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Perfume and Fragrances - China - July 2012

INTRODUCTION
Definition
Consumer research
Report structure
Abbreviations and terms
EXECUTIVE SUMMARY
 THE MARKET
Figure 1: China value sales of fragrance, by mass and prestige fragrance, 2008-11
 THE FORECAST
Figure 2: Forecast – value sales of perfume and fragrances in China, 2007-17
 THE LEADING COMPANIES
Figure 3: Total fragrance market value share, 2008-11
 DOMESTIC INDUSTRY LACKS SOPHISTICATED FRAGRANCE TECHNOLOGY
 ISSUES IN THE MARKET
Changing lifestyles breed fragrance culture
Figure 4: Attitudes towards perfume & fragrance products, April 2012
Brand activities to build fragrance engagement with consumers
Figure 5: Repertoire of brands of perfumes & fragrances bought, by monthly personal income, April 2012
Development of distribution channels opens up market
Figure 6: Location that perfumes & fragrances were bought from in the last 12 months, April 2012
Packaging innovation meeting different needs
Figure 7: Number and types of perfume and fragrance owned, by personal monthly income, April 2012
CHANGING LIFESTYLES BREED FRAGRANCE CULTURE
Issues at a glance
Western fragrance exiled
Figure 8: Discretionary spending, April 2012
Fragrance usage evolves from functional ‘toilet water’
Figure 9: Frequency of using personal hygiene and grooming products, April 2012
Figure 10: Reasons for not using perfumes or fragrances, by tier groups and education groups, April 2012
Western fragrance breaking into cultural habits
Figure 11: Reasons for owning and/or wearing perfumes or fragrance products, by user group, April 2012
Figure 12: Occasion for wearing perfumes & fragrance products, April 2012
Evolving individual identities
Figure 13: Attitude towards perfume & fragrance products, April 2012
Fragrance identity: who uses it and how frequently?
Figure 14: Usage of perfumes & fragrance products, by gender and monthly personal income, April 2012
Emerging middle class craze for luxury shopping spree
Figure 15: Top 5 Luxury items buying intention, by gender, April 2012
Figure 16: Reasons for owning and/or wearing perfumes or fragrance products, by monthly personal income groups, April 2012
Figure 17: Top 5 purchase of luxury items abroad, by gender, April 2012
Females caught in fashion bandwagon effect
Figure 18: Women’s usage of perfumes & fragrance products, by age, April 2012
Emerging male grooming trend leads to more male fragrance users
Figure 19: Usage of perfumes & fragrance products, by men, April 2012
Figure 20: Men’s fragrance value sales, 2008-11
Gift buying has the potential to boost sales
Figure 21: Person(s) perfumes or fragrances are purchased for, by gender and age group, April 2012
Figure 22: Reasons for owning and/or wearing perfumes or fragrance products by level of usage, April 2012
What does it mean?
BRAND ACTIVITIES TO BUILD FRAGRANCE ENGAGEMENT
Issues at a glance
Emphasis on brand building to increase brand loyalty
Figure 23: Important factors when considering which perfume & fragrance product to buy, April 2012
Figure 24: The top 10 fashion brands and skin care brands of fragrance ever bought in the past 12 months
Figure 25: Attitudes towards buying top brands of perfume & fragrance, April 2012
Figure 26: Number of brands of perfumes & fragrances bought, by monthly personal income, April 2012
Brand ownership and management affects penetration
Figure 27: A selection of popular fragrance companies and their brands, 24 July 2012
Figure 28: Christian Dior brand hierarchy management, 24 July 2012
Brand positioning affects fragrance possession
Figure 29: Total fragrance market value share, 2008-11
Luxury brand events raise awareness on brand culture
Potential to drive sales through international events
Chinese ambassador opportunities are to be explored
Figure 30: Attitude towards celebrity perfume & fragrance, April 2012
Celebrity-receptive consumers
Online platform to augment the brand reality experience
Making information readily accessible on websites
Social media another interesting engagement channel
Mobile apps media
What does it mean?
DEVELOPMENT OF DISTRIBUTION CHANNELS OPENS UP MARKET
Issues at a glance
Development of luxury outlets and counters
Large fragrance purchases overseas due to high taxes in China
Figure 31: Top 10 holidays location taken in the last 12 months, by gender, April 2012
Flourishing beauty and personal care retailers boost fragrance sales
Figure 32: Location that perfumes & fragrances bought in, in the last 12 months, April 2012
Online B2C retailers broaden consumer base
Cultivating more Chinese users
Fragrance specialty outlets
Figure 33: Attitude towards perfume & fragrance products by reasons for using and not using perfumes or fragrances, April 2012
Premium fragrance boutiques could augment the city fragrance culture
Extending fragrance culture in more convenient locations
Explorative experiences
Scent Education activities held by Yunnan fragrance museum
Opportunities for consumer experience
What does it mean?
PACKAGING INNOVATION MEETING NEEDS
Issues at a glance
More spending despite costly fragrance
Figure 34: Spend on perfumes & fragrance products, April 2012
More entry level users spend on fragrance buying
Figure 35: Usage of perfumes & fragrance products, by monthly personal income, April 2012
Figure 36: Attitude towards perfume & fragrance products by reasons for owning and/or wearing perfumes or fragrance products, April 2012
Miniature packaging to trigger more purchases
Figure 37: Number of bottles of perfumes & fragrances owned by types of perfume and fragrance, by monthly personal income, April 2012
Gift packaging helps to convert non-users to users
Figure 38: Attitude towards perfume & fragrance being a gift, April 2012
Fancy perfume packaging caters for all tastes and all moods
Figure 39: Interesting packaging claims in new product launches, 2008-11
Luxury to target middle class consumers
Mini ‘kawaii’ fashion celebrity concept packaging to target females
Key chain with fragrance to target female teens
Manly packaging to target the metrosexual
Figure 40: Gender specific claims in new product launches, 2008-11
On-the-go fragrance
Figure 41: Convenient packaging claims in new product launches, 2008-11
Domestic packaging design emphasising light and refreshing fragrances
Oriental couple pack fragrance design targets Chinese consumers
What does it mean?
THE FUTURE OF THE MARKET
Figure 42: Forecast – value sales of perfume and fragrances in China, 2007-17
 METHODOLOGY
APPENDIX – USAGE OF PERFUMES AND FRAGRANCE PRODUCTS
Figure 43: Most popular usage of perfumes and fragrance products, April 2012
Figure 44: Next most popular usage of perfumes and fragrance products, April 2012
Figure 45: Most popular usage of any perfumes and fragrance products, by demographics, April 2012
Figure 46: Next most popular usage of any perfumes and fragrance products, by demographics, April 2012
Figure 47: Most popular usage of perfumes, by demographics, April 2012
Figure 48: Next most popular usage of perfumes, by demographics, April 2012
Figure 49: Most popular usage of eau de perfume, by demographics, April 2012
Figure 50: Next most popular usage of eau de perfume, by demographics, April 2012
Figure 51: Most popular usage of eau de toilette, by demographics, April 2012
Figure 52: Next most popular usage of eau de toilette, by demographics, April 2012
Figure 53: Most popular usage of colognes/Eau de Cologne, by demographics, April 2012
Figure 54: Next most popular usage of colognes/Eau de Cologne, by demographics, April 2012
Figure 55: Most popular usage of aftershave, by demographics, April 2012
Figure 56: Next most popular usage of aftershave, by demographics, April 2012
APPENDIX – REASONS FOR NOT USING PERFUMES OR FRAGRANCES
Figure 57: Reasons for not using perfumes or fragrances, April 2012
Figure 58: Most popular reasons for not using perfumes or fragrances, by demographics, April 2012
Figure 59: Next most popular reasons for not using perfumes or fragrances, by demographics, April 2012
Figure 60: Other reasons for not using perfumes or fragrances, by demographics, April 2012
APPENDIX – NUMBER OF BOTTLES OF PERFUMES AND FRAGRANCES OWNED
Figure 61: Number of bottles of perfumes and fragrances owned by types of perfume and fragrance, April 2012
Figure 62: Number of bottles of any perfumes and fragrances owned, by demographics, April 2012
Figure 63: Number of bottles of of eau de perfume owned, by demographics, April 2012
Figure 64: Number of bottles of eau de toilette owned, by demographics, April 2012
Figure 65: Number of bottles of perfumes and fragrances owned by types of colognes/Eau de Cologne, by demographics, April 2012
Figure 66: Number of bottles of aftershave owned, by demographics, April 2012
APPENDIX – REASONS FOR OWNING AND/OR WEARING PERFUMES OR FRAGRANCE
Figure 67: Reasons for owning and/or wearing perfumes or fragrance products, April 2012
Figure 68: Most popular reasons for owning and/or wearing perfumes or fragrance products, by demographics, April 2012
Figure 69: Next most popular reasons for owning and/or wearing perfumes or fragrance products, by demographics, April 2012
APPENDIX – OCCASIONS FOR WEARING PERFUMES AND FRAGRANCE PRODUCTS
Figure 70: Occasions for wearing perfumes and fragrance products, April 2012
Figure 71: Most popular occasions for wearing perfumes and fragrance products, by demographics, April 2012
Figure 72: Next most popular occasions for wearing perfumes and fragrance products, by demographics, April 2012
APPENDIX – WHO PERFUMES OR FRAGRANCES ARE PURCHASED FOR
Figure 73: Person(s) perfumes or fragrances are purchased for, April 2012
Figure 74: Most popular person(s) perfumes or fragrances are purchased for, by demographics, April 2012
Figure 75: Next most popular person(s) perfumes or fragrances are purchased for, by demographics, April 2012
APPENDIX – BRANDS OF PERFUMES AND FRAGRANCES EVER BOUGHT IN THE PAST 12 MONTHS
Figure 76: Brands of perfumes and fragrances bought, April 2012
Figure 77: Most popular brands of perfumes and fragrances bought, by demographics, April 2012
Figure 78: Popular brands of perfumes and fragrances bought, by demographics, April 2012
Figure 79: Next most popular brands of perfumes and fragrances bought, by demographics, April 2012
Figure 80: Other brands of perfumes and fragrances bought, by demographics, April 2012
Figure 81: Least popular brands of perfumes and fragrances bought, by demographics, April 2012
Figure 82: Next least popular brands of perfumes and fragrances bought, by demographics, April 2012
APPENDIX – BRANDS OF PERFUMES AND FRAGRANCES BOUGHT MOST OFTEN IN THE PAST 12 MONTHS
Figure 83: Brands of perfumes and fragrances bought most often, April 2012
Figure 84: Most popular brands of perfumes and fragrances bought most often, by demographics, April 2012
Figure 85: Next most popular brands of perfumes and fragrances bought most often, by demographics, April 2012
Figure 86: Popular brands of perfumes and fragrances bought most often, by demographics, April 2012
Figure 87: Other brands of perfumes and fragrances bought most often, by demographics, April 2012
APPENDIX – IMPORTANT FACTORS WHEN CONSIDERING WHICH PERFUME AND FRAGRANCE PRODUCT TO BUY
Figure 88: Important factors when considering which perfume and fragrance product to buy, April 2012
Figure 89: Most popular rank 1 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
Figure 90: Next most popular rank 1 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
Figure 91: Other Rank 1 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
Figure 92: Least popular rank 1 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
Figure 93: Most popular rank 2 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
Figure 94: Next most popular rank 2 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
Figure 95: Other important rank 2 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
Figure 96: Least popular rank 2 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
Figure 97: Most popular rank 3 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
Figure 98: Next most popular rank 3 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
Figure 99: Other rank 3 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
Figure 100: Least popular rank 3 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
APPENDIX – SPEND ON PERFUMES AND FRAGRANCE PRODUCTS
Figure 101: Spend on perfumes and fragrance products, April 2012
Figure 102: Spend on perfumes, by demographics, April 2012
Figure 103: Spend on eau de perfume, by demographics, April 2012
Figure 104: Spend on eau de toilette, by demographics, April 2012
Figure 105: Spend on colognes/Eau de Cologne, by demographics, April 2012
Figure 106: Spend on aftershave, by demographics, April 2012
APPENDIX – LOCATION PERFUMES AND FRAGRANCES WERE BOUGHT IN THE LAST 12 MONTHS
Figure 107: Location perfumes and fragrances were bought in the last 12 months, April 2012
Figure 108: Most popular location perfumes and fragrances were bought in the last 12 months, April 2012
Figure 109: Next most popular location perfumes and fragrances were bought in the last 12 months, April 2012
APPENDIX – ATTITUDES TOWARDS PERFUME AND FRAGRANCE PRODUCTS
Figure 110: Attitude towards perfume and fragrance products, April 2012
Figure 111: Agreement with the statements ‘I prefer to buy lighter/fresh aroma perfumes and fragrance products’ and ‘I always stick to the brands I trust’, by demographics, April 2012
Figure 112: Agreement with the statements ‘I wear a fragrance that reflects my personal style’ and ‘Wearing a fragrance makes one stand out in social or formal gatherings’, by demographics, April 2012
Figure 113: Agreement with the statements ‘There is a big difference in quality between local and international brand perfumes and fragrance products’ and ‘Perfume/eau de toilette/cologne/aftershave makes a good gift’, by demographics, April 2012
Figure 114: Agreement with the statements ‘I wear different fragrances in summer and winter’ and ‘I wear a perfume that I know my partner likes’, by demographics, April 2012
Figure 115: Agreement with the statements ‘I would never buy a perfume from a brand that I hadn't heard of’ and ‘I think perfumes should look and smell expensive’, by demographics, April 2012
Figure 116: Agreement with the statements ‘I am interested in trying different or new types or aroma of perfumes and fragrances’ and ‘I prefer to go for top brands when buying perfume’, by demographics, April 2012
Figure 117: Agreement with the statements ‘I prefer celebrity's perfume eg Instinct (David Beckham), Curious (Britney Spears) etc’ and ‘I am always looking for the latest release of perfume so as to stay ahead of the trend’, by demographics, April 2012
Figure 118: Agreement with the statements ‘I tend to look for discount or promotion when buying perfume’ and ‘I find the amount of fragrances overwhelming and trying to find one I like is very difficult’, by demographics, April 2012
APPENDIX – NUMBER OF BRANDED PERFUMES AND FRAGRANCES BOUGHT
Figure 119: Number of brands of perfumes and fragrances bought, April 2012
Figure 120: Number of brands of perfumes and fragrances bought, by demographics, April 2012

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