Second only to Dior and Chanel, with annual sales exceeding 100 million, how did this perfume brand enter the private domain?

This article uses Jo Malone's private domain operation as an example to analyze its specific practices in traffic channels, IP creation, community operation, membership system, etc. This article is suitable for e-commerce operators who want to understand the practical operation of private domain operation.

In recent years, with the rise of the "olfactory economy", the scale of the domestic perfume market has gradually expanded and brand competition has become "fierce".

Although domestic brands have performed well in the past two years, and many brands have achieved good results, judging from this year's 618 list, international brands continue to occupy the high ground.

When it comes to domestic consumers, these international brands are very good at marketing and operating strategies. For example, Jo Malone, which ranked first on the 618 perfume pre-sale list this year, is very familiar with this.

When we first entered China in 2014, we realized the importance of social media. We gradually began to promote our products on social platforms such as Weibo, Douyin, and Xiaohongshu, and selected corresponding influencers or KOLs to cooperate with based on the main products, gradually occupying the minds of consumers.

In 2021, Jo Malone’s average monthly sales on Taobao were over 10 million yuan; at the beginning of 2023, Jo Malone’s official flagship store on Douyin jumped to the top of sales in the fragrance category.

Jo Malone also started to operate online channels and private domains early on. So how does Jo Malone operate and layout private domains? The following is a detailed analysis for you.

The contents of this article are as follows:

1. Case Background
2. Traffic channel analysis
3. IP creation and disassembly
4. Community Operation Analysis
5. Membership system breakdown

1. Case Background

1. Brand Introduction

Jo Malone London is a luxury skincare and fragrance products company based in London. It was acquired by Estée Lauder in 1999.

Its characteristics are personalized, high quality and unique perfumes. Jo Malone is known as the queen of the perfume world in the West. The brand includes perfume sets, women's perfume, unisex perfume, body wash, body care and other products.

2. Market size

According to iMedia Consulting data, the market size of China's perfume industry has steadily increased in recent years. In 2022, the size of China's perfume market reached 16.9 billion yuan, a year-on-year increase of 24.3%, and is expected to reach 30 billion yuan in 2025.

The Chinese perfume market is developing rapidly, with a growth rate far higher than the global perfume market. Consulting analysts believe that the Chinese perfume market is still in a blue ocean market and will become the main growth point of the global perfume market in the future.

3. User portrait

Most of Jo Malone’s customers are women aged 20-40, with an average customer spending of around RMB 500-700.

2. Traffic Channel Analysis

Jo Malone has established a private domain matrix with WeChat platform as the core, and established private domain drainage channels in mini programs and apps. In addition, it has carried out private domain operations to varying degrees on platforms such as Douyin, Xiaohongshu, and Weibo.

1. Private Domain Platform

1) Mini Programs

Jo Malone has set up private domain traffic diversion in the "Jo Malone Official Mini Program". Traffic diversion path: Homepage traffic diversion channel (join the community and unlock the latest strategy) - scan the code to add the company WeChat - invite to join the group

2) Official Account

The "JoMaloneLondon" official account has set up the specific path for the private domain community's traffic entry in the greeting message and menu bar:

Menu bar of the official account - Member Area - Find an exclusive perfumer - Scan the QR code to add the company WeChat (by region) - Invite to join the group

2. Public Domain Platform

1) Video Account

Jo Malone has placed the company's WeChat information directly on the video account homepage, which can be added by clicking on it. The main content of the video is mainly about new product promotions, product recommendations, and building a brand image.

2) Xiaohongshu

Jo Malone has posted more than 100,000 notes on Xiaohongshu, and its official account has 124,000 followers. It mainly promotes products, such as perfumes and fragrances. Each post is very distinctive and in line with the image of a high-end brand.

3) Tik Tok

Jo Malone has only one account on Douyin, with a total of over 280,000 followers. The video content includes brand promotion, new product launches, and product recommendations. The account homepage has a link to the official website for traffic diversion.

4) Weibo

Jo Malone has 556,000 followers on Weibo, and has posted more than 4,392 Weibo posts. Currently, Jo Malone posts 1-2 times a day, with the main content being event promotions, product recommendations, celebrity endorsements, and brand publicity.

3. Disassembly of Private Domain IP

Jo Malone has refined its customer service WeChat, with the role of the corporate IP mainly being the fragrance designer. The main activities include new product introductions, trial solicitations, and holiday benefits.

The following is a detailed analysis based on the corporate IP I added.

1. Personal positioning

Nickname: Jo Malone Fragrance Designer

Avatar: Winona brand logo (more official)

Role: Fragrance Designer

2. Automatic welcome message

Send the group link as soon as possible, introduce yourself, and inform the group of benefits, so that users can grasp all valuable information in a timely manner.

3. Moments Operation

Personal signature: The one who is the best at using perfume among your sisters, and the one who understands you the most among those who are good at using perfume

Content frequency: 3-4 pieces per week

Release time: One post every other day

Moments content: Moments interactive lottery activities, festival activities, product recommendations, community activities

4. Analysis of Community Operation

Jo Malone connects users through social networks to increase product exposure and conversion. Below is a detailed analysis of the social network I added.

1. Basic information of the community

Group nickname: Jo Malone Official VIP Welfare Group

Group positioning: welfare group

Community value: mainly focusing on product recommendations and promoting the official mall

2. Community welcome message and group announcement

When a user joins a group, an automatic welcome message will be triggered immediately, introducing the current community benefits and community rules. The group announcement content is more detailed, introducing the specific activity content.

3. Community Content

The Jo Malone community currently does not have a fixed content output. Its main contents include lucky draws for posting orders, ranking challenges, limited benefits, etc.

The highlight is the morning and evening greetings, which use imaginative copywriting to deeply promote the product. For example:

Sent at 10am:

Good morning, the fragrance is lingering, and you are enjoying the wonderful journey.

Saturday, July 15, 2023: Relaxation and meditation. Don’t wear slippers. Have a wonderful weekend, decorate the car space with #peonyandredsuedecarfragrance…

Sent at 10pm:

Of all the goodbyes, I like seeing you tomorrow the most. Go to bed early with the gentle sweetness of #满室幽香香薰~

5. Membership System Analysis

Nowadays, the "membership" model has long been commonplace in private domain operations. It can not only better serve high-quality users, but also lock in users' consumption for a period of time in the future. The Jo Malone membership system is mainly based on the growth membership + points system.

1. Growth Member

Currently, members are divided into four levels. The higher the consumption, the higher the level and the more benefits they enjoy.

Ordinary members: Any purchase on the official website or at the counter will be considered as an ordinary member

Zhiai Pu Card: Enjoy birthday gift benefits when the accumulated actual consumption amount reaches RMB 1,500 in one time or in 12 consecutive months

Silver Card: Enjoy birthday gifts, new product discounts, and exclusive benefits when the actual paid consumption amount reaches RMB 3,000 in one time or in 12 consecutive months

Luxury Gold Card: If the actual paid consumption amount reaches RMB 5,000 in one time or in 12 consecutive months, you can enjoy birthday gifts, new product discounts, exclusive benefits, and limited city fragrance salon rights.

2. Points Members

Users can earn points by signing in and purchasing goods every day (1 point for every 1 yuan spent), and use the points to redeem coupons or purchase points-only goods. (Perfumes and other products)

VI. Summary

Finally, let’s summarize the highlights and shortcomings of Jo Malone’s private domain operations:

1) Novel content in the community: Every day, good morning and good night quotes in the community are used to deeply promote products through wonderful copywriting and imagination, so that users will not feel disgusted and the order rate will be increased.

2) Limited private domain traffic channels: Jo Malone only conducted traffic diversion on official accounts and mini programs. The traffic diversion prompts on official accounts were relatively obvious, but the traffic diversion entrance on mini programs was too hidden and was not on the homepage or in a floating window.

3) The IP image is not rich enough: Currently, the IP is mainly used to promote the mall and answer customer questions. There are basically few product recommendations and activities, but the responses to customer questions are relatively timely.

Author: Yan Tao

WeChat public account: Yan Tao San Shou;