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DOCUMENTS
Brand Background: The "CHANKU" Expression of Eastern Aesthetics
Founded
2021
Founder Background
Zhaoran Meng: Studied photography in France and worked for top PR firms (Weber Shandwick). He previously founded the high-end floral brand MENG FLORA and possesses a deep understanding of luxury operations and visual storytelling.
Brand Positioning: "CHANKU" (Zen-Cool)
A fusion of traditional Eastern heritage (Zen) with modern avant-garde design (Cool).
Focuses on the "Parfum" category (high fragrance concentration of 15%-25%), filling the gap in the domestic high-end niche perfume market.
Core Competencies
Supply Chain: Deep collaboration with global fragrance giant Givaudan, utilizing rare natural ingredients.
Visual Premium：Signature charcoal-black packaging, temple-inspired store designs, and heavy-duty artistic diffusers.
History: From Rising Star to “Fragrance Unicorn”
Timeline
Key Events
Brand Milestones
2021.07
First Store Opening
Launched the "Night Temple" flagship on Huaihai Middle Road, Shanghai.
2021.12
Capital Entry
Secured tens of millions of RMB in Angel Round funding from Meizhi Capital.
2022.09
L'Oréal Investment
Completed Series A+ funding led by BOLD (L'Oréal’s venture capital fund). This marked L'Oréal’s first investment in a local Chinese beauty brand.
2023.01
Category Expansion
Launched home fragrances, jewelry, and explored high-end apparel.
2024.01
Series B Funding
Attracted global investment funds and top-tier institutions; brand valuation continued to rise.
2024-2025
Spatial Evolution
Opened large-scale flagship spaces like "Long Temple," strengthening the narrative of "Chinese Scent, World Gift."
Store Distribution: Targeting High-End Commercial Real Estate
DOCUMENTS follows a rigorous site selection strategy, entering only top-tier business districts or streets with high artistic value, featuring a "One Store, One Scene" concept:
Store Count
As of early 2026, approximately 15-20 direct-operated stores nationwide (maintaining scarcity over mass expansion).
Key Locations
Shanghai: Huaihai Middle Road (Flagship), Jing'an Kerry Centre, West Bund Dream Center (Long Temple).
Beijing: SKP-S (The first local retail brand to enter this prestigious mall), Sanlitun Taikoo Li.
Chengdu: Taikoo Li, SKP.
Other Cities: Shenzhen, Hangzhou, Suzhou (MixC, Cang Street, and other landmark projects).
Revenue and Operational Status
Revenue Scale
While official audited reports are private, industry estimates suggest core single-store annual sales reach the tens of millions of RMB.
Average Transaction Value (ATV): Main perfumes are priced between 850 RMB (30ml) and 1750 RMB (90ml), with an ATV stable at 1500 RMB+, significantly higher than traditional luxury brands like Chanel or Dior.
Operational Strategy
No Discounting
To maintain brand equity, DOCUMENTS rarely participates in e-commerce price wars, ensuring high profit margins.
Gifting Logic
Emphasizes "Gifts of Scent," leveraging social premium to attract high-net-worth Gen Z and Millennial consumers.
Omni-channel Presence
While focusing on physical experiences, their WeChat Mini-program and Tmall flagship store contribute approximately 30%-40% of repeat purchase revenue.
Event Theme: “Galloping into the New Year, Celebrating Together”
Cultural Concept
Rooted in the “Year of the Horse” (2026), the horse symbolizes speed, strength, and a spirit of adventure, as well as companionship and faith.
Brand Expression
Transforming shared Spring Festival experiences—such as “reunion, well-wishes, and a fresh start”—into tangible scents, products, and spaces that embody cultural continuity.
Chinese Zodiac Series: Year of the Horse Limited Edition Strong-Aroma Spirit “Ma HORSE”
Collaborating Perfumer
Created in collaboration with Jasmine Liu, a Chinese perfumer at Givaudan.
Fragrance Profile
Centered around smoky leather notes, infused with the key ingredient “apricot,” and inspired by the fireworks of New Year celebrations on the grasslands, this fragrance exudes dynamism and warmth.
Significance
As the second release in the series following the Year of the Snake, this fragrance aims to capture the passage of time and convey well-wishes.
New Home Fragrance Collection: “Lights of a Thousand Homes”
Inspiration
Inspired by the traditional Chinese symbol of the “lantern,” which symbolizes illuminating the way home, family reunion, and peace.
Design and Product Categories
Includes scented candles and flameless diffusers. The containers are shaped like lanterns with rounded, full-bodied lines.
Fragrance Selection
Introducing room fragrance versions based on our existing collection, including “Auspicious Peach,” “Glory and Prosperity,” “Longevity Like the Southern Cedar,” and the Year of the Horse limited edition “Apricot Blossom, Happiness, and Well-being.”
Visual Identity and Packaging System
Main Color
“Red Mane,” inspired by the spiritual symbolism of the horse, featuring a rich yet vibrant hue.
Craftsmanship
Accented with gold-embossed rope knots.
Custom Accessories
Includes a complimentary Year of the Horse custom tag (featuring a horse design) that can be used as a greeting card, bookmark, or decorative item.