Table of Contents
Introduction
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- Products covered in this report:
- Methodology
- Limitation
- Abbreviations
- Definitions
Executive Summary
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- Thinking from a global perspective
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- Figure 1: Best- and worst-case forecast of China retail value sales of fragrance, 2009-19
- Women’s fragrance dominates the market
- “Showing off” is the new luxury
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- Figure 2: New product launches, by top fragrance groups, 2009-13
- Occasional fragrance wearers are the majority
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- Figure 3: Usage occasion, April 2014
- A safe bet for the girls
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- Figure 4: Purchase purpose, April 2014
- Associating products with different occasions
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- Figure 5: Purchase occasion, April 2014
- What we think
Issues and Insights
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- A safe bet for the girls
- The facts
- The implications
- Associating products with different occasions
- The facts
- The implications
- How can brands convert non-users?
- The facts
- The implications
- Culture explosion, be authentic
- The facts
- The implications
Trend Application
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- Mood to Order
- Life Hacking
- Locavore
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- Figure 6: The Givenchy Harvest 2010 limited edition collection, Sambac Jasmine Eau de Parfum
Market Size and Forecast
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- Key points
- Market drivers
- The growing spending power of Chinese shoppers
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- Figure 7: Per capita income level in rural and urban, China, 2008-13
- Gifting market exhibits strong prospects
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- Figure 8: Purchase purpose, April 2014
- More promotions, please
- China revises e-commerce laws to crackdown on fake products online
- Shopping without borders
- Market prospects
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- Figure 9: China fragrance market, value sales, 2009-19
- Thinking from a global perspective
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- Figure 10: Best- and worst-case forecast of China retail value sales of fragrance, 2009-19
- Forecast methodology
Segmentation and Market Shares
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- Key points
- Women’s fragrance dominates the market
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- Figure 11: market value by segment, 2004-13
- The enduring appeal of “Frenchness” in China
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- Figure 12: China fragrance market share, by value (%), 2009-13
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- Figure 13: Salvatore Ferragamo’s Signorina
Who’s Innovating?
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- Key points
- Women’s fragrance dominates new product launches
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- Figure 14: New product launches, by top category in the fine fragrance china market, 2009-13
- “Showing off” is the new luxury
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- Figure 15: New product launches, by top fragrance groups, 2009-13
- Figure 16: Jo Malone Saffron Cologne Intense
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- Figure 17: Shanghai Vive Ye Shanghai The Legend
- Figure 18: gf Cigarette No.1 Eau de classic Cologne, Q2 2013
- All eyes on Burberry
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- Figure 19: Burberry rhythm
- The proliferation of Tao brands
- Scent Libraries popular in China
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- Figure 20: Demeter Scent Library, pizza roll on, Q1 2014
Companies and Brands
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- LVMH
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- Figure 21: 2013 LVMH annual report, 2011-13
- Figure 22: 2013 LVMH annual report, 2011-13
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- Figure 23: LVMH portfolio brand
- Major brands
- Dior
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- Figure 24: Dior Les Créations de Monsieur Dior, Diorissimo, 2009
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- Figure 25: Dior launches, 2005-14
- Bvlgari
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- Figure 26: Bvlgari launches, 2005-2014
- Givenchy
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- Figure 27: Givenchy launches, 2005-14
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- Figure 28: Givenchy Very Irresistible, one of its most successful line, Jan 2014
- Guerlain
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- Figure 29: Guerlain Shalimar Parfum Initial L'Eau, inspired from its most iconic fragrance, Shalimar, 2012
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- Figure 30: Guerlain launches, 2005-14
- Chanel
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- Figure 31: Chanel launches, 2005-14
- Figure 32: Chanel Coco Noir, one of the last creations by its long term chef fragrancer, Jacques Polge 2012
- L’Oréal
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- Figure 33: L’oréal annual report, 2013
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- Figure 34: L'oréa fragrance brand portfolio
- Giorgio Armani
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- Figure 35: Armani Privé 1001 Nuits Rose d'Arabie from Armani Privé, cost £200/100ml, 2012
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- Figure 36: Giorgio Armani fragrance, 2006-14
- Lancôme
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- Figure 37: Lancôme recent launches, 2005-14
- Yves Saint Laurent
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- Figure 38: Yves Saint Laurent Opium, the brand’s most iconic fragrance
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- Figure 39: YSL recent launches, 2005-14
- Procter & Gamble
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- Figure 40: 2013 P&G Annual Report, 2009-13
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- Figure 41: P&G brand portfolio
- Hugo Boss
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- Figure 42: Hugo Red, 2013
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- Figure 43: Hugo Boss recent launches, 2005-14
- Dolce & Gabbana
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- Figure 44: Dolce & Gabbana recent launches, 2006-14
- Gucci
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- Figure 45: Gucci recent launches, 2006-14
- Coty
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- Figure 46: Coty Inc annual report, 2011-13
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- Figure 47: Lady Gaga Fame Gift Set
- Figure 48: Coty ‘s long list of fragrance portfolio, 2013
The Consumer – Purchase Behaviour
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- Key points
- Purchase purpose
- A perfect present
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- Figure 49: Purchase purpose, April 2014
- A safe bet for the girls
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- Figure 50: Purchase purpose by fragrance type, April 2014
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- Figure 51: Purchase purpose, April 2014
- Fragrance as an household income Index
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- Figure 52: none buyer by incomes, April 2014
- Wenzhou, great opportunity for growth
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- Figure 53: none buyer by cities, April 2014
- Purchase place
- Taobao overtakes traditional department stores
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- Figure 54: Purchase place, April 2014
- Channel integration to attract the affluent
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- Figure 55: Purchase place, by demographics, April 2014
- Shanghai, duty-free enthusiasts
- Channel exclusiveness
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- Figure 56: Repertoire of purchase place of fragrance, April 2014
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- Figure 57: Repertoire of beauty retailing channel brought from the last 6 months, December 2013
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- figure 58: Fragrance created by Selfridge’s fragrance lab
- Purchase occasion
- Associating products with different occasions
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- Figure 59: Purchase occasion, April 2014
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- Figure 60: Valentino Valentina Eau de Parfum a perfect gift for Valentines’ Day, launched in china 2013.
- For the girlfriends
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- Figure 61: Purchase occasion, by demographics, April 2014
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- Figure 62: Justin Bieber's Girlfriend Eau de Parfum, June 2012
- Investment in business
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- Figure 63: Purchase occasion, by demographics, April 2014
- More travel exclusives please
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- Figure 64: Purchase occasion, by demographics, April 2014
The Consumer – Usage Behaviour
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- Key points
- Usage
- Urban China saw high penetration of fragrance usage
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- Figure 65: fragrance usage, April 2014
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- Figure 66: Fragrance usage by age, April 2014
- Usage drives affinity
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- Figure 67: Usage, by purchase purpose, April 2014
- Usage occasion
- Occasional fragrance wearers are the majority
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- Figure 68: Usage occasion, April 2014
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- Figure 69: Fragrance blogger Bois de Jasmin, recommend a Guerlain Shalimar scented bath for a warm sensual feeling
- Be “Moody”
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- Figure 70: Usage occasion, by demographics, April 2014
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- Figure 71: Dior Miss Dior Chérie, a fragrance associated with different mood, 2011
- Highlighting physical attraction for the boys
- Business occasion usage for the affluent
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- Figure 72: Usage occasion, by demographics, April 2014
- Most non-users do not see fragrance as a necessary product
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- Figure 73: Reason of non-usage, April 2014
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- Figure 74: Typology of none-user, April 2014
- Conversion by adding an edge
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- Figure 75: Reason of non-usage, by demographics, April 2014
- Conversion by seducing
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- Figure 76: Reason of non-usage, by demographics, April 2014
The Consumer- Perception towards International Brands and Local brands
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- Key points
- Brand prominence gives international brands an advantage
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- Figure 77: Attitude toward multinational/domestic brand, April 2014
- Originality can increase local brands’ competitiveness
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- Figure 78: Attitude toward multinational/domestic brand, April 2014
The Consumer – Future Growth Opportunity
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- Key points
- Freebies, you need to “earn” it
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- Figure 79: Future growth opportunity, April 2014
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- Figure 80: Kenzo’s new flower in the air asking consumers to collect four poppy petals, Q1 2014
- Offers and deals, let them be special
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- Figure 81: Future growth opportunity, by demographics, April 2014
- Culture explosion, be authentic
- Customise for the affluent
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- Figure 82: Future growth opportunity, by demographics, April 2014
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- Figure 83: Serge Lutens fragrance Laine de Verre, March 2014
- Nurturing the niche
Appendix – Purchase Behaviour
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- Figure 84: Purchase purpose, April 2014
- Figure 85: Purchase purpose – Women’s fragrance, by demographics, April 2014
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- Figure 86: Purchase purpose – Men’s fragrance, by demographics, April 2014
- Figure 87: Purchase purpose – unisex fragrance, by demographics, April 2014
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- Figure 88: Usage, by purchase purpose – women’s fragrance, April 2014
- Figure 89: Usage, by purchase purpose – Men’s fragrance, April 2014
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- Figure 90: Usage, by purchase purpose – unisex fragrance, April 2014
- Figure 91: Purchase place, April 2014
- Repertoire analysis
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- Figure 92: Repertoire of purchase place, April 2014
- Figure 93: Repertoire of purchase place, by demographics, April 2014
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- Figure 94: Purchase occasion, April 2014
- Figure 95: Most popular purchase occasion, by demographics, April 2014
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- Figure 96: Next most popular purchase occasion, by demographics, April 2014
- Figure 97: Usage, April 2014
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- Figure 98: Usage, by demographics, April 2014
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Appendix – Usage Behaviour
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- Figure 99: Usage occasion, April 2014
- Figure 100: Most popular usage occasion, by demographics, April 2014
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- Figure 101: Most popular usage occasion, by demographics, April 2014 (continued)
- Figure 102: Next most popular usage occasion, by demographics, April 2014
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Appendix – Behaviour (Non-user)
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- Figure 103: Reason of non-usage, April 2014
- Figure 104: Most popular reason of non-usage, by demographics, April 2014
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- Figure 105: Next most popular reason of non-usage, by demographics, April 2014
- Figure 106: Other reason of non-usage, by demographics, April 2014
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Appendix – Attitudes
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- Figure 107: Attitude toward multinational/domestic brand, April 2014
- Figure 108: Attitude toward multinational/domestic brand – can reflect my taste/social status, by demographics, April 2014
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- Figure 109: Attitude toward multinational/domestic brand – The uniqueness of brand, by demographics, April 2014
- Figure 110: Attitude toward multinational/domestic brand – well-designed scent, by demographics, April 2014
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- Figure 111: Attitude toward multinational/domestic brand – Appealing bottle design, by demographics, April 2014
- Figure 112: Attitude toward multinational/domestic brand – a variety of pack size to choose from, by demographics, April 2014
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- Figure 113: Attitude toward multinational/domestic brand – offering a range of product line to choose from, by demographics, April 2014
- Figure 114: Attitude toward multinational/domestic brand – easy to buy, by demographics, April 2014
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- Figure 115: Attitude toward multinational/domestic brand – good value for money, by demographics, April 2014
- Figure 116: Attitude toward multinational/domestic brand – has special offerings frequently, by demographics, April 2014
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- Figure 117: Attitude toward multinational/domestic brand – good customer service, by demographics, April 2014
- Figure 118: Attitude toward multinational/domestic brand – good interaction with consumers, by demographics, April 2014
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- Figure 119: Attitude toward multinational/domestic brand – product authenticity guaranteed, by demographics, April 2014
- Figure 120: Future growth opportunity, April 2014
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- Figure 121: Most popular future growth opportunity, by demographics, April 2014
- Figure 122: Next most popular future growth opportunity, by demographics, April 2014
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- Figure 123: Other future growth opportunity, by demographics, April 2014
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