There are more and more young people who don’t want to “hit the fragrance”, and the small fragrance is out of the market dominated by the large-scale commercial incense.
In the first half of this year, the small fragrance into China was obviously accelerated. Italian small perfume monotheme, the British royal fragrance CREED, the Lindan Serge Lutens, the Shiseido, Ms. Zuma’s personal brand JOLOVES is very hot, and has been stationed in Tmall International.
According to the person in charge of Tmall International Perfume, in 2021, Tmall International Tmall International Sales is growing up to 3 digits year-on-year, far super overall perfume. Xiaozhongxiang has also become a hot product in Tanabata, and sales have increased by over 150% year-on-year.
Whether it is global or China, “perfume” has become a “new expensive” of beauty consumption since the epidemic. The industry believes that “perfume effect” is becoming a new “lipstick index”.
The “lipstick index” proposed by economists, refers to the economic depression of red sales, and people are eager to use the “luxury goods”. However, the US market research institution NPD has been developed after the epidemic, and when the mask became daily, the lipstick index is over, “perfume” becomes a new invaluous spiritual beauty product.
French small perfume Memo Paris explosives in Tmall International
Among them, “small perfume” becomes a new business with a young man in a global personality and identity. Euro Rui Consulting shows that the 2020 Volkswagen Field will fall by about 15%, while the sedale will increase by 18%.
“There are more and more young people who express individuals and attitudes through fragrance, they are becoming the main force of small perfume consumption.” The person in charge of Tmall International Perfume said that the platform perfume consumer is nearly 70%.
In order to seize the emerging consumers, we will import small fragrant brands last year ushered in the tide. Import platform Tmall International has become the “trial gold stone” of them in the Chinese market.
“The high luxury, the fragrance is still a small ring layer, and the threshold of the Chinese market is high, and the Tmall International has greatly helped the overseas brand rapid overseas. Establish brand awareness and passed the target crowd. “The relevant person in charge of the French Xiaoxiang MEMO PARIS brand in Tmall International in August last year.
Pan Hailigen exclusive off-inventory conception concept extends through a small procedure to Tmall International
Small perfume also accelerates an innovative online service experience, which is convenient for consumers.
Many brands have successively launched the “perfume sample” trial gift box; British 100-year perfume brand Pan Hailan Penhaligon’s will extend exclusive offices to the concept of Fragrance Profiling to Tmall International, consumers through fun You can choose the product of exclusive personality and scenes; Memo Paris will also focus on developing China’s market customization services.
The huge development space of the Chinese perfume market attracts overseas brands accelerated layout. In 2019, the global perfume consumption market was 39.6 billion yuan, of which China’s accounting is only 2.5%, and the future market has great potential. “2020 Chinese Perfume White Paper” shows that China’s perfume market is expected to increase to more than 30 billion yuan in 2025, and in 2030, China is expected to be the world’s second largest perfume market.
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