At 10:30 on November 9, at Building A5, Hanyu Jingu, Jinan High-tech Zone, RedCopper, a trendy children's brand under HT Fashion, was live streaming on Tmall. The new children's clothing with environmentally friendly and functional fabrics received a large number of orders as soon as it was launched. The full consultation barrage on the backstage display screen was also the best feedback for RedCopper's preparations for "Double Eleven" this year. Next door to the live broadcast, the design team is also working intensively on next year's design work. "This year, our brand has achieved an omni-channel marketing layout online and offline, public and private domains, with 6 online live broadcast platforms and more than 20 offline stores working at the same time. The sales of the first wave exceeded expectations." Looking at the full screen of orders, Guo Xing, brand director of RedCopper, said that the data of the first wave of "Double Eleven" showed that the brand's target achievement rate reached 120%, and sales increased by nearly 86% compared with the same period last year.

RedCopper is a trendy children's wear brand under HT Fashion, a benchmark in the woven field. Although it was established not long ago, the company has become the largest OEM supplier of Anta in China. At a time when the public domain traffic in the e-commerce market is becoming saturated, developing private domain traffic, improving product quality, and cultivating customer "consumption stickiness" are the secrets to the brand's success in this year's "Double Eleven".

Compared with previous "Double Eleven", this year RedCopper started preparation and publicity work half a month in advance, opened two marketing plans, "Online Exclusive" and "Offline Lucky Bag", and provided more refined services for "private domain traffic" such as store members and WeChat Mall members, realizing omni-channel marketing layout. At the same time, "RPET environmentally friendly fabrics" and "Bulkywarm self-heating functional fabrics" are the main products. According to the first wave of data, the sales share of these two types of products has accounted for more than 65% of the total performance.

Unlike other trendy children's brands on the market, RedCopper has included the expansion of "private domain traffic" channels in its marketing plan in advance. With Tmall, Taobao, Douyin, WeChat Mall, Video Account and other platforms as the main force, by shaping "consumer portraits", the operation department gives marketing plans in advance to cater to the tastes and needs of a wider range of consumers; at the same time, the frequency of publicity and promotion of member groups is increased to plant the "seeds of consumption" in their hearts in advance. As of now, the RedCopper brand public account has about 70,000 fans (including about 57,000 members), the member repurchase rate during the "Double Eleven" period reached 48%, and the sales of private domain traffic channels increased by nearly 90% compared with the same period.

"Double Eleven is no longer a time point to stimulate customers' impulse consumption through a 'fresh' and 'tense' atmosphere, but has become a normalized 'consumption holiday' with closely connected promotional activities in various bands. At the same time, customers are gradually returning to rationality and pragmatism when consuming. According to my observation, rational consumption has become the main theme in recent years." Guo Xing said that at present, various e-commerce platforms have begun to attract consumers with more intuitive product promotion and pricing strategies. With the popularization of e-commerce consumption habits and the diversification of sales channels, "straight-ball" marketing and more sophisticated full-loop services will become the key topics for major brands in the future.

"Now consumers in the field of children's clothing are more inclined to pursue safe, convenient and personalized consumption experience. Next year, we will continue to focus on product quality and consumer demand, increase R&D investment and multi-platform publicity and promotion." Looking back at the full order volume during the "Double Eleven" period, Guo Xing said that the brand team will also focus on expanding the scale of brand development, promoting product quality upgrades, improving consumers' consumption service experience and segmenting the track in the future, and strive to achieve greater breakthroughs in the next sales season.

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