This year's Double 11, young people who don't want to buy the same perfume as others are stocking up on "niche perfume" on Tmall International

More and more young people do not like "smell the same as others", which has quietly opened a gap for niche perfumes in the market dominated by big-name commercial perfumes.

Niche perfumes started to rise on e-commerce platforms last year, and they became popular all the way to Double 11 this year . Reporters learned that during Double 11, niche perfumes saw a significant increase on Tmall International, and new niche perfume brands participating in Double 11 for the first time brought many global limited edition and customized gift boxes.

Just before the Double 11 Shopping Festival, Shiseido's niche perfume brand Serge Lutens opened an official overseas flagship store on Tmall International, launching the limited edition "Golden Bell Perfume Dancing Talab" and Amber King Limited Gift Box. Many popular products were sold out during the pre-sale period, and the store's sales ranked first in the perfume category.

(Advanced custom perfume launched by Italian luxury lingerie brand La Perla)

Italian niche perfume Monotheme participated in Double 11 for the first time , and its hit "Big Orange Eau de Toilette" once became a hit in Li Jiaqi's live broadcast room. Italian luxury lingerie brand La Perla's high-end custom perfume opened a store on Tmall International during Double 11, and the limited gift boxes were snapped up.

During this year's Double 11, perfume lovers' shopping carts were filled with not only the British century-old brand Penhaligon's, the French brand Artisan Parfums, and the L'Oreal Group's niche perfume Maison Margiela, but also the British royal fragrance CREED, Jo Malone's personal brand JoLoves and other extremely popular niche fragrances.

"Perfume has been integrated into the daily life of the new generation of consumers and has become an important medium for expressing personal style." The head of the perfume category at Tmall International told reporters that both globally and in China, "perfume" has become a new star in beauty consumption since the epidemic, and imported niche perfume brands have ushered in a wave of entry into China since last year.

Imported niche perfumes also pay more attention to Chinese consumers, ensuring supply and consumer experience during the Double 11 period.

In order to allow online consumers to buy products with a wider range of categories and scents, Serge Lutens adjusted goods from various global channels on the eve of Double 11 to ensure sufficient goods for Double 11; at the same time, it also prepared customized gift boxes for members, with random perfume samples attached; La Perla specially launched the right for members to try high-end perfumes for free.

Niche perfumes are indeed entering a golden period of development. Market consulting firm Euromonitor International has predicted that the mass perfume market will decline by 15% in 2020, while the niche handmade perfume and high-end perfume market will grow by 18%. In the 2020 ranking of fashion consumption categories of Generation Z (except beauty), women's perfume and fragrance consumption power surpasses fashion toys and accessories, ranking first. And 38% of men also consider perfume in the scope of fashion consumption.

Among them, cross-border e-commerce has become an important "touchstone" for niche brands . "High-end niche perfumes are still a small circle, and the threshold to enter the Chinese market is relatively high. Tmall Global has greatly helped overseas brands to quickly establish brand awareness in China and reach their target audience in terms of coverage of imported consumer groups, cross-border supply chain and logistics services," said the person in charge of the French niche perfume brand MEMO PARIS, which has already settled in Tmall Global.

Tmall, Double Eleven