September 5th, Hangzhou, Honglong.

Brand endorser Jing Baoran stepped out of the richly scented "Fusheng Space" with a bouquet of night-scented stock.

The journey from the brand store to the mall's courtyard, though not long, is the clearest thread of this "Moonlit Corridor, Night-Scented Stock Still" meet-and-greet: the night-scented stock starts from the brand space, enters the "Moonlit Corridor," and then appears successively in products, handwritten flower notes, and intangible cultural heritage shadow puppet sculptures. As the event neared its end, founder Jiang Teng once again presented a bouquet of night-scented stock, with a single plant threading through the entire encounter.

Compared to the emphasis on热闹 (热闹) and interaction density in common celebrity meet-and-greets, the rhythm of this event was notably more restrained. The corridor, moonlight, fragrance, and discussions about evening care, lifestyle, and self-care together formed the mood of the scene. Jing Baoran wrote on the "Night-Scented Stock Flower Note," "Even in the midst of busy schedules, don't forget to carve out some moments of relaxation for yourself," naturally echoing the long-standing emphasis of "balance, aftertaste, and reserve" by Fushengmanpu.

This harmony does not stop at the level of character temperament.

The night-scented stock, running through the entire event, is the core plant that the brand has long researched and developed. This meet-and-greet is more like a realization of the brand's language: to bring the night-scented stock, which originally existed in products, visuals, and content, into the real people, spaces, and consumption experiences.

This also provides an entry point to observe Fushengmanpu.

Today, "relaxation," "healing," and "self-gratification" have long become high-frequency expressions in the beauty and care industry. As emotional value gradually enters public narrative, relying solely on emotional stories is no longer enough to form long-term differentiation. What truly sinks into the brand's mind is whether the emotional value can be carried by the product and form a stable experience in real consumption scenarios.

This corresponds to the two things that Fushengmanpu has been advancing in recent years: continuously deepening product research and development and upgrades around the night-scented stock, and bringing aromatherapy experiences into a more complete offline space.

01

The Long-Term Cultivation of a Night-Scented Stock

At the meet-and-greet, four new products were showcased: Night-Scented Stock Light-Glow Whitening Essential Oil, Night-Scented Stock Light-Glow Fermentation Essence Cream 2.0, Night-Scented Stock Light-Glow Fermentation Concentrate Eye Oil 2.0, and Night-Scented Stock Light-Glow Elastic Moisturizing Oil Mask. The brand did not use the conventional product explanation but instead introduced the products and their corresponding effects through pairing, allowing Jing Baoran to sequentially bring out the core functions of the four new products in the interaction. Compared to simply listing selling points, this segment more directly presents that the Night-Scented Stock series is forming a more complete division of labor in efficacy.

If you only look at the product list, it is easy to understand it as a concentrated new thing completed by the star event.But for the rich and full shop, these 4 products are more like a one-step presentation in the continuous iteration of the late fragrant jade series.

Previously, core products such as essential oils and water extracts have gradually entered the upgrade cycle.For a brand that has formed a core series, the focus of competition has also shifted from "reinventing a new product" to how to extend the life cycle of mature products, so that existing products continue to absorb new technologies, raw materials and consumer demand.

Explosives solve the phased growth, and continue to iterate to determine whether product assets can precipitate - this is a question that local skin care brands must answer when they enter a more mature stage of operation.

The star skincare series and the late fragrant jade series already have such a market foundation.

Previous public data showed that the sales of Late Fragrant Jade Eye Oil Tmall increased by 2,554% year-on-year, Late Fragrant Jade Essential Oil increased by 369%, and the extract water and cleansing honey also maintained growth.Compared with a single number, it is more noteworthy that the growth has occurred in multiple core products - consumers' perception of late fragrant jade is moving from fragrance and brand story to product perception in the sense of actual purchase.

Therefore, the focus of the new round of upgrades is not to continue to increase SKUs, but to give the established core series a more complete efficacy structure.

Taking the late incense jade glow whitening essence oil as an example, the previous generation focused more on brightening and anti-K old, and the new version obtained the whitening special certificate, and further whitening and anti-K

Logic of the Emotional Skincare Experience Behind Offline Expansion

If the product addresses "what constitutes emotional skin care", the offline space addresses "how this feeling is truly experienced".

As short videos, live broadcasts and digital content continue to increase the density of visual information, it is increasingly difficult for single-screen communication to fully carry odors, skin feelings and emotions.This limitation is particularly evident for aromatherapy brands - the scent cannot be scanned and the touch cannot be fully restored by a video.This is also the background of Fuyu Manpu's continuous overweight under the direct line for the past two years.

In March 2025, the first store in Tianmu, Hangzhou, landed, with the first month's performance exceeding one million yuan. Subsequently, Nanjing "Yunwei Space", Hangzhou "Migratory Space", and Shanghai "Fu Di" appeared one after another.Entering 2026, experience spaces such as Henglong in Hangzhou, Taikoo Li in Shanghai Qiantan, and Yifang City in Shenzhen will be launched one after another; in September, the brand will also usher in the opening of four stores in Shanghai, Beijing, Chengdu, and Nanjing.

More noteworthy than the number of stores is the way it expands.

Unlike the rapid replication of standardized stores, the rich and full store retains a strong local expression in the offline expansion.

The flagship store organizes the product, aroma, hand spa, herbal tea and garden experience in the same venue.Beijing's flagship space also plans to set up a separate spa area to extend the five senses healing from "try one product" to a more complete physical and mental experience.

"One store, one theme" is therefore not only a design choice.

What it really solves is: when the store scale up, how to

Supporting this consistency is another layer of language that is particularly important in the European and American markets: sustainability. Sustainable environmental protection is a common language between high-end channels and consumers in Europe and America, and for Fuyu Manpu, it is not a communication strategy that was only activated for going abroad—it launched the "Empty Bottle Recycling Program" in 2022, reusing recycled empty bottles; the packaging has gradually adopted PCR-PET environmentally friendly materials, replaced wood pulp with sugarcane pulp, used FSC certified environmentally friendly recycled paper, and introduced replacement packaging design into the product system step by step; in 2024, it launched the "Oriental Magnolia Bulb Planting Program," extending sustainability from packaging to a lifestyle that users can participate in. The long-term respect for nature and the environment is already written in the brand gene of "Originated from Plants"—this makes the dialogue between Fuyu Manpu and overseas high-end channels not just about products and fragrance.

From core cities in China to London, what is truly replicated is not a set of store templates, but a set of brand logic formed around the oriental magnolia and emotional skincare.

In Conclusion

In 2025, Fuyu Manpu's total GMV across all channels exceeded 600 million yuan.

For a domestic skincare brand that has reached this scale, the criteria for measuring the next stage of development are also beginning to change: growth is still important, but what is more worth paying attention to than single-speed growth is whether the brand can continue to form its own product methods, consumer perception, and business rhythm on the basis of the existing market.

This is also where Fuyu Manpu is currently most worth observing.

Over the past few years, the oriental magnolia has gradually become one of the most distinctive identifiers of the brand. It has brought product growth and has continuously entered new product, research, and consumer scenarios. When a brand no longer needs to frequently seek new narrative starting points and can continue to grow around the same core, it means that brand management is beginning to shift from chasing opportunities to accumulating itself. This accumulation is often slower than a single outbreak, but it is also more decisive for how far the brand can ultimately go.

Returning to "Moonlit Corridor, Night-scented Jasmine Still Aroma," the value of a meeting is not just about the attention brought by Jing Baoer. More importantly, when consumers repeatedly encounter the oriental magnolia, products, and Fuyu Manpu in the same scenario, the scattered accumulation of the brand is presented in a clearer way.

For Fuyu Manpu, which has entered a new stage, the question in the next step is not to create another new story, but to further transform the formed products, scientific research, and brand perception into long-term business capabilities.

"Night-scented Jasmine Still Aroma," perhaps, is the longer-lasting meaning of these four characters.

This article explores Aromatherapy, Scent, Perfume, Essential Oil, Fireless Aromatherapy, Aromatherapy Candle, Vine Incense Stick, Home Scent, Natural Aromatherapy, Diffuser, sharing the latest industry insights and offering practical references for enthusiasts.

Source: 品观网 (https://www.pinguan.com/)

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