Health & Beauty

There are more and more young people who don't want to "hit the fragrance", and niche perfumes are breaking through from the market dominated by big-name commercial fragrances.

In the first half of this year, the pace of niche perfumes entering China has accelerated significantly. Italian niche perfume Monotheme, British royal scent CREED, Shiseido’s Serge Lutens, and Ms. Zumalong’s personal brand JoLoves, and other highly popular niche fragrances, have all entered Tmall International.

According to the person in charge of the perfume category of Tmall International, from 2021 to the present, the sales of niche perfumes on Tmall International have shown a three-digit growth year-on-year, far exceeding the growth rate of the overall perfume category. Xiaozhongxiang has also become a hot-selling product on Qixi Festival, with sales increasing by more than 150% year-on-year.

Whether in the world or in China, "perfume" has become the "upstart" in beauty consumption since the epidemic. The industry believes that the "perfume effect" is becoming a new "lipstick index."

The "lipstick index" put forward by economists refers to the fact that lipstick sales have increased during the economic recession, and people are eager to use affordable "luxury goods" to please themselves. However, after the epidemic, the US market research organization NPD found that when masks became daily life, the lipstick index became obsolete, and “perfume” became a new invigorating beauty product.

Among them, "niche perfume" has become a new business card for young people around the world to express their individuality and identity. According to Euromonitor Consulting, the mass perfume market in 2020 will drop by about 15%, while the niche handmade perfume and high-end perfume market will grow by 18%.

"There are more and more young people expressing their personalities and attitudes through fragrance, and they are becoming the main force of niche perfume consumption." Tmall International Perfume Category Manager said that the post-90s and post-95s platform perfume consumers accounted for nearly 70%.

In order to capture emerging consumers, imported niche fragrance brands began to enter China last year, and the import platform Tmall International has become their "touchstone" for their deployment in the Chinese market.

"High-luxury niche perfumes still belong to the small circle, and the threshold for opening the Chinese market is high. Tmall International has greatly assisted overseas brands in the rapid expansion of domestic brands in terms of coverage of imported consumer groups, cross-border supply chains, and logistics services. Establish brand awareness and reach the target audience.” said the relevant person in charge of the French niche fragrance MEMO PARIS brand that entered Tmall International in August last year.

Niche perfumes are also accelerating the innovation of online service experience, facilitating consumers to "select fragrance online".

Many brands have successively launched "perfume samples" trial fragrance gift boxes; Penhaligon's, a century-old British perfume brand, has extended the exclusive offline fragrance profiling concept (Fragrance Profiling) to Tmall Global through a mini program, and consumers will use interesting online Q&A , You can select products with exclusive personalities and scenarios; MEMO PARIS will also focus on the development of customized services for the Chinese market in the follow-up.

The huge development space of China's perfume market attracts overseas brands to accelerate their deployment. In 2019, the scale of the global perfume consumption market was 390.6 billion yuan, of which China accounted for only 2.5%, and the market has great potential for future development. The "2020 China Perfume White Paper" shows that China's perfume market is expected to increase to more than 30 billion yuan in 2025, and China is expected to become the world's second largest perfume market by 2030.