Investors and big brands bet "Smell Economy"

Kaihui and L'Oreal jointly led the Chinese high -end perfume fragrance brands.

The meaning of perfume is not only smell.

In Prince's pen, the smell is the fortress of memory. The taste of Madrine cake is built on the ruins of everything, and a building of memory is built. The connection between this odor and memory is called the "Prove effect". Scientist and sociologist Cretien Van Campen defines it as "the past memory is unwilling, sensory -induced, vivid, emotional emphasis now."

The unique attributes of the smell give more value of perfume products. In addition to improving personal image, emotional comfort, pleasure, social business cards, etc. are all motivations for consumers to buy perfume.

From the change of consumption psychology from Yue Ren to Yue Jie, the improvement of national consumption capacity has supported a huge smell economy.

Domestic niche perfumes emerge

The trend is gradually clarified. Niche perfumes with more diverse and more artistic aesthetics have gradually found a foothold in the Red Sea of ​​"Industrial Fragrance" and are pursued by young groups who are pursuing personality expression.

According to the data of Euro Rui, in 2021, the overall growth of the Chinese perfume market reached 24.7%. It is expected that the overall scale of the Chinese perfume market in 2025 will reach 30 billion yuan. This number is three times the growth rate of the global market. In these tens of billions of markets, the market share of "Volkswagen perfume" will decrease by about 15%. At the same time, niche perfumes and high -end markets they represent will increase by 18%.

Focusing on the word "smell", a group of newborn fragrance brands have begun to take root and germinate. Among them, there are many leaders. Naturally, they have also become a good label in the eyes of capital.

Established in 2019, Guanxia has successively received financing of Zhenge and Sequoia. In 2021, GMV has exceeded 100 million; the high -end fragrance brand founded in 2021, Wen Xian Documents, opened the first one on the middle road of Huaihai, Shanghai last year. The flagship store with the theme of the temple, which has received tens of millions of dollars in round financing.

On September 9, Wen Xian announced the completion of tens of millions of yuan A+round of financing. This round of financing was jointly led by Kaihui Fund and L'Oreal.

Different from many domestic fragrance brands that use "flat replacement" as a slogan, Wen Xian took the initiative to avoid the sinking market of continuous internal rolls, and set a different approach. The brand anchor the high -end market. At present, the main customer group is a high -consumption mind. Its fragrance products use raw materials produced in China or from China, and pass through a solid fragrance process to pass the olfactory experience of oriental philosophy.

At present, the original "Chanku Chanku" style, Wen Xian has launched the first season of the "Human" Human series, the second season "Human Beast Heart" Free series, and the third season "Personnel" LOST series total 15 Denie smell. Considering the characteristics of the strong experience of perfume, Wen Xian is currently using offline stores as its main sales channels. It has opened three offline stores in Huaihai Road, Shanghai Huaihai Road, Shanghai Jing'an Kerry, and Beijing SKP-S. In the second half of the year, three offline stores were laid in Chengdu and Shenzhen.

In March of this year, Wen Xian's Senxiang Space Trip Space established in SKP-S in Beijing

For a long time, domestic goods have been labeled at the "parity" label, and the lack of sustainable development capacity, narrow premium space, and lack of brand building capabilities are the biggest challenges of many new consumer companies.

For the investment, Shen Yijun, managing director of the Kaihui Fund, said that the most impressive thing about Wen Xian was the presentation and interpretation of the brand. "Dare to create a high -luxury brand, have brand talents, and naturally have global potential. Such a entrepreneurial team is rare in the domestic cargo track." He said in an interview.

Industrial resources help freshmen

In this financing incident, the investors behind Wen Xian are also worthy of attention.

The Consumer Consumer Consumer Consumer Fund, which led this time, was established by the Kaihui Fund and Kerring Group (Kering), the L'Oriya Group (L'Oréal), and Pernod Ricard in 2021. The focus is that investment and incubation have high growth potential in the field of consumer goods and retail and in early stages.

Mature industrial ecological resources are the distinctive advantages of the Kaihui Fund: the global layout and the in -depth understanding of the rooting industry. For the high -speed growth company, it is undoubtedly valuable.

The power of using the industrial ecosystem to empower the growth of enterprises, in the past practice of Kaihui, this logic has been verified.

Wen Xian is not the first perfume brand that Kaihui shot.

At the end of 2020, the Kaihui Fund jointly invested in USHOPAL to invest in the new luxury salon perfume brand Juliette Has a Gun ("Pie Gun Juliet").

Romano Ricci, the founder of Juliette Has A Gun, is the great -grandson of the famous fashion designer Nina Ricci. He founded this feminist perfume brand in 2006. For the millennial generation, he advocates creating a perfume brand with personality and emotional tension. Essence A number of perfumes, including NOT A Perfume, became the protagonist of the fragrant review once it was launched.

Since Kaihui Investment, Juliette Has A Gun has continued to grow at high speed, and has achieved a sharp breakthrough in performance in many regions such as North America, Asia, and the Middle East. In 2021, Juliette Has A Gun's sales increased by 57%year -on -year. At the same time, driven by the Kaihui Fund and USHOPAL, its rapid layout in the Chinese market, occupying Chinese consumers' minds, and steadily increased sales. In 2022, the expected growth rate is expected to grow. Can reach more than 70%. In fact, the successful independent brand such as Juliette has A Gun is not demanding for external funds, but Kaihui brings not only funds, but also rich industrial resources.

Kaihui's perfume brand Juliette has a gun

Overseas brands enter the Chinese market to "adapt to local conditions". It is easy to say and make it difficult. The miscellaneous e -commerce channels, different consumer cognition, and differentiated social media fields are very strong barriers. Kaihui and USHOPAL's cognitive accumulation and strong resource support for the Chinese market have become a great helper of Juliette Has A Gun. This investment is a "two -way rush".

Product power, brand power, and channel capabilities, the three core elements are indispensable in the growth of consumer goods brands, and the new generation of brands must accept challenges.

Kaihui has cultivated the consumer industry for many years and has been widely layout in various segmented tracks. In recent years, the invested companies include WonderLab, beverage company vitality forest, whitening skin care brand Gu Yu, etc. In the early years, they have also supported Moncler, Moose Knuckles, MAUBOUSSIN, etc. Knowing the pain points of the growth of the new generation of enterprises, adhering to the open mindset, to do the integration of industrial resources, join hands with partners, and bring real empowerment and support to startups.

Under the concept of "experimental" of consumer co -creation funds, such collaboration will be closer. When a organization runs for the "win -win" goal, the energy that can be stimulated is huge. On the one hand, it is a considerable financial return and the recognition of LP; on the other hand, companies with potential and intentional products and brands have the opportunity to be seen, and in the later development, they can use Kaihui and its industrial partners to use the partner’s partner’s partner’s partner’s partner’s partner’s partner’s partner’s partner’s Experience and resources, accelerate the rhythm of its own product research and development and brand building, and explore with a global perspective.

It is true that the domestic perfume that is still in the early days of development has just opened the market, and there is still a long way to go. "Smellial Economy" is just a small chapter in the grand narrative of domestic goods. With the continuous improvement of the national economic strength, the cultural identity and personality of young people in China are becoming stronger. More Chinese brands not only have the opportunity to achieve upgrading upgrades And the leap will reach a wider market.

The new consumer industry has its own periodic, fluctuating disturbances, and complicated outside voices. This is not a bad news, but a must. With traffic gameplay and short -sighted brands, the fate of a short -lived brand will be eliminated by the market and consumers; and a company with a good product, telling stories, and sustainable business capabilities can naturally get the time of time. Kaihui's strength and determination also allowed it to accompany such companies to grow together.

The tide has just begun.

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