Why JO MALONE success?

– Take the Marketing model of XIAOHONGSHU as an example

Jo Malone London is a world-renowned fragrance brand. It has many labels: Fragrance family, British style, and stars’ love.

There is a very interesting phenomenon when I search the keyword "JO MALONE" in XIAOHONSHU (Chinese social media). There is a substitute for affordable JO MALONE- famous creative products. In 2018, the "JO MALONE, the civilian" from MINISO, was suddenly popular. It became the "net red perfume" and "broken goods king" pursued by countless young people.

It is not difficult to find that, from civilian perfumes to Internet celebrity perfumes, products are sold out. The reason why cheap perfumes have captured the hearts of many young fans is that they "grow grass and bring goods"-relying on social content to let others produce a certain product Interest, awareness, and even purchase. Planting grass is the most popular marketing method in the era of social e-commerce.

Compared with the "affordable JO MALONE", the real (Jo Malone London) in Xiaohongshu is more successful in planting grass.

XIAOHONGSHU is like soil (platform), and JO MALONE is the seed (product) in the soil. Pack the right seeds on the soil and choose the right soil for the seeds. This is also the most important step to increase fame and sales by "planting grass" to become a popular online celebrity model.

Customer characteristics of XIAOHONGSHU

Mainly people with high incomes in first- and second-tier cities: Female users account for 80% of users, aged between 18-30, and most of them could travel abroad and purchase overseas. People who are looking for good things and photo control: like to shop, like to share, and prefer to share after buying good things.

The characteristics of JO MALONE products in XIAOHONGSHU

The notes on the XIAOHONGSHU are shopping experience, which is a very careful evaluation and recommendation of users. On the above, you can quickly learn about the different types of perfumes, the different fragrance time, the front, middle and end notes, etc. In addition to the product itself, relevant information can be easily obtained from where to buy it, how to use it, what is the brand story, and the raw material blue bellflower.

In the comment area, most of the customers who have purchased JOMALONE perfume personally describe it. The content is very real and does not give customers a sense of distance. Besides search the consuming experience in XIAOHONGSHU, JO MALONE can be purchased in XIAOHONGSHU, which have already focused their target the age 18-38(female) and appealed more youth to use JOALONE.

At present, the starting price of a bottle of JO MALONE on XIAO HONGSHU is 30ML/499 yuan, which has a certain threshold for young consumers.

While maintaining its high-end positioning, JO MALONE has narrowed the distance with domestic online consumers born in the 90s, tapped popular elements that young people love in its marketing strategy, and expanded perfume products to entertainment, leisure, and other fields to establish a foundation for young consumers.

The three-dimensional image of JO MALONE strives to share more value with consumers, and better embeds the brand's quality life concept into users' lives.

Finally, JO MALONE’S success on the XIAOHONGSHU book shows that JO MALONE is now moving from a niche perfume to an Internet celebrity with the new market model of planting grass to bring goods.

by Yi Shan

30/11/2021