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Overall, perfume consumption is increasingly driven by value-for-money and self-pleasing experiences.

1. Price and promotions: A single purchase typically ranges from 200 to 500 RMB, and 45% of consumers rely heavily on promotions, making major discount events key shopping windows.

2. Product choice: 63.1% of consumers prefer eau de toilette (EDT), while 48.6% favor eau de parfum (EDP), so choices can be made based on lasting-power needs.

3. Purchasing channels: Discount e-commerce is an important channel for lowering the barrier to trying premium perfumes. For example, a 100ml bottle of Hermès Terre d'Hermès can be priced as low as 30% of the counter price, making it affordable for both daily use and gifting.

Overall, perfume consumption is showing clear trends toward self-pleasing and cost-consciousness, requiring brands to adjust pricing, product mix, channels, and scenarios simultaneously.

1. Consumption trends: Gift-giving is no longer blindly chasing luxury packaging; self-use, practicality, and value for money are the core criteria. 59.7% of consumers buy perfume to please themselves and enhance their emotional experience, so brand communication should focus on emotional value.

2. Product development: 63.1% of consumers choose EDT and 48.6% prefer EDP. Fragrance preferences are fragmented, and the sellable volume per single SKU is limited, requiring refined product selection and small-batch, multi-fragrance supply.

3. Pricing and channels: The mainstream price range per purchase is 200–500 RMB, and 45% of consumers rely heavily on promotions. Post-00s perfume purchase volume grew 130% year-on-year, and products combining brand appeal with discounts attract high attention. Brands can leverage discount channels to lower the trial threshold.

Overall, perfume is a category with high growth potential, with clear opportunities from cost-conscious consumption and the normalization of gifting.

1. Growth opportunities: China's perfume market reached 25 billion RMB in 2024 and is expected to surpass 50 billion RMB by 2029. In the first half of 2025, perfume imports totaled USD 600 million, up 20.5% year-on-year, making it the second-largest cosmetics import category.

2. Demand shifts: Consumers are more focused on self-use and value for money, with 200–500 RMB as the mainstream price range and 45% relying heavily on promotions. Sellers should focus on discounted premium brands, entry-level products, EDT, and EDP.

3. Scenarios and demographics: Perfume consumption is extending from gifting to daily self-use, with post-00s purchase volume up 130% year-on-year and discounts being a key concern. Sellers can use e-commerce promotions and discount-oriented positioning to reach younger customers, while noting that gifting purchases are becoming more rational and should not overemphasize luxury packaging.

Overall, the key lesson for factories is that product structures must adapt to fragmented fragrance preferences, multiple specifications, and limited volume per SKU.

1. Production and design: Consumer preference is concentrated in EDT and EDP, so factories should prioritize production capacity for these formats. Fragrance preferences are fragmented, meaning individual fragrance orders may be small, requiring refined selection and flexible multi-fragrance production scheduling.

2. Business opportunities: With rationalized gifting and expanding daily self-use scenarios, demand for high-value entry-level products is rising. Factories can develop small-format or classic products suitable for volume sales through discount channels. The discounted pricing of premium perfumes has a demonstration effect, leaving room for high-value products.

3. E-commerce and channels: Discount e-commerce is an important sales channel, with notable growth in post-00s demand. Production planning should align with online promotion cycles, and refined selection is needed to control inventory and avoid overstock in single specifications.

Overall, the perfume market is growing fast, but supply-side selection is challenging. Service providers can support clients with refined operations and discount-channel needs.

1. Industry trends: China's perfume market has low penetration but rapid growth, with gifting and self-use scenarios overlapping. Client needs are shifting from simple selling to consumer insight and differentiated product selection.

2. Client pain points: Perfume is a category with wide breadth but shallow depth—fragrance preferences are fragmented, and sellable volume per SKU is limited. Brands and sellers generally need more precise product selection; the high attention to discounted premium perfumes also requires pricing and inventory management support.

3. Solution directions: Providers can offer consumer research data, trend monitoring, and promotion operation services. They can design combined marketing programs around the mainstream 200–500 RMB price range, EDT and EDP preferences, and promotion-dependent consumers.

Overall, perfume consumption is heating up with a clear discount mindset. Platforms can treat it as a key category for both gifting peak seasons and daily consumption.

1. Category opportunity: China's perfume market penetration is only about 5%, compared with over 40% in mature Western markets, indicating large growth potential. Perfume imports rose 20.5% year-on-year, increasing supply diversity, so platforms can step up merchant recruitment and category operations.

2. Platform actions: Flash-sale e-commerce discount campaigns are driving growth. Post-00s perfume purchase volume grew 130% year-on-year, and products combining brand appeal with discounts attract high attention. Platforms can use discounted premium perfumes as traffic generators and strengthen seasonal promotions like the autumn new-trend festival.

3. Operations management: Gifting purchases are becoming more rational, with self-use and value for money at the core. Platforms need to curate high-value supply and avoid overemphasizing luxury packaging. Managing fragmented fragrances and limited per-SKU volume also requires data-driven guidance for merchants on refined product listing.

Overall, perfume consumption is shifting toward self-pleasing, cost-effectiveness, and daily scenarios. China's perfume industry is in a stage of low penetration but high growth.

1. Industry dynamics: The market size reached 25 billion RMB in 2024 and is expected to exceed 50 billion RMB by 2029. Perfume imports were USD 600 million, up 20.5% year-on-year, making it the second-largest cosmetics import. Penetration is only about 5%, still far behind the 40%+ level of mature Western markets.

2. Consumption behavior structure: The mainstream price range is 200–500 RMB, and 45% of consumers rely on promotions. 63.1% prefer EDT, 48.6% prefer EDP. 59.7% buy perfume to please themselves and enhance emotional experience, showing that self-pleasing motives have clearly surpassed display motives.

3. Business models and issues: Gift-giving is becoming rational, and discount e-commerce lowers the threshold for experiencing premium brands through price advantages, pushing the category from gifting to daily use. However, the category has wide breadth but shallow depth, fragmented fragrances, and limited sellable volume per SKU, making supply-side product selection capability a key issue worth studying in the next phase.