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市場調查報告書

香氛(香水)的中國市場

Fragrances - China - September 2015

出版商 Mintel China 商品編碼 277925
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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香氛(香水)的中國市場 Fragrances - China - September 2015
出版日期: 2015年09月30日 內容資訊: 英文
簡介

中國的香氛市場因為經濟不景氣而成長停滯,2014年第四季FMCG品牌記錄負成長,L'Oreal及Estee Lauder等國際集團成長也鈍化。在消費者的觀點中,調查受訪者的58%過去12個月沒購買香氛(香水),中國的消費者使用頻率明顯低。成一方面大部分的消費者(約60%)只在特別的機會使用香氛(香水),30%日常使用。還有受訪者的70%,購買香氛(香水)當禮物。

本報告提供中國的香氛市場相關調查分析、市場課題及考察、市場規模與預測、市場佔有率、技術創新,與主要製造商關於品牌驗證、彙整多樣消費者趨勢相關分析。

第1章 簡介

  • 該報告處理的產品
  • 調查手法
  • 簡稱

第2章 摘要整理

第3章 課題與考察

  • 低利用頻率與市場的成熟顯示禮物用的新購買者層獲得的重要性
  • 禮物用高級包裝的建立
  • 未來的客製化
  • 透過特別體驗,從高所得者層得到利益

第4章 市場規模、預測

  • 重要點
  • 市場發展推動因素
  • 元祖Chanel No.5的訣別
  • 免稅零售成為為了吸引中國人觀光客的戰場
  • 進口稅的修改帶給高級香氛(香水)品牌的影響
  • 高級品牌人民幣下跌中,需要重新考慮價格策略
  • 成長的停頓由於使用度低度、經濟不景氣而引起
  • 為了吸引城市消費者,維持成長是重要的
  • 市場預測手法

第5章 市場佔有率

  • 重要點
  • 高級群組品牌持續佔有市場中,Coty挑戰

第6章 主要製造商和品牌

  • Chanel
  • Coty
  • Calvin Klein REVEAL
  • Miu Miu 第一個香氛(香水)
  • L'Oreal
  • LVMH
  • Dahlia Divin

第7章 誰促進創新

  • 重點
  • 帶著大幅期待投入初次亮相產品
  • 不平凡的包裝
  • 個人專用瓶
  • 經驗是全部

第8章 消費者趨勢 - 購買行動

第9章 消費者趨勢 - 使用情形

第10章 消費者趨勢 - 支出行動

第11章 消費者趨勢 - 流通管道使用概況

第12章 消費者趨勢 - 香氛(香水)購買的動機

第13章 消費者趨勢 - 行銷機會

第14章 消費者趨勢 - 城市消費者

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目錄

Market growth has been stagnant due to the economic slowdown. FMCG brands in China have seen declining growth and international groups such as L'Oréal and Estée Lauder reported slower growth in China in Q4 2014.

From the consumer point of view, Mintel has found that as many as 58% of respondents have not purchased fragrance in the last 12 months and that Chinese consumers are low frequency users.

Mintel finds that most consumers (60%) only wear fragrances on special occasions, while only 30% of consumers wear fragrance daily. In addition, 70% of respondents said they bought fragrance as gift. Targeting travelling shoppers is critical for the gift-giving market.” - Wenwen Chen, Senior Beauty & Personal Care Analyst.

This report looks at the following:

  • Low frequency of usage and market maturity show the importance of acquiring new buyers for gifting
  • Creating premium packaging for gift-givers
  • Customisation becomes the future
  • Exclusive experience to capitalise on high income earners

Meanwhile despite the high market penetration in urban China, consumers show low engagement with fragrance products in terms of frequency of usage and knowledge of fragrance products.

To unlock future growth, premium brands can first invest in the gift-giving segment with aggressive channel expansion, especially in department stores and airports. Secondly, brands could encourage high income and Mintropolitan groups to trade up by offering bespoke products and services or some exclusive personal experiences.

For mass-prestige fragrance brands offering a wide selection with smaller packaging innovation and lower pricing strategy could attract mass-market shoppers. Domestic brands could bring back the long history of Chinese scent culture via traditional themes or vintage packaging.

Table of Contents

Introduction

  • Products covered in this report
    • Figure 1: Product positioning
  • Methodology
  • Abbreviations

Executive Summary

  • Stagnant growth caused by low usage and slowdown in economy
    • Figure 2: China fragrance market, value sales, 2010-15
  • Attracting the Mintropolitans will become the key to maintaining growth
    • Figure 3: Best -and worst-case forecast of China retail value sales of fragrance, 2010-20
  • Luxury group brands continue their domination while Coty challenges
    • Figure 4: China fragrance market share, by value (%), 2014
  • Low frequency of usage shows the importance of acquiring new buyers for gifting
    • Figure 5: Purchase in the past 12 months, June 2015
  • 55% of non-buyers are users
    • Figure 6: Usage repertoire, by Purchase in the past 12 months, June 2015
  • Smaller packaging to attract the more mass-market consumers
    • Figure 7: Spend on fragrance, June 2015
  • Targeting travelling shoppers is critical for the gift-giving market
    • Figure 8: Purchase channel, by Purchase purpose, June 2015
  • Go premium when targeting the gift-givers
    • Figure 9: Purchase motivation, June 2015
  • Customisation becomes the future
    • Figure 10: Interest towards fragrance product/service, June 2015
  • What we think

Issues and Insights

  • Low frequency of usage and market maturity show the importance of acquiring new buyers for gifting
  • The facts
  • The implications
  • Creating premium packaging for gift-givers
  • The facts
  • The implications
  • Customisation becomes the future
  • The facts
  • The implications
  • Exclusive experience to capitalise on high income earners
  • The facts
  • The implications
    • Figure 11: Grasse-based fragrance house Fragonard, june 2015

Market Size and Forecast

  • Key points
  • Market drivers
  • Say goodbye to the original Chanel No.5
  • Duty free retailing will become the battlefield to attract Chinese tourists
  • Import tariff changes will have a positive impact on luxury fragrance brands
  • Luxury brands need to rethink their pricing strategy against a falling RMB
  • Stagnant growth caused by low usage and economic slowdown
    • Figure 12: China fragrance market, value sales, 2010-15
  • Attracting the Mintropolitans is key to maintaining growth
    • Figure 13: Best- and worst-case forecast of China retail value sales of fragrance, 2010-20
  • Forecast methodology

Market Share

  • Key points
  • Luxury group brands continue their domination while Coty will challenge
    • Figure 14: China fragrance market share, by value (%), 2012-14
    • Figure 15: La Petite Robe Noire Ma Robe Petales Eau Fraiche, Q1 2015
    • Figure 16: Burberry Brit Rhythm for Her Eau de Toilette, Q2 2014
    • Figure 17: Marc Jacobs Daisy Dream, Q4 2014
    • Figure 18: Frederic Malle Cologne Indelebile with Dominique ropion, Q1 2015

Companies and Brands

  • Chanel
  • Recent news
  • Recent launches
    • Figure 19: Chanel fragrance launches from 2007-15 (August)
  • Campaigns
  • Take your Chance
    • Figure 20: Chanel Chance Eau Vive Eau de Toilette, Q1 2015
  • Coty
  • Recent news
  • Brand portfolio and major launches
    • Figure 21: Coty's fragrance brand portfolio and major launch during 2014
  • Campaigns
  • Calvin Klein REVEAL
    • Figure 22: Calvin Klein Reveal, July 2014
  • Miu Miu The First Fragrance
  • L'Oréal
  • Recent news
    • Figure 23: Lancome La Vie est Belle Eau de Parfum, Q3 2012
  • Brand portfolio and major launches
    • Figure 24: L'Oréal's fragrance brand portfolio and major launches during 2014
  • Campaigns
  • Black Opium to attract younger generation
    • Figure 25: Yves Saint Laurent Black Opium Eau de Parfum, q2 2014
  • LVMH
  • Recent news
  • Brand portfolio and major launches
    • Figure 26: Lvmh's fragrance brand portfolio and major launch during 2014
  • Campaigns
  • The Future is Gold
  • It's Miss, Actually
  • Johnny for Dior
    • Figure 27: Dior Eau Sauvage, relaunch 2015
  • Dahlia Divin
    • Figure 28: Dahlia divin by Givenchy, September 2014

Who's Innovating?

  • Key points
  • Debut launches with big anticipation
  • First fragrance from Miu Miu
  • Alaia Paris, the first perfume by Azzedine Alaia
  • Ari by Ariana Grande
  • New Hermes home fragrance collection
  • Louis Vuitton debut fragrance (2016)
  • No ordinary packaging
  • Spray the Teddy bear
    • Figure 29: Moschino Toy Eau de Toilette, Q4 2014
    • Figure 30: Byredo Oliver Peoples fragrance, Q2 2015
  • A personalised bottle only for you
    • Figure 31: Guerlain Mon Exclusif Eau de Parfum, August 2015
  • Experience is all
  • Point Parfums Digital
  • The Fragrance Bar

The Consumer - Buying Behaviour

  • Key points
  • Low frequency of usage shows the importance of acquiring new buyers for gifting
    • Figure 32: Purchase in the past 12 months, June 2015
  • Females are more likely to buy fragrance
    • Figure 33: Purchase in the past 12 months, by demographics, June 2015
    • Figure 34: Purchase in the past 12 months, by demographics, June 2015
  • 57% bought fragrance as a gift
    • Figure 35: Purchase purpose, June 2015
  • Acquire male buyers on gifting occasions
    • Figure 36: Purchase purpose, by demographics, June 2015
    • Figure 37: Dior J'adore Extrait de Parfum, q2 2014

The Consumer - Usage Behaviour

  • Key points
  • 55% of non-buyers are users, suggesting market maturity
    • Figure 38: Usage repertoire, June 2015
    • Figure 39: Usage repertoire, by purchase in the past 12 months, June 2015
  • Most users switch between 2-3 fragrances
    • Figure 40: Usage repertoire, June 2015
  • Shh, a secret scent club
    • Figure 41: Fragrance. CHAID - Tree output, June 2015
  • More personalisation experience for loyal users
    • Figure 42: Le Labo Limette 37 Eau de Parfum

The Consumer - Spending Behaviour

  • Key points
  • Smaller packaging to attract the more mass market consumers
    • Figure 43: Spend on fragrance, June 2015
  • Innovation in gifting packaging

The Consumer - Channel Usage Behaviour

  • Key points
  • Offering immersive in-store experience is still relevant for fragrance
    • Figure 44: Purchase channel, June 2015 versus 2014
  • Attracting male shoppers online
    • Figure 45: Purchase channel, by demographics, June 2015
  • Targeting travelling shoppers is critical for gift-giving market
    • Figure 46: Purchase channel, by Purchase purpose, June 2015
  • Innovative ways to attract new shoppers
    • Figure 47: Repertoire of purchase channel 2015 versus 2014
    • Figure 48: Marc Jacobs pop up stores in Covent garden, August 2014

The Consumer - Motivations for Buying Fragrance

  • Key points
  • Go premium when targeting at the gift-givers
    • Figure 49: Purchase motivation, June 2015
    • Figure 50: purchase motivation, June 2015
  • Experience is all
  • Limited fragrance knowledge despite market maturity

The Consumer - Marketing Opportunities

  • Key points
  • Customisation becomes the future
    • Figure 51: Interest in fragrance product/service, June 2015
    • Figure 52: Interest towards fragrance product/service, by demographics, June 2015
  • Exclusive experience to capitalise on high income earners
    • Figure 53: Interest towards fragrance product/service, by demographics, June 2015
  • Vintage is the new innovation
    • Figure 54: Hermes Le Jardin de Monsieur Li Eau de Toilette
    • Figure 55: Different application tools for perfume balm reflecting Chinese culture

The Consumer - Meet the Mintropolitans

  • Key points
  • Why Mintropolitans?
  • Who are they?
    • Figure 56: Demographic profile of Mintropolitans versus Non-Mintropolitans, by gender, age and personal income
    • Figure 57: Demographic profile of Mintropolitans versus Non-Mintropolitans, by marital status, city tier and education level
  • Different ways of premiumisation for the Mintropolitans
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