自然堂冯亦灵：以极境溯源为钥 让喜马拉雅的美好走进消费者心头

Core Insights - The article discusses the marketing strategy of Chando, a Chinese cosmetics brand, focusing on its unique source marketing logic centered around the Himalayas, aiming to create emotional connections with consumers through its products and brand story [1][4]. Group 1: Brand Positioning and Strategy - Chando has established a strong brand identity as a "natural high-tech brand from the Himalayas," leveraging the region's unique natural resources such as glacial water and rare plants to create high-quality products [1]. - The brand has a 16-year partnership with the Himalayas, emphasizing the belief that the most powerful vitality is nurtured in extreme environments [1][2]. Group 2: Marketing Activities and Consumer Engagement - In 2025, Chando launched a series of diverse source marketing activities under the theme "Beyond the Extreme, Explore Nature," including live streaming from raw material origins and immersive experiences for consumers to understand the product development process [2]. - A notable campaign during the Qixi Festival, titled "Meet the Rainbow, Natural Good Luck," creatively integrated local culture and traditions, moving beyond traditional holiday marketing to build emotional connections with consumers [3]. Group 3: Emotional and Cultural Connection - Chando's marketing approach focuses on creating meaningful experiences rather than merely driving short-term sales, aiming to be a builder of beautiful scenes and a witness to emotions [4]. - The brand seeks to combine the beauty of extreme nature, the richness of traditional culture, and the emotional needs of consumers, transforming from a mere product provider to a carrier of beauty and luck [4]. Group 4: Future Directions - Chando plans to continue exploring the integration of nature, culture, and brand, aiming to enhance consumer understanding of the Himalayas' story and the cultural significance of Chinese brands [4].