Page 45 - EM - EXPORT MAGAZINE PERFUMERY EDITION

R R E E P P O O R R T T

euromonitor predicts that retail sales in china’s perfume SEASONED-LEVEL CONSUMERS
market will rise by an average of 7.1% annually to $4.33 billion by Seasoned-level consumers seek to create their identity
2025, revealing a great opportunity for brands that can connect through their fragrance routine, making the choice of scent a
and engage with chinese consumers through an omni-channel part of their personal brand. they consider the formulation of
presence. According to Karim LISI, Vice President of Business the fragrance, such as the profile, ingredients, and extraction
Development for Fine Fragrances in the Asia-Pacific region at methods. these consumers are knowledgeable and demand
Symrise, “China will be a critical engine of the global perfume high-quality, unique fragrances.
market, and we anticipate sustained growth in the Chinese market
over the next five years.” KNOWLEDGE AND EDUCATION
Despite the general stability of the fragrance market, the chinese consumers are frustrated by the lack of knowledge
competition among brands is intense. To differentiate among sales staff and the limited information available on how
themselves, fragrance brands must demonstrate a deep to select and wear fragrance. Brands that can market themselves
understanding of chinese consumers, creating fragrances that through education will thrive in this market, as consumers are
truly attract them and build strong connections through valuable hungry for knowledge. chinese consumers’ understanding of
experiences. The tireless efforts of all industry stakeholders will fragrances and their preferences are continuously evolving
ensure the continued flourishing of China’s fragrance market. and diversifying. they crave fragrance information, seeking to
satisfy their spiritual needs and express themselves through
Consumer Behavior and Preferences fragrances, exploring the “olfactory experience” through omni-

With the lift of the pandemic, consumers have returned channel both online and offline.
to going out and relishing the moment, presenting more consumers are becoming savvy and creating their own fragrance
opportunities to wear perfumes and purchase fragrances journey, meaning that a one- touch strategy no longer has a
offline, thus boosting the growth of the fragrance market in place in this growing market. they seek information through
china. the fragrance market in china is characterized by a omnichannel communication, and brands that can reach their
diverse consumer base, with consumers categorized into three consumers via multiple channels will have great success in
types: entry-level, advanced, and seasoned. China. Despite this quest for understanding, most Chinese
consumers are still at the entry-level of their usage of perfume,
with their usage mostly linked to social settings. Seventy
percent of consumers claim to have limited understanding of
perfumes, making well-known brands appealing due to their
recognizable status.

The Rise of Green and natural Fragrances

ENTRY-LEVEL CONSUMERS
Entry-level consumers seek to “enhance temperament” and
be noticed for their pleasant smell and social approval. these
newcomers often choose fragrances based on “referral”
because they have smelt it on someone they know and want
to replicate the scent. they also tend to follow fragrance trends
and opt for niche star products, with packaging and bottle
design playing a significant role in their purchasing decisions.
A significant proportion of individuals state that complete
ADVANCED-LEVEL CONSUMERS transparency in fragrance extraction, creation, and formulation
Advanced-level consumers strive for uniqueness and lean is highly important to them. they favor perfumes that use
towards scents that define their self- expression. They are natural ingredients, believing them to be more valuable, safer,
more discerning in their choices, looking for fragrances that and more effective. Consequently, they are willing to pay a
stand out and reflect their personality. premium for products that match these criteria.

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