"Reminds of the cold white-clothed hero in martial arts novels, sharp, straightforward, and somewhat unworldly. Just like the kind of person who lives out of himself, I love you is just my business and has nothing to do with you."
This is the emotional description of the perfume experience of Diptyque called "Water in the Shadow". Even though there is no direct description of the incense between the lines, many people still feel deeply moved by this. This also reflects an important reason why the audience buys fragrance, that is, different flavors represent 's expectations of self-personality, or a certain personality charm .
and this is undoubtedly one of the reasons for the rapid growth of the perfume market. According to data from Toubao Research Institute, from 2018 to 2024, the Chinese perfume market will maintain an annual compound growth rate of about 15%, and is expected to exceed 40 billion yuan in . In 2030, China is likely to become the world's second largest perfume market.
If you put the observed section in the shopping center, you will find that after the high-end cosmetics trend, high-end fragrance brands are becoming the target of competition among top players. To sort out the "Gaoxiang" brand layout, in addition to the fragrance product line launched by luxury goods and big-name beauty products, niche salon fragrance brand , domestic high-end fragrance brand seems to have a place.
The style of incense is rising, and "Thousand Yuan Fragrance" seems to be another synonym for high-end fragrance. Will this category, known as the "secret money printing machine" upstream of beauty and daily chemicals, become another popular business model for shopping malls?
01
These "high fragrance" brands are becoming the new favorites of shopping malls
In recent years, with the iteration of consumer groups and the improvement of consumption power, domestic mainstream shopping centers have improved in the overall brand level. Especially in the past two years, high-end cosmetics have almost become the standard for many shopping malls to introduce with a "destroying" momentum. To a certain extent, the "high-end" brand layout of the entire or even two floors of the mall is also a side proof of its investment and operational strength.
However, "scarcity is precious" seems to be a permanent law of commercial space drainage. A more obvious trend is that many shopping malls that have earlier layouts for high-end brands have begun to adjust their brands first, and high-end fragrance brands are the new exports of to open the gap and lay out the first store economy .
From the current brand layout, the following types of "high fragrance" brands and stores have significantly accelerated their expansion in shopping malls:
Luxury brands & big brand beauty fragrance product line
In the past brand distribution, the location selection of luxury brands is often concentrated in the heavy luxury shopping malls that form the brand Matthew effect . In the context of the complex business environment and the relatively weakened consumption willingness of people, in order to improve performance, many brands have opened up subdivided product lines such as beauty and fragrance. As a category with relatively low customer unit price and also has the brand effect of luxury , luxury brand fragrance is also more flexible in opening separate stores , so it is favored by many light luxury or mid-to-high-end shopping malls.
Iridium Cloud Commercial Photography
From the current shopping center layout, the more typical brands include Hermes , Tiffany&Co., Bulgari , Van Cleef & Arpels , LOEWE and other brands. Most of these stores in shopping malls are in the form of island cabinets or small shops, and some of them gradually expand the store area as the SKU of fragrance products increases.
Source: Deji Square
For example, the LOEWE flavour, which opened in Deji Square in Nanjing on January 22, 2022, the world's first independent boutique store . The store creates an intriguing botanical archive atmosphere in a single-layer space of 30 square meters, and the products are covered with all fragrance categories such as perfume and home fragrance.
In addition to brand stores with luxury brand fragrance product line layout, , a fragrance under the big brand beauty beauty, is also the focus of the current high-end fragrance layout of shopping malls.Representative brands such as TOM FORD, YSL, Guerlain PARFUMEUR, AMARNI beauty, GUCCI beauty, CHANEL, Dior, Valentino Beauty, etc.
Iridium Cloud Commercial Photography
Observation Shopping Center High-end Brands We also found that most of the high-end cosmetics stores including beauty and fragrance products are flagship stores or concept stores and theme stores with higher levels. Some brands will open fragrance products and beauty products separately. There are generally display areas for fragrance products in stores. It is worth mentioning that many beauty brands such as GUCCI, AMARNI, etc. have also launched high-end fragrance series, and the store will also set up high-end fragrance display area .
niche light luxury salon fragrance brand
Compared with the high recognition of luxury brands or big-name beauty fragrance stores, another major category of high-end fragrance is emerging in shopping malls. They seem not well known, but after the store is opened, they can attract rush to check in. The strangeness and fresh creativity in the scene of can inspire young consumers to explore in the store. They are the "hot cakes" in the current high-end fragrance market - the niche light luxury salon fragrance brand.
Source: Diptyque
What is salon fragrance? Generally speaking, salon fragrance refers to perfume produced by perfume salons specializing in perfume production. The fragrance is relatively niche and is not easy to fall into fragrance. It uses natural spices and is free to perfume. Its fragrance is free to retain it for a shorter time and is also more expensive. Sharon Xiang has been making a name for herself in the past two years, which is largely inseparable from the boost of social sharing platforms and live streaming sales. Many consumers said that many brands are "planted" in the Xiaohongshu Review Notes or Li Jiaqi live broadcast room, and then they have the desire to try the fragrance offline.
From the perspective of brand stores, most of this category currently open stores in shopping malls that are positioned as mid-to-high-end or light luxury. For offline, they are both a century-old brand and a new face of "first store". They are therefore also the "number one player" of high-end fragrance brand resources currently being competed for by shopping malls. Iridium Cloud Commerce has sorted out the current more "Internet celebrity" brands, which can give a glimpse of the direction of many shopping malls in the new round of adjustments.
Drawing: Iridium Cloud Merchants
Obviously, the layout of niche light luxury salon fragrance brands in domestic shopping centers is closely related to the consumer market. From a regional perspective, Shanghai shopping malls have the most dense brands of salon fragrance, and many international brands will set up their first stores in Shanghai, which to a certain extent also reflects that Shanghai fragrance consumption market has a good foundation . It is worth noting that with the layout of high-end fragrances by domestic shopping centers, the brand also intends to expand . For example, CREED, which was previously only as a high-end private customization, quickly completed the layout of the Qiantan Taikoo Li store and Shanghai Xintiandi store in Shanghai after the first store of Shanghai Guojin Center opened its first store, and it has been fenced in Shenzhen Vientiane World.
Iridium Star Cloud Commercial Photography
Domestic high-end fragrance new brand
When the high-end fragrance of international brands quickly "scan the face" offline, another interesting phenomenon also accompanies it. In the past, domestic fragrance brands focused on the route of low-price popularization or mid-range popularization. Now, , a new domestic fragrance brand, , has begun to show its talents and quickly gained supporters from many young consumers.
● DOCUMENTS Wenxian
was established in 2020. Wenxian is currently a representative of high-end fragrance brands in China. It is reported that the price of 30ML perfume is 850 yuan, the price of 90ML is 1,750 yuan, and the price of silver carbon drop fragrance is as high as 2,650 yuan. The product takes "Oriental Flavor" as a breakthrough point, emphasizing the "unique strong fragrance" in the memories of Chinese people. In offline stores, Wen Xian also uses Oriental Aesthetics as the selling point of its space.
In July 2021, the brand opened the first flagship store in the country on , Shanghai Huaihai Middle Road, Shanghai, "Night Temple Space".On March 10, 2022, Wenxian , the first national department store, , was officially unveiled in Beijing SKP-S. The store is themed "Crying Cellar Space" and fully integrates the "time aesthetics" inspiration from traditional Chinese cellar incense making technology into space design . This is also one of the few domestic brands among the high-end fragrance brands that has entered SKP.
wenxian Beijing SKP-S store, source: First store research bureau
● to summer
Sun positioning Original oriental plant fragrance , bamboo, osmanthus, Green plum , green tea, peach blossom, Lotus These are the most representative of traditional oriental flowers and plants. In terms of naming, "Yihe Jingui", "Academy Lotus Pond", " Qingmei Boiling Wine ", "Kunlun Boiling Snow", and "Xixi Peach Blossoms" echo the raw materials used in the product, and are also very associated, deepening the memory points of local consumers.
Guanxia is held in "Guanxia Living Room" opened in Taikoo Li, Sanlitun, Beijing in December 2020. There is only 20 square meters of space for selling products. The rest is leisure space, where users can read books, smell fragrance, and drink tea. On January 12, 2022, the second store in "Guanxia" in the country was launched in Shanghai to create "Guanxia Xianting" . The difference is that Shanghai stores pay more attention to the preservation and recreation of the original appearance and garden scenery of the old Spanish villa buildings with a century-old history.
guanxia Beijing Sanlitun Taikoo Li store, source: Guanxia
● melt season
Source: melt season
Recently, the high-end lifestyle brand melt season recently completed an angel round of financing of over 10 million yuan. This round of financing will be mainly used for supply chain expansion and store resources expansion. The brand also takes the high-end domestic fragrance as its entry point. Currently, it has launched 2 series and 6 perfumes, of which the 100ml high-quality perfumes are priced at 1,280 yuan, and the 100ml classic perfumes are priced at 980 yuan.
It is reported that the first offline store of melt season will also open in Shanghai at the end of April . The store occupies a single-family garden-style villa, transformed from the former residence of Zheng Nian, the "last generation of socialites in the Republic of China". According to the brand, the location of the melt season offline store will be selected based on the urban style to renovate it, with the goal of expanding at least one city a year.
In fact, there are many domestic fragrance brands that have been raised in the past two years, and the emergence of high-end domestic brands and their layout for offline commercial space have undoubtedly attracted widespread attention from the market. With the gradual maturity of the brand and consumer market, such stores that can also have both national trend culture and oriental aesthetics will undoubtedly be the target of competition for shopping malls in the future. Judging from the current offline stores of these domestic high-end fragrance brands, , a block commercial , which has a single-family building, may have more "chemical reactions" with it.
02
High-end beauty daily chemicals upstream popular business formats
From the awakening of taste economy in commercial space to the high-end fragrance becoming a "new celebrity" that shopping malls compete for, business trends and consumption logic are undoubtedly being subverted. Looking at these luxury brands and big-name beauty fragrance products stores, niche light luxury salon fragrance brand stores, or domestic high-end fragrance new brand stores, the new traffic passwords are gradually becoming clear.
▌ It gradually forms a group atmosphere, and one-stop smelling makes consumers "top"
Just as high-end brands can often form groups in shopping malls, on the one hand, some high-end fragrance brands will "follow" refer to the layout density of similar brands. On the other hand, many niche high-end fragrance brands still need to be improved offline recognition, and gathering and introduction can quickly root the brand positioning level in the minds of consumers. For young consumers who are keen on exploring and looking for a personal self, the entry rate of and the store stay experience duration will also increase accordingly.
Iridium Cloud Commercial Photography
Taking Shenzhen Vientiane as an example, in the Beauty Gallery, which occupies two floors of the mall, you can see that the brands on one floor are gradually becoming a gathering place for high-end fragrance brands as they are constantly revising. Not only are there high-end fragrance brands such as DIPTYQUE, Byredo, Jo Malone, Acqua di Parma, Kilian, Frederic Malle, but also the fences of CREED and penhaligan's brands.
▌ Experimental space, experimental field for differentiated and thematic scenes
is different from traditional retail products. From online evaluation, consumers can obtain objective conclusions about whether the product meets expectations. The recommendation of "taste first" for fragrance products is often First, it makes consumers excited from the language expression scenarios, and truly promotes purchases. to offline "test fragrance" is an indispensable link that many consumers think is indispensable. Especially high-end fragrances have obvious differences in the top, middle and back notes, and immersive and long-term experience have become the key. Therefore, more and more high-end fragrance brand stores have created theme stores with their own style aesthetics and product style, and differentiated design and display in stores in different cities.
Source: Shanghai Xintiandi
Take the recently opened Shanghai Xintiandi CREED as an example. The store mirror grid ceiling and square lighting built from geometric lines spread from the classical vault to the walls on both sides. Bottles of fragrant works handed down from the world are carefully displayed in it, accompanied by black and white marble plaid ground, like a fragrant tunnel that travels through time and space, complementing the local culture of Shanghai Shikumen .
▌ New social password with visual + olfactory traffic
From the consumer side, the social media check-in traffic attracted by high-end fragrance stores undoubtedly make physical businesses ready for it. The consumption power of post-95s and post-00s who focus on personality has risen. Perfume carries their identity and expression of interest. has gradually become the new social password for young people . At the same time, active on social media are keen on sharing and expressing , and are also dependent on KOLs. On Xiaohongshu alone, there are nearly 200,000 notes about niche perfumes.
In addition to the traffic caused by entering the store to try out fragrances and differentiated store scenes, high-end fragrance brand pop-up stores and exhibitions also With the gameplay of "olfactory interaction" , it has higher participation and social topic self-communication attributes compared with other brands' marketing activities. Therefore, more and more limited-time experience spaces created by high-end fragrance brands can be seen in shopping malls. International first-tier brands also reach consumers through fragrance experience exhibitions and more shopping centers. is the "final" of new products that will be launched or released in the future.
Source: Xi'an SKP-S
For example, on February 18 this year, the Maison Margiela fragrance "Sunny after the rain" was first released in the national department store of the SKP-S SKP SELECT BEAUTY beauty collection store in Xi'an. The new aquatic breath and wood tone bring a wonderful olfactory collision. All Majila fragrance products such as fragrance, candlesticks, candle covers, body series, and fragrance pillow bags are presented here one by one.
Source: Valentino Beauty
Coincidentally, Valentino Rivet Perfume Daydream Limited Time Experience Store, Valentino Rivet Perfume Daydream Limited Time Bookstore has also logged in Nanjing Deji Square and Beijing SKP respectively, breaking the color comfort with bright yellow, interpreting its concept of daydream utopia, allowing consumers to experience the fragrance series products while becoming a high-value space for check-in to produce movies.
Business Observation
Whenever, in the physical business world, the "success" of some business formats also means the "retreat" of another part of business formats. The "scented wind" in the high-end fragrance market has begun to blow on a large scale, and a new round of brand adjustments in shopping malls may be in a rush.
In fact, with lifestyle as the starting point, the gameplay of the high-end fragrance market is far more than the types analyzed above. For example, the emergence of the "Fragrance +" business model integrates the olfactory economy with night economy , fireworks economy, etc., to reconstruct the levels and dimensions of the experience scenes for consumers; for example, the rise of high-end fragrance collection stores, the sub-tracks of its segmentation tracks will also have many possibilities, and even the high-end fragrance sample economy may also rise again...
Just like the top notes, middle notes and back notes that high-end fragrances pay attention to, high-end fragrance brands are currently fighting in shopping malls, bringing consumers more the top notes of "lighting in the eyes". As consumers' cognition gradually matures, store scenes continue to iterate, and top brands continue to reshuffle, the middle notes and back notes of this business model may be even more exciting.
This article is original by Iridium Cloud Business New Media Center, author: Cao Jie, the copyright of the article belongs to Iridium Cloud Business, the picture is from Iridium Cloud Business or the Internet, and is not for commercial use.
