Top Selling Fragrance Brand To Summer Don’t Rely on Online Platforms
- Chaileedo Press
- May 21, 2022
- 3 min read
Chinese fragrance brand To Summer officially entered the global fashion and luxury platform Net-a-Porter (China), becoming the first fragrance brand to enter the platform, and it's also the first time for this brand to log on the e-commerce platform. To Summer is a niche original aromatherapy brand focusing on oriental plant flavor. Previously, its products were only sold in official Wechat mini program stores and offline channels.
With millions of Wechat subscriptions, 100,000 loyal users, and a 60% repurchase rate, Wechat mini program mall GMV alone of To Summer has exceeded 100 million RMB (more than 15 million US dollars) in 2021 according to media estimation, which is almost the biggest envy of countless high-end fragrance brands.
To Summer was born in 2019 and it cut in the field of "home fragrance personal care" and is positioned as "a Chinese brand focusing on fragrance healing and healthy life". The product was officially launched in January 2019, and 1000 pieces were sold on the first day of the product launch. Its signature product "Autumn Osmanthus" set a record of selling out in three seconds.
In terms of price, To Summer's products are not cheap. Only 18 products are on sale in its Wechat mini program, with prices ranging from $11 to $109. The rest of the limited-edition products will only be available at 20:00 (Beijing time) on Thursdays, including eight fragrance products, including Autumn Osmanthus and Cedarwood, priced at $60.
In the early stage of brand establishment, To Summer has already completed brand content marketing on its Wechat public account, and new limited products will be published every Thursday at 20:00 (Beijing time). The founder of the brand once responded: We until now have been adopting a strict order process, not assembly line production, but also because of the particularity of fragrance materials. Also, a lot of raw materials need to be ferried from around the world, such as the UK, South Africa, such as the United States, then the material can only be excavated in our studio and complete a series of follow-up work, which is also the reason for our limited sales."
Apart from the limited supply, To Summer differs from other brands in one significant way: it has no flagship stores on Chinese e-commerce platforms. In today's era when online e-commerce is king, To Summer has not opened any flagship stores on Taobao, Tmall, and JD like most brands, and has not entered any Online e-commerce platforms in China except Wechat mini program and Xiaohongshu, a Chinese recommending social networking platform.
In September 2020, To Summer opened a pop-up store in Lane Crawford, Beijing, and within a month of opening, it became the top three in Lane Crawford's beauty and healthy living area. When To Summer opened its first offline store in Shanghai in January, it had to queue for half an hour to get in. It took half an hour to queue up to enter the site. In April this year, To Summer Shenzhen (a pop-up store) was opened and directly set a brand one-day sales record on opening day.
In addition, To Summer has also reached a cooperative relationship with Lane Crawford and Four Seasons for product sales. To Summer is also the first Chinese fragrance brand to settle in Lane Crawford.
At present, there are only a few fragrance brands focusing on oriental fragrance in the Chinese market. To Summer took the lead in entering the two markets of "fragrance and oriental fragrance" and occupied the minds of consumers, which is also the most unique place of its brand positioning itself.
As Chinese young people's confidence and identification with oriental culture grow stronger, To Summer, which tells Oriental stories, is also favored by this group of target users in terms of emotion and cultural resonance. To Summer uses plant elements, excavates the taste in Chinese people's memory, and makes the original oriental plant fragrance.
If we want to compare To Summer to a person, Shen Li, the co-founder of the brand, believes that "This should be a person who was born and grew up in China, went abroad to study and work when he grew up, and finally returned to China to make a career related to Chinese culture".
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