China General Merchandise FairWhat fragrances will Chinese consumers need in 2024？
China General Merchandise FairIt is known that after savage growth, the status of perfume in daily life has quietly changed, and perfume, once a luxury, is gradually transforming into a daily use for the public。In order to derive a new culture closely around perfume, consumers are leading a new circle consumption trend that continues to break and expand the circle。Under the market education, consumers in 2024 are concerned about the quality of perfume products, but also more concerned about the added value behind the product。As a model of "happy consumption", the emotional value, experience value and collection value behind perfume have become everyone's preference, bringing new ideas for brand "upward growth"。
Trend 1: In the age of mood, "high-energy" healing perfumes become popular
China Daily Merchandise Fair learned that when the young generation values personalized expression, keen to explore and try, perfume with a different fragrance has become their ticket to enter the "same flavor circle", and has also become the subject of their own identity and atmosphere。According to the "2023 Fragrance Consumer Insight White Paper" data, 67% of Chinese consumers focus on the use of fragrance to highlight temperament, while 44% of consumers want to express their personality views through perfume。
With the rise of the "emotional economy", the preferences of consumer groups have been further upgraded, from the simple pursuit of "no fragrance" to the dual needs of "personalized + functional"。In this trend, consumers are climbing away from the walls of abstinent, cold perfumes to those that retain emotional value, bring warmth and healing, and even slightly playful "high energy" perfumes。This trend is especially true this year, in the last 90 days, cedar, jasmine and other aromatherapy plants on perfume small red book reading volume reached 1773.72万、3436.24万。In addition to "healing power", perfume with "food" as the main content is also sought after for its characteristics of healing the body and mind。Since the second half of last year, the amount of reading about food and perfume has been rising in the Little Red book。In which vanilla about perfumes in the last three months the number of reads reached 1056.07万次。
Trend two: Stay fragrant experience max, essence into the track growth dark horse
China Daily Merchandise Fair learned that while the fragrance is becoming more and more picky, consumers have also put forward higher requirements for perfume retention time, which makes "lasting fragrance" become an important and common product keyword on the e-commerce platform。In general, the length of fragrance is closely related to the concentration of pure fragrance。Therefore, according to the concentration of pure essence, the retention time from short to long is respectively fragrant water (EF), cologne (EDC), eau de toilette (EDT), light essence (EDP), essence (P).。Taking essence (P) as an example, the retention time of this kind of perfume is generally more than 5 hours。In the past, domestic consumers generally liked more light eau de toilette (EDT), and eau de toilette (EDT) has also occupied the mainstream of the market。However, according to the public information of third-party institutions, the sales growth rate of flavor (P) perfume in Tmall from January to May 2024 began to lead, and more and more consumers began to try flavor (P) products。Coincidentally, overseas consumers' pursuit of fragrance retention time has reached the extreme。A TikTok video about "beast mode perfume," which refers to fragrances that last for up to 24 hours, has been viewed nearly 200 million times。
Trend 3: Perfume naturalization, Q fragrance becomes the best choice for young collectors
China Daily Merchandise Fair learned that in recent years, a significant development trend of China's perfume market is the younger target group。Although these young entrants have relatively weak spending power, they change incense frequently and have strong ideas of collecting and investing。Such consumer groups have promoted Q fragrance to become popular on social platforms。The so-called Q fragrance refers to the mini version of the brand's formal perfume, which is generally sold in the form of sets or boxes, and is especially common in duty-free shops。According to the White Paper on the Fragrance Development Trend of Perfume 2024 jointly released by XiaoHongshu and Kantar, young consumers between 18 and 25 years old love small-size Q fragrance far more than other age groups。Q fragrance well meets the yearning of young consumer groups for "one fragrance in one season", and has increasingly become the best choice for them to try, supplement, purchase and even collect perfume。
The above is the perfume related information brought by the small edition of China Daily Merchandise Fair. If you are interested in this industry, welcome to visit and exchange。
Source: Internet