In just a few years, nearly 400 stores have been developed under Afu Line. At the same time, with a keen grasp of the Internet wave, Afu opened the first Taobao shop in 2009. Since then, Afu has maintained the first online channel sales for five consecutive years. In 20 13 and 20 14 years, Afu won the sales champion of beauty products in the Double Eleven Carnival for two consecutive years, and sat firmly on the throne of the "first generation" beauty products of online celebrities.
Selected flowers, hard core strength under gentle appearance
The characteristics of extracting essential oil from plants make essential oil products have higher requirements for raw material selection, technology and quality control. Afu took quality as his foundation at the beginning of his establishment, and he was extremely strict in the choice of flower materials. In 20 12, afu also launched a global "fragrance-seeking tour", which not only conveyed the romantic aesthetic and artistic connotation of the brand to consumers, but also endorsed the raw material planting mode of the contract manor. The planting mode of contract manor reduces the participation of middlemen and facilitates the quality control from the source.
At present, Afu has cooperated with more than ten contracted estates such as Crete in Greece, New South Wales in Australia and Rose Valley in Bulgaria. It can be seen from the raw material selection process of verbenone rosemary pure dew. Facing the verbena rosemary produced in Corsica, the original place of the contract manor, Afu only selects the verbena rosemary plants from May to August every year for extraction, that is, each verbenone rosemary has to wait for 4 months from planting to picking. After picking, it needs to be extracted within 24 hours. Only the pure dew from the first distillation is collected and sealed. The stock solution is kept fresh at low temperature and shipped back to China.
In addition to raw material selection and process improvement, the management will repeatedly scrutinize the positioning, concept and formula of each product before launching new products. The fine polishing of products has enabled Afu to gain tens of millions of users, and also enabled the brand to achieve a vigorous growth period.
Be a leader, not a follower.
Today, there are many participants in the essential oil market segment. Facing the young consumers with changeable tastes, the competition in the same industry and the ever-changing fashion trends, Ah Fu, the "senior", chose to be a leader rather than a follower.
In this regard, Yang Yin, CEO of Afu, said that in the long run, although the new channel traffic dividend will continue, the media methods and channels are constantly changing, and the final point is still people. Therefore, the key is to understand the needs behind the behavior of young consumers and what kind of lifestyle they have.
On the one hand, it is necessary to keenly explore and accurately follow up the unique selling points, constantly meet the needs of consumers, create differentiated and personalized products, solve the pain points from a deeper level, and make products in a down-to-earth manner in order to maintain the leading trend. On the other hand, we should be good at using the advantages of short feedback link and high communication efficiency of live broadcast channels to present high-quality content.
In recent years, Afu began to convey the selling points of products to the audience in combination with concrete scenes. For example, the scene expression of daily skin care, relieving stress and promoting sleep, as well as the segmentation needs of young and tender skin, removing yellow and brightening, and relieving silence, have triggered a deeper discussion and discussion, allowing consumers to associate the segmentation needs with the Afu brand more frequently when purchasing and sharing. Tik Tok sells 500,000+per month and Taobao sells 600,000+per month, which has triggered a round of discussion on essential oil knowledge.
In the use of new channels, Afu tapped live broadcast talents from within the company, allowing R&D, product and sales professionals to communicate with consumers from a professional perspective, thus forming a clear stream in the case of uneven content quality in the live broadcast market.
Practice corporate social responsibility and show brand temperature.
Afu is enthusiastic about public welfare while continuing to polish products. On 20 18, Afu, as a charity partner, helped Children's One Night to care for special children. During the epidemic this year, Afu donated epidemic prevention materials six times, but internally, she didn't lay off staff or reduce her salary to enhance the confidence of employees.
Fourteen years, stick to quality, create individuality, keep beauty and temperature, and make Afu become the head brand in the field of essential oil. Today, Afu brand has entered the brand maturity. Afu said that in the future, products will be developed around a deep understanding of consumers' lifestyles, and Afu will be made into a beauty brand with essential oil as its core.