The repurchase rate is as high as 60%! See how Guanxia drives emotional value to play in the aromatherapy market!

Guanxia is a niche aromatherapy brand focusing on oriental botanicals. It has been established for 4 years but has set a record of being sold out in 3 seconds after a single product is put on the shelves. How did Guanxia stand out from the niche track of aromatherapy and maintain long-term user stickiness? Let's take a look at the author's analysis from the current situation of advertising, marketing methods and scene design!

As a new consumption trend, the "olfactory economy" is not as glorious as it seems.

Statistics show that in China's fragrance-themed market, international brands account for more than 70% of the market share.

Even though there have been some highly competitive domestic brands such as The Beast and Scent Library in recent years, this is not an area where new brands can quickly enter and rise.

Guanxia, ​​a niche aromatherapy brand focusing on oriental botanicals, set a record of selling out its products within 3 seconds of being put on the shelves .

Although it has been established for 4 years, Guanxia still maintains the reputation of “always available online, and popular among offline internet celebrities”. How did they stand out from the niche field of aromatherapy and maintain long-term user stickiness?

Today we will use its case to see how to play in the aromatherapy track.

For some areas that need to stimulate emotional consumption rather than functional consumption, such as trendy toys, cultural and creative industries, etc., we can also get some marketing inspiration from them!

1. Current status of summer launch

From some perspectives, Guanxia's rise is undoubtedly a result of taking advantage of the dividends of the times.

It just so happens that during the epidemic period, the lipstick economy has subsided, and everyone's consumption desire is naturally easily stimulated by aromatherapy and perfume products that are not restricted by masks and can improve their quality of life.

Even though Guanxia already has a certain influence in the aromatherapy field, it still maintains an active presence on Xiaohongshu, with an average of about 25 new notes appearing every day.

Although the content and forms of the notes posted cover a wide range, almost every type of note can get the same proportion of interactive feedback.

The interaction volume of both reported and non-reported notes is relatively the same, and unlike most brands, it does not rely solely on reported notes to drive exposure traffic.

This shows that Guanxia has already gained certain experience in acquiring traffic in various content formats.

Judging from the feedback in the comment section, users’ attention is almost all focused on Guan Xia.

On Xiaohongshu, Guanxia mainly promotes its products through posts by mid-level and top KOLs, and then spreads the brand's voice through mid-level and bottom KOLs .

Enterprise also played a significant role in this.

2. Guanxia’s marketing strategy

Comparing with some brands established at the same time, you will find that in addition to the content released by the brand, Guanxia also has a high proportion of UGC content created spontaneously by users. They also attract Guanxia's precise users through exquisite product pictures and stylish lifestyle scenes.

This is because Guanxia’s content communication focus from the beginning to the end has not been on the product itself, but on the empowerment of quality of life and the embodiment of style.

This is not the only right path in the aromatherapy field, but it is a more pleasing way.

1. Mobilize emotional value and drive emotional consumption

In this field, what users care about before buying is not just the product, but what kind of expression you can inspire in them and what you can highlight for them.

Think of the No Man's Land Rose and Berlin Girl that have become popular in recent years. When we browse them, what we often remember is not the spice ingredients, origin, production process, etc. What often impresses us is the aesthetic and creative emotional expression of the products.

2. It helps build brand loyalty

Brand loyalty is actually a very emotional category.

Every brand hopes that the users we reach, or even potential users, will lock on to us and never consider other competing products.

Under this appeal, the consumption and usage generated by emotional connection will be much stronger than the loyalty under functional satisfaction.

Because functions can be completely replaced in a short time, but emotions cannot.

So what is considered an emotional connection?

It's simple. When functional satisfaction no longer accounts for a large proportion of the reasons why users choose you, you win.

3. Promote brand premium

I think all businesses that want to build a brand or fully utilize the value of seeding should remember one thing - users will only pay for your value in their hearts, not the price.

But many times, our publicity and content planning only equate our price with our value.

What is the difference between the two?

Price is very rational, while value is emotional.

For example, Pop Mart, IP collaboration, anime peripherals, etc.

Compared with ordinary dolls and products, they are indeed expensive and ordinary users would not want to consume them at all.

But for the fanatical fans of Pop Mart, they are even willing to pay several times the price just to get a scarce model.

Is it because the doll itself is worth the price? No matter who you ask, it's not, because the material cost is there.

But in the eyes of users, his value is just that much.

That's the difference between price and value.

A peripheral doll worth 500 yuan will not be bought just because a person earns 50,000 yuan a month and can afford it, but will be bought just because a person likes it and feels that he must have it, even if he earns 3,000 yuan a month.

In fact, many products use this method to promote premium, such as the beautiful-looking Kawaii Story lipstick.

The product itself still has its drawbacks. Compared with other lipsticks of the same price or even lower price, its performance is not satisfactory.

But because of his cute and unique appearance, he has indeed attracted a large number of users.

In terms of price, this product may be worth only 69 or even 39, but in terms of psychological value, users are willing to pay extra for this cuteness and even tolerate the imperfections of the product itself.

This is why products that purely satisfy functional needs will eventually be caught in endless price wars, with profits constantly shrinking. Once prices are raised, users will be lost. However, new consumer products in recent years, especially Internet celebrity products, have been able to achieve high premiums.

So I say, compared to products that are purely functional, and aromatherapy perfume brands that repeatedly struggle with price and scent, Guanxia has taken a more pleasing path.

3. Expanding the coverage of the population through scene integration

I found that Guanxia’s design is also very thoughtful, which helps them to achieve crowd coverage.

We all say that Guanxia is a Chinese-style fragrance brand, but it is somewhat different from the Chinese-style fragrance that people usually know.

When it comes to national style or national trend brands, no one will ignore Huaxizi and Palace Museum Cultural Creation. Most of the products on the market also use similar designs - hollowing, auspicious clouds, makeup flowers, pine and cypress, etc.

They are all iconic symbol elements in traditional culture.

Although this type of design is eye-catching and highlights the core of what it wants to express, it is undoubtedly a limitation in terms of consumer groups because it is not fully adaptable to daily environments.

Do you think Hua Xizi's loose powder matches well with a desk full of Sanrio ornaments?

Not really.

This has, to a certain extent, dissuaded a large number of people from joining.

But Guanxia adopts the minimalist Chinese style. It only retains a few elements of Chinese style, and even only implants Chinese style elements in the product names, such as Kunlun Boiling Snow, Yihe Jingui, etc., but the overall appearance is still Nordic minimalist.

This makes Guanxia highly adaptable to the overall home decoration style. It will not look out of place anywhere and can even be perfectly integrated as a decoration.

This has invisibly expanded the brand's audience.

As a niche track, it is necessary to expand the audience as much as possible.

4. Popular content and gameplay in the aromatherapy track

As a relatively niche track, the popular gameplay of aromatherapy in Xiaohongshu’s content is still relatively simple.

What I am talking about here is the gameplay with high conversion rate and high user focus. Of course, all the embedded content forms of aromatherapy used in daily necessities can be adapted.

1. Share good things based on price

When our prices are very advantageous, it is also a strategy to weaken emotional expression and directly highlight the price.

It directly lowers the decision-making cost of users. After all, there are a large number of users who want to try aromatherapy but are discouraged by the market price.

2. Good things with a good atmosphere

This is one of the most commonly used content topics for aromatherapy products and is also the main content topic of Guanxia.

Through the shooting of pictures and videos, even if the origin and craftsmanship of the spices are not promoted, users can feel the spiritual core that the brand wants to convey from the aesthetics and tonality of the content.

3. Aromatherapy reviews/collection sharing

There are both single product reviews and aromatherapy collections.

In addition to the two types of product sharing mentioned above, there is another category worthy of our attention, which is the content presentation based on appearance design.

If the sense of atmosphere is targeted at white-collar workers who have certain pursuits in lifestyle, this type of product is more targeted at the lively, trendy and fashionable Generation Z.

Of course, what they have in common is that they are all willing to pay for a quality life. Both are manifestations of quality, but in different styles.

This also reminds us that when creating a profile of the target population, we need to be specific about people’s living environment, trajectory, personality, etc.

Like all categories, collection review notes are an essential part of the campaign. How to write such notes to improve conversion rate and avoid being diverted by competing products has been written many times in previous tweets, so I won’t elaborate here~

4. Great gifts

In addition to purchasing for oneself, another major purchasing scenario for aromatherapy is as a gift.

Compared with functional products, its emotional significance is obviously more obvious.

The difference between value and price can also be seen from user comments and feedback.

For the same price, if I buy it for myself, I will feel reluctant and think it is not worth it, but if I give it to my best friend, I will not hesitate at all because it has emotional value.

This is also one of the ways we increase the premium of our products.

At the same time, with the help of these contents, we can also roughly see the general classification of the current aromatherapy track - three categories: quality atmosphere, affordable price, and cute creative design preferred by Xiaohongshu users.

I believe that in the future aromatherapy track, there will be more subdivided branches, and how to borrow the unique characteristics of our products, while combining the interests of the main users of aromatherapy to establish a closed marketing loop is what every brand needs to focus on.

Until now, some brands still have doubts about the conversion value of Xiaohongshu. On the one hand, they feel that exposure does not mean conversion, and they cannot monitor the corresponding output of each investment like the Through Train. On the other hand, they feel that exposure and sharing without hard advertising selling points will have no meaning in increasing sales.

But just look at Guan Xia and you will know that such concerns are actually biased and unnecessary.

For a long time, Guanxia didn’t even have a Tmall store. It just relied on the pure atmosphere display content mentioned above, without any selling points such as flavors, fragrance sources, and materials that everyone in the industry paid attention to. This model of diverting traffic to the private domain helped them complete their A round of investment, and their annual sales directly exceeded 100 million!

The repurchase rate at that time reached 60%, which shows the role that Xiaohongshu platform plays in the marketing closed loop.

Of course, in terms of conversion, there is a lot we can do besides promoting content on Xiaohongshu.

Users come to Xiaohongshu, see it, and buy it.

This is certainly a closed loop, but it is too simple and is the ultimate path.

If we only focus on this path, we will ignore a lot of spillover traffic and the more work we can do to convert users.

Xiaohongshu is certainly an efficient platform for promoting products, but users do not necessarily promote products only on Xiaohongshu, and all external communications of brands should not be limited to Xiaohongshu.

I have come across such brands. Their products are also sold on Xiaohongshu. Their founders’ ideas are also on Xiaohongshu. Their brand tone and original intention are also on Xiaohongshu…

Completely ignoring other channels that can be deployed, such as public accounts, official websites, Taobao content, private domains, etc.

You should know that Xiaohongshu is not the whole of a brand marketing. It is just one link in it, helping us connect users and products. Its greatest role is to influence more people by providing feedback on our usage experience to more people through bloggers and purchasing users.

We need to accurately identify the platform’s positioning and the role it plays in external communication of our brand, rather than trying to have both, thus ending up with nothing.

In the past one or two years of advertising, I have gradually realized one thing, that is, don’t try to plan or even restrict users’ consumption paths.

Only by trying and testing can you know how to attract consumers.

Sometimes we find that some content forms that we have never seen before can help a brand bring in tens of thousands of Taobao searches and store visits a day. We will also be surprised that the users who ultimately make a transaction are not exactly the same as the user portraits we expected based on our experience.

Because consumer behavior, especially consumption in today's personalized and enriched markets, is always full of randomness.

Only by trying and testing can we know what is right.

Author: Bobo Marketing Circle, Official Account: Bobo Marketing