Table of Contents
Introduction
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- Definition
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 1: China men’s and women’s fragrance market forecast, value sales, 2008-18
- Companies and brands
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- Figure 2: China fine fragrance market share, by value (%), 2009-12
- The consumer
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- Figure 3: Frequency of using fragrances and scented products, May 2013
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- Figure 4: Reasons for using fragrances, May 2013
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- Figure 5: Occasions for using fragrance, May 2013
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- Figure 6: Where people have bought fragrances, May 2013
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- Figure 7: Fragrance purchasing behaviour, May 2013
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- Figure 8: Attitudes towards fragrances, May 2013
- Key issues
- Capturing the sophisticated Expert users
- Understanding the Chinese consumer’s demand on innovative fragrance products
- Multichannel strategy with cutting-edge technology
- Dealing with the uncertainties in the gifting market
The Market
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- Key points
- Fine fragrance market overview
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- Figure 9: The first Chinese version of “eau de cologne” Mingxing Florida water, 2013
- Figure 10: China men’s and women’s fragrance market, value sales, 2008-18
- Market Forecast: steady growth amid challenges ahead
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- Figure 11: China men’s and women’s fragrance market forecast, value sales, 2008-18
- EU regulations affect fine fragrances formulation
- Anti-extravagance campaign poses uncertainties in the fragrance market
- The growing spending power and the expanding middle class in China
- What it means
Companies and Brands
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- Key points
- Companies and market shares
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- Figure 12: China fine fragrance market share, by value (%), 2009-12
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- Figure 13: La Petite Robe Noire‘s press release in Shanghai Bund no 1, July, 2012
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- Figure 14: Brad Pitt was the first male face of Chanel No 5, 2012
- Figure 15: Chanel promotes its Chance range on its Weibo account, 2013
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- Figure 16: New launches from Hugo Boss and Calvin Klein during 2011-13
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- Figure 17: Salvatore Ferragamo new fragrance Signorina promotion on China Elle, July, 2013
- Dior
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- Figure 18: J’adore gift-set: L’eau, eau de toilette; eau de parfum and L’Absolu
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- Figure 19: Miss Dior campaign, 2013
- Chanel
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- Figure 20: Fan group of Coco Mademoiselle Group established In November 2008 on Douban
- Lancôme
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- Figure 21: La Vie Est Belle online campaign, 2013
- Burberry
- Elizabeth Arden
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- Figure 22: Green Tea advertising
- What it means
The Consumer
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- Key points
- Frequency of using fragrances and scented products
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- Figure 23: Frequency of using fragrances and scented products, May 2013
- Reasons for using fragrances
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- Figure 24: Reasons for using fragrances, May 2013
- Occasions of using fragrances
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- Figure 25: Occasions when people use fragrances, May 2013
- Venues of purchasing fragrances
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- Figure 26: Venues of purchasing fragrances, May 2013
- Purchasing behaviour
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- Figure 27: Purchasing behaviour, May 2013
- Attitudes towards fragrances
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- Figure 28: Attitudes towards fragrances, May 2013
Key Issue – Capturing the Sophisticated Expert Users
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- Key points
- Five segments
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- Figure 29: Attitudes towards fragrances, by segment, May 2013
- Figure 30: Any agreement with attitudes towards fragrances, MAY 2013
- Expert users
- Who are they?
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- Figure 31: Segments, by income, May 2013
- Pro-West
- Who are they?
- Local Follower
- Who are they?
- Price-Driven
- Who are they?
- Disengaged
- Who are they?
- Multi-brand portfolio to capture the sophistication
- Recognise the rising level of sophistication
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- Figure 32: Reasons for using fragrance, May 2013
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- Figure 33: Gucci guilty poster on the street of Fuzhou
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- Figure 34: Education level of Expert users vs all, May 2013
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- Figure 35: Polarising views on some top-selling fragrances on Douban generate heated discussion, 2012
- Opportunity of product extension based on different occasions
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- Figure 36: Occasions to wear an eau de parfum all vs Expert users, May 2013
- Figure 37: Occasions to wear an eau de toilette all vs Expert users, May 2013
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- Figure 38: Occasions to wear a fragrance, by types, May 2013
- Figure 39: Successful product extension of Chanel Chance, 2013
- Providing consistent services
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- Figure 40: Where people buy fragrance, all vs Expert users, May 2013
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- Figure 41: Examples of in-store fragrance boys, 2012
- What it means
Key Issue – Understanding Demand for Innovative Fragrance Products
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- Key points
- The pursuit of uniqueness poses an opportunity to fragrance industry
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- Figure 42: Selected reasons to use fragrances, May 2013
- The relatively weak brand loyalty makes product innovation a necessity
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- Figure 43: Agreement with selected statements on the attitudes towards fragrances, May 2013
- Product innovation for Western fragrance brands
- Lighter scents of Western fragrance offerings
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- Figure 44: Advertisement of Chanel No. 19 Quietly Elegant edition
- Figure 45: Agreement with the statement “Fragrances from Western brands are too strong for me”, by demographics, May 2013
- Eau de parfum for special occasions
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- Figure 46: Selected attitudes, by occasion, May 2013
- Fragrances reflecting Chinese culture
- Scents reflecting Chinese culture
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- Figure 47: Agreement with the reasons for using fragrances “to feel unique”, by attitudes, May 2013
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- Figure 48: Agreement with the statement “I would be interested in fragrances that reflect Chinese culture”, by level of education, May 2013
- Figure 49: Lianyi fragrance from Herborist
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- Figure 50: Elizabeth Arden Green Tea lavender fragrance
- Packaging reflecting Chinese culture
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- Figure 51: Agreement with the statement ‘I would be interested in fragrances that reflect Chinese culture’, May 2013
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- Figure 52: Liz Claiborne’s Lucky Six
- Figure 53: Different application tools for perfume balm reflecting Chinese culture
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- Figure 54: Packaging materials of fragrances in China, July 2013
- Branding reflecting Chinese culture
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- Figure 55: Ads for Liushen floral water in 2012
- Figure 56: Brand history of Shanghai Vive
- Figure 57: Ye Shanghai Legend fragrance from Shanghai Vive
- What it means
Key Issue – Multichannel Strategy with Cutting-edge Technology
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- Key points
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- Figure 58: Venues of purchasing fragrances, May 2013
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- Figure 59: Gucci Guilty fragrance trial sample online application Douban
- Offering e-commerce and building CRM programme
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- Figure 60: Three different online retailers offer Dior fragrance
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- Figure 61: Venues of purchasing fragrances, May 2013
- Building multichannel strategy with cutting-edge technology
- What it means
Key Issue – Dealing with the Uncertainties in Gift Giving Market
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- Key points
- Gift-giving market in China
- Fragrances: A popular gift in China
- Anti-extravagance campaign
- Young consumers with higher income and stronger education background in China are more drawn to fragrances as gifts
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- Figure 62: Agreement with the statement “I usually buy fragrance products as gifts”, by demographics, May 2013
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- Figure 63: Agreement with the statement “I am familiar with leading Western brands”, by education, May 2013
- Leading designer brands are considered as suitable gifts for high earners
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- Figure 64: Selected attitudes towards fragrances, May 2013
- Enhancing purchase experiences to combat the threat posed by overseas shopping
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- Figure 65: A Chinese customer shopping at a duty-free shop
- Figure 66: Selected venues of purchasing fragrances, May 2013
- Trial before buying fragrances as gifts
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- Figure 67: Agreement with the statement “The fragrance scent is just as important whether I buy for myself or as a gift for someone else”, by age and gender, May 2013
- Figure 68: Agreement with the statement “The fragrance scent is just as important whether I buy for myself or as a gift for someone else”, by city tier, May 2013
- Trial-focused campaigns to attract prospective consumers and maintain the existing consumer base
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- Figure 69: Burberry’s campaign focusing on trial and experiences of its fragrance products
- Making the trial packages of fragrances a new product line for gift giving
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- Figure 70: Free trial packages of Chanel No 19 being sold on Taobao
- Figure 71: Examples of mini fragrance packages by Mary Kay, Dior and Chloé
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- Figure 72: Biotherm limited edition on Chinese valentine “Qixi”
- What it means
Appendix
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- Frequency of using fragrances and scented products
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- Figure 73: Frequency of using fragrances and scented products, May 2013
- Figure 74: Most popular frequency of using fragrances, by demographics, May 2013
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- Figure 75: Next most popular frequency of using fragrances, by demographics, May 2013
- Figure 76: Most popular frequency of using scented products, by demographics, May 2013
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- Figure 77: Next most popular frequency of using scented products, by demographics, May 2013
- Figure 78: Most popular frequency of using eau de parfum, by demographics, May 2013
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- Figure 79: Next most popular frequency of using eau de parfum, by demographics, May 2013
- Figure 80: Most popular frequency of using eau de toilette, by demographics, May 2013
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- Figure 81: Next most popular frequency of using eau de toilette, by demographics, May 2013
- Figure 82: Most popular frequency of using eau de cologne, by demographics, May 2013
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- Figure 83: Next most popular frequency of using eau de cologne, by demographics, May 2013
- Figure 84: Most popular frequency of using scented soap/shower gel, by demographics, May 2013
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- Figure 85: Next most popular frequency of using scented soap/shower gel, by demographics, May 2013
- Figure 86: Most popular frequency of using scented body lotion, by demographics, May 2013
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- Figure 87: Next most popular frequency of using scented body lotion, by demographics, May 2013
- Figure 88: Most popular frequency of using aftershave, by demographics, May 2013
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- Figure 89: Next most popular frequency of using aftershave, by demographics, May 2013
- Figure 90: Most popular frequency of using floral water, by demographics, May 2013
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- Figure 91: Next most popular frequency of using floral water, by demographics, May 2013
- Figure 92: Most popular frequency of using floral water (with mosquito repellent), by demographics, May 2013
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- Figure 93: Next most popular frequency of using floral water (with mosquito repellent), by demographics, May 2013
- Figure 94: Most popular frequency of using deodorants, by demographics, May 2013
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- Figure 95: Next most popular frequency of using deodorants, by demographics, May 2013
- Figure 96: Most popular frequency of using fragrances and scented products, by reasons for using fragrances, May 2013
- Figure 97: Next most popular frequency of using fragrances and scented products, by reasons for using fragrances, May 2013
- Reasons for using fragrances
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- Figure 98: Reasons for using fragrances, May 2013
- Figure 99: Most popular reasons for using fragrances, by demographics, May 2013
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- Figure 100: Next most popular reasons for using fragrances, by demographics, May 2013
- Figure 101: Reasons for using fragrances, by most popular attitudes towards fragrances (any agree), May 2013
- Figure 102: Reasons for using fragrances, by next most popular attitudes towards fragrances (any agree), May 2013
- Occasions of using fragrances
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- Figure 103: Occasions of using fragrances, May 2013
- Figure 104: Most popular occasions of using fragrances, by attitudes towards fragrances (any agree), May 2013
- Figure 105: Next most popular occasions of using fragrances, by attitudes towards fragrances (any agree), May 2013
- Venues of purchasing fragrances
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- Figure 106: Venues of purchasing fragrances, May 2013
- Figure 107: Most popular venues of purchasing fragrances, by demographics, May 2013
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- Figure 108: Next most popular venues of purchasing fragrances, by demographics, May 2013
- Purchasing behaviour
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- Figure 109: Purchasing behaviour, May 2013
- Figure 110: Most popular purchasing behaviour, by demographics, May 2013
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- Figure 111: Next most popular purchasing behaviour, by demographics, May 2013
- Figure 112: Other purchasing behaviour, by demographics, May 2013
- Attitudes towards fragrances
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- Figure 113: Attitudes towards fragrances, May 2013
- Figure 114: Agreement with the statement ‘Fragrances from Western brands are too strong for me’, by demographics, May 2013
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- Figure 115: Agreement with the statement ‘I prefer to buy a fragrance with a long-lasting scent ’, by demographics, May 2013
- Figure 116: Agreement with the statement ‘I would be interested in fragrances that reflect Chinese culture’, by demographics, May 2013
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- Figure 117: Agreement with the statement ‘I prefer to buy fragrances from well-known brands’, by demographics, May 2013
- Figure 118: Agreement with the statement ‘I am familiar with leading Western brands’, by demographics, May 2013
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- Figure 119: Agreement with the statement ‘I am aware of the Chinese fragrance products available’, by demographics, May 2013
- Figure 120: Agreement with the statement ‘I tend to buy fragrances from the same brand’, by demographics, May 2013
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- Figure 121: Agreement with the statement ‘Price is not an issue when I buy fragrances for myself’, by demographics, May 2013
- Figure 122: Agreement with the statement ‘I tend to spend more if I buy fragrances as a gift compared with for myself’, by demographics, May 2013
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- Figure 123: Agreement with the statement ‘It’s worth spending more for designer fragrances’, by demographics, May 2013
- Further analysis
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- Figure 124: Target groups, May 2013
- Figure 125: Attitudes towards fragrances (any agree), by target groups, May 2013
- Figure 126: Frequency of using fragrances and scented products, by target groups, May 2013
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- Figure 127: Reasons for using fragrances, by target groups, May 2013
- Figure 128: Occasions of using fragrances, by target groups, May 2013
- Figure 129: Venues of purchasing fragrances, by target groups, May 2013
- Repertoire
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- Figure 130: Venues of purchasing fragrances, by repertoire of venues of purchasing fragrances, May 2013
- Figure 131: Attitudes towards fragrances (any agree), by repertoire of venues of purchasing fragrances, May 2013
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