Today, when most brands are trying to become bigger and stronger, crazy to burn money for marketing, and pursue the popular Internet celebrity route, why does Xunzhi Xfinding take the niche and high-end as the basic tonality and business direction of the brand?This is a business behavior that many people do not understand, and there is no team that does not want their brand to become stronger and stronger!Today, we are fortunate to interview the Xunzhi team and take you to learn about this high-end fragrance brand that is actively niche and insists on small and beautiful.
In fact, the water in the fragrance care industry is very deep, and it is very profitable, most brands rely on the crazy investment in brand marketing and advertising, and invite a large number of celebrity endorsements to create fashion brands to attract the attention of consumers!There are very few brands that are truly focused on polishing their products and fragrance experiences. Based on this logic, it is not difficult to understand why Xunzhi insists on making niche and high-end fragrance products, because good fragrance products need time to be slowly carved, especially perfumery, which is basically "a millimeter of difference, a thousand miles of error".
"Fragrance traveler"The spirit of hard work and ultimate pursuit.
The founder of Xunzhi Xfinding inherited the arduous spirit of travelers to pursue the ultimate, and calmed down to focus on the research of fragrance care products. Each product has more than 3,000+ fragrance experiments, and more than 10,000 words of user experience notes. The fragrance is the ultimate high-end experience, not following the crowd or following the trend, focusing on the high-end fragrance of China's urban people. The first product, Xunzhi Xfinding White Dewmian shower gel series has gone through more than 1 year of polishing before facing the market, and the information of the light laboratory has been piled up to more than 1 meter. The engineer also visited more than 30 fragrance towns and mountain villages at home and abroad to collect, classify, study and experiment with the matching and harmony of various natural fragrances. It also uses all-green natural APG washing formula and 18 kinds of natural plants. It is worth mentioning that the ingredient contains white truffle extract, which is known as the "earth diamond", which can be described as the "Hermes" of shower gels, as if to give the skin a "truffle rain" effect. It is precisely because of the almost strict standards in terms of collection, experimentation and materials that it can become a benchmark for the quality of the fragrance care industry. In this piece, Xunzhi Xfinding truly inherits the spirit and standards of travelers' pursuit of perfection and exactness.
XunTo: Looking for the raw materials and original intention of "pure, true and pure".
The Xunzhi Xfinding team told us that if we want to adhere to small and high-end fragrance care products, it is not easy to develop and brand development strategies, and we need to constantly do subtraction and restrain our ambition to go to scale. Resolutely not for the purpose of sales, do not fall into the vicious circle of competition. Just like the tuberose fragrance of the White Lumian series, you need to "take your time", always adhere to the original intention of "purity, truthfulness, and purity", and give the best experience to users. In the face of scale, too many brands continue to sacrifice quality, reduce technology research and development costs, and frantically burn money for marketing, and then fall because of poor reputation!An excellent team can only maintain restraint and maintain a distance from the market in order not to be **. Because it always adheres to the niche high-end, every user of Xunzhi can enjoy 100% high-end fragrance service without discount. Curb the desire for brand scale, always adhere to a rational, strict and extreme attitude, and take one step at a time like a traveler.
Pragmatic mentality,with aromaProvide users with an emotional value!
Xunzhi Xfinding's product and business strategy is too much to pursue the ultimate in technology and product experience, which has always been very controversial in the team!It is not pleasing to users on the market, because the pace is too "slow", and the fragrance products on the market can be released once a month, but basically they are all random sorting and superposition of fragrances, plus exaggerated marketing words and publicity!Xunzhi does not engage in appearance design on products, does not have gorgeous packaging, and does not indiscriminately "make incense" and only focuses on itToiletries in the bathroom, focus on the safety and experience of the product, because they must use this pragmatic mentality, choose the best raw materials, in order to ensure that the product can be achievedThe dual effect of washing and emotional healing！"The mental pressure of modern people is already very high, everyone is tired, and we are committed to providing them with an emotional value, so that they can feel relaxed and comfortable when they go home, which is the original intention of the product," said the founder of Xunzhi. So this brand does not cater to the fast-paced and fast-food style of mass fragrance, and it is almost isolated in the market!
How can growth be without challenges?Pragmatic and truth-seeking, do not pursue any market-oriented exploration and marketing whitewashing, withstand the pressure from the market, all to rigor, safety and reliability as the standard, adhere to not add rotten incense, do not do public street incense. You can say that he is too independent and does not follow, but you cannot say that he does not pay attention to quality and is not rigorous. Even if you can only be a small brand forever, you must be strict with yourself. Like is presumptuous, but love is restraint, Xun Zhi will always use a restrained mentality to protect every user's emotions and **.
The team of "bringing incense", R&D and innovation path
We understand that the core members of Xunzhi's team are all cutting-edge perfumers and aromatherapy masters with more than 10 years of experience who focus on the study of Chinese people's fragrance experience. In the future, they will continue to explore more and better products to bring the miracle of fragrance care to more people who yearn for tranquility and longing for spiritual and emotional healing.