How does Scent Library, a perfume brand that sells 1 million bottles a year and is valued at over 100 million yuan, operate its private domain?

Local consumers' consumption habits for perfumes are not mature. In the past, overseas brands dominated the market. In recent years, domestic perfume brands have risen rapidly. This article takes "Smell Library" as an example to analyze how it arranges private domain operations. Let's take a look.

China's modern fragrance market started relatively late, and local consumers' consumption habits of perfumes are not mature. In the past, the market was strongly dominated by overseas brands.

According to statistics, in 2017, local companies (market share > 0.1%) accounted for only 0.9% of the Chinese perfume market, while European brands accounted for 47.9%.

However, in recent years, online channels have become dominant in the domestic perfume industry, especially traditional brand stores and counter sales can no longer meet consumers' purchasing needs, and domestic perfume brands have gradually begun to gain momentum.

A number of domestic perfume brands represented by Smell Library have risen rapidly. The sales of one popular product "Liangbai Kai" alone exceeded 1 million bottles a year. Less than four years after the establishment of its own brand, it has received a valuation of up to 300 million yuan and has been ranked first on Tmall's domestic perfume for three consecutive years.

In addition, domestic brands pay more attention to the traffic of online channels and the operation of private domains. So how does the Smell Library 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

The Scent Library was founded in 2009. The brand has formed a multi-category structure consisting of four major sections: perfume, home fragrance, fragrance body care, and fragrance gift boxes.

It has nearly 80 retail stores across the country. In 2022, it was selected into the "Top 15 Chinese Domestic Perfume Brands in 2022" released by iiMedia Ranking, ranking 2nd.

2. Market size

The data also shows that the compound annual growth rate of China's perfume market reached 14.9% between 2015 and 2020, and the growth rate in the next five years is even more optimistic, expected to be 22.5%.

By 2025, the retail sales of China's perfume market will reach 30 billion RMB, while the compound growth rate of the global market in the next five years is only about 7%. By comparison, it can be seen that in the next few years, the growth rate of the Chinese market will be about three times that of the global market.

3. User portrait

The users of the Scent Library are mostly women aged 19-24, mostly from first- and second-tier cities. It can be inferred that the Scent Library is targeting young women who are using perfume for the first time.

2. Traffic Channel Analysis

1. Offline stores

Smell Library has opened offline stores in more than 30 cities. Before customers leave the store, they will be invited to add the corporate WeChat account to attract offline users to the online store.

2. Private Domain Platform

1) Official Account

The official account automatically replies to introduce the benefits of adding Qiqi and attaches the WeChat QR code.

Traffic flow path: Scan the QR code to add the company WeChat account - the company WeChat account sends the group QR code - join the group

2) Mini Programs

In the [Member Center] section of the mini program, set a QR code and scan it to jump directly to the group chat page.

2. Public Domain Platform

1) Tik Tok

The Smell Library account has more than 41,000 followers on Douyin. The video content is mainly product advertisements and celebrity promotions. In addition, Douyin broadcasts live at 2 p.m. every day, and the anchor guides users to buy.

2) Xiaohongshu

The number of related notes of Smell Library on Xiaohongshu has reached over 10,000, and the official account has 73,000 followers. The content mainly includes welfare activities, brand promotion, product promotion, etc.

3) Weibo

The Smell Library has 93,000 followers on Weibo, and the main content of Weibo includes event promotion, lucky draw guidance and interaction, etc.

3. IP creation and disassembly

The enterprise WeChat customer service added by the Smell Library from various channels has a relatively unified overall IP image. The image is built around the character IP of "Qiqi". The following is an example of the one I added.

1. Personal positioning

Nickname: Qiqi | Seven / Qiqi's mascot

Avatar: Uniform real female character

Role positioning: Brand welfare officer

Enterprise WeChat business card: In each enterprise WeChat business card, you can see the video account of Weixiao Tushui'an, the official mall and the link of the community QR code, so as to make rational use of resources and divert traffic in multiple dimensions.

2. Automatic welcome message

After adding the company WeChat, a welcome message will be automatically sent, followed by a community QR code and a lucky draw mini program link. Newcomers will immediately get one chance to win a lucky draw, with prizes including physical perfumes, free coupons and discount vouchers.

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: 4-5 pieces per week

Release time: Unfixed

Moments content: event promotion, product recommendations, and daily life

Highlights: The proportion of daily life content is relatively high, giving users a closer feeling, not just a way to post advertisements

4. Analysis of Community Operation

The Smell Library connects users through social networks to increase product exposure and conversion. Below is a detailed analysis of the community I added.

1. Basic information of the community

Group nickname: Smell Fan Club A186

Group positioning: welfare group

Community value: sharing activities, guiding activities and answering group members’ questions

2. Community welcome message

When a user joins the group, an automatic welcome message will be triggered immediately, introducing the group naming format, as well as the latest welfare activities and community fan activities.

3. Community Content

Currently, the content published in the community is mainly automatic welcome messages. The content includes:

1) Guide users to enter the official mall and convert them;

2) Every Tuesday, lucky draw: community lucky draw for formal wear;

3) Fan-favoring activity preview: lucky draws will be held at irregular intervals every Friday.

5. Membership System Analysis

The Smell Library has set up a membership system on both the WeChat mini-program and the e-commerce platform, which is mainly based on the growth membership + points system. The following is a detailed breakdown by platform.

1. Mini Program Membership System

1) Points redemption

Users can earn points by signing in and purchasing items every day, and use the points to redeem coupons or purchase points-exclusive items.

2. Tmall Membership System

The Smell Library has also set up a membership system on Tmall. It is mainly based on the growth value membership + points system. The following takes the membership system of the Tmall platform as an example.

1) Growth system

There are 5 levels in total. The higher the level, the more scent coins you can get. The specific levels are as follows:

Fragrance tester: Free card registration to become

Use the fragrant little nose: cumulative transaction amount ≥ 99 yuan

Pinxiang Xiaobizi: Cumulative transaction amount ≥ 399 yuan

Pingxiang Xiaobizi: Cumulative transaction amount ≥ 699 yuan

Perfumer Small Nose: Cumulative transaction amount ≥ 1,099 yuan

2) Points system

Successful transactions and completed tasks generate scent coins, which can be redeemed for limited edition items.

Conclusion Finally, let’s summarize the highlights and shortcomings of the Smell Library in private domain operations:

1) Refined operation of WeChat Moments: Different from other brands, Smell Library has worked hard on WeChat Moments operations, with a lot of life-oriented content, which makes the brand IP more down-to-earth, easier to gain customer trust, and lays the foundation for subsequent repurchases;

2) The community content is relatively simple: The only drawback is that the community operation of the Smell Library is too monotonous and lacks rich content dimensions. It only has some new products and discounts. Users are not very sensitive to the products, so the actual effect is average.

Author: Yan Tao San Shou; WeChat public account: Yan Tao San Shou;