The 618 "No-difference Fragrance" Guide is here! Tmall Global releases a list of niche perfumes

In order to prevent young people who pursue individuality from wearing the same perfume as others, Tmall International released the 618 niche perfume list on June 9, recommending individual scents and niche and scarce models from global niche perfume brands to consumers, making it easier for consumers to choose perfume.

The list includes many niche perfume brands that just entered Tmall International this year, as well as works by well-known perfumers. The Italian century-old brand SANTA MARIA NOVELLA, which entered in January this year, brought freesia perfume, and the perfumer of the French niche perfume brand CARON brought a special cucumber rose perfume. In addition, the personal brand Jo Loves of the "Queen of Perfume" Jo Malone launched a 618 limited edition gift box, and Jean-Claude Ellena, one of the top ten perfumers in the world, launched the minimalist LeCouvent city exploration series.

In the past two years, niche perfumes have been highly sought after by young people in China, and global niche perfume brands have accelerated their entry into Tmall International to test the Chinese market. It is reported that this year, more than 20 niche perfume brands from France, Italy, the United Kingdom and other countries participated in 618 for the first time, and the number of brands increased by more than 60% year-on-year.

Imported niche perfumes also saw sales growth during the 618 shopping festival this year . CREED, the royal perfume of the British royal family, doubled its sales during the 618 shopping festival. The Italian niche perfume brand SMN, which participated in the 618 shopping festival for the first time, ranked at the top of Tmall's imported perfume rankings on the first day of the shopping festival. The British century-old brand MoltonBrown's perfume category saw sales of over 130% year-on-year during the shopping festival.

"Consumers in the Chinese perfume market are much younger than those in Europe and the United States. Niche fragrances have become an important vehicle for the younger generation to express their personality and build their own image." According to the person in charge of the perfume category at Tmall International, "perfume" has become a new star in beauty consumption since the epidemic, and imported niche fragrance brands have ushered in a wave of entry into China in the past two years.

Cross-border e-commerce has indeed 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 Global

Niche Perfumes