Friends' conversation records: Detailed explanation of Guanxia's 4 "emotional marketing" methods

Introduction: This article starts with Guanxia’s four “emotional cards” and introduces the unique “emotional” marketing method of Guanxia, ​​an aromatherapy brand. It is recommended for those who want to understand Guanxia’s marketing method.

In this issue, we invited Shangguan Yaxuan, the operations officer of G-Brandlab, to talk about why playing the "emotional card" is so important for private domain business. In the past two years, Guanxia, ​​a new domestic niche fragrance brand, has made over 100 million yuan in annual revenue from private domain business alone, with a repurchase rate of over 60%. New products are released on the WeChat mini program every Thursday, and they are sold out within 10 minutes after they are released.

Many brands, why are they not good at not playing the emotional card? First, they are worried about the high cost. Second, they lack the awareness of "user relationship" management. Third, the content marketing ideas can't keep up. Especially when the brand is in the 0 to 1 stage, you must play the emotional card in the private domain. Why? Because Guanxia did it, and they succeeded. Today, I want to go back in time, back to Guanxia's 0-1 stage. From January 2019 to December 2020, until the first offline store was established, what private domain actions did they take? I want to know: What exactly can be relied on to achieve a brand breakthrough in the 0-1 stage?

1. Emotional card number 1: A special gift for a special you

Formula: specific naming + product connotation + limited handmade + rare materials + customized label + specific moment = gift of heart

Taking Guanxia’s first flagship product ⌈Crystal Mood Fragrance⌋ as an example, let’s take a look at how this formula works.

1. First, the product name

Rose Elixir, Mojito on the Windowsill, Snow Melt White Tea, Ebony and Cat, Midsummer Rainy Night, Orange Soda

These are the names of the first season's six fragrances. They either have a strong sense of imagery or point to very specific gift recipients. We carefully analyze this in combination with the connotation of each product. Take "Midsummer Rainy Night" as an example. This name reminds people of the cool rain on a summer night. It is easy to fall asleep with the sound of rain, so this fragrance focuses on "good dreams".

The emotional energy of the crystal it uses is calming, relaxing, and sleep-inducing. At this point, some people can think of the sleepless nights they have experienced or are experiencing, or their friends are experiencing these. At this point, you may find that the information (needs) of the usage scenario is conveyed to the user in an extremely gentle way. This is not enough. Next, Guanxia will explain how Midsummer Rainy Night empowers people? He said:

Just one drop makes people feel as if they are in a French lavender field on a summer night. The cool mint is like the scent of moonlight, which dispels the summer heat. The eucalyptus leaves bring rich green; the basil, rosemary and fennel are like a rain, the grass is covered with dew, and the soil is fresh and fertile; you fall into a dream unconsciously, walk through the secret garden, and the pine forest in the distance wraps you with a rich woody scent.

I carefully disassembled the copywriting of Guanxia's crystal emotional fragrance, and the logic is as follows: crystal exists as a carrier of energy, which leads to [scene], that is, "the moment when you need energy", so why can crystal fragrance heal you when you need energy? To expand on it, it is the picture of the fragrance, the rare raw materials, the spiritual comfort brought by the fragrance, etc. The logic of the entire copywriting is constructed in this way. So are you buying fragrance? No, you are buying healing energy and buying a moment of immersion that belongs to you.

2. Limited handmade products & rare raw materials

Friends who have heard of Guanxia should have the impression that Guanxia is "very hard to get". Guanxia's own explanation in the article is: because the production of good crystals is limited, and they need to be carefully screened, washed with clean water, polished by hand, and assembled. In addition, all gift boxes are hand-labeled, with a total of three places, and the labels cannot be skewed. Even the glass Dingdang bottle needs to be hand-polished on the base. The article says that "each Dingdang bottle needs to pass through the hands of 60 masters." Therefore, you have to take it step by step, and make less, so each new product is a small amount.

In addition to hand-made products, we can find through the official account articles and the mini program details page that Guanxia has also put a lot of effort into shaping rare raw materials. For essential oils, the raw materials must be picked from excellent production areas in season, and several kilograms of essential oils must be distilled/cold ground/cold pressed to obtain a little bit of essential oil; and crystal stones must also be collected from certain places in the world, come all the way to China, and then be finely screened and hand-processed.

3. Customized labels

Crystal Fragrance is not only attractive in its own right, but it can also be customized on the label. In 2019, Guanxia said in an article that each label is printed and manually labeled to convey a feeling of care and warmth. Not only that, there are many details, such as the label paper is made by a paper merchant in Osaka, Japan, and the label must be silk-screened and stamped. (Later it was gradually simplified) Guanxia's trouble and attention to detail magnified a feeling to the extreme, and Guanxia's fragrance became an associated word for gift giving. So many early seed users not only bought gifts for their best friends, but also left their own stories. Guanxia sorted out these stories and posted them on the official account.

On Weibo, Guanxia occasionally shares the labels printed out from the orders in the past few days. Each label has a strong sense of story, thus forming a warm column. These have become good user stories one after another. User co-creation, isn't that also the case ? In a public account article in July 2019, Guanxia wrote: "Crystal Aromatherapy is not a simple indoor diffuser. It is an exclusive relaxation button for adults hiking in the dry desert of reality. What gives it special meaning is a sentence or a few words flowing through your heart."

4. Specific moments

Guanxia pays great attention to the moment of gift giving, which is not as simple as the "private domain meeting gift" that everyone understands. ——But the question is: How can brands return to the logic of "giving gifts" among friends?

• When we first met, we had a great conversation. I felt that we were destined to be together, so I wanted to give you a gift.
• When you recommend me to others and affirm me, I feel very happy and want to give you a gift to express my gratitude.
• During important holidays or when seasons change, I will think of you and want to send you my care and blessings.

Summer membership gift/ Qixi membership gift/ Mid-Autumn Festival greeting gift. However, many brands are doing private domain business, how do they give gifts?

• "Traffic-generating products" and "welcome gifts" that can be obtained by adding private domains;
• You will receive a gift if you post your order, and you can get something by copying and pasting pictures and texts in your circle of friends.

However, it is awkward. Because based on the logic of friends, people who are unwilling to spend time with me and interact with me are not friends. So there is no need to send "gifts" to everyone who has met me. Perfunctory nice words can only be false, so there are good and bad UGC content, not every user's circle of friends needs to send "gifts". Because gifts are sent to many people, this gift seems cheap, because the people who like you and the people who pull you get the same thing.

2. Emotional card number 2: Never try to please others because I am your friend.

Summary: No community + new mini-programs (products rely on grabbing) + private communication

It does not have a community, and only communicates with users through official accounts and customer service. It is almost never discounted, and when it comes out, the price is 5 times the price of ordinary domestic fragrances. It is not mass-produced, and in the stage from 0 to 1, you have to rely on "grabbing" to buy Guanxia's products. Why? Because in the stage from 0 to 1 of Guanxia, ​​they mainly promote hand-polished crystals (non-standard products, difficult to mass produce), and they really regard the products as gifts for users. Since it is a gift, it is a thoughtfulness. Thoughts are always limited, because "my thoughts for you are "non-standard products" rather than "standard products." They are launched on the Guanxia mini program at 8 o'clock every Thursday night. Limited sales, often out of stock.

3. Emotional card number 3: I am talking to you about feelings, not reason.

Summary: Communication style = talking about the latest situation + chatting with friends + not talking about the product directly

How to talk about the recent situation? The content of Guanxia’s public account never directly talks about the selling points of the products. Instead, it is like an old friend who chats with you, talking about the recent inspirations and emotions. For example, the new articles on new products often talk about what happened in the studio recently, and from the backstage orders, we can see the labels that everyone customized for the recipients, and the stories behind the gifts. It seems to be a aimless story, but in fact it is closely centered on Guanxia’s three concepts: oriental, natural, and poetic.

The East is integrated into Guanxia's language and visual style; Nature is the observation of plants and trees around us, which often appears when describing the rarity of materials; Poetry emphasizes ⌈slowness⌋ . How to chat with friends? Guanxia only cooperates with a very small number of bloggers, and these bloggers may not have an amazing number of fans. They are often designers, florists, fashion bloggers, they have clear value propositions, and they are ⌈selective⌋ about things.

In addition, Guanxia will repost many of the content that users spread themselves, and attach their own feelings and responses. Guanxia's gentleness is not only in the articles, but in every action. This is true for articles, Weibo, and forwarding interactions. This high-frequency and close-range fan interaction brought Guanxia's private domain an indispensable number of hardcore fans in the early days.

4. Emotional card number 4: My friends need to be screened!

Summary: Naturally exuding brand tone through content = law of attraction

Good friends should have screening criteria. Where do the screening criteria come from? From the brand tone. Use so-called "fancy" texts, photos, and poster designs to attract users who are very similar to the [brand tone]. Think about it: the so-called "tone" is because the brand has put forward [screening criteria hidden in the content] to users? Private domains should not only be one-way drainage and conversion, but also approach because of love. Sellers do not have to please in order to make a profit. Excessive discounts and abuses will make this relationship impure.

Final Words

The "no emotional card" private domain operation method only treats users as data, uses means to test, and converts into the only indicator. But Guanxia has done it: not relying on social networks, not relying on traffic-generating products, not doing promotions, but just wanting to build a close relationship with users. As Liu Run mentioned in his article "Rethinking User Relationships" a few days ago: When marketing enters the "people-centered" 5.0 era, it is increasingly important to find a " close relationship " between sellers and consumers.

• Because of intimacy, I joined your private domain and waited eagerly to buy it and want to support you.
• Because of his preference, he gives you exclusive support and keeps your every word and action in mind.

The success of Guanxia Private Domain is not just the success of its operating method. The 60% repurchase rate in the private domain is only the superficial result. Behind it are the innovative ideas of content productization, the layout of the overt and covert lines of brand communication, and the construction of the 4P model of content marketing.

Author: Shangguan Yaxuan

Source: WeChat official account: "Gbrandlab"