Ximuyuan X Pushu, a two-way run with nature

In 1984, E.O. Wilson, a biologist at Harvard University, proposed the "pro-life hypothesis", which believed that there is an instinctive bond between man and nature, including plants, animals, and landscapes. Being close to nature is not only good for your health, but it is also one of the ways in which human beings can emotionally maintain themselves.

On April 20, Ximuyuan once again joined hands with brand spokesperson Pu Shu to release a new micro-documentary - "Your Natural Prescription". In the mountains in spring, Ximuyuan and Pushu started a two-day and one-night journey to explore the natural white noise. By collecting the sounds of nature, we can convey these natural powers to every sensitive body and mind, feel the comfort brought by returning to nature, and find the balance of life.

This micro-documentary not only allows the audience to see the brand's "natural forces", but also guides them to think deeply about the "relationship between man and nature".

01

An exploration of man and nature

"The mere existence of all things in nature is enough to appease every sensitive person. ”

In this micro-documentary of Ximuyuan, the quiet mountains and forests, the dancing and flickering bonfires, and the endless rivers are accompanied by Pu Shu's slow and brisk steps leaping into view. The sound of insects, wind, rain, and leaves along the way not only brought new musical inspiration to Pu Shu, but also allowed the audience to find soothing answers in these sounds.

This time, Ximuyuan joined hands with Pu Shu to go into every corner of nature, and finally collected thirteen pieces of natural white noise. Studies have shown that white noise in nature calms and relaxes people's minds. Therefore, Ximuyuan also hopes to use the healing power behind these sounds to bring a touch of comfort to people in the fast-paced and fragmented life.

At the same time, this focus on health and nature has evolved into the pursuit of natural ingredients when it is mapped into the field of skin care products. Drawing on the healing power of natural ingredients and applying them to its products, Ximuyuan aims to solve the common skin sensitivity problems in the current population, and bring their own "natural remedies" to every sensitive person.

The fundamental reason why Ximuyuan chose Pu Shu, who is known as the "hermit in the music world", as the brand spokesperson is that the two sides are highly compatible in tonality.

Different from "traffic" and "popularity", Pu Shu's personal image and musical works are more related to "sincerity" and "purity". In the 28 years since his debut, although he has only released 3 albums, he has all been classics. From "Those Flowers" to "Ordinary Road", after a long time of polishing, it still heals the hearts of young people today.

And this coincides with the views of Jeffrey Liu Shichao, the founder of Ximuyuan brand.

Jeffrey has always believed in "take your time, go fast." "Different from the reinvestment of traffic and marketing, Ximuyuan chooses to work products. Although it has slowed down in the short-term volume and the speed of new products, the ultimate sincerity of the brand can be seen in terms of ingredients, formulas, pain points, and selling points.

In addition, Ximuyuan takes "the power of nature beyond your imagination" as its brand philosophy, aiming to "convey the power of nature and heal sensitive Asian skin", which is completely consistent with Pushu's musical attitude of pursuing nature and healing oneself.

Pu Shu bluntly said on Weibo that when his agent told him that there was a skin care brand to talk about endorsement, his first reaction was "laughing". After getting acquainted, he asked Brother Chao why he chose him, and the answer was that they wanted to find a slower, natural spokesperson.

Later, after cooperating with Xi Muyuan to shoot a micro-documentary, Pu Shu said frankly: "There are few people who have a tacit conversation over the years, but I have a very good chat with Brother Chao." In a way, Pu Shu and Jeffrey have a lot in common: they like a relaxed lifestyle, love nature and the outdoors, and believe in the power of nature, but Pu Shu expresses this love through music, while Jeffrey chooses to give the power of nature to products.

In recent years, more and more people have begun to try to "slow down", embrace nature, devote themselves to mountains and rivers, and awaken the vitality of inner upward movement. Because of this, this micro-documentary has also resonated with many audiences, inspiring them to pursue the most natural and authentic selves.

It can be said that Ximuyuan not only brings the power of nature to the audience, but more importantly, further strengthens the value expression of the brand "returning to nature" through Pu Shu's perception of nature.

02

Anchoring "Sensitive Skin of All Skin Types" to Create an Exclusive "Natural Remedy"

In July 2022, Ximuyuan successfully signed a contract with Pushu, and the brand ushered in a comprehensive upgrade. In the extremely involuted and utilitarian marketing environment, Ximuyuan has brought people one after another heart-to-heart exploration of the origin of nature and the meaning of life.

In fact, since the establishment of the brand, Ximuyuan has always been based on the large track of sensitive skin, focusing on "natural" + "healing power" to carry out product design and research and development, and provide precise care solutions for subdivided sectors.

On the one hand, according to the "White Paper on Sensitive Skin of Chinese Women" released by iiMedia Consulting, the market size of sensitive skin is expected to account for 42.4% of the total dermatology cosmetics market (including all brands) in 2024, and the overall market capacity will exceed 30 billion yuan. "Safe" and "gentle" skin care products have become the demand preference of most consumers.

In response to this, Ximuyuan positions itself as a "functional natural skin care brand", advocates taking from nature, exploring green and organic healing ingredients in nature through global traceability, and customizing formulas suitable for Chinese sensitive skin according to the mechanism characteristics of Asian sensitive skin.

On the other hand, behind the 30 billion yuan market market, the skin care concept of sensitive skin is constantly refined. Therefore, Ximuyuan further subdivides the needs of people with sensitive skin, and pays attention to advanced efficacy on the basis of ensuring the "safety" of products. Backed by the power of nature, Ximuyuan integrates natural functional ingredients such as camellia, guaiac wood, medicinal lamina and conotoxin peptides into the products to create functional "natural prescriptions" suitable for different skin types, and meet the needs of users with different sensitive skin for whitening, acne, oil control, anti-aging and other functional care.

Not only that, Ximuyuan also focuses on the research and development of "exquisite formulas" to reduce the ineffective accumulation of products in use and reduce the burden on sensitive skin. At the same time, considering the skin feeling problem, the product is equipped with a combination of soothing ingredients - Simpcare 1609™, which increases the release of endorphins in the skin and provides users with a more pleasant skin care experience.

Sufficient segmentation and focus have allowed Ximuyuan to establish a good user reputation. For example, Camellia emulsion for dry and sensitive skin has ranked first in the repurchase list of Tmall's "Facial Care Set" for two consecutive years, and the Lamina Bacteria emulsion for oil-sensitive skin has topped the hot list, praise list and repurchase list of Tmall's "Oil Control Acne Set" for two consecutive years, and Guaiac Wood Extract for oily acne sensitive skin has ranked first on the sub-category list of Douyin and Tmall dual platforms.

For example, in the recent series of activities for the 4th anniversary of the brand, Ximuyuan released the white noise playlist of "Your Natural Recipe - Sound Version" with the help of the "Douyin Super Brand Day", and invited Lu Keran, the Douyin star promoter of the Ximuyuan brand, to parachute into the Douyin live broadcast room to hold an offline flash mob event "Natural Healing Flower Source", and play a series of online and offline marketing activities to further communicate and interact with consumers.

03

Tracing the power of nature requires the return of the power of the product

If "emotion" is the first contact point for a brand to reach out to consumers, then "product power" is the key for a brand to enter the hearts of consumers.

For a long time, Ximuyuan has been exploring the relationship between man and nature, and by conveying the brand concept of "getting close to nature and returning to nature", it has brought an antidote to the physical and mental pressure of urban youth in a fast-paced and impetuous society. How to translate the brand's focus on nature into its products is due to the strong R&D strength behind Ximuyuan.

Since the establishment of the brand, Ximuyuan has established the Ximuyuan Functional Plant Joint Laboratory, the Ximuyuan Functional Skin Care Joint Laboratory, the Ximuyuan Efficacy Joint Laboratory, and the Asian Sensitive Skin Functional Skin Care Joint Research Center through the global traceability of natural healing ingredients, focusing on the application of "exquisite formulas". In the second half of the current high-quality development of the functional skin care products industry, under the accelerated competition in the industry, the construction of four major R&D laboratories is undoubtedly an important step for Ximuyuan to move to a higher level.

Last year, Ximuyuan also led the formulation of China's first sensitive skin group standard, which also demonstrates the brand's efforts and persistence on the road of "focusing on Asian sensitive skin", and highlights its emerging position as a leader in the field of sensitive skin.

In order to prove the true efficacy of its products, in 2023 alone, Ximuyuan will complete as many as 331 human efficacy test items, which is nearly ten times the average annual test average of enterprises of the same size in the industry.

This breakthrough is also reflected in the growth rate of patents. According to public data, up to now, Ximuyuan has applied for and applied 111 patents, including 38 invention patents, published 19 SCI and Chinese core papers, and participated in 23 relevant standards.

Judging from the development path of Ximuyuan, every step of its journey is to work cultivating "internal strength". Because of this, Ximuyuan's product research and development has not only always been rooted downward, but also continues to provide high-quality products that better meet its needs through in-depth user insights. In addition to constantly upgrading and iterating existing products, Ximuyuan anchors the blue ocean of men's skin care with keen insight. After three years of precipitation, its black spruce men's specialized series of products have been highly recognized by the market, and have long topped the list of Tmall men's skin care categories.

It can be said that it is precisely because of Ximuyuan's momentum empowerment in scientific research and technology and the deep link established with users that it has driven the continuous rise in product sales, truly interpreting that "every new product must be a hot product".

Today, Ximuyuan has built a brand innovation R&D and supply chain model, through internal self-construction and external co-creation, continuous efforts in user insight, basic research, ingredient formulation, efficacy evaluation, and intelligent manufacturing, and through the study of core technologies and patent applications, to build a high-quality moat of brand functional skin care products.

It is worth affirming that Ximuyuan, which continues to explore in the field of sensitive skin, has become a domestic brand with its own "light source" with the comprehensive blessing of product power, brand power and strong scientific research endorsement. With the continuous cultivation of the brand, its accumulated core user assets will also help the brand go further.