Domestic fragrance brands of other types of business

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The outbreak of Guocheng New Consumption saved many domestic brands such as Li Ning, Baique Ling, Hongxingrk, etc., and also gave birth to many new domestic brands such as the vitality forest, perfect diary, Moody brand). "It has completely penetrated the track, cosmetics, clothing and other tracks, and the next track will be the fragrance market.

In the past year, giants such as Ali rookie and byte beating have continued to increase fragrance brands in the capital market. Guanxia, ​​Beast Youth, Smelling Library, Scentooze Three Rabbit and other fragrance markets have continued financing news 10,000 yuan, the market for the "smell economy" has developed rapidly.

The capital popularity of the fragrance market has continued since last year. Recently Patent project reserves.

After obtaining multiple rounds of financing, emerging brands such as solar terms, Guanxia, ​​Beast Youth, Smell Library and other emerging brands continue to develop new products, deeply cultivate content marketing, and layout offline channels. The shorter the coming, the domestic fragrance unicorn seems to be under development.

"Smell Economy" is getting better

Under multiple factors such as consumption trends and capital attention, the original unpopular fragrance products have become a new outlet in the new consumer field.

Over the work, after work, generations have already mastered the economic power and become the main consumer for the new generation of consumer. They like "high value", "personalized", "exquisiteism", and unique personalized expression. The characteristics of "incense people" are in line with the consumption characteristics of generations Z, and are one of the ways to advertise the taste of life of the generations.

From the data point of view, the generation of the group Z is transformed into a new forces of perfume consumption. After the "lipstick effect", the "perfume effect" came. Ai Media Consultation survey data shows that among the 24-40-year-old consumers, one-third of the purchase of perfume has increased, about 50%remain unchanged, and the proportion of purchases is less than 10%.

Secondly, the domestic fragrance market presents the characteristics of "low penetration" and "high growth", indicating that the fragrance market is in the blue ocean stage, the prospects are wide, and the "fragrant citron" in the eyes of capital.

According to the iResearch report, the size of the Chinese perfume market in 2021 accounted for only 2.5%of the global scale, but the annual annual growth rate of 26.8%from 2017 was 26.8%, and the market growth was significantly significantly. According to the data of the Toutao Research Institute, the global perfume market was 427.62 billion in 2021. By 2022, the market size is expected to exceed 40 billion yuan. In 2030, China is likely to become the world's second largest perfume market.

Third, the keen olfactory domestic and foreign fragrance brands have huge sums of money to improve the production and supply and sales system of perfume production, and at the same time cultivate the habit of using perfume in domestic consumers, and the bright fighting of perfume brands at home and abroad has also become the driving force for the perfume market.

The rapid rise of the domestic perfume market has brought more new opportunities to perfume brands, and more and more companies come to "divide". According to the company's investigation data, around 2017, the increase in registration of fragrance companies has accelerated significantly, breaking through 200. There were nearly 600 registered volumes in 2019 and 2020. As of May 2021, the total number of Chinese fragrance companies exceeded 2,000.

There is no doubt that under the joint promotion of new audiences, new products, and new channels, the domestic fragrance market ushered in the growth of growth. In the context of this, the international brand, the emerging domestic brand, and the Internet giants have poured into the fragrance market, pushing new products, finding financing, and establishing brands. The era of competition in the fragrance market is coming.

"Show skills" on the group of heroes

From the current point of view, players in the fragrance market can be divided into three categories: the first category is an emerging brand with explosive and well -known industry, such as Royal Fan, Smell Library, Plustwo Plas Rabbit, etc. It is an Internet giant involved in the fragrance track, such as byte beating (its Emotif); the third category is well -known overseas brands, representing companies including Chanel and Guerram.

Different brands of genes have different advantages. The industry's new sharpness, cross -border giants, and overseas brands have shown different rules of breaking the circle in the fragrance market.

The first type of player is the beneficiary of the new national tide consumption. The fragrance brands such as the Royal Fan, the Beast School, the Smelly Library, and the Plaswra Rabbit set up the image of domestic goods. Use the influence of the traffic platform to promote its own products and brands, and improve the awareness and popularity in the Gen Z group.

This type of fragrance brand is strong, marketing and product quality and reputation, and online and offline sales channels are relatively complete. Especially after the emerging brand reaches a certain scale, it has obtained capital, and quickly expands its scale by capital and attention, and has become a strong competitor of other fragrance brands.

The second type of player was born with a golden key, such as the arceousing of its perfume brand Emotif. It is understood that the byte -jump perfume has a high -end route, and it is invited to develop new products composed of a team of well -known French perfumers and the world's top perfumers. It has started to open up channels such as WeChat public account and mall applet to prepare for the official opening of sale Essence

The biggest advantage of this type of fragrance brand player is that it is attached to the platform. The Internet giants themselves have large users, high brand awareness, and strong resource integration capabilities. Standing on the shoulders of the Internet giant, EMOTIF can establish channels and brands in a short time to seize the user's mind through refined operations. The third type of players are overseas luxury brands that are linked to high -end markets, such as Guerlans, Chanel, Hermes, Gucci, Bulgari, Estee Lauder and so on. Compared with domestic fragrance brands, these international big names have a relatively complete supply chain system, product control is more advantageous, and the sales system is more mature.

The competitiveness of pioneers in this type of industry is strong in terms of market size, research and development capabilities, perfumer talent reserves and customer resources, and each brand has "star products", such as Chanel No. 5 and Guerlans. , Dior Green Perfume, etc., these classic models are loved by global consumers.

Taking Estee Lauder as an example, as domestic consumers develop incense habits, their perfume products have also skyrocketed. Estee Lauder's 2022 fiscal year showed that the net sales of perfume products reached 2.508 billion US dollars, an increase of 30%year -on -year. It is the fastest -growing department with revenue of 456 million US dollars, an increase of more than 100%year -on -year, and 18%operating profit margin ( Operating income is derived from net sales).

With more and more players in the fragrance industry, the competitive pattern in the fragrance industry has become increasingly complicated. Especially with the intervention of Internet manufacturers, the competition of various fragrance brands has become increasingly difficult. Under the influence of competition, explosive models, channels, and brand stories are considered the key to the rise of fragrance brands.

Explosion, stories, and channels are indispensable

As the "smell economy" is becoming more and more popular, more and more companies have increased the fragrance industry one after another, and the domestic fragrance market competition has entered the stage of fierceness. go forward.

For the emerging fragrance brand, if you want to break through the surrounding circle of overseas fragrance giants and Internet cross -border players to achieve sustainable development, it is necessary to meet several conditions. One is high -quality explosive products, and the other is a complete supply chain system The third is brand connotation and popularity.

First, explosive products will bring traffic, and traffic will bring business. The essence of explosive products is a "traffic body", which can increase the brand reputation and product sales rate, and help the emerging brand to quickly come out. In addition Explosive products make the product matrix bigger and stronger.

In terms of creating explosive models, the domestic fragrance brand odor library has given the correct demonstration. After the "Cool White Kai" series, it has launched a "Big White Rabbit" series and hot soy milk, tomato mixing white sugar, etc. product. It is understood that in 2018, the "Liangbaikai" series of "Liangbaikai" series of the Lange Slamer Library created a record of 290,000 bottles of single -month sales and a cumulative sales of over 1 million bottles throughout the year, becoming a veritable item.

It can be said that the birth of each emerging brand starts with a single product explosion. Explosive products bring sound and performance, reflect the brand research and development strength and insight into market demand. In the future, accurately capture the needs of target users, and formulate effective marketing strategies to create explosive products, it will also be the "out of circle" of domestic fragrance brands.

Secondly, the retail track has always been adhering to the rules of "channels as king", and the fragrance market is no exception. In recent years, the formation of diversified sales methods such as pictures, live broadcasts, short videos, and the booming development of content platforms such as Xiaohongshu, Douyin, and B Station, providing new scenarios for domestic fragrance Essence

Whether it is the international big name or the smell library, the Royal Fan, the beast faction and other Chinese fragrances, the fragrance of domestic goods attaches great importance to the development of online channels. It is mainly accurate by the mainstream content social platforms such as Xiaohongshu, Douyin, and B Station that gather in the Z generation. Investment, global marketing and private domain promotion to continuously expand users and revitalize traffic.

Not only that, the fragrance is an experiential consumer, and the creation of offline stores is an important part of consumption closed loop. The integration of offline and offline channels is inevitable. At present, various domestic fragrance brands actively deploy offline channels such as beauty collection stores and boutique stores to continuously enhance brand value and popularity, and seize market highs.

In addition, each brand needs to establish the emotional connection with users, and the "smell story" is that one bond. A good brand story and product positioning can resonate consumers and stimulate consumers' desire to buy. For example: the "cool white open" and "big white rabbit" series of the Smelling Library awakened the memory of a generation; the "hour light" series of beast youth sniffed a happy childhood ...

At this stage, the competition between fragrance brands revolves around explosive products, channels, and brand stories. In the future, with the changes in the industry competition pattern, the domestic fragrance industry will also usher in a new change. It involves ecological construction, operational capacity, technical level, etc., and domestic fragrance brands will also face greater competitive pressure.

Domestic goods sounded the offensive angle

As we all know, the domestic fragrance market has begun late and small scale. In recent years, it has only shown signs of growth. Domestic fragrance companies have been long overdue, and the market share of almost half of the market has been occupied by overseas brands. In the 2021 China Perfume Market Research Report in Yingmud, LVMH, Chanel, Costy, L'Oreal and Estee Lauder accounted for 59.9%of the Chinese perfume market. Fortunately, the outbreak of the new consumption of Guo Chao provides direct impetus for the growth of domestic fragrance brands. Many local companies that "smell the incense" officially sound the corner of the attack. So what is the attack power of the domestic fragrance brand?

On the one hand, overseas brands focus on the high -end market "high quality and high price", while domestic brands are cost -effective and have advantages in the low -end market. In addition, under the influence of patriotic education, the consumer group of generations Z is more concerned about domestic goods, and they are also willing to buy "flat -alternative" products. The consumption habits of users' "happy national goods" have laid the foundation for the rise of domestic fragrance brands.

Another advantage of domestic fragrance is to understand the consumption habits and preferences of Chinese people better. When choosing fragrance products, consumers will first pay attention to product quality, fragrance, efficacy and safety, while domestic fragrance brands work hard in terms of product quality, services, etc., and launch more fragrance products that meet the needs of Chinese people. They are young. Human extensive love.

On the other hand, domestic fragrance brands are a good player in terms of content marketing, telling stories, telling the original intention, telling the sentiment, and closer the distance with consumers.

The fragrance market is fiercely competitive. If the domestic fragrance brand wants to break through and develop steadily, it not only needs to provide consumers with better products and services, but also requires consumers to see and remember, that is, innovative brand marketing model is important. In the Xiaohongshu, the brand of Guanxia, ​​Beast Youth, Smell Library and other brands posted, sent pictures, and post videos through the corporate number and head KOL to convey brand value, establish brand tone, and deeply brand the brand image into consumers. In my mind.

In short, although domestic brands are not as good as overseas brands such as research and development, supply, and quality control, they have established competitive barriers in marketing, pricing, and services such as "soft power". With the further strengthening R & D, supply, and sales strength of domestic fragrance brands, its "attack power" will also be further enhanced, and domestic fragrance will move towards "long red".

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