In the movie The Smell of Women, Shi Falan, a retired military officer, is blind, but his sense of smell is extremely sensitive. At the dance, he can distinguish various characteristics of women by the perfume on the other person's body.
Perfume can express women's unique aesthetics and choices, so a high-quality perfume is one of the important tools to express personality.
According to the data of iResearch, the global perfume market in 20 19 was about 390.6 billion yuan, of which the perfume market in China was 9.92 billion, accounting for only 2.5%, and it is expected to reach125.7 billion in 2020.
As for the overall usage rate of perfume, it is as high as 98% in Europe and America, and about 3% in China. Even in the most developed first-tier cities such as Beishangguangshen and Shenzhen, the usage rate of perfume is less than 10%.
Perfume belongs to the top of the pyramid in the field of cosmetics. There are makeup, personal skin care, daily chemical and other categories under the perfume.
Therefore, perfume will probably go through a development path similar to makeup: rejection, contact, acceptance and pursuit.
At present, there are less than 20 million perfume consumers in China, and the unit price is mostly between 5 million and 800 yuan.
In the early years, most consumers preferred big brands in Europe and America, and the perfume market was dominated by big brands such as Zuma, and China brands were rarely seen.
However, with the rise of new consumption, Guo Chao brands emerge in an endless stream to seize the minds of young consumers.
Wen Ku has been deeply involved in the field of perfume for more than ten years. From acting as an agent for importing perfume brands to independent research and development, it has created a variety of products with China characteristics, such as Liangbaikai, shredded ginger cola and green tea.
From 20 17 to 20 19, "cold boiled water" ranked first in Tmall's domestic perfume for three consecutive years. "Cold boiled water" has always been a hot-selling product of odor storehouse, with the highest monthly sales volume of 400,000 in 18 and the annual sales volume exceeding 1 10,000.
Last year, under the impact of the epidemic, the performance of international big-name perfumers, including Estee Lauder, was terrible.
However, the domestic brand Li Bingxi has sprung up. Last year, its annual sales ranked in the top four of Tmall, pushing many big names.
Li Bingxi was founded in 20 10 by a China perfume manufacturer. It perfectly combines French perfume technology with perfume suitable for China people, making perfume no longer just a luxury.
From June 2020 to May 2020, Li Bingxi Tmall Store occupied TOP 1 for five consecutive months, TOP2 for five months, TOP4 in August 2020 and TOP3 in June 2020.
Will "smell economy" be another outlet after beauty cosmetics?
Perfume market scale
Min Min is a veteran perfume lover, and the dream of Lancome received in college became her entry perfume. Since then, I have been obsessed with perfume.
In the past few years, she spent a lot of time and money on perfume and collected 300+ bottles of perfume.
Min Min revealed that although her number is not as many as thousands of bottles on the Internet, it is still a milestone on the road to chasing flavor.
Including the sample, she spent more than 10 million. Exaggerated, she can pay a down payment in third-and fourth-tier cities.
When we ask, is it worth buying so much perfume?
She replied: "For ordinary people, perfume is a commodity, no different from cosmetics, and even toilet water. But in our eyes, these perfumes are alive, and each perfume has a unique fragrance, just like people. "
Senior enthusiasts are the most typical consumers. These consumers are willing to spend a lot of time and money to study. They discuss every flavor in the circle, the history of perfume, and some even bottle control.
In addition to experienced lovers, the types of consumers in the perfume field also include:
Active early adopters and cautious followers.
Most of the early adopters are Z generation consumers, mostly students or newcomers in the workplace.
Active early users prefer "salon perfume" and "brand with unique taste" in order to highlight their differences and express themselves.
This group of consumers trust social platforms such as Little Red Book/Weibo/Billie Billie to get perfume information.
Cautious followers mainly come from the second and third lines, prefer niche perfumes to express their own style, and have a high acceptance of perfumes in the price range of 200-400 yuan.
Cautious followers prefer to buy samples online before buying perfume, find suitable products and then go to counters or official brand stores to buy them. Of course, they also accept unmanned scent testers.
With the rise of short video live broadcast, cautious followers will also place an order after seeing the grass that trusts kol.
Perfume has penetrated into various consumption scenes, such as "please yourself" and giving gifts.
Perfume is more like a social business card in the minds of young consumers. When they smell each other's familiar perfume, they will think they are the same kind of people.
At present, it is estimated that 90% of perfume consumption is for personal use, and gift-giving scenes are mainly concentrated on holidays, such as Valentine's Day.
Every August and June165438+1October, the sales of perfume will increase to some extent, mainly because Tanabata (the seventh day of the seventh lunar month) will stimulate consumers to buy in August, during festivals and during e-commerce promotions.
In August and 10 in 2020, the performance was particularly outstanding. Perfume achieved the sales of Tmall 1 billion+and 1 1 billion+respectively.
Li Bingxi
Mining traffic is the core competitiveness of emerging brands in recent years. Where the traffic is, the brand is there.
Li Bingxi is a perfume brand that started on the Internet. Since the establishment of 20 10, Li Bingxi has been deeply cultivating Taobao platform. At present, its store fans have reached1530 thousand.
Li Bingxi is mainly promoted through Taobao Live, Tik Tok and Weibo, but the official accounts of Xiaohongshu and WeChat are less involved.
In the second half of 2020, we will focus on creating the explosive product of "Dream Gold-plated Ladies' Perfume".
In August, the launch of taobao guest was increased, and the number of visitors reached the highest value of 290,000 in the past six months, mainly in the form of reducing the unit price of customers to attract users to clinch a deal.
Then, through the promotion of through train, the weight of single product hand search will be enhanced, paving the way for the celebrity endorsement and live broadcast of this product.
In September, the new generation singer Xuanyi was signed as the first brand spokesperson to attract fans and expand her influence among young consumers.
Finally, in June 2020, 10 was completely detonated in the live broadcast room of Weiya, and the order was harvested.
In addition, Scentooze, which was established on 20 19, received a 10-million-level Pre-A round of financing in August last year. With 13 SKUs, it has become a well-deserved "explosive product".
Scentooze products are positioned as "the exclusive body fragrance of young girls after 1995", including bubble tea, grandpa's attic and other special perfumes.
The product design adopts a distinctive "egg" shape. In the pre-sale test, it sold 6.5438+0.5 million sales with only one renderings.
Because China people have no functional demand for perfume and pay more attention to spiritual pleasure, they need to establish emotional connection in culture and content.
Perfume is a part of memory, and Scentooze uses "scenes" as a medium to communicate with post-95 consumers.
For example, when you see the name "Grandpa's attic", a picture and a scene will appear in your mind, giving people unlimited imagination.
We also found that the smell library has accumulated a lot of content on social platforms such as Little Red Book, Weibo, Tik Tok and A Auto Fast.
Lou Shinan, the founder of Wen Ku, believes that the core of the content marketing era is content and users, and where users are, they plant grass.
Get an early insight into the dividends of Blue V in Tik Tok and Tik Tok, and at the same time communicate with consumers in depth, tap demand and build products.
Wen Ku has its own unique KOL delivery logic: attaching importance to the creation of content and rejecting hard and wide; Multi-round KOL screening: KOL should really recognize the odor library and like it; Visualize the abstract perfume concept; KOL transforms the content according to the fan preference type and expresses the brand content. Treat KOL like a star: kol, like a star, is the most precious time, and Smell Library is willing to take the time to let these kols know about brands and products.
Wen Ku conducts social media marketing with the strategy of small input and large output. In order to enhance the consumer experience, offline experience stores are also laid out.
Last year, many international brands set up offline experience stores and boutiques in China in order to give consumers a more extreme immersive experience.
In June 2020, Saint Laurent SYL opened the world's first perfume-themed flagship store in Shanghai New World, offering all kinds of perfumes, including exclusive limited-edition high-definition perfume products.
At the same time, the flagship store installed the world's first 360-degree intelligent perfume sprayer, and customers automatically sprayed the latest perfume as soon as they approached.
Many domestic brands have also begun to lay out offline channels, such as odor libraries and re-classification fragrance mixing rooms.
Reclassify fragrance mixing room
RE is different from traditional domestic brands. Instead of using social media marketing and putting in a lot of KOL, we should start with packaging design, store decoration and product research and development to enhance the communication power of products and brands.
RE mainly focuses on offline stores, concentrated in high-end shopping malls, with sales accounting for more than 90%.
Every store will be equipped with a fragrance mixing table for consumers to mix their own fragrance. Consumers can enjoy the fun of blending and make their own perfume. In 20 18, there were more than 100 stores nationwide.
Every perfume of RE has a story, and being good at telling stories is the characteristic of RE.
For example, there is an "Apollo smile" that conveys a feeling of "brightness" or "brilliance" to consumers.
It is mentioned in the book Ancient Greek Mythology that Apollo is one of the twelve gods in ancient Greek mythology, also known as the sun god. He is the son of Zeus, the king of gods, and Hera, the god of light, youth and music in poetry and art.
RE this perfume also conveys a beautiful love story:
Cleopatra fell in love with the handsome Apollo, but Apollo didn't love her.
Sad Claudia fills her hunger with dew and replaces tea with tears every day, hoping that Apollo can love her.
After nine days of sleepless hope, Claudia's feet became roots, her thin body became branches and leaves, and her pale face became flowers.
Even if her face changes, her heart will never change, and her face will always look up at the sun. Where Apollo rode with the sun, her eyes followed.
This "spoony flower" is today's sunflower, and this is the origin of the flower language "love".
RE also held some offline DIY fragrance blending activities of salon perfume. Customers can make a unique personalized salon perfume according to their own preferences and under the guidance of a professional perfumer, and play new tricks in the smell.
"Everyone will make friends with Xiang. In addition to learning more about Xiang and emphasizing Xiang related to the philosophy of life, we will also put the intimate and customer-oriented sales model into the whole product modeling and service concept," said the person in charge of re.
Only by involving users can we continuously improve the user experience and bring users a sense of belonging.
Coco chanel said that women who don't use perfume have no future, and perfume has become a symbol of contemporary people's precise life.
To do a good job in smell business, brands need to define their own positioning. Whether Scentooze focuses on "the exclusive body fragrance of young girls after 1995" or focuses on offline like a reclassified fragrance room, it is necessary to integrate products and scenes.
Tell good product stories through various channels and tools to gain consumers' minds.
At the moment of national tide, only creating perfume that suits the taste of Chinese people is king.