OverviewHomegrown perfume model To Summer has joined palms with Tmall Heybox, the e-commerce platform’s gateway for customers to maintain up to date about product releases. The label launched two Mid-Autumn Festival limited-edition reward units known as “Osmanthus Rabbit” completely on {the marketplace}, which additionally celebrated the grand opening of the Tmall flagship retailer.In addition to the product launch, the 2 events created a digital area known as “Golden Autumn Garden,” the place on-line customers can discover the model’s oriental aesthetics immersively whereas getting access to its first NFT piece — the Osmanthus Rabbit named “Guanguan,” impressed by the jade rabbit in Eastern mythology.To Summer launched rabbit-shaped candles to have fun the Mid-Autumn Festival. Photo: To SummerNetizen ResponseThe limited-edition rabbit-shaped scented candle impressed Chinese consumers when the marketing campaign images had been launched on To Summer’s social channels. Below the official announcement put up on WeChat, virtually all customers commented that the modeling “appears so cute” and the illustration of each rabbits and the moon echo significantly with the Mid-Autumn Festival vibe. There had been over 300 UGC posts mentioning the particular marketing campaign inside one week, which is a considerable quantity for a DTC model. VerdictThough China’s area of interest perfume market continues to be creating, the competitors is fierce as newcomers emerge one after one other. Local gamers equivalent to Documents and Melt Season have constructed up model consciousness among the many youthful generations by investing closely in distribution and advertising and marketing. Beijing-based To Summer was based in 2018 and introduced its A-round financing the yr after, with traders together with IDG Capital and ZhenFund. Over the previous 4 years, its merchandise are normally in low inventory or offered out instantly because of a particular rule: releases are dropped at 8 p.m. each Thursday evening in a really restricted quantity. This strategy doesn’t discourage prospects; as an alternative, the model has cultivated a loyal neighborhood that’s prepared to attend for purchases. According to information from native analysis agency GrowthBox, To Summer’s annual gross sales in 2021 surpassed $20 million (143 million RMB). Since the start of this yr, To Summer has accelerated its offline and on-line enlargement. In addition to the 5 standalone shops positioned in Beijing, Shanghai, and Shenzhen, it’s out there on Lane Crawford and Net-A-Porter China. And now, with the launch on Tmall, the perfume disruptor’s on-line channels will probably be considerably elevated. However, it additionally means prospects could have simpler entry to its merchandise. Will its desirability be diluted with out the lure of shortage?
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