How far is the fragrance of Chinese perfume from "Chanel 5"?

At present, Guoxiang needs a deeper brand awakening. How to build a rich core brand strength and long-term vitality is the need for domestic perfume brands to think about. When it comes to perfume, the first reaction in many people's mind is probably Chanel 5. Born in 1921, this perfume is still one of the most iconic perfume in the world after one hundred years.

 

China's Perfume Market Research Report of China market research consulting firm 2021 showed that LVMH, Chanel, Coty, L'OREAL and Estee Lauder accounted for 59.9% of the Chinese perfume market, and 36% of respondents said Chanel was their love perfume brand.

 

In recent years, domestic perfume has been developing rapidly, and a large number of local cutting-edge brands such as smell library, RE flavoring room, Guan Xia and Fuxiang hall have developed rapidly.

 

Although the stage of Chinese perfume is lively, there are no products with long vitality at present. In the new show, can we come out of the same enduring product as Chanel 5? This article from the development path, product, dissemination three angles to elaborate, perhaps let the outside world to domestic perfume and international brand existence gap has certain understanding.

 

The perfume of national products is blown by the "national tide wind", and the international brand perfume relies on the fashion industry.

 

With the upgrading of national manufacturing industry and the improvement of Chinese cultural self-confidence, new domestic products began to rise. Cultural and creative products, national shoes, national cosmetics, Chinese clothes, etc. together drove the flywheel of the national trend. According to crow Rui's data, the search times of "Guochao" entries on e-commerce platforms have increased by 528% in the past decade.

 

With the popularity of the national tide, the development of the national perfume brand has accelerated significantly. Since 2020, many domestic perfume brands such as smell library, watch Xia, Scentooze three rabbit have won financing.

 

Although the domestic perfume circle has been doing quite a lot in recent years, there is still a big gap between the perfume brands at home and abroad. According to the Research Report of China's Internet plus perfume industry competition and investment prospect, published by Chi Yan research, 2017-2022 of the international brands have accounted for more than 70% of China's perfume market.

 

Figure: forward looking economist

 

Compared with the domestic perfume brands from 0 to 1, international perfume brands rely on fashion groups, and their brand auras obviously have the advantages of innate development.

 

On the one hand, the long-term development of fashion group has cultivated a large number of brand loyal consumers. The consumption logic of perfume is similar to that of luxury goods. Because of its "non rigid demand", consumers are more concerned with the realization of their inner value and their identity than their practicality. Based on this, the identity label and spiritual symbol accompanying the product are particularly important.

 

International brand perfume is backed by fashion group, with its own high-end label.

 

On the other hand, perfume is the business branch of fashion group, and also its "profit cow". LVMH, Chanel, Coty, L'Oreal and Estee Lauder, these machines of the fashion empire operate in an orderly manner. Their businesses cover all aspects of luggage, clothing, jewelry and beauty makeup, forming a perfect production, operation and sales system. As their business branches, they also have a more solid foundation.

 

There are great differences in development paths, which may make the value and meaning of the brand different. Without the support of strong fashion industry, there is a big gap between domestic perfume and foreign perfume brands.

 

The location of the national perfume is narrower, and the international perfume is passing the brand value through the product.

 

Chinese perfume has made a lot of new products in recent years, and made many bright products, such as "Liang Baikai" and "big rabbit" perfume in the smell library, arousing consumers' childhood memories and giving people a sense of belonging. The young beast's green bean sand perfume and Scentooze's "pearl milk tea" perfume are focused on being close to life, fresh and interesting. The "chaotic clouds" and "splendid scenery" of Fuxiang hall arouse the imagination of artistic conception with its oriental aesthetics.

 

 

The younger generation of consumers value individuality and love to taste new products, creating conditions for the domestic perfume to go out of the loop. This is the growth machine for the domestic perfume brand. But targeting only young people also shows the limitations of the new brand. According to the British Mint report, consumers aged more than 20 are more likely to try other forms of perfume, and consumers aged 30 to 39 are the core users of traditional perfume.

 

From recalling childhood, being close to life or making products with Oriental plots, it helps to establish emotional connection with consumers and let consumers pay for their feelings. This is a "shortcut", but it is not a long way. With the change of the growth environment of the new generation of consumers, they may not have empathy with the memories of the previous generation. Product iteration is inevitable.

 

Close to life products, most of its consumers pursue a sense of freshness. The products focusing on Oriental plot also correspond to a small number of emotional people.

 

Chanel five advertised itself as a "perfume that smells like a woman". This concept also makes this perfume more rich in its core: soul, self, feminine charm, etc. Unlike Chanel five, which represents the permanent demand of "elegance" and "style", at present, the perfume of domestic products can not cover the public in positioning, and it also causes its business environment to be too narrow.

 

In addition, domestic perfume is often criticized by consumers for its poor texture, lack of high sense and short stay time. Perfume has pre -, middle, post - tone, and fragrance retention time, which has high requirements for technology. The long term development and experience of international brand perfume have established high technical barriers and production chain advantages, and domestic perfume is hard to catch up with for a short time.

 

At present, perfume brands in China still rely on foreign countries in the fields of perfume development, flavoring, raw material purchase and so on. Therefore, the quality of national perfume and international brand perfume still has a certain distance in most of the time.

 

According to surging news, most of the perfume brands in China are currently being handed over to foreign mature fragrance companies for production to domestic factories.

 

Market share chart of global flavor and fragrance industry: prospective economist

 

Flavoring is a highly specialized industry. The soul engineer of perfume is very scarce in the world, and most of the domestic perfume brands rely on cooperation with the global perfumer. The "cool and white" fragrance series of the odor library is developed by a hired French perfumer, and jasmine in shadow of bingxili is created by honoline Blanc, a fenmeiyi perfumer.

 

China has a long history of culture, perfume is not lacking in spiritual connotation.

 

With the help of foreign perfumes, China's perfume brands can be quickly promoted, but foreign flavor practitioners can hardly understand and accept Chinese culture and artistically interpret China's flavor. China still needs local perfumes. In addition, the designer's personal spirit can also give perfume empowerment, such as designer Chanel's courage to pursue career and loyalty to himself, and add a legendary color to Chanel five.

 

National perfume relies on new channel marketing, and international perfume is built through all channels.

 

Perfume is different from cosmetics, cosmetics, these two tracks, the make-up effect is intuitive, the skin care products have efficacy, can put out scientific evidence. Perfume is neither intuitive nor effective, and its product development has always been accompanied by the development of humanistic spirit. If you want to fight big brands, you still have to work hard on brand value marketing.

 

The perfume of domestic products is now rapidly coming out of the Internet with the help of the Internet, such as tiktok live broadcast and Xiao Hong book notes. However, relying too much on online marketing also makes it carry the label of "online popularity" and "popular". Although such words do not necessarily make people have negative associations, they often mean low price and more distance from high-end and style. If you want to obtain higher brand positioning and high premium, offline stores are essential.

 

Data also prove that, according to AI consulting data, China's two or three tier city perfume consumers are more trusting of traditional outlets for brands such as counters and brand stores.

 

International brand perfume has always attached importance to brand value in communication. Whether it is image spokesmen, media choices, or advertising films, they have almost achieved the ultimate in maintaining tonality. In addition, international brands will also produce documentaries to convey the cultural background behind the brand to the public. In March this year, the Chanel documentary series "INSIDE CHANEL" released the thirty-second chapter, which tells the Centennial story of perfume No. 5.

 

International brand perfume also pays great attention to the location of offline stores. Chanel sells terminals mainly in star hotels, senior clubs, and high-end department stores.

 

The creation of brand value has brought the story to the international brand perfume. As an informal spokesperson at that time, actress Marilyn Monroe's answer to "wear a few drops of Chanel 5 to sleep" in an interview equated Chanel 5 with symbols such as elegance and sexuality for a long time.

 

Perfume as a product of identity and taste recognition, the construction of brand power also needs the precipitation of cultural stories brought by time brewing. The current brand story of national perfume is relatively weak, and it is difficult to achieve the upgrading of brand connotation. In complex business environment, the long life cycle is the challenge it faces.

 

epilogue

 

The domestic perfume brand is still in its infancy. Facing the competition barriers of international perfume brands in R & D, fragrance and marketing, the domestic perfume brands want to break through and block. At present, Guoxiang needs a deeper brand awakening. How to build a rich core brand strength and long-term vitality is the need for domestic perfume brands to think about. It needs more precipitation. Although it is difficult, there is still hope.

 

~At present, Guoxiang needs a deeper brand awakening. How to build a rich core brand strength and long-term vitality is the need for domestic perfume brands to think about.

 

When it comes to perfume, the first reaction in many people's mind is probably Chanel 5. Born in 1921, this perfume is still one of the most iconic perfume in the world after one hundred years.

 

China's Perfume Market Research Report of China market research consulting firm 2021 showed that LVMH, Chanel, Coty, L'OREAL and Estee Lauder accounted for 59.9% of the Chinese perfume market, and 36% of respondents said Chanel was their love perfume brand.

 

In recent years, domestic perfume has been developing rapidly, and a large number of local cutting-edge brands such as smell library, RE flavoring room, Guan Xia and Fuxiang hall have developed rapidly.

 

Although the stage of Chinese perfume is lively, there are no products with long vitality at present. In the new show, can we come out of the same enduring product as Chanel 5? This article from the development path, product, dissemination three angles to elaborate, perhaps let the outside world to domestic perfume and international brand existence gap has certain understanding.

 

The perfume of national products is blown by the "national tide wind", and the international brand perfume relies on the fashion industry.

 

With the upgrading of national manufacturing industry and the improvement of Chinese cultural self-confidence, new domestic products began to rise. Cultural and creative products, national shoes, national cosmetics, Chinese clothes, etc. together drove the flywheel of the national trend. According to crow Rui's data, the search times of "Guochao" entries on e-commerce platforms have increased by 528% in the past decade.

 

With the popularity of the national tide, the development of the national perfume brand has accelerated significantly. Since 2020, many domestic perfume brands such as smell library, watch Xia, Scentooze three rabbit have won financing.

 

Although the domestic perfume circle has been doing quite a lot in recent years, there is still a big gap between the perfume brands at home and abroad. According to the Research Report of China's Internet plus perfume industry competition and investment prospect, published by Chi Yan research, 2017-2022 of the international brands have accounted for more than 70% of China's perfume market.

 

Figure: forward looking economist

 

Compared with the domestic perfume brands from 0 to 1, international perfume brands rely on fashion groups, and their brand auras obviously have the advantages of innate development.

 

On the one hand, the long-term development of fashion group has cultivated a large number of brand loyal consumers. The consumption logic of perfume is similar to that of luxury goods. Because of its "non rigid demand", consumers are more concerned with the realization of their inner value and their identity than their practicality. Based on this, the identity label and spiritual symbol accompanying the product are particularly important.

 

International brand perfume is backed by fashion group, with its own high-end label.

 

On the other hand, perfume is the business branch of fashion group, and also its "profit cow". LVMH, Chanel, Coty, L'Oreal and Estee Lauder, these machines of the fashion empire operate in an orderly manner. Their businesses cover all aspects of luggage, clothing, jewelry and beauty makeup, forming a perfect production, operation and sales system. As their business branches, they also have a more solid foundation.

 

There are great differences in development paths, which may make the value and meaning of the brand different. Without the support of strong fashion industry, there is a big gap between domestic perfume and foreign perfume brands.

 

The location of the national perfume is narrower, and the international perfume is passing the brand value through the product.

 

Chinese perfume has made a lot of new products in recent years, and made many bright products, such as "Liang Baikai" and "big rabbit" perfume in the smell library, arousing consumers' childhood memories and giving people a sense of belonging. The young beast's green bean sand perfume and Scentooze's "pearl milk tea" perfume are focused on being close to life, fresh and interesting. The "chaotic clouds" and "splendid scenery" of Fuxiang hall arouse the imagination of artistic conception with its oriental aesthetics.

 

The younger generation of consumers value individuality and love to taste new products, creating conditions for the domestic perfume to go out of the loop. This is the growth machine for the domestic perfume brand. But targeting only young people also shows the limitations of the new brand. According to the British Mint report, consumers aged more than 20 are more likely to try other forms of perfume, and consumers aged 30 to 39 are the core users of traditional perfume.

 

From recalling childhood, being close to life or making products with Oriental plots, it helps to establish emotional connection with consumers and let consumers pay for their feelings. This is a "shortcut", but it is not a long way. With the change of the growth environment of the new generation of consumers, they may not have empathy with the memories of the previous generation. Product iteration is inevitable.

 

Close to life products, most of its consumers pursue a sense of freshness. The products focusing on Oriental plot also correspond to a small number of emotional people.

 

Chanel five advertised itself as a "perfume that smells like a woman". This concept also makes this perfume more rich in its core: soul, self, feminine charm, etc. Unlike Chanel five, which represents the permanent demand of "elegance" and "style", at present, the perfume of domestic products can not cover the public in positioning, and it also causes its business environment to be too narrow.

 

In addition, domestic perfume is often criticized by consumers for its poor texture, lack of high sense and short stay time. Perfume has pre -, middle, post - tone, and fragrance retention time, which has high requirements for technology. The long term development and experience of international brand perfume have established high technical barriers and production chain advantages, and domestic perfume is hard to catch up with for a short time.

 

At present, perfume brands in China still rely on foreign countries in the fields of perfume development, flavoring, raw material purchase and so on. Therefore, the quality of national perfume and international brand perfume still has a certain distance in most of the time.

 

According to surging news, most of the perfume brands in China are currently being handed over to foreign mature fragrance companies for production to domestic factories.

 

Market share of global flavor and fragrance industry