The 2024 fragrance and perfume market in China is evolving rapidly, driven by strong consumer demand, shifting purchasing behaviours, and the rise of domestic brands. As consumers become more sophisticated in their scent preferences, brands are adopting innovative strategies to capture the market. The increasing dominance of online platforms like Tmall, the segmentation of fragrance buyers, and seasonal influences are shaping this dynamic industry.
Expanding Market Potential
The Chinese fragrance market is experiencing a boom, with projections estimating it will reach 32.876 billion yuan by 2025. Compared to global trends, China’s fragrance sector is expanding at a swifter rate, solidifying its position as a key contributor to the global fragrance industry. Online sales are a major catalyst of this growth, with Tmall leading the market, accounting for over half of all fragrance sales in China. The platform's relatively high transaction customer unit price compared to offline channels underscores its importance in shaping consumer purchasing habits.
As the market matures, domestic fragrance brands are gaining ground, with some international perfume brands choosing to exclusively operate their online flagship stores on Tmall. While international commercial fragrances remain dominant, the rise of Chinese niche brands is creating new opportunities and intensifying market competition.
Evolving Consumer Preferences
Consumer purchasing power continues to grow, with most shoppers preferring perfumes priced below 700 yuan. However, high-end perfumes still have a strong following, particularly among collectors and seasoned users. The segmentation of consumers has become more refined, with brands identifying five key consumer profiles to target their marketing strategies effectively.
Fragrance-Enhancing Males (76.3% new consumers): This group consists mainly of urban males aged 25-34 who are new to fragrances and prefer big-name international brands. Their purchases are driven by the desire to create a signature style and ambiance, favoring floral, fruity, and woody scents.
Gift-Giving Ladies (61.6% new consumers): Primarily 18-34-year-old urban women, they frequently explore niche and domestic perfumes and search for scents that reflect their ideal persona.
Q Perfume Explorers (66.2% new consumers): A broad group that values testing flagship fragrances, with a high conversion rate to full-size purchases. Their demand for travel-friendly perfumes, gifting options, and daily fragrance changes continues to rise.
Discerning Fragrance Tasters (73% new consumers): These 25-34-year-olds prioritize unique, niche, and affordable domestic brands, often seeking their “first bottle” of perfume each year based on different life moments.
Seasoned Fragrance Collectors (54.8% new consumers): A high-frequency 25-39-year-old buyer group, they place a premium on brand loyalty, service quality, and multi-sensory fragrance experiences.
The Impact of Seasonal Trends and Fragrance Extensions
Seasonality is playing an increasing role in fragrance selection, with floral and fruity scents dominating spring and summer, while woody and warm scents gain popularity in autumn and winter. Additionally, perfumes are expanding beyond traditional categories into areas like home fragrances, body care, and wellness aromatherapy, providing consumers with a more immersive olfactory experience.
Brand Strategies: Jo Malone & Tmall Collaboration
Jo Malone’s Tmall Super Brand Day campaign in July 2024 successfully launched the limited-edition “Orange Marmalade” fragrance, using exclusive gift packaging, silk scarves, and themed materials to increase engagement and conversions.
The strategy targeted two key groups: fragrance collectors — who valued exclusivity — and mainstream users — drawn to personal expression and value-for-money options. Marketing efforts included precise ad placements, influencer collaborations, and in-app engagement.
Tactics like super live streaming, short-form videos, and private domain interactions created a viral effect, resulting in a 200% surge in search volume, 130% increase in new consumer retention, and 200% growth in live-streamed purchases. The campaign also saw a 7-point rise in store fragrance collectors and a 150% year-over-year increase in new consumers.
Emerging Fragrance Trends in 2024
Several emerging trends are shaping China’s fragrance market:
Emotional Value: Consumers are increasingly selecting perfumes based on their ability to evoke emotions and memories.
Atmospheric Scents: Scents are being used to create specific moods and ambiances, extending beyond personal fragrance to lifestyle applications.
Unique Scents: The demand for exclusive, niche fragrances is rising, as consumers seek personalised olfactory signatures.
Trending Fragrances: Perfume choices are influenced by fashion trends and cultural influences, with brands tapping into pop culture and social media discussions.
Long-Lasting Scents: Consumers are prioritising fragrances that last longer, aligning with the preference for stronger, more enduring scents.
The 2024 fragrance and perfume market in China is evolving with rapid growth, refined consumer segmentation, and innovative brand strategies. Tmall remains a dominant sales platform, driving exclusive launches and interactive marketing that engage consumers at different levels. Jo Malone’s limited-edition campaign and Guoxia’s culturally immersive branding showcase how leading brands are adapting to China’s changing fragrance landscape. As domestic brands rise and international players refine their local strategies, the industry is set to become more diverse, competitive, and experience driven. Understanding these trends and leveraging e-commerce innovations will be the key to success in the burgeoning Chinese fragrance market.
China Trading Desk specializes in helping brands navigate platforms, offering expertise in brand strategies, and seasonal product positioning etc. Contact us today and elevate your success in China’s flourishing fragrance market.
Comments