Luxury brands accelerate the distribution of perfume market in China. Every perfume has a secret!

　　In spring and summer, perfume sales are getting better and better.

　　Interestingly, perfume, which accounts for less than 5% of luxury brands' cosmetics, has gradually become the focus of big brands.

　　First of all, Estee Lauder Group announced that its high-end fragrance brand Zu Malone will enter the China market this year; Then, Hermes was busy launching its own perfume monopoly "Wenxiangge" in key stores across the country; Next year, Prada's second-line brand Miu Miu will also launch its first perfume product in cooperation with Coty Group, the world's largest perfume company.

　　Why do big brands increase their distribution in the perfume market in China? Can the perfume market really become the next big cake? Can increasing perfume categories become a magic weapon for luxury brands to improve their performance and expand their profits?

　　Dapai cosmetics counter

　　The proportion of perfume is increasing year by year

　　According to the data from Euromonitor, not only skin care cosmetics, but also foreign giants have occupied a major market share in the perfume market in China. 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.

　　The person in charge of makeup in Hangzhou Building also revealed to reporters that the sales of cosmetics counters are increasing every year. Compared with five years ago, the proportion of perfume in the makeup counter is increasing. "It used to be only about 10%, but now it basically accounts for 20%, and even the Chanel counter accounts for 30%."

　　It is reported that this Valentine's Day, the sales of cosmetics in Chanel counter of Hangzhou Tower have been greatly improved, among which the classic chanel no.5 perfume sold very well.

　　"A Chanel dress or a LV bag costs 10,000 yuan, I definitely can't afford it, but I can afford to spend a little money and buy a big-name perfume within 1,000 yuan." Miss Gu, who is about to graduate from college, said that the first luxury of many friends around her is perfume.

　　"Perfume is a luxury that is relatively easy to get started." A person in charge of the fragrance business in Asia of a company that has represented many well-known brands of perfumes revealed that the annual sales of perfumes made by luxury brands or designers like Chanel, Estée Lauder and Dior are 9 billion US dollars in the European market, 4 billion US dollars in the American market, and about 1.2 billion US dollars in China, which has great growth potential.

　　According to other statistics, at present, only about 16% of women in China regularly use make-up products, while 47% of women in China only occasionally use perfume. 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.

　　Push new products and open specialty stores

　　Big names have added perfume layout.

　　Perhaps because of the potential of the perfume market, many luxury brands have increased their distribution in the perfume market in China this year.

　　First, Zu Malone, a high-end fragrance brand of Estee Lauder Group, announced its entry into the China market. 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%. The reporter learned from Hangzhou Tower that he is already in talks with the high-end fragrance brand Zu Malong. As long as conditions permit, Zu Malong is likely to meet Hangzhou consumers as an independent image in the future.

　　At the same time, Hermes also began to vigorously promote its own perfume franchise store "Wenxiangge" in key stores across the country. "In the past Hermes image store, perfume was usually decorated as accessories and put on a set of cabinets for display, but now the brand will specially open up a fragrance pavilion to do it." According to the person in charge of make-up in Hangzhou Tower, Hermè s perfume sold well in the past, and in the future, customers can enjoy more comprehensive service and unique product series in Wenxiangge.

　　As far as the mall itself is concerned, it is also brewing a big move to pave the way for increasing the sales performance of perfume. From May, there will be a great adjustment on the first floor of Block A of Hangzhou Building, and the area of cosmetics will be expanded to the back hall on the first floor of Block A, and the original watch and jewelry area of the back hall will be uniformly adjusted to Block D..

　　"In the past, there were only three counters that only made perfume, and the location was relatively corner and the area was relatively cramped. After the adjustment, we will increase the business area of perfume. In addition to the' Wenxiangge' of Hermes, the perfume area will exist in the form of a buyer's shop and a collection shop, and some perfume brands suitable for building positioning and good market performance will be retained and introduced to further increase service functions." The person in charge of makeup in Hangzhou Building said.

　　Recently, Prada Group's sales in China market have slowed down, and it has begun to consider new strategies to promote sales through perfume and beauty products. Its sub-brand Miu Miu will launch its first perfume product in cooperation with Coty Group, the world's largest perfume company, next year.

　　Is perfume selling well?

　　Also see if the perfume story is moving.

　　"Perfume is still a relatively small market. It has great potential, but it will definitely not become a big cake." According to an industry insider, perfume usually contributes a considerable profit share in various product lines of luxury brands. Therefore, after the brand awareness is opened, increasing perfume categories and expanding profits has become the only magic weapon for many luxury brands to greatly improve their performance. But correspondingly, if the sales of perfume go up, the sales of other skin care cosmetics will certainly keep up, so the perfume category that has been "tiny" is doomed not to become a "big cake".

　　"At present, there are fewer people who use perfume in Hangzhou. Many women who use perfume usually only use it on special occasions such as business meetings and new product launches, not because of hobbies." A person in charge of cosmetics sales in a shopping mall thinks that there are not only differences between China and the West in perfume use, but also great differences between different cities in China.

　　"Compared with other make-up skin care products, the new rate of perfume is very low. Many big brands only produce one new product at most a year, and some even haven't promoted it for two or three years, relying on selling classic models." An insider believes that although the sales of perfume in big-name cosmetics account for a small proportion, only about 3%, it has great potential. "For big brands, the promotion of new products of perfume is a good channel to bring new customers, because perfume is easier to get started than any other product."

　　How can we sell perfume more easily? "Classic models are always easier to sell, such as chanel no.5 perfume, Dior's true self perfume, Lancome's cherished series and so on." A perfume salesman told reporters that everyone in the industry understands that perfume sells its story. If there is a touching perfume story, plus some appropriate emotional rendering, it will impress customers.

　　The most recent example is that Armani launched a new "True Love" perfume in March this year, and did a lot of offline interactive activities at that time. At an activity, the perfumer vividly described the spirit of "female beauty" and "Armani girl" expressed by this "true love" perfume, which was full of appeal. A customer heard the story and cried on the spot, and immediately became a fan of Armani's "Love" perfume.