Recently, Lin Qingxuan, a Chinese beauty br, launched a perfume called "Enchanted Camellia". The price of a 75ml bottle of perfume was 1702 yuan, which caused a dispute. Some netizens roast that it was too expensive. This perfume came back online after it was taken off the shelf, the price was adjusted to 1498 yuan, but it was still considered by some netizens to be not only expensive but also arbitrary.

Different from many people's impression that Chinese skin care cosmetics brs follow the route of "low price high quality", many Chinese perfume brs have been born grown in recent years. Since their birth, their prices have been on the same level with international first tier brs, they have established themselves in the market with their unique "national style" image.

"Compared with cosmetics skincare products, fragrance products should reflect the efficacy. Fragrance products are related to people's emotions memories, are more close to the spiritual consumption of luxury goods." In the eyes of some industry insiders, today's high priced domestic perfume is almost all playing the "traditional culture" br, which has natural advantages in the domestic market. But to further exp the market, it is necessary to consider breaking the boundaries of br image based on traditional Chinese culture.

Is this controversial perfume expensive? In the eyes of industry insiders, such pricing is considered "expensive". "According to the original pricing, the price of 1ml is nearly 22.7 yuan, the adjusted unit price is nearly 20 yuan. This is the level of perfume as a top tier br." According to many people who have worked in the cosmetics industry for many years, today's perfume market is generally divided into two categories: "commercial fragrance" "salon fragrance". The former has high public acceptance low price; The latter is more personalized has a higher price.

Lin Qingxuan's current perfume series is divided into two categories: 749 yuan 1498 yuan. The controversial "addicted camellia" has the words "high set light fragrance" written on the introduction page. Armani perfume, also titled "Gaoding Private Collection", sells for 1800 yuan for 100 ml of some categories. Another international first-line br Chanel, the famous br perfume "Chanel No. 5", sells for 1690 yuan per 100 ml, the br salon line perfume "collection series" sells for 1780 yuan per 75 ml. Even if the br Guerlain, known as "the end of perfume", has a relatively low price of 1130 yuan for 75 milliliters of "flowers, plants water language" series, 3000 yuan for 100 milliliters of "art salon" series.

In recent years, the price of domestic perfume brs has been catching up with or even surpassing the international first-class brs. The Chinese perfume br "Fuxiangtang", which has not yet opened an offline store, has a price of more than 500 yuan for some perfume with 30ml, the unit price exceeds Chanel No. 5. Wen Xian, a Chinese perfume br that has opened an independent store on Huaihai Road, will pay 1750 yuan for 90ml perfume in the first season of 2021, 1900 yuan for some 30ml perfume products launched since then. The price of 30 milliliters of homemade fragrance, which emphasizes manual blending, is mostly around 2000 yuan. In 2020, a 30 milliliter product even reached 3200 yuan.

Industry insiders have admitted that the price of a product is related to its production volume. "The larger the production volume, the more evenly distributed the cost. According to legend, 'Chanel 5' sells one bottle every 30 seconds. Although the number may not be accurate, such sales can significantly reduce costs, which domestic brs cannot achieve."

Since there are many high priced brs, why has Lin Qingxuan caused controversy? Mr. Zheng, who has worked in the perfume cosmetics industry for many years, thinks that unlike the high priced perfume br, which focuses on perfume fragrance products, Lin Qingxuan started his career with skin care products. Many functional products such as domestic skin care cosmetics were famous for their low price good quality at the beginning, some consumers directly referred to some of them as "big br flat replacement". "Some consumers will be very sensitive when the price changes significantly." It is reported that some well-known brs of domestic skin care cosmetics have tried perfume products, but they have not yet been put into large-scale production.

In recent years, perfume other "smell products" are very popular in the domestic market. In Xintii, new perfume stores have been opened in recent years in a row, not only specialized niche perfume brs such as Le Labo, Miller Harris Creed gathered here, but also jewelry clothing brs such as Van cleef&Arpels, Tom Ford Valentino have opened special perfume stores here. On the basement of Jing'an Kerry Center, several perfume shops are connected side by side. In addition to imported brs, local brs such as Cosmic Speculation hhh are also among them. The three stores being fenced off are also related to fragrance: except for one fragrance collection store one Dutch fragrance br, almost all of the fenced off advertisements of the domestic home furnishing br Beast Pai are fragrance products. Some insiders said, "Many international perfume brs have entered the Chinese market in recent years, which has cultivated the domestic consumer market to a certain extent."

On the basement level of Jing'an Kerry Center, Ms. Wu, a white-collar worker, is ing gifts for her friend's new home, home fragrance is the first choice. "In the past, when traveling abroad, I would bring perfume to my friends as a gift, but now I'm used to home fragrance products, many high-quality hotels have their own unique flavor." Compared with the international first tier brs, she prefers domestic niche brs, "such as the smell of osmanthus, foreigners can't do that, Chinese people underst Chinese people."

"Many consumers choose perfume hope that it will not be too fragrant." Xia Li, who is engaged in the sales of fragrance products, found that unlike foreign consumers, domestic consumers, especially first-time consumers, prefer fragrance to be a private enjoyment. "Some people will not even use it in public, but use it before going to bed. It is called 'bedtime fragrance'." Mr. Zheng felt that this phenomenon was not surprising. "Cosmetics, skin care products perfume seem to be a race track, but in fact they are not the same. Skin care products cosmetics emphasize practical functions, but perfume is hardly a function for many Chinese consumers, but a spiritual enjoyment. The introduction of high priced perfume by cosmetics skin care brs will cause controversy, but the introduction of hundreds of yuan of h sanitizer body lotion by high priced perfume brs has not heard large-scale roast - just like the way consumers wash their hs in the summer watching stores, it is not called h washing, but 'h cleaning ceremony'. "

Because "Chinese people underst Chinese people better", at present, the high priced domestic perfume brs in the market almost all focus on traditional culture growth feelings. Wen Xian's products emphasize that the appearance design comes from the traditional tenon mortise structure of China. Its perfume products will be separately marked with the "Chinese accent" in the raw materials. Gardenia, wormwood, Chinese prickly ash, angelica other materials familiar to Chinese people have been written into the "Chinese accent"; The br Guanxia, which has opened stores in multiple cities across the ry, can be seen from its product names such as "Kunlun Boiled Snow", "Yihe Jingui", "Triple Tea" to trace its pursuit of "national style". Its "China Sweet" series directly points to domain names in Suzhou, Minnan, other places. There is also a new fragrance br named directly after the magical animals in the Classic of Mountains Seas.

The core of these products - taste - also attempts to connect consumers with their own experiences. Kala, the most famous tea for its fragrant aroma, is believed to replicate the taste of Fujian rock tea has been selling for tens of thouss of yuan in the second-h market; The "Long'an" of Fuxiang Hall is highly sought after because it is known as the "temple after the rain". "The taste I like is hard to underst by overseas brs. For example, Chinese people like jasmine in the misty rain, which is totally different from the jasmine of overseas brs." Ms. Lei, who visited several perfume brs in front of a perfume store on the foreshore, failed to find a suitable taste. Hu Ying, who tried the city limited series of the br in Xintii perfume Lab, also felt that this was different from her "Shanghai" in her mind. "The taste is sometimes an abstract cultural memory."

Some consumers still remember that many of today's high priced perfume brs were quickly popular on the Internet with "hunger marketing". Ms. Wu remembers that at the beginning of the launch of Guanxia, online sales were scheduled on Thursdays every week. "Almost all of them were flash sales, domestic products had to be purchased by someone else." Fuxiangtang was once delisted, many consumers could only look forward to it on forums; Open Yi Zhi Xiang all products will be displayed as sold out.

When these domestic perfume brs enter the market at a premium in the name of "culture" "feelings", can they st the test? Not long ago, some brs were questioned by netizens for plagiarism in their appearance design, the carefully designed poetry copy of the br was deemed by professionals to be "grammatically incorrect not rhymed properly.". Hu Ying believes that in order to sell at a high price under the guise of "spiritual enjoyment," there must be a corresponding level of service, packaging, after-sales service.

Mr. Zheng said frankly that the production cost of perfume products is not high, but their spiritual cultural attributes need to be shaped nurtured. "There is no problem for domestic perfume brs to enhance their status with culture feelings, but the br design cultural output should be more systematic accurate." He took Chanel as an example, "Every perfume in the Chanel collection series is related to Chanel itself, the core of the br spirit, behind the design naming, such as' Michia 'in the series is her friend, ' Oriental Screen 'is the ebony screen in her apartment." While the famous "Beast Series" of British perfume br Panhaligan designed the bottle cap into different heads, personified each bottle of perfume, formed a complex family of British nobles, "as if reading A British satire novel, bright, rich, tragic dirty."