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国产香氛品牌别样的生意经

“嗅觉经济”渐入佳境

国潮新消费的爆发,挽救了李宁、百雀羚、鸿星尔克等不少被边缘化的国产品牌,还催生了元气森林、完美日记Moody(美瞳品牌)等不少国货新锐品牌,“国潮运动”已完全渗透饮品、化妆品、服饰等赛道,而下一个赛道将是香氛市场。

过去一年,阿里菜鸟、字节跳动等巨头在资本市场持续加码香氛品牌,观夏、野兽青年、气味图书馆、Scentooze三兔等香氛市场新锐品牌融资消息不断且融资金额普遍在上千万元,“嗅觉经济”市场发展势头迅猛。

香氛市场的资本热度从去年延续至今,近日本土香氛香薰品牌“节气盒子”宣布完成战略投资,投资方为上市公司上海家化,金额未透露,本轮融资主要用于品牌建设与渠道推广、专利项目储备。

获得多轮融资后,节气盒子、观夏、野兽青年、气味图书馆等新锐品牌持续研发新品、深耕内容营销、布局线下渠道,在市场上的声量越来越大,与海外品牌的差距越来越短,国产香氛独角兽似乎正在养成中。

“嗅觉经济”渐入佳境

在消费趋势、资本关注等多重因素作用下,原本冷门的香氛产品成为了新消费领域中的一个新风口。

一来,工作后的Z世代已掌握经济大权,成为新一代消费主力军,他们喜欢“高颜值”、“个性化”、“精致主义”,还有独特的个性化表达方式,香水“闻香识人”的特性符合Z世代的消费特性,是Z世代群体标榜生活品味的方式之一。

从数据来看,Z世代群体化身香水消费新势力,继“口红效应”之后“香水效应”来了。艾媒咨询调研数据显示,在24-40岁消费者中,超三分之一购买香水频率有所增加,约五成保持不变,减少购买的比例低于10%。

二来,国内香氛市场呈现“低渗透”与“高增长”的特点,表明香氛市场处于蓝海阶段,前景一片广阔,俨然资本眼中的“香饽饽”。

据艾瑞咨询报告显示,2021年中国香水市场规模仅占全球规模的2.5%,但自2017年起年均同比增长率为26.8%,市场增速明显。另据头豹研究院的数据,2021年全球香水市场4276.2亿,到2022年市场规模预计突破400亿元,2030年中国很可能成为全球第二大香水市场。

三来,嗅觉敏锐的国内外香氛品牌斥巨资完善香水生产供应销售体系,同时培养国内消费者使用香水的习惯,而海内外香水品牌的明争暗斗也成为了推动香水市场前行的动力。

国内香水市场快速崛起,为香水品牌带来更多新机遇,前来“分羹”的企业越来越多。根据企查查数据,2017年前后,香氛企业的注册量增长情况明显加快,突破200家。2019年与2020年的注册量一共近600家,截至2021年5月,中国香氛企业注册量累计超2000家。

毫无疑问,在新受众、新产品、新渠道的共同推动下,国内香氛市场迎来增长风口。在此的背景下,国际大牌、国货新锐品牌以及互联网巨头一窝蜂涌向香氛市场,推新品、寻融资、立品牌,香氛市场的大竞争时代正在到来。

群雄竞技台上“秀技”

从目前来看,香氛市场的玩家可以分为三类:第一类是有爆款、有名气的行业新锐品牌,如御梵、气味图书馆、Plustwo普拉斯兔等等;第二类是涉足香氛赛道的互联网巨头,如字节跳动(旗下Emotif);第三类是海外知名品牌,代表企业有香奈儿、娇兰等。

不同的品牌基因不同优势各异,行业新锐、跨界巨头、海外品牌在香氛市场展现出了不同的破圈法则。

第一类玩家是新国潮消费的受益者,御梵、野兽派、气味图书馆、Plustwo普拉斯兔等香氛品牌树立国货形象,在小红书、抖音的内容平台做营销推广,借助流量平台的影响力宣传自己的产品和品牌,提高在Z世代群体中的认知度和知名度。

这一类香氛品牌强在会造势、会营销而且产品质量和口碑较好,线上线下销售渠道也相对完善。特别是在新锐品牌达到一定规模后又获得资本,靠资金与关注度快速扩大规模,一跃成为其他香氛品牌强有力的竞争对手。

第二类玩家含着金钥匙出生,比如字节跳动旗下的香水品牌Emotif。据了解,字节跳动香水走高端路线,其请到法国知名调香师和世界顶级调香师组成的团队研发新品,已着手开辟微信公众号以及商城小程序等渠道,为正式开卖做准备。

这类香氛品牌玩家最大的优势在于依附于平台,互联网巨头本身用户规模大、品牌认知度高而且具备强大的资源整合能力。站在互联网巨头的肩膀上,Emotif可以在短时间内建立渠道、品牌,通过精细化运营抢占用户心智,不过这类品牌的制香水准还需要市场验证。

第三类玩家是盘踞高端市场的海外奢侈品品牌,比如娇兰、香奈儿、爱马仕、古驰、宝格丽、雅诗兰黛等等。和国产香氛品牌相比,这些国际大牌具备相对完善的供应链体系,品控更有优势,销售体系也更加成熟。

这类行业先驱者的竞争力强在市场规模、研发能力、调香师人才储备和客户资源等方面,而且每一个品牌都有“明星产品”,如香奈儿5号、娇兰一千零一夜香水、迪奥绿毒香水等等,这些经典款颇受全球消费者喜爱。

以雅诗兰黛为例,随着国内消费者养成用香习惯,其香水产品也随之销量暴涨。雅诗兰黛2022财年业绩显示,香水产品净销售额达到25.08亿美元,同比增长30%,是增速最快的部门,营收达4.56亿美元,同比增长超过100%,营业利润率达18%(营业收入除以净销售额得出)。

随着香氛行业玩家越来越多,香氛行业内的竞争格局也变得愈加复杂,尤其是随着互联网大厂的介入,各家香氛品牌的竞争变得愈加难舍难分。竞争时局影响下,爆款、渠道、品牌故事被认为是香氛品牌崛起的关键。

爆款、故事、渠道缺一不可

随着“嗅觉经济”愈加火爆,越来越多企业相继加码香氛行业,国内香氛市场竞争进入白热化阶段,气味图书馆、御梵、野兽派,新锐香氛品牌们更是卯足了劲向前冲。

对于新锐香氛品牌来说,想要从海外香氛巨头和互联网跨界玩家的包围圈中突围实现可持续发展,需要满足几个条件,一是优质的爆款产品,二是完善的供应链体系,三是品牌内涵和知名度。

首先,爆款产品会带来流量,而流量会带来生意。爆款产品本质是一个“流量体”,可以提高品牌声誉和产品销售率,助力新锐品牌快速出圈,此外品牌采取“一带多”的运营思路,为品牌引流增加曝光量,更容易制造多个爆款产品,将产品矩阵做大做强。

在打造爆款方面,国产香氛品牌气味图书馆已经给出了正确的示范,其推出的“凉白开”系列一炮而红后,又相继推出“大白兔”系列以及热豆浆、西红柿拌白糖等产品。据了解, 2018年气味图书馆旗下“凉白开”系列产品创造了全品类单月销量29万瓶、全年累计销量超100万瓶的记录,成为名副其实的大单品。

可以说,每一个新锐品牌的诞生都是从一个单品爆款开始的,爆款产品带来声量和业绩,体现品牌研发实力和对市场需求的洞察力。未来精准捕捉目标用户需求,制定有效的营销策略打造爆款产品,还将是国货香氛品牌通用的“出圈”路径。

其次,零售赛道一直并秉承“渠道为王”的法则,香氛市场也不例外。近几年,图片、直播、短视频等多元化销售方式的形成,以及小红书、抖音、B站等内容平台的蓬勃发展,为国产香氛提供了新的场景和消费者触达渠道。

无论是国际大牌还是气味图书馆、御梵、野兽派等国货香氛均高度重视线上渠道的开拓,主要通过在Z世代群体聚集的小红书、抖音、B站等主流内容社交平台精准投放、全域营销和私域推广,来不断拓展用户、盘活流量。

不仅如此,香氛作为体验式消费品,线下门店的打造是形成消费闭环的重要环节,线下线下渠道融合是必然走向。目前,各个国货香氛品牌积极布局美妆集合店、精品店等线下渠道,不断提升品牌价值和知名度,抢占市场高位。

再有,每个品牌都需要建立和用户的感情联系,“嗅觉故事”便是那一条纽带。一个好的品牌故事、产品定位可以引起消费者共鸣,激发消费者的购买欲望。例如:气味图书馆的“凉白开”、“大白兔”系列唤醒了一代人的记忆;野兽青年的“小时光”系列嗅出了儿时快乐时光……

现阶段,香氛品牌之间的较量围绕爆品、渠道、品牌故事开展,未来随着行业竞争格局的变化,国内香氛行业也将迎来新的变局,香氛品牌的较量将更多元化,涉及生态建设、运营能力、技术水平等等,国货香氛品牌也将面临更大的竞争压力。

国货吹响进攻号角

众所周知,国产香氛市场起步晚、规模小,近几年才有了增长的迹象,国产香氛企业姗姗来迟,市场几乎一大半的香氛市场份额被海外品牌占据。在英敏特的2021年中国香水市场调研报告显示,LVMH、香奈儿、科蒂、欧莱雅和雅诗兰黛占据中国香水市场的份额高达59.9%。

庆幸的是,国潮新消费的爆发为国产香氛品牌增长提供直接动力,许多“闻香而动”的本土企业正式吹响进攻的号角,那么国产香氛品牌的攻击力如何?

一方面,海外品牌主打高端市场“质高价高”,而国产品牌性价比高,在中低端市场更有优势。另外,在爱国教育的熏陶下,Z世代新生消费群体更加关注国货,也乐意购买“平替”产品,用户“喜国货”的消费习惯为国货香氛品牌的崛起奠定了基础。

国产香氛的另一个优势是更懂国人的消费习惯和喜好。消费者在选择香氛产品时,首要会关注产品质量、香型、功效及安全性,而国产香氛品牌在产品质量、服务等方面下功夫,推出更符合国人需求的香氛产品,受到年轻人的广泛喜爱。

另一方面,国产香氛品牌在内容营销方面是一把好手,讲故事、谈初衷、述情怀,拉近与消费者的距离。

香氛市场竞争激烈,国产香氛品牌想要突围和稳步发展,不仅需要为消费者提供更好产品和服务,还需要让消费者看得到、记得住,也就是说创新品牌营销模式很重要。在小红书上,观夏、野兽青年、气味图书馆等品牌通过企业号和头部KOL发文、发图、发视频,传递品牌价值、树立品牌调性,将品牌形象深深烙进消费者脑海中。

总之,虽然国产品牌在研发、供应、品控等“硬实力”不如海外品牌,但是在营销、定价、服务等“软实力”已构建起竞争壁垒。随着国产香氛品牌进一步强化研发、供应、销售实力,其“攻击力”也会进一步增强,国产香氛将走向“长红”。


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