With the shift of the strategic focus of international fashion brands, perfume control recently observed that the niche market in which perfume accounts for less than 5% of luxury brand cosmetics has started to heat up significantly this year.

　　Giants grab "perfume cake"

　　"At present, only about 16% of women in China use make-up products regularly, and 47% of women in China only use perfume occasionally." The person in charge of Estee Lauder Group told perfume control that Estee Lauder is very optimistic about the perfume market in China and thinks it has great potential. In addition, some studies have pointed out that the global perfume market is expected to reach $45.6 billion in 2018, mainly driven by the consumption power of emerging markets and the introduction of innovative products.

　　On March 21st this year, Estee Lauder Group announced that its high-end fragrance brand Zu Malone will enter the China market this year, and revealed that the first counter in China should be in Beijing. Then, Hermes was also exposed by the media to launch its own perfume monopoly "Wenxiangge" in key stores across the country. After that, Prada's second-line brand Miu? The news that Miu will also cooperate with Coty Group, the world's largest perfume company, to launch its first perfume product has made Miu? Miu fans were excited.

　　In fact, the perfume market in China has always been dominated by foreign giants. According to the data from Euromonitor Information Consulting, in 2013, the top 10 foreign companies such as Chanel, LVMH, Coty, Procter & Gamble, L 'Oreal Group, Estee Lauder, Mary Kay, BURBERRY Group, SalvatoreFerragamo and Avon accounted for 48.8% of the total perfume market in China.

　　But judging from the latest actions of the giants, they are still not satisfied with the status quo. As the data provided by Estee Lauder shows, there is still a great room in the perfume market, and it is reported that the growth rate of Estee Lauder's cosmetics and perfumes in China is much higher than other categories, with a growth rate of 30%.

　　Perfume sales are increasing year by year.

　　After years of development, both multinational daily chemical companies and glamorous luxury goods groups have more or less felt the slowdown in business growth in China. However, it is obviously not a coincidence that many groups choose perfume when they "add a handful of firewood".

　　The relevant person in charge of Tianhe City, a famous shopping center in Guangzhou, told perfume control that the number of perfume brands stationed in Tianhe City has increased slightly year by year, but the specific increase data is inconvenient to disclose.

　　"The sales of perfume are increasing year by year, and it is a luxury that is relatively easy to get started." A counter in Tianhe City told perfume control that there are not a few young consumers who spend thousands of dollars to buy big-name perfume at the counter.

　　In addition, some people in the industry said that they are optimistic about the ability of perfume to boost relevant performance. "Young people's desire for luxury goods mostly starts with perfume, while young people in China are awakening their awareness of pursuing high quality.".