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市場調査レポート

フレグランスの中国市場

Fragrances - China - September 2015

発行 Mintel China 商品コード 277925
出版日 ページ情報 英文
納期: 即日から翌営業日
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フレグランスの中国市場 Fragrances - China - September 2015
出版日: 2015年09月30日 ページ情報: 英文
概要

中国のフレグランス市場は経済不況のため成長は停滞しており、2014年第4四半期にはFMCGブランドがマイナス成長を記録し、L'OrealおよびEstee Lauderなどの国際的グループも成長が鈍化しました。消費者の視点においては、調査回答者の58%が過去12カ月間にフレグランスを購入していないとしており、中国の消費者による使用頻度が低いことが明らかとなっています。ほとんどの消費者(約60%)は特別な機会にのみフレグランスを使用している一方で、30%は日常的に使用しています。また、回答者の70%が、フレグランスをギフト(贈り物)として購入しているとしています。

当レポートでは、中国のフレグランス市場について調査分析しており、市場の課題および考察、市場規模・予測、市場シェア、技術革新、主要メーカーとブランドについて検証するほか、多様な消費者動向に関する分析をまとめています。

第1章 イントロダクション

  • 本レポートで取り扱った製品
  • 調査手法
  • 略語

第2章 エグゼクティブサマリー

第3章 課題と考察

  • 低い利用頻度と市場の成熟はギフト用の新たな購入者層獲得の重要性を示す
  • 贈り物用高級包装の創造
  • 将来におけるカスタマイゼーション
  • 特別な体験で高所得者層から利益を得る

第4章 市場規模・予測

  • 重要ポイント
  • 市場発展促進要因
  • 元祖Chanel No.5との決別
  • 免税小売は中国人観光客を引き付けるための戦場となる
  • 輸入税の改定は高級フレグランスブランドに良い影響を及ぼす
  • 高級ブランドはRMBが下落する中、価格戦略を再検討する必要がある
  • 成長の停滞は使用度の低さと経済不況によって引き起こされた
  • 都市消費者を引き付けることが成長を維持するために重要
  • 市場予測手法

第5章 市場シェア

  • 重要ポイント
  • 高級グループのブランドが市場を占有し続ける中、Cotyが挑む

第6章 主要メーカーとブランド

  • Chanel
  • Coty
  • Calvin Klein REVEAL
  • Miu Miu 初のフレグランス
  • L'Oreal
  • LVMH
  • Dahlia Divin

第7章 誰が革新を進ませるのか

  • 重要ポイント
  • 大きな期待とともにデビュー製品の投入
  • 平凡ではない包装
  • 自分だけの個人的なボトル
  • 経験がすべて

第8章 消費者動向 - 購入行動

第9章 消費者動向 - 使用状況

第10章 消費者動向 - 支出行動

第11章 消費者動向 - チャネル利用状況

第12章 消費者動向 - フレグランス購入の動機

第13章 消費者動向 - マーケティング機会

第14章 消費者動向 - 都市消費者

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目次

Market growth has been stagnant due to the economic slowdown. FMCG brands in China have seen declining growth and international groups such as L'Oréal and Estée Lauder reported slower growth in China in Q4 2014.

From the consumer point of view, Mintel has found that as many as 58% of respondents have not purchased fragrance in the last 12 months and that Chinese consumers are low frequency users.

Mintel finds that most consumers (60%) only wear fragrances on special occasions, while only 30% of consumers wear fragrance daily. In addition, 70% of respondents said they bought fragrance as gift. Targeting travelling shoppers is critical for the gift-giving market.” - Wenwen Chen, Senior Beauty & Personal Care Analyst.

This report looks at the following:

  • Low frequency of usage and market maturity show the importance of acquiring new buyers for gifting
  • Creating premium packaging for gift-givers
  • Customisation becomes the future
  • Exclusive experience to capitalise on high income earners

Meanwhile despite the high market penetration in urban China, consumers show low engagement with fragrance products in terms of frequency of usage and knowledge of fragrance products.

To unlock future growth, premium brands can first invest in the gift-giving segment with aggressive channel expansion, especially in department stores and airports. Secondly, brands could encourage high income and Mintropolitan groups to trade up by offering bespoke products and services or some exclusive personal experiences.

For mass-prestige fragrance brands offering a wide selection with smaller packaging innovation and lower pricing strategy could attract mass-market shoppers. Domestic brands could bring back the long history of Chinese scent culture via traditional themes or vintage packaging.

Table of Contents

Introduction

  • Products covered in this report
    • Figure 1: Product positioning
  • Methodology
  • Abbreviations

Executive Summary

  • Stagnant growth caused by low usage and slowdown in economy
    • Figure 2: China fragrance market, value sales, 2010-15
  • Attracting the Mintropolitans will become the key to maintaining growth
    • Figure 3: Best -and worst-case forecast of China retail value sales of fragrance, 2010-20
  • Luxury group brands continue their domination while Coty challenges
    • Figure 4: China fragrance market share, by value (%), 2014
  • Low frequency of usage shows the importance of acquiring new buyers for gifting
    • Figure 5: Purchase in the past 12 months, June 2015
  • 55% of non-buyers are users
    • Figure 6: Usage repertoire, by Purchase in the past 12 months, June 2015
  • Smaller packaging to attract the more mass-market consumers
    • Figure 7: Spend on fragrance, June 2015
  • Targeting travelling shoppers is critical for the gift-giving market
    • Figure 8: Purchase channel, by Purchase purpose, June 2015
  • Go premium when targeting the gift-givers
    • Figure 9: Purchase motivation, June 2015
  • Customisation becomes the future
    • Figure 10: Interest towards fragrance product/service, June 2015
  • What we think

Issues and Insights

  • Low frequency of usage and market maturity show the importance of acquiring new buyers for gifting
  • The facts
  • The implications
  • Creating premium packaging for gift-givers
  • The facts
  • The implications
  • Customisation becomes the future
  • The facts
  • The implications
  • Exclusive experience to capitalise on high income earners
  • The facts
  • The implications
    • Figure 11: Grasse-based fragrance house Fragonard, june 2015

Market Size and Forecast

  • Key points
  • Market drivers
  • Say goodbye to the original Chanel No.5
  • Duty free retailing will become the battlefield to attract Chinese tourists
  • Import tariff changes will have a positive impact on luxury fragrance brands
  • Luxury brands need to rethink their pricing strategy against a falling RMB
  • Stagnant growth caused by low usage and economic slowdown
    • Figure 12: China fragrance market, value sales, 2010-15
  • Attracting the Mintropolitans is key to maintaining growth
    • Figure 13: Best- and worst-case forecast of China retail value sales of fragrance, 2010-20
  • Forecast methodology

Market Share

  • Key points
  • Luxury group brands continue their domination while Coty will challenge
    • Figure 14: China fragrance market share, by value (%), 2012-14
    • Figure 15: La Petite Robe Noire Ma Robe Petales Eau Fraiche, Q1 2015
    • Figure 16: Burberry Brit Rhythm for Her Eau de Toilette, Q2 2014
    • Figure 17: Marc Jacobs Daisy Dream, Q4 2014
    • Figure 18: Frederic Malle Cologne Indelebile with Dominique ropion, Q1 2015

Companies and Brands

  • Chanel
  • Recent news
  • Recent launches
    • Figure 19: Chanel fragrance launches from 2007-15 (August)
  • Campaigns
  • Take your Chance
    • Figure 20: Chanel Chance Eau Vive Eau de Toilette, Q1 2015
  • Coty
  • Recent news
  • Brand portfolio and major launches
    • Figure 21: Coty's fragrance brand portfolio and major launch during 2014
  • Campaigns
  • Calvin Klein REVEAL
    • Figure 22: Calvin Klein Reveal, July 2014
  • Miu Miu The First Fragrance
  • L'Oréal
  • Recent news
    • Figure 23: Lancome La Vie est Belle Eau de Parfum, Q3 2012
  • Brand portfolio and major launches
    • Figure 24: L'Oréal's fragrance brand portfolio and major launches during 2014
  • Campaigns
  • Black Opium to attract younger generation
    • Figure 25: Yves Saint Laurent Black Opium Eau de Parfum, q2 2014
  • LVMH
  • Recent news
  • Brand portfolio and major launches
    • Figure 26: Lvmh's fragrance brand portfolio and major launch during 2014
  • Campaigns
  • The Future is Gold
  • It's Miss, Actually
  • Johnny for Dior
    • Figure 27: Dior Eau Sauvage, relaunch 2015
  • Dahlia Divin
    • Figure 28: Dahlia divin by Givenchy, September 2014

Who's Innovating?

  • Key points
  • Debut launches with big anticipation
  • First fragrance from Miu Miu
  • Alaia Paris, the first perfume by Azzedine Alaia
  • Ari by Ariana Grande
  • New Hermes home fragrance collection
  • Louis Vuitton debut fragrance (2016)
  • No ordinary packaging
  • Spray the Teddy bear
    • Figure 29: Moschino Toy Eau de Toilette, Q4 2014
    • Figure 30: Byredo Oliver Peoples fragrance, Q2 2015
  • A personalised bottle only for you
    • Figure 31: Guerlain Mon Exclusif Eau de Parfum, August 2015
  • Experience is all
  • Point Parfums Digital
  • The Fragrance Bar

The Consumer - Buying Behaviour

  • Key points
  • Low frequency of usage shows the importance of acquiring new buyers for gifting
    • Figure 32: Purchase in the past 12 months, June 2015
  • Females are more likely to buy fragrance
    • Figure 33: Purchase in the past 12 months, by demographics, June 2015
    • Figure 34: Purchase in the past 12 months, by demographics, June 2015
  • 57% bought fragrance as a gift
    • Figure 35: Purchase purpose, June 2015
  • Acquire male buyers on gifting occasions
    • Figure 36: Purchase purpose, by demographics, June 2015
    • Figure 37: Dior J'adore Extrait de Parfum, q2 2014

The Consumer - Usage Behaviour

  • Key points
  • 55% of non-buyers are users, suggesting market maturity
    • Figure 38: Usage repertoire, June 2015
    • Figure 39: Usage repertoire, by purchase in the past 12 months, June 2015
  • Most users switch between 2-3 fragrances
    • Figure 40: Usage repertoire, June 2015
  • Shh, a secret scent club
    • Figure 41: Fragrance. CHAID - Tree output, June 2015
  • More personalisation experience for loyal users
    • Figure 42: Le Labo Limette 37 Eau de Parfum

The Consumer - Spending Behaviour

  • Key points
  • Smaller packaging to attract the more mass market consumers
    • Figure 43: Spend on fragrance, June 2015
  • Innovation in gifting packaging

The Consumer - Channel Usage Behaviour

  • Key points
  • Offering immersive in-store experience is still relevant for fragrance
    • Figure 44: Purchase channel, June 2015 versus 2014
  • Attracting male shoppers online
    • Figure 45: Purchase channel, by demographics, June 2015
  • Targeting travelling shoppers is critical for gift-giving market
    • Figure 46: Purchase channel, by Purchase purpose, June 2015
  • Innovative ways to attract new shoppers
    • Figure 47: Repertoire of purchase channel 2015 versus 2014
    • Figure 48: Marc Jacobs pop up stores in Covent garden, August 2014

The Consumer - Motivations for Buying Fragrance

  • Key points
  • Go premium when targeting at the gift-givers
    • Figure 49: Purchase motivation, June 2015
    • Figure 50: purchase motivation, June 2015
  • Experience is all
  • Limited fragrance knowledge despite market maturity

The Consumer - Marketing Opportunities

  • Key points
  • Customisation becomes the future
    • Figure 51: Interest in fragrance product/service, June 2015
    • Figure 52: Interest towards fragrance product/service, by demographics, June 2015
  • Exclusive experience to capitalise on high income earners
    • Figure 53: Interest towards fragrance product/service, by demographics, June 2015
  • Vintage is the new innovation
    • Figure 54: Hermes Le Jardin de Monsieur Li Eau de Toilette
    • Figure 55: Different application tools for perfume balm reflecting Chinese culture

The Consumer - Meet the Mintropolitans

  • Key points
  • Why Mintropolitans?
  • Who are they?
    • Figure 56: Demographic profile of Mintropolitans versus Non-Mintropolitans, by gender, age and personal income
    • Figure 57: Demographic profile of Mintropolitans versus Non-Mintropolitans, by marital status, city tier and education level
  • Different ways of premiumisation for the Mintropolitans
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