The product sold 1,000 pieces on the first day of listing, and the signature single product set a record of being sold short three seconds after it was launched.
In the absence of any promotion, the first article of the first public account, only by the spread of the circle of friends, the reading volume reached 6w.
In 2019, guanxia To Summer, an fragrance brand with oriental humanistic arts, exploded in Taikoo Li, Sanlitun, Beijing, setting off a boom in oriental fragrance.
The celebrities who are popular in some variety show shots have the same aromatherapy.
Only 3 years after its establishment, Guanxia has successively opened branches in Shanghai, Shenzhen and other places.
Especially since this year, Guanxia has significantly accelerated the layout of offline stores.
In January, Shanghai's first flagship store "Guanxia Xianting" was officially opened; In April, a new pop-up shop called "Guanxia Courtyard" was opened in Shenzhen Nanshan Vientiane Tiandi; Only 3 months later, Beijing Guanxia Guozijian Store was officially opened.
And it is this fragrance brand that creates the ultimate beauty of the Orient, unlike other brands that use public domain traffic such as JD.com and Taobao, relying only on small programs and offline stores, and revenue is continuous every month.
According to the data of the growth black box, the sales of Guanxia in 2021 will be about 143 million yuan, how is this brand that relies on private domain traffic fire? And how to achieve the myth of selling more than 100 million?
Aim for the scented blue ocean
On January 9, 2019, Guanxia's official public account released an article: "In two years, we finally came out...", announcing the official establishment of the niche original aromatherapy brand [Guanxia], which is positioned in oriental plant tones.
Starting from the first product Crystal Mood Aromatherapy, Guan Xia found a key to open the universe of oriental scents.
"It took two years to visit organic farms around the world, paying attention to natural and pure spices", the fragrance products are arranged in turn, and the fragrance between the lines is fragrant, all of which highlight the brand's forced positioning for the mid-to-high-end market.
All along, China has not been a big consumer of the fragrance market, so it has caused the entire fragrance industry situation, which is basically a monopoly of international big names.
According to the "2017-2022 China Internet + Perfume Industry Competition Pattern and Investment Prospect Evaluation Research Report" by Zhiyan Consulting, international brands occupy more than 70% of the market share in the mainland perfume market.
China's fragrance market is vacant, and China's fragrance brands are even more rare.
However, from luxury brand perfumes to niche upstream fragrances, from the perspective of consumer trends, user demand continues to grow.
This also means that the domestic fragrance market is a blue ocean to be developed.
Under the lure of the blue ocean market, a number of new brands of domestic fragrance have sprung up.
The promotion of the blue ocean market, the heating up of the olfactory economy, and the emergence of summer are not unexpected.
What is truly surprising is that there has never been such a unique oriental brand as Guanxia's "Chinese Elements" and "Chinese Culture".
The combination of true oriental charm and the world's top perfume technology has made up for the gap in the domestic market and answered the question of "what is Chinese incense".
At the beginning of its launch, Guanxia did not use the usual marketing methods of the new brand to make a big publicity. Its seed users mainly come from the connections of the 3 founders of Guanxia, and the public account article has done a good drainage.
Even so, Guanxia also achieved a good start, only on the day of sale, 1,000 orders were sold, and the repurchase rate of word of mouth reached 60%.
The subsequent guanxia entered a period of rapid development.
In March 2019, Guanxia quickly completed its Series A financing, with investors including IDG Capital and Zhen Fund.
In December 2020, Guanxia entered Lane Crawford, a shopping mall on Beijing Financial Street, and completed the trial from online to offline stores.
In June 2021, Guanxia's first oriental essence perfume triple tea was launched, extending from aromatherapy to perfume categories.
In September 2021, the Guanxia Oriental Philosophy Salon perfume series was launched.
From products to content, Guanxia has been exploring the integration of products and culture, and has been constantly trying in products and stores.
However, unlike the initial online operation logic of many explosive Internet beauty brands, Guanxia opened an offline store after only one year of online operation.
In 3 years, the brand has developed rapidly, how did Guanxia do it?
"The product itself,
It's the best marketing tool."
According to the founder of Guanxia, "Guanxia's products themselves are the best marketing means." ”
From the perspective of product research and development, Guanxia has always been resistant to appearance, and crystal aromatherapy is a rare category in China, but it is very popular in ins.
This highlights the uniqueness of Guanxia products.
Before the emergence of Guanxia, the domestic aromatherapy product market has always been as calm as water, and the emergence of crystal aromatherapy has not only revitalized various aromatherapy categories, but also allowed the aromatherapy market to get the attention of Generation Z consumer groups.
Taking the aromatherapy products as an opportunity to bring emotional value to consumers through the deepening of the brand's connection with culture, Guanxia has achieved a high degree of consistency between products and brand values, thus showing the strong energy driven by product efficiency.
In addition, the core products of Aromatherapy Guanxia, from the scented candle launched in 20 years, the aromatherapy shower gel and perfume series launched in 21 years, to the launch of carbon black hand sanitizer in June 22, 2022, the fragrance product line is fully covered.
After the conditions of high appearance, product scarcity, and blue ocean market are all available, the next thing To consider is "how to tell stories".
Focusing on oriental aesthetics and oriental charm, Guanxia does not only stay on the surface of the product aroma, but also implants more in the product content.
The beauty of China's four seasons, the lifestyle of Feng Yasong in "Dream of the Red Chamber", such as "A Thousand Mountains Across the Letters, Today's Moon bright flowers, give you a common appreciation", the literati of the Wei and Jin Dynasties, and the tea of the Song Dynasty, can all become the inspiration for the content creation of Guanxia.
Its product naming also has an oriental atmosphere, such as "Kunlun boiled snow", "drinking snow plum", "Xixi peach blossom", etc., all reflect the oriental aesthetics of Guanxia, allowing users to quickly imagine the sense of picture and strengthen the oriental aesthetic symbols.
With the rise of the trend of national tide, products related to "national tide culture" have also been welcomed by the market.
The content carries the brand's emotions and values, the content gives the product more story scenes, the offline store cooperates, and the "space scene marketing" also empowers the product to increase the use of space.
"Guanxia has a clear brand positioning and aesthetic tone, integrates oriental culture into the new modernism, and forms the oriental new modernism." Guanxia founder Liu Huipu said in an interview.
Guanxia online mall and offline store, truly restore the oriental aesthetic tonal experience place, let everyone experience The products of Guanxia, and have a sense of belonging to the brand.
Offline channels, offline stores are more for experience, interpreting Chinese aesthetics, taking Shanghai Guanxia Leisure Garden as an example, through the repair of leisure garden, to create an exclusive summer style experience place.
From the perspective of Sanlitun offline stores, the construction of oriental new modernity in the scene also adds icing on the cake to the tone of the Guanxia brand.
Guanxia product concept integrates into the scene style at the same time, and creates a certain increment for it.
High value + good content + resonance, like a snowball spread on the Internet, rapid user growth.
On the Mini Program of Guanxia, users found that some of Guanxia's products could not be grabbed at all. In particular, limited-edition aromatherapy products every Thursday will be sold out within a few minutes of listing.
Offline stores provide users with a lot of purchase convenience, the brand settled in a month, Guanxia has become the top three in the Lane Crawford beauty and healthy living area of Beijing Financial Street.
This is obviously more sustainable for a brand with "urban style" as one of its cores.
Before watching the summer, the white magnolia incense of early spring on Shanghai Fukaisen Road was used as a guide to create an incense hanging full of Shanghai atmosphere.
Nurturing tone, passing on value, and leading the market, this is the brand model of Guanxia.
Product, content, scene three integration, refined content creation, Guanxia will integrate content marketing, space marketing for integration, the product experience to the extreme, pay attention to the whole process of the purchase experience of the sense of ceremony.
At present, Guanxia has not listed large e-commerce platforms, but has made full use of private domain traffic.
Through Xiaohongshu and WeChat public accounts, traffic is directed to the Mini Program store and converted in the private domain.
Today, Guanxia's WeChat subscriptions have reached millions, loyal users are 100,000+, and the repurchase rate is more than 60%.
It is estimated that with the WeChat Mini Program Mall alone, Guanxia's GMV (total transaction amount) has exceeded 100 million yuan.
Focus on private domain DTC mode
In the early days of their establishment, many new brands obtain public domain traffic by participating in platform activities, short video platform live streaming or KOL promotion.
Guan Xia's thinking is very clear, aiming at the private domain, but also the classic player who transforms the private domain with content precipitation.
How does Guanxia rely on the DTC model (private domain traffic) alone to create a myth of over 100 million annual sales?
Private domain traffic is a traffic resource that can be used repeatedly and freely, without payment, and can be directly contacted at any time, which belongs to the "traffic private asset" of the enterprise.
Using WeChat to play private domain traffic is not an old bottle of new wine, this is the most direct way to reach consumers, laying a good foundation for future refined retention.
Through the Construction of the DTC model that goes directly to consumers through Xiaohongshu and WeChat public accounts, Guanxia will directly divert traffic to its own Mini Program stores, firmly grasp the channels in its own hands, and complete the closed loop from new, retention and consumption.
On the Little Red Book, through the head and waist KOL to spread the brand voice and content volume, improve user trust, and complete the secondary communication closed loop of "understanding - planting grass - recognizing - placing orders - posting notes".
After the accurate users came, Guanxia continued to output Guanxia's brand concept and product tone with the high-quality content of the scene-based public account, so that users had a strong resonance with it.
When the user knows enough about the brand and establishes a good feeling, guide the user to complete the transaction action in the Mini Program.
In addition, self-built private domain traffic can trap and maintain loyal users, improve the repurchase rate of these loyal users, improve the whole life cycle of existing users, and create more revenue.
Since the release of the first push on the Guanxia public account in April 2019 and the announcement of the product on the mini program, Guanxia has released a total of 66 original pushes, and the number of single articles has been 100,000+.
According to the Guanxia team, the number of Guanxia WeChat subscriptions has reached one million level, and the loyal users are in the 100,000 level, and the repurchase rate has reached 60%.
Guanxia completed content marketing and user communication on the WeChat public account to increase user stickiness, and then guided consumers to the purchase of mini programs.
Overall, it is summarized as follows: accurate delivery - public number precipitation - content push - mini program transaction / offline store transaction.
Private domain traffic has played an important role in the efficient transformation and fission of Guanxia, and has also played an important role in its explosive growth.
Write at the end
In terms of brand operation, Guanxia has really done a good job.
As far as users are concerned, many people also recognize and love the brand of Guanxia.
"On the day I boiled snow in Kunlun, I stayed at home, lit it in the living room, lay on the sofa from morning to night, watching dramas, reading books, brushing mobile phones, it burned itself on the coffee table, went downstairs to take a courier back, only to find that there had been a snow in the house and a pine tree had grown."
Such a mood, the old north nose as a consumer is very fond of.
However, this fragrance product and personal preferences are also greatly linked, in the fiercely competitive track, whether Guanxia can continue to be liked by users, it is still unknown.
*Some of the materials come from the Internet, the copyright belongs to the original author, if there is any infringement, please contact to delete.
Source | Three lessons
The author | sponge old north nose
Edited | Sponge Old North Nose
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