Guanxia, ​​a domestic niche fragrance brand, has a repurchase rate of up to 60%. How does it achieve annual revenue of over 100 million yuan solely through private domains?

A small domestic fragrance brand stands out in the huge market with an outstanding repurchase rate of 60%, becoming a striking success story. This article will explore its unique business approach and the key strategies that have achieved such remarkable success in the fragrance market.

1,000 units of the product were sold on the first day of its launch. Without any promotion, the first article published on the official account had a readership of 60,000 just through the spread of WeChat Moments.

In 2019, this fragrance brand with oriental humanities and arts—ToSummer—became a hit in Taikoo Li Sanlitun, Beijing, setting off a craze for oriental fragrances.

Online, Guanxia did not debut on Tmall until 2022. For a long time, it only had two sales channels: WeChat Mini Program and Xiaohongshu. According to data estimated by Growth Planet, the GMV of the Mini Program Mall alone in 2021 has exceeded 100 million .

In the private domain, Guanxia only communicates with users through official accounts and customer service, but the number of subscriptions to the official account has exceeded one million, the average number of readings is nearly 100,000, and the repurchase rate exceeds 60% .

Today, we will analyze Guanxia’s private domain operations for you and see what its highlights and features are.

1. Case Background

1. Brand Introduction

Guanxia is an oriental fragrance brand founded in 2018. We seek fragrance inspiration from oriental culture and art, and use precious plant ingredients from China and around the world to create oriental fragrances that appeal to all five senses. Our products include perfumes, balms, room fragrances, fragrance appliances, fragrance toiletries, and other product lines.

2. Market size

Data shows that in recent years, with the development of economic level and the trend of personalization, personalization of smell has become a way for consumers to express themselves, and the sales volume of China's fragrance market has exploded. Data shows that in 2022, the scale of China's fragrance market reached 17.43 billion yuan , a year-on-year increase of 23.68%. It is a market of tens of billions of yuan.

3. User portrait

Guanxia’s customers are mostly women aged 20-40, with an average customer spending of around 300-500 yuan.

2. Traffic Channel Analysis

Guanxia has established a private domain matrix with channels such as "official account + mini program + corporate microblog + community" as the core, and has made use of popular public domain platforms such as Douyin, Xiaohongshu, Weibo, etc. to achieve public and private domain traffic conversion and help brands expand their voice.

1. Private Domain Platform

(1) Official Account

After following the "Guan Xia" official account, the welcome message introduces the brand characteristics, welfare activities and a jump link. After clicking the link, users can register to become a brand member. Specific path: Official account menu bar - Learn about Guan Xia - Experience Officer - Scan the code to add the corporate WeChat

(2) Mini Programs

Enter the mini program [观夏tosummer] and you can find the touchpoints for the Guanxia corporate micro-flow.

Specific path: Homepage – My – Click the link to jump to the official account – Scan the code to add the WeChat account

2. Public Domain Platform

(1) Video Account

The video account [观夏tosummer ] mainly focuses on brand publicity, product promotion and other content. The homepage sets up touchpoints for attracting traffic from public accounts and flagship stores , and users can jump into the private domain by clicking.

(2) Tik Tok

Guanxia has 61,000 followers on Douyin and 249,000 likes. The content of the account is mainly brand introduction, product promotion, and event publicity.

The homepage sets the store’s traffic path, and you can jump to purchase products by clicking.

(3) Xiaohongshu

Guanxia’s account on Xiaohongshu has 178,000 followers and 457,000 likes and favorites. The account mainly contains content such as brand activities and products.

(4) Weibo

Guanxia has 56,000 followers on Weibo, and 61,000 likes and comments. Weibo will share content such as rewarded interactions, event promotions, and product introductions.

The homepage sets up touchpoints for the fan group. Users can apply to enter after following the account and becoming loyal fans of the account.

3. Disassembly of Private Domain IP

Guanxia has carefully designed its customer service WeChat account, positioning its brand IP as a welfare officer.

Below is a detailed analysis using the corporate IP I added as an example.

1. Personal positioning

Nickname : Guanxia

Avatar : Brand LOGO

Role positioning : Brand welfare officer

2. Automatic welcome message

After adding WeChat, the account will notify users of the brand’s latest activities from time to time.

3. Moments content

Content frequency : Unstable

Release time : Mostly around 7pm

Moments content : mainly welfare activities, product promotions, etc.

4. Marketing Activities Analysis

Promoting activation is the most core task in the entire user operation process. If you only attract users but fail to promote their activity, there will be no good sales conversion.

Guanxia chose a simple and crude way - marketing activities. Through marketing activities with different themes and forms, it attracts users to participate and enhances user stickiness. The following are examples of three platforms: Xiaohongshu, WeChat official accounts, and Weibo.

1. Xiaohongshu

Guanxia regularly organizes welfare activities on the official Xiaohongshu account, usually without setting a participation threshold, to maximize user participation. Take the most recent activity as an example:

How to participate: Post a note with the topic #2024游龙则灵

Winning rules: Randomly selected Winners: 5

Activity prize: One Guanxia Beiping Tianyue Xueshanhong 250g candle

2. Official Account

Compared with Weibo, Guanxia’s marketing activities on official accounts are more frequent.

In the official public account, the official will frequently launch welfare activities, and you can participate by leaving a message. Take a recent event as an example:

How to participate: Leave a message at the end of the tweet

Winning rules: Random draw

Number of winners: 3

Activity prize: Baisong series porcelain wine

3. Weibo

Guanxia officials will hold lucky draws on Weibo from time to time to increase brand exposure and fan stickiness.

How to participate: Leave a comment

Winning rules: Randomly drawn from the comment area

Number of winners: 2

Event prizes: canvas bags, volcano aromatherapy, etc.

5. Membership System Analysis

Guanxia has established corresponding membership systems in both mini programs and e-commerce platforms, both of which are based on a growth-oriented membership + points system . The mini program membership system is analyzed below.

1. Growth Member

Guanxia has established a complete growth membership system, dividing members into five levels: Guanxia members, Guanxia senior members, Guanxia core members, Guanxia platinum members, and Guanxia black gold members . The higher the level, the higher the rights and interests you enjoy.

Specific benefits include points redemption, birthday privileges, etc. It is worth mentioning that Guanxia Platinum members and above can be invited to participate in brand offline activities.

2. Points system

In addition to the growth membership, Guanxia has also built its own points system. Users can earn points by signing in, shopping, etc. For every 10 yuan spent, 1 point can be earned, and the points can be used to redeem products or coupons. In addition, Guanxia also supports point draws, where you have the chance to win coupons or brand-customized products.

It can be said that Guanxia’s points have many uses and can effectively enhance users’ sense of value.

VI. Summary

Finally, let’s summarize Guanxia’s highlights and shortcomings in private domain operations:

• Rich multi-platform touchpoints : Guanxia has set up accounts on various platforms, using content to attract user attention, and multiple touchpoints to quickly lead target users from the public domain to the private domain.
• Refined operation of public accounts : Guanxia’s public account is positioned similarly to a fashion magazine, with a design-oriented layout and a literary style. The content contains “storytelling” elements, so it is easy to attract readers. Currently, the average number of readers of Guanxia’s public account is over 100,000, making it an important channel for brand traffic and promotion.
• The points system is relatively mature: Relatively speaking, Guanxia’s points system is relatively mature, with many redemption methods, and users have a high sense of value for their points.