闻献：像老铺黄金讲中国故事，把千元香水做成一门生意 | 厚雪专访

Core Insights - The article discusses the rise of the Chinese fragrance brand "Wenxian," which aims to penetrate the high-end perfume market traditionally dominated by luxury brands like Chanel and Hermes. The brand focuses on high fragrance concentration and unique storytelling to justify its premium pricing [1][2][20]. Group 1: Brand Strategy and Market Positioning - Wenxian was established in 2021 and has successfully attracted a loyal customer base, with 60% of offline repurchases coming from returning customers [1][19]. - The brand's founder, Meng Zhaoran, emphasizes the need to transition from being a niche "art" brand to a more marketable "product" brand, aiming for broader recognition and sales [1][10]. - Wenxian's product naming and marketing strategies have evolved to be more accessible, moving from a highly individualistic approach to a more unified narrative that resonates with diverse consumer groups [2][23]. Group 2: Cultural Integration and Product Development - The brand intends to leverage Chinese culture as a central theme in its marketing strategy, believing it can create a universal story that appeals to both domestic and international consumers [2][24]. - Wenxian's upcoming product line, the "Chen Tan Long She" series, incorporates traditional Chinese elements and aims to establish a strong cultural identity in the fragrance market [20][28]. - The founder believes that the essence of a successful fragrance lies in its story and emotional connection, rather than just its scent [23][26]. Group 3: Business Growth and E-commerce Strategy - Wenxian plans to expand its physical presence, with a target of increasing its store count from approximately 27 to 35 by the end of the year, while also enhancing its e-commerce capabilities [29][31]. - The brand recognizes the need to adapt its product offerings for online platforms, introducing smaller sizes and different fragrance concentrations to cater to price-sensitive consumers [32][33]. - The company aims to balance its online and offline sales channels, with a goal of achieving equal representation in both areas [29][31].