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 Viewpoint - The article discusses the evolution of the Chinese fragrance brand "闻献" (Wenxian), highlighting its transition from a niche artistic brand to a more commercially viable product line that embraces Chinese culture as a core narrative to appeal to a broader audience [8][15][40]. Group 1: Brand Development and Strategy - Wenxian, founded in 2021, has carved a niche in the high-end fragrance market by using a higher concentration of fragrance oils, which is double that of international brands, to justify its pricing [9][35]. - The brand's seasonal product launches, with unique names and themes, have attracted a loyal customer base, with 60% of last year's offline repurchases coming from returning customers [10][41]. - The founder, Meng Zhaoran, acknowledges past missteps in brand expansion and emphasizes the need for a clearer, unified narrative as the brand seeks to reach a wider audience [12][14]. Group 2: Cultural Integration and Market Positioning - Meng believes that embracing Chinese culture is essential for the brand's identity and market penetration, as it provides a relatable story for diverse consumer groups [15][46]. - The upcoming product line, "沉檀龙麝" (Sandalwood Dragon Musk), reflects this cultural integration, featuring Chinese fragrance notes and packaging that resonates with both domestic and international markets [42][49]. - The brand aims to differentiate itself from competitors by focusing on unique storytelling and cultural authenticity rather than imitating established Western brands [47][66]. Group 3: Business Growth and E-commerce Strategy - Wenxian plans to expand its physical presence, targeting 35 stores by the end of the year, while also enhancing its e-commerce capabilities to balance online and offline sales [56][58]. - The brand is strategically adjusting its product offerings for online platforms, introducing smaller sizes and lighter fragrances to cater to price-sensitive consumers [60][61]. - Meng emphasizes the importance of understanding consumer preferences and creating memorable narratives around fragrances to drive sales and brand loyalty [66][70].