With the pandemic still straining global supply chains, consumer goods businesses are under pressure to keep shelves stocked during China’s busy fall and winter retail season.

California-based sustainable drinkware brand Klean Kanteen planned for months to ensure its metal water bottles and insulated drinking containers were in place for the 11.11 Global Shopping Festival — the biggest retail event in the world — and the winter holiday New Year shopping occasions.

Late autumn and early winter is the busiest time of year for retailers in China, the world’s largest consumer market, which earned more than RMB11.50 trillion (US$1.81) in revenue on consumer goods between November 2020 and January 2021, data gathered by Statista shows.

“[Seasonal sale cycles] like 11.11 are opportunities for us to do brand building with excellent customer service, excellent logistics and strong customer reviews,” Michael Duffy, vice president of Global Sales and Customer Service at Klean Kanteen, told Alizila.