Be a celebrity brand,
and a representative brand

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In China, there are two ways of interpreting the term “internet celebrity (pronounced as wang hong in Chinese)”. As a noun, it refers to social media influencers; as an adjective, it describes popular trends (e.g., a hotel or cake that becomes trendy on the internet can be called a wang hong hotel or a wang hong cake).

In the past few years, a phrase frequently heard from clients was: “We want to make our brand a celebrity brand.” At the time, 10,000 Red recommendation posts could create a blockbuster product, 100 videos could build a successful brand, and a single livestream by a top influencer could propel a brand to frame overnight. Becoming a celebrity brand drove phenomenal visits, purchases, and user shares. They were “top performers” and “sales champions.”

In the present day, however, clients are shifting their stance, saying: “Our brand can’t just be a celebrity brand.” Many brands that gained widespread attention because they relied too heavily on traffic, neglecting to improve their brand strength and product quality. These brands were eventually labeled by consumers as “low-quality” with short-lived success when the customer acquisition costs rise continuously in the fierce competition.

This is an era where “attention is king.” Consumers are easily drawn to the traffic but forget the brand itself. For a brand that becomes a celebrity brand, instead of being complacent about the fleeting halo, it should be thinking about how it can remain a constant winner.

The fragrance industry provides an interesting example. Although China’s fragrance culture can be traced back to the Spring and Autumn dynasties, fragrance has historically been a symbol of taste and status among the nobility. However, over the past two decades, as more and more overseas brands have entered the Chinese market, fragrance has gradually transitioned from a luxury item to a daily consumer product.

As a result, the Chinese fragrance market has dominated by international brands for a long time. Until 2018, the Chinese fragrance brand To Summer, inspired by oriental culture, carved out a unique niche in the market by using Chinese botanical scents that deeply resonate with the local audience, quickly establishing itself as a celebrity brand winning recognition. Six years later, while countless followers have entered or disappeared in the oriental fragrance industry, only To Summer remains a lasting favorite. Today, people no longer refer To Summer only as a celebrity brand, also as a representative brand of oriental aesthetics.

Rooted in oriental aesthetics, To Summer has built a cohesive product and content system. Each product series tells stories of oriental culture, art and history. For example, the classic series “Kunlun Boiling Snow” takes inspiration from China’s sacred Kunlun Mountains, encapsulating the grandeur of nature and the cozy warmth of a cabin in a small bottle. Its narrative paints a vivid scene: “On a snowy and windy night, a traveler returns to his wooden home in the forest, hearing the snow carried by the wind as firewood crackles inside.” 03 It feels as though the snow at the peak of Kunlun melts into trickling streams, carrying the resinous scent of subarctic conifer forests into the glasses shared by friends and family around the fire.

With a profound understanding of the subtle elegance of oriental aesthetics, To Summer draws from the depth of traditional culture, capturing and distilling minimalist yet iconic textual and visual symbols to construct its brand universe. From product naming, packaging design, and visual storytelling to the multisensory experience in its offline stores, To Summer delivers a consistent embodiment of “oriental aesthetics” across all brand touchpoints.

To Summer’s transition from “a short-lived celebrity brand” to “a lasting representative brand” lies in its unwavering commitment to its original intent: the revival of oriental culture. Through abstract scents, the brand evokes and reawakens long-dormant memories for its audience, allowing the enduring treasures of cultural heritage to be rediscovered and embraced by the world in the form of fragrance.

Scents can be replicated, trends will evolve, and more popular brands will emerge with the times. However, only with an unwavering intent can a brand always draw consumers’ attention amidst constant change and remain steadfast in its direction. A brand should aim not just to be a celebrity brand that captures attention one time, but to achieve success all the time. Rather than following trends, stay true to your intent and create future trends together with us. We build brands with intent.

Sources:
1. PINYIN HUI Celebrity Brands No Longer Look Cheap
2. Baidu Baike
3. Zhihu Sense Economy: Sniffing Out a New Blue Ocean