436The brand Viori may not be well-known to many people in China, but overseas, it is extremely popular in the hair care category. Back when Tuke still displayed view counts,Viori-related content on Tuke had already surpassed 400 million views.
It can be said that this is a very successful brand. Because its product is shaped like a“mooncake” handmade soap, many people even think it is aChinese domestic brand from the mysterious East, full of oriental mystique.
But in fact, the mysterious power is real, as it uses theancient formula of the Red Yao ethnic group from Longsheng Village in China, but it is not a 100% “Chinese brand”; instead, it was founded by several foreign founders.
Viori’s Brand Story: From Ancient Tradition to Modern Hair Care
In 2019, Viori’s founders Bryce Fisher and his wife Tszman traveled to China and visited an ancient village in the Longsheng mountains. The village is home to theRed Yao ethnic group, whose women all have long, shiny black hair, and even the elderly rarely have gray hair.
This phenomenon amazed them.
Later, the hospitable Red Yao people told them that the Red Yao have a unique hair care secret, passed down from mothers to daughters: every three days, they wash their hair withfermented rice water from the Longsheng village terraces, combined with various Chinese herbal shampoos.
This unique hair care method and its effects inspired the couple to transform this ancient tradition into modern hair care products and bring them to the international market. So, after returning to the United States, Bryce Fisher teamed up with other founders, spent a large sum to purchase the Red Yao hair care formula, and founded Viori.
However, Viori has not forgotten its roots. Itnot only purchases Red Yao rice at high prices every year, but also allocates an extra 5% of its profits to help protect Red Yao culture and lifestyle, while also safeguarding their homeland—the Longsheng mountains.
This brand story is also featured on Viori’s independent website. Such a story of rescue and protection not only increases product credibility, but also gives the Viori brand a profound cultural connotation.
After all,in the global market, the ability to tell a brand story is crucial.
By telling a story full of emotional resonance and authenticity, Viori enables consumers to buy products not just for their functionality, but also to participate in the brand’s culture and mission.
Viori’s official website design is mainly black with red accents, conveying an ancient sense of mystery. This design style, in the eyes of foreign consumers, not only fits their expectations of oriental mystique, but also, through vivid images of the Red Yao people, enhances the brand’s premium feel and visual impact.
Data Analysis: The Secret Behind a High Repurchase Rate
Viori’s independent site receives about 200,000 visits per month, with the main consumer base coming from the United States. Its traffic distribution is quite balanced: direct traffic accounts for 47.12%, organic search for 16.73%, and paid traffic for 11.3%. These figures show that Viori’s operational strategy is very mature, with diversified traffic channels.
It is especially noteworthy that Viori’s repurchase rate exceeds 50%. This is not only due to the high quality of its products, but also its successful brand story and effective user retention strategies. Through subscription mechanisms and a membership points system, Viori has increased customer stickiness and loyalty, making consumers willing to continue purchasing its products.
Product Features: Unique and Shareable
Viori’s main product is shampoo soap, suitable for consumers of all ages. Although there are many hair care products on the market, truly effective ones are rare. Viori fully utilizes the ancient hair care traditions of the Red Yao to develop truly effective hair care products. This not only meets market demand, but also achieves differentiation through uniqueness and storytelling, making the product stand out in fierce market competition.
In addition, Viori’sproducts are small in size, easy to transport, and have unique packaging, giving them higher brand value. The product design incorporates elements of traditional Chinese culture, such as mooncake-shaped appearance and bamboo basket handmade packaging, further enhancing the brand’s cultural appeal and recognition.
Marketing Strategy: Telling a Good Brand Story
Viori’s success is largely due to its founders’ storytelling ability. From the brand’s origins to the uniqueness of its products, and the team’s cultural atmosphere, Viori has increased website credibility through extensive story endorsement. Through subscription mechanisms and a membership points system, Viori has enhanced customer stickiness and repurchase rates.
The website design is also very user-friendly, not only featuring conventional e-commerce platform add-to-cart recommendations, but also FAQ sections to answer customer questions, and a thoughtful testing process to help consumers choose suitable products. These design details reflect Viori’s emphasis on user experience and deep understanding of customer needs.
Social Media Operations: Centered Around the Story
Viori’s posts on Instagram and Tuke all revolve around the brand story. Its Instagram account has 184,000 followers, and Tuke has 36,800. All content tells the history and culture of the Red Yao, the company’s philosophy, and the product’s effectiveness. This marketing approach not only attracts attention and recognition, but also greatly increases the product’s repurchase rate.
Through careful social media management, Viori has successfully established brand image and trust in the minds of consumers. Its marketing strategy not only focuses on attracting new users, but also maintains the loyalty of existing users through continuous content output and interaction.
Looking back atdomestic brands, few are able to tell a good “story”,most pursue fast-paced market approaches to gain short-term consumers. Some brands do profit in the short term, but lacking product strength and long-term customer support, they eventually fade away from the market.
Viori’s story serves as a “warning” to domestic brands. Its successful experience provides valuable reference for other Chinese brands hoping to go global.
By telling a brand story rich in emotional resonance and authenticity, building a complete brand image, and winning consumer trust to enhance product value,is the key for brands to succeed in the international market.
Hopefully, more Chinese brands can draw inspiration from Viori’s success and shine in the global market.
