THE TASTE OF CHINA
China is not a small fragrance market anymore... Because the young Chinese (aged 25 y.o. in average) mostly buy their fragrances out of China, they can't easily - if at all- be tracked by the usual domestic panels. Hence brands have been plenty to overlook the disruptive emerging patterns.
The window of opportunity is historic. The same way make-up routines have become increasingly sophisticated within 15 years ... the young Chinese are now embracing the usage of fragrance.
The potential is significant : China now counts 385 million of 九零后 (jiu ling hou) and 八零后 (ba ling hou) - that is 5 times the number of millennials in the US=. They hold a higher purchase power than their Western counterparts. The post-00's are also in : add 175 million of 18-24 of savvy and experimental consumers...
The Chinese youngsters already consume much more from their elders. It is common to observe 3 to 6 bottles on their shelves. They also relate to brands and fragrance in a disruptive way..."I don't want the same than my mother, friend..."
Niche brands have opportunities to seize, institutional brands need to consolidate their stances. It is time to shift our cultural grid and revise our common beliefs... [Fragrance is about prestige and/or gifting / Chinese women like fresh and light fragrances/ they don't care about the scent but the brand...]
Learn and unlearn...
ETHNOGRAPHIC RESEARCH based on market intelligence, dedicated panel followed over time, immersion and restitution process
Capitalizing on our strong expertise in fragrance and cosmetics, combined with an extensive exposure to the Chinese market since 1999, we continuously explore and probe, to fuel our vision of a Chinese cartography of taste. The cycle is regularly enriched and updated. It covers :
- The young Chinese on the road of choice : segmentation, U&A, must have, beauty codes and ID construction...
- How taste is shaped from a sensorial perspective : ingredients, beliefs, attributes, civilizational anchorages and modern imprints
- Aspirations : Bold and beautiful in pop culture. Feminine archetypes and contemporary icons. Cultural resurgences and intercultural gaps
- Roots and influences : Western vs Asian brands : who will win the battle of taste? Why and how Korea permeates Chinese beauty codes and consumption habits? Chinese new year : do's and don'ts...
And much more...
Cultural nuggets and personas
Emotional and cultural resonance
ROOTS AND INFLUENCES
Fluidity of identity, new consumption patterns
Fensi 粉丝 economy and key influencers