With the rising status of women, the perfume market has entered a high rate of expansion. At one time, the perfume usage rate in Europe and the United States was 98%, while in China it was only about 3%, and even in China’s most developed cities, North and South, it was less than 10%.
However, in recent years, with the gradual rise of domestic brands, the share of sales on major platforms is getting higher and higher for domestic perfume brands, with the main focus on low-cost, high-quality products always hitting the user’s pain point just right. Domestic perfume brands are “killing it”In the past, the high-end segment of the fragrance market was firmly occupied by foreign brands such as Dior and Chanel. In 2013, the top 10 in China’s perfume market were already full of foreign companies, but today, domestic perfume brands are out of the woods, and some of them have even gone international.
The main domestic perfume brands with a high reputation are: floating fragrance hall, five doli, perfect diary, re perfume room, scent library, ice Hilly, double sister, golden ballet, time foo, aromag, fragrance map and so on. According to survey data: In 2015, the domestic perfume market grew by 7%, exceeding the growth rate of the mass perfume market by 5.2% for the first time. According to market researcher NPD, the global perfume market was worth a total of about RMB 110 billion in 2016, with sales increasing by only 2.9% year-on-year, of which the domestic perfume market, worth around RMB 7.3 billion, saw a 22% increase in sales. Also, according to Ali platform data from January to November 2019, the Top 20 brands accounted for 45.9% of the Top 20 brands, almost two-thirds of which were international brands. But unlike the entire market, which is almost monopolized by big international brands, there are five domestic brands in the TOP20 brands on the Ali platform, which means that domestic perfumes are being seen by the world.The previously famous Bingheili, which killed the big names in minutes in terms of face value. The fresh citrus tones of Capri Sea Salt and the gentle and sweet Miss Milk were both named by Li Jiaqi to buy.
In addition to that, there is also the “Scent Library”. The company’s first product was a foreign perfume brand, and the fragrance “Cool White Kaiser” launched at the end of 2017 became a social media sensation, selling more than 400,000 bottles on the first day of the double 11 in 2018. Chanel, Dior, perfume brand, cosmetics, perfume, makeup,