, public and private domains. Six online live broadcast platforms and over 20 offline stores worked simultaneously, and the first wave of sales exceeded expectations," said Guo Xing, Brand Director of RedCopper, while watching the flood of orders on the screen. Data from the first wave of "Double 11" shows that the brand's target achievement rate reached 120%, with sales increasing by nearly 86% compared to the same period last year.

        RedCopper is a trendy children's clothing brand under HT Fashion, a benchmark in the woven garment field. Although established for a short time, the company has become the largest domestic OEM supplier for Anta. In the current e-commerce market, where public domain traffic is becoming saturated, expanding private domain traffic, improving product quality, and cultivating customer "consumption stickiness" are the secrets to the brand's success during this year's "Double 11".

        Compared to previous "Double 11" events, RedCopper started preparations and promotions half a month in advance this year, launching two marketing plans: "online exclusive" and "offline lucky bags." By providing more refined services to "private domain traffic" such as store members and WeChat mall members, the brand achieved an omnichannel marketing layout. Simultaneously, products featuring "RPET eco-friendly fabrics" and "Bulkywarm self-heating functional fabrics" were promoted as key products. Data from the first wave indicates that these two categories accounted for over 65% of total sales.

        Unlike other trendy children's brands in the market, RedCopper proactively incorporated the expansion of "private domain traffic" channels into its marketing planning. Leveraging platforms like Tmall, Taobao, Douyin (TikTok), WeChat Mall, and Video Channels as main forces, the operations department provided marketing plans in advance by creating "consumer profiles" to cater to the tastes and needs of a broader consumer base. They also increased the frequency of promotions to member groups, planting the "seed of consumption" in their minds ahead of time. As of now, RedCopper's official WeChat account has about 70,000 followers (including approximately 57,000 members). During the "Double 11" period, the member repurchase rate reached 48%, and sales from private domain channels increased by nearly 90% compared to the same period last year.

        "'Double 11' is no longer a time point to stimulate impulsive consumption through a sense of 'novelty' and 'urgency'; it has become a normalized 'shopping holiday' where promotional activities across various phases are closely connected. At the same time, consumers are gradually returning to rationality and pragmatism in their purchases. In my observation, rational consumption has become the main theme in recent years," Guo Xing stated. Currently, various e-commerce platforms are starting to attract consumers with more straightforward product recommendations and pricing strategies. With the deepening of e-commerce consumption habits and the diversified development of sales channels, "straightforward" marketing and more refined full-process closed-loop services will become key areas for major brands to focus on in the future.

"Now, consumers in the children's clothing sector are more inclined toward safe, convenient, and personalized consumption experiences. Next year, we will continue to focus on product quality and consumer needs, increasing investment in R&D and multi-platform promotion," Guo Xing said, reflecting on the abundant orders during the "Double 11" period. He added that the brand team will next focus on four business sectors: expanding the scale of brand development, promoting product quality upgrades, enhancing consumers' service experience, and refining market segmentation, striving for greater breakthroughs in the next sales season.

Jinan Daily reporter: Text/Photo: Han Xiaopeng Correspondent: Han Feng Editor: Song Yu Proofreader: Wang Tingting