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市場調查報告書

中國芳香市場的動向和發展

Market Focus: Trends and Developments in the Fragrances Sector in China

出版商 Canadean 商品編碼 297440
出版日期 內容資訊 英文 38 Pages
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中國芳香市場的動向和發展 Market Focus: Trends and Developments in the Fragrances Sector in China
出版日期: 2014年02月28日 內容資訊: 英文 38 Pages
簡介

中國的芳香市場在主要經濟國中呈現低成長率。中國GDP的成長率雖降低,預測2012年∼2017年之間每個人的GDP將成長10%以上。

本報告針對中國的芳香市場進行調查分析,檢證市場規模、經濟·人口統計·行動動向,亦包含主要企業簡介,內容綱要摘記如下:

國家的背景情況

  • 由於生活水準提高,人們的關心從移動、基本的需求轉向高品質的生活
  • 中國零售市場的成長率非常片斷,豐富的東部和貧窮的西部亦不同
  • 大賣場和超市是最大的市占率,接著是百貨公司

消費者概要

  • 在中國女性是主要的消費者
  • 消費頻率高的是中年層
  • 年齡構成的變化造成消費的動機
  • 不同年齡的需求和生活規劃的變化,促進消費選擇
  • 追求品質與新的兩性差異行動成為消費的契機

部門分析

  • 女性導向產品促進整體市場的成長
  • 今後女性產品亦能獲得市占率
  • 尤其是特高級品牌在中國有成長機會
  • 女性導向產品在中國佔優勢
  • 男女通用產品會增加

名牌產品和專用商標

  • 專用商標的普及率低
  • 專用商標比依等級分類的成長率略高
  • Chanel和Dior是適合女性的聞名品牌

與包裝有關的考察

  • 玻璃瓶佔優勢
  • 高級且個性化的包裝非常重要

未來展望

  • 在二層都市的銷售、降價銷售、e零售益發受歡迎是主要動向

資料附錄、調查方法

目錄
Product Code: CS1470MF

This report provides a concise overview of the Fragrances market in China. After reading this report, you will understand the size of the market, and the economic, demographic, and behavioral trends that will drive its evolution, and the leading players within the market, allowing you to plan effectively for the future.

Introduction and Landscape

Why was the report written?

This overview of the consumer and market dynamics of the Chinese Fragrances sector allows new entrants and established players to gain rapid and comprehensive insight into the current state of the market and identify the key trends that will drive growth in the coming years.

What is the current market landscape and what is changing?

China has one of the lowest Fragrances penetration rates among the major economies. Even as the GDP growth rate slowed down in China, GDP per capita is expected to grow at more than 10% during 2012-2017. While growth focus has shifted from investment-driven to consumer-driven economy, it is likely to benefit the CPG market including Fragrances.

What are the key drivers behind recent market changes?

The most important market driver is Changing Age Structures as Chinese consumers use Fragrances to meet age-specific grooming needs, such as youth-oriented scents.

What makes this report unique and essential to read?

This report brings together consumer insight and market data to provide a comprehensive brief of the Chinese Fragrances sector. This allows for the rapid identification of key growth opportunities across major Fragrance categories and their packaging.

Key Features and Benefits

Analysis of consumer behavior, economic conditions, and demography reveals emerging opportunities in the Fragrances sector.

Key growth categories are highlighted by analyzing the market dynamics of major Fragrances categories.

Market shares are provided for the leading brands and private labels across Fragrances categories.

An overview of packaging trends in the Chinese Fragrances sector is provided, including primary packaging material and type, packaging closures, and outer packaging.

Key Market Issues

Mid-Lifers record a substantial increase in heavy consumption compared to Pre-Mid-Lifers, reflecting that changing life-stages have a high impact on Fragrance consumption; premium brands should target this age-group.

China's Fragrances market remains highly underpenetrated, with China traditionally having a low Fragrance usage culture. With increased globalization and evolving life-styles of the country's middle class population, Fragrance sales have grown steadily.

Private Label penetration in China's Fragrances market is low, with international brands driving the market. The strong brand equity of international companies makes it hard for Private Labels to compete.

China offers high growth potential driven by the rising affluence of the Chinese middle class and the popularity of western brands and lifestyle in major urban centers.

Key Highlights

The most important motivation is Changing Age Structures, which shows that Fragrances are chosen to meet age-specific grooming needs, such as youth-oriented scents.

Trading up towards premium brands is a major trend in the Fragrances market in China.

Female Fragrances accounted for more than 80% of the overall Fragrances market by value. Demand is driven by the growing number of women entering the workforce.

Fragrances packaging is an important marketing tool for manufacturers and a medium of conveying brand equity to the consumers. For greater point of sales effect, manufacturers should employ eye catching packaging design, novel dispenser systems, and attractive graphics.

Table of Contents

Country context

  • Rising living standards have shifted consumers' focus from satisfying basic needs to pursuing a higher quality of life
  • China's retail market is highly fragmented with varied growth between prosperous eastern provinces and impoverished western provinces
  • Hypermarkets and Supermarkets followed by Department stores account for majority Fragrances sales in China

Consumer Overview

  • Women are the primary consumers of Fragrances in China
  • Heavy frequency consumption of Fragrances is most common among Mid-Lifers
  • Changing Age Structures is the key consumption motivator of Fragrances purchased in China
  • Age-specific needs and evolving Life-stages is driving consumption choice in Chinese Fragrances
  • Quality Seeking and New Gender Behaviors are also major consumption motivators in China's Fragrances market

Sector Analysis

  • Female Fragrances to drive growth in the overall Fragrances market
  • Female Fragrances to further gain market share during 2007-2017
  • Growth opportunity in China's Fragrances market, particularly for premium brands
  • Female Fragrances dominates overall Fragrances market in China
  • Unisex Fragrances market to take off in China

Brands and Private Labels

  • Private Label penetration is low in China's Fragrances market
  • Growth in Private Label Fragrances to be marginally higher than category level growth
  • Chanel and Dior are the leading Female Fragrances brands in China

Packaging Insight

  • Glass bottles dominate Fragrances packaging
  • Premium, differentiated packaging is important for greater point of sales effect

Future Outlook

  • Faster sales in second-tier cities, discount sales and the rising popularity of e-Retail are key emerging trends in China's Fragrances sector

Appendix and Summary Methodology

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