2021-2022中国香水行业研究报告ContentsPREFACE-xPART 10.&m&5BB5PART 20.&m2A&h2.12.22.32.42.5Q,)1wfe55WPPa1w1$SiFAJg#&?O.5Ba1wfeD,Ytrp?&5B+z0K-LSa1wK*P;2A&1wfe-/(run*kA*k1wfe&F.f-?-H/.);8s+P0D5C&F.S,D1wfe&x)O&R?zmU,0VB?w;A&sA&t,F0VJR.p&(dD)1.11.21.31.4OjC00!$OjC,iB5.77&5BB5.70?.B8)OEQp5B8fe/QL(NB50R(mOP,#1wfe0.s,&5BB5PART 4B5-xQ?RPART 30.&m&5B)O3.13.23.33.43.53.63.73.8)(d02)d&1$FA-.PQ0.&g;-2k=C.-2X9R0&0.3;1wxo5Id4?k=J*&x?-mJ0PD0.&r;-50V8+.k=-h?-(H,CL/.0.5;PCk=I&G?FE.0.;A&s)LGXc?&,;nrC051$p nlNDvEg1.E0.,;,)6mGH-BD.)I)(dmUS,F-?0.&k;ga1w&cLg&JnfJ1$t_gcCDATA DESCRIPTIONOL9PEPILOGUEU22021&5Bd&pGtUmm&2021&5Bd&pGtUmm&2021&5Bd&pGtUmm&2021&5Bd&pGtUmm&PREFACE前言香水起源于古埃及、古罗马时期，公元 11 世纪 -16 世纪开始，用香逐渐成为西方国家文化和日常生活的一部分。19 世纪香水步入工业化阶段，并传入中国，但中国消费者在很长一段时间内并没有形成用香习惯，行业发展缓慢。21 世纪后，随着中国经济快速发展，中西方文化不断交融，消费观念迭代升级，新兴年轻消费群体如“Z 世代 ”站上消费潮头，“ 嗅觉经济 ”开始迎来大发展。2020 年颖通（Eternal）集团成功发布“ 中国香水行业研究白皮书 1.0”；2021 年，联合凯度Kantar 发布 2021 年中国香水行业研究白皮书 ，基于行业数据、专家访谈、消费者调研，提供中国香水市场从宏观到微观的最新洞察，期以更全面的视角与业内人士共同助力中国香水市场全新升级。2021 中国香水行业研究白皮书 06Steven Lau-,5F*2021&5Bd&pGtUmm&2021&5Bd&pGtUmm&C&v/YP&gs+2A1wP&g&Of2&gs+GH-Ek(PIF/&m_Bno C&5BY)OV DO-2RmCE,#f.&un?&5B)O 03R&v03/oI,AJYD,P&5BBR&5B)OCRR?8my5k0k=15Pmk0(dokKE2-2DsO&85Bo01wfe0?8mmOn&5B)O?m?GnC&5B)OmHGoElaine ZhangD/Ou9N8fE&.G/&.Fn/enkO2A/&a)mAp&5BCR)BKo+E.m/(YO7oPk|&5BB5(en5B5y5r_&sm&vP1$L/.IERId1$8+.o“China perfume market has developed very rapid over the last 10 years thanks to extension of the 0_|_UU_IU|_|00|%I0000_0 xx0_| U_0_in our top 5 countries with almost 5% of our activity worldwide. White Paper Project is a great project, I am sure of the future success.”U_|_00_ U_% U_0H40_00_0HPhilippe Benacin, Interparfums SA 2,/CJd=&5BB55B/ C0?C=oEn$5m*2J?1$E8mkO=2A.uw?M,&P8gxo&5Bmk0Hna-xPILW0-xm5B(/QI,im owxmm&P&g&mnaInq)L&gA03I.o“Chinese consumers are evolving very rapidly, especially with younger generations that are less traditional and ready to try a larger variety of notes. 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&9i),CpGtUP&5BKFRc ; &5 CP?/QL&5BO(d). &so; &s%Kon&rn&GBn&m)FAR?85&x(&v0ZFZBQPJg.C)OJCRF/&(dm9i)Y5I&08 ; &mPKo 029_.w9NF(dx;GH-)5Ba?wOLQr CI5BKFRc 9NF,& ?O/Q,5BF0!m o,C-LCR9_.oI&)/.)&v03FP m&g-;9_?51$P?KFRcSm&5?B.)PJ&EmGH-_(d&sU&a;y5)&v0Z50*5B&5BP&a),(RcSEm)HHfJk=iFI&a)m&()?5y5k0m0bE1$?DH-m&5Bm&a)ENI+Pn&F?-(n/ Q,)m)o 04?-C;0ZY),C $IJOB.0/*503 J0Qr(A6yBfHHf7Ead,lG?mQ8G,#I+S8mEg1(N?91(1wmYR&v,=0hun&PC.7onqZ&gA6yB(A6yBm)Ok(R?HfHBpR)R_HBm)Yo&5B+m=Rj.nP6DJ.(A6yBm)O,&0ZYg09ik0oA.Y3%l/E+sPQG3.1&g3A9NF-2Yk=CA ?&t/QZIC5(& ?k=C.Rf/rvJ039Nk0R?Rc0D.0_R&v/HTT&K+&gY?19N&gc?moIu&gYLyX-2&mP)Rc*S*S5J399m9i*P95m&gY0h992Ym1C&v0VInq?R?Id&gc?I?G&g&R?0VCmnHB2Ym1?/&S&vK+u&gjo99PE2Y3m消费者对产品的关注有所凸显，特别是香调/香型、香味层次感等；但品牌依然是购香时的重要关注因素之一。变化二：品类认知趋于成熟， 资深用户与小白所求各异3.32021 中国香水行业研究白皮书 362021 中国香水行业研究白皮书 35品牌的香水小样及小规格包装， 降低了香水消费门槛， 促进初次用香。身边人在用 / 推荐和异性约会展现自己家人 / 朋友送的礼物重要的身份转变陌生人身上的香味吸引新的环境影响遮盖体味 / 异味KOL 直播带货/做活动3%10%14%14%15%18%25%1%后来发现丝芙兰可以 用 promo code 换或者积分换 Q 香 ， 觉得挺 划 算 的 ， 小 小 的包装 很 可 爱 ， 就 像 中 毒 了一样收集了很多， 专门在家准备了一个收纳盒， 摆的像 专 柜 一样， 不仅携带 方 便 ， 还可以 每天一个味道不 重样 ， 最近正准备再去一趟丝芙兰薅羊毛。第一次接触香水是试香买的小样香味层次感也很重要， 前中后调， 中调和尾调比较重要 ， 一般出去 见 人 的时候 身 上 多 数是这 个 味 道 的 。留香时间重要的， 起 码4个小时吧， 沙龙香可能短一 点 ， 2-3 个 小 时 也要有 的 。肯定是味道比较重要， 因为香水用多了就想有一些特别的味道。资深用户：“ 香水背后的故事非常重 要， 可以给我 特别的代入 感， 比如说潘海利根的月 亮女神和牧羊少年，就来源于神话故事， 本身故事诠释后有一种神秘的色彩， 我再喷上之后就感觉自己能瞬间进入 到一 个氛围，一 个更加不一 样的的人生体验。 ”“我化妆台上一直有一款香水，到现在基本上还剩下1/3 左右，也不怎么用了，但就是不扔，因为那是我高中毕业时候买的一款香水，对我来说就很特别，闻到甚至看到就觉得那是我青春的记忆。 ”资深用户品类卷入度更高， 购香时更关注香水背后的故事以及引发的情感记忆和联系， 强调代入感；而小白用户对香水了解浅度， 更易被营销和品牌知名度影响。“之前有了解到蒂普提克 （Diptyque） 一款香水能联想到亲情的故事，其实背后是因为调香师小时候生活在越南，有奶奶在身边，以 及熟悉的街道，所以 他创作的香 水很多都是 用越南的街道来命名的，就有一种回忆、乡 愁的联想在里面， 给我的感觉 这是 一个有温度 的调香师创 作的有独特意义的香水，所以我会愿意去尝试。”小白用户：“我买香水肯定先看大牌，比如宝格丽、迪奥之类的，品质有保障；包装设计也很出色，比 如安娜苏的那款独角兽设计的香水，就很别致。”2021&5Bd&pGtUmm&YD50V-5rr)O(KJ&(H; 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