ByteDance has developed the perfume brand "EMOTIF", and Byte's "EMOTIF" is undergoing the final debugging before being put on the shelves, and is currently doing relevant tests on the third-party e-commerce platform. ByteDance develops perfume brand "EMOTIF".

ByteDance develops perfume brand "EMotif"1110/0/8. Firmenich, a Swiss perfume, fragrance and smell manufacturer, announced in official website that it has reached a strategic partnership with HARMAY Huamei, a new beauty retailer in China, and the two sides will jointly develop high-end perfume categories for the China market. In a media statement, Fenmeiyi and Huamei will use their respective advantages to promote the development of brand-new perfume brands, concepts, experiences and models in the China market.

Fenmeiyi is a multinational manufacturer mainly engaged in the creation of daily chemical essence, edible essence and spice raw materials. Fenmeiyi was founded in 1895, with cooperative enterprises all over the world, providing fragrance matching solutions for the development of shampoo, shower gel or high-end perfume products of many consumer brands, among which dolce & gabbana perfume, CK perfume, Pan Ting and other international brands are its customers. In 20 19, Fenmeiyi became the first perfume company in the world to set up an advanced perfume creative center in China. In September, 20021,Fenmeiyi opened a new fragrance creation experience center in Guangzhou.

In a statement, Ilaria Resta, president of Fenmeiyi's global perfume business, said, "After more than 30 years of deep cultivation and operation in the China market, this cooperation with Huamei will greatly enhance our ability in the China market and strengthen our ambition to be selected as a partner in the China market."

HARMAY Plum is a representative of the fast-growing local beauty retailer. Interface Fashion It is reported that since it was born in Taobao store in 2008, Harman has expanded to the offline market and opened large-scale makeup collection stores in first-and second-tier consumer cities such as Shanghai, Beijing, Chengdu, Wuhan, Hangzhou, Xi, Chongqing and Hong Kong. The products sold in the store not only cover the explosive products of international first-line beauty brands such as LA MER, SK-II, Chanel and Kiehl's, but also include overseas minority brand products, and the SKUs of both of them account for about half.

In the previous interview, HARMAY Huamei also told the interface fashion that choosing long-tail brands in the selection and incubating emerging niche brands will help retailers to achieve differentiation in the highly competitive beauty collection store market. The cooperation with Fenmeiyi also shows that Harman is focusing on the field of perfume and fragrance, and plans to incubate emerging high-end fragrance brands.

ByteDance, the parent company of Tik Tok, also wants to enter the field of perfume. According to the vertical technology media Tech Planet, the new perfume brand "EMOTIF" hatched in ByteDance is undergoing the final debugging on the third-party e-commerce platform. This perfume brand is owned by Beijing Yanlai Trading Co., Ltd. (hereinafter referred to as "Yanlai Trading"), a wholly-owned subsidiary of ByteDance.

Interface fashion was seen on wechat. Yulai Business applied for a brand WeChat official account for "EMOTIF perfume" and an EMOTIF applet mall. At present, the brand content has not been updated, and perfume products have not been put on the shelves.

According to the above news, EMOTIF perfume will be divided into three sub-series, and the product development will be invited by a team composed of famous French perfumers and world-class perfumers. There are two kinds of perfumes being tested in the market, 2ml and 9ml, and the prices are 19.9 yuan and 198 yuan respectively. The appearance design of perfume is close to the shape of glass test tube, and perfume is used by pressing spray.

Everyone wants to share a piece of the perfume market in China and look forward to its growth prospects. After a brief stagnation in the first year of the epidemic, the perfume market in China resumed growth from 20021. In August, 20021,a research report released by Mintel, a market research organization, predicted that the perfume market in China would grow at a compound annual growth rate of 17% in the next five years, and it is predicted that the market sales will exceed154 billion yuan by 2025. In 2020, the growth rate of perfume market in China dropped from 1 1% in 20 19 years to 1% due to the sudden COVID-19 epidemic.

It is worth seeing that compared with the mature fragrance markets in Europe and America, not many people in China are used to fragrance. According to iResearch's White Paper on China Perfume Industry in 2020, there are less than 20 million perfume consumers in China. With the growth of perfume market, the habit of using perfume is formed. An executive working for a multinational beauty group told Interface Fashion that in his view, foreign perfume companies and local perfume brands are joining hands to expand the market at this stage.

Before plum and byte entered, some domestic perfume brands began to show their heads and feet and won the favor of the capital market. The odor library is exclusively invested by Puig, a Spanish perfume beauty group. Scentooze three rabbits received three rounds of financing within two years of its establishment. Investors including Gaolang Holdings and Rexiangshi obtained strategic financing from CITIC Capital at the beginning of 20021. Guanxia has received two rounds of financing since 2065438+March 2009, with investors including Sequoia China, Zhenge Fund and IDG Capital.

ByteDance developed the perfume brand "Emotif" 2. This time, Byte chose to enter the perfume track for young people.

Xinyan Finance learned exclusively that ByteDance's "EMOTIF" is undergoing the final debugging before being put on the shelves, and is currently doing relevant tests on the third-party e-commerce platform. It is reported that EMOTIF perfume is divided into three sub-series, namely "electronic lover", "deep sea flight" and "Pompidou only drinks champagne".

The capacity of perfume on sale is 2ml and 9ml, and the price is 19.9 yuan and 198 yuan respectively. According to the feedback from the test users, everyone has a high evaluation of this perfume.

As can be seen from the picture, EMOTIF perfume is packaged in a columnar spray type, and users can spray the perfume on their bodies after pressing the presser.

In order to cater to the consumption hobby of generation Z, the fragrance of "Pompidou only drinks champagne" series is "floral and fruity", and it is made of jasmine, cedar/iris, dragon saliva/musk and other materials; The fragrance of "Deep Sea Flight" series is "fragrant", which is mainly made of fragrant lemon, lemon, bitter orange leaf and other materials; The fragrance of "Electronic Lover" series is "woody floral notes", which is mainly made of sea salt/saffron and other materials.

The perfumers of the above three perfumes are all famous French perfumers and top perfumers in the world. They have sprayed perfume on many famous brands, such as tom ford and Armani. It is worth noting that the essence concentration of 9ml perfume is about 15%, and the fragrance retention time can reach 6-8 hours.

Due to the fiery new consumption concept, domestic local perfumes have been on the rise in recent years. During this period, a number of high-quality domestic perfume brands emerged, such as Smell Bank, Scentooze Three Rabbits, Vivigno, Guanxia and so on. Through different positioning and values, it has created differentiation and attracted a large number of consumers and fans.

According to Euromonitor international data, the perfume market in China is expected to maintain a compound annual growth rate of 15% from 20/kloc-0 to 2024, and the market size is expected to exceed 40 billion yuan by 2022. Faced with the temptation of tens of billions of consumer tracks, Byte doesn't want to miss it.

In addition, there are also many levels of considerations for byte selection perfume trajectory. First, there are a large number of perfume customers in China. According to the data of iResearch, there are less than 20 million domestic perfume consumers, but the unit price is mostly 50-50 million, which has great market potential. Secondly, China has a complete industrial structure to support the development of perfume industry. Byte does not need to be a producer, but only needs to make efforts in operation and R&D, which greatly reduces the cost. Finally, in the case of weak advertising business and no improvement in other businesses, Byte urgently needs to find a new growth curve, and the local perfume market, which has not been fully developed and has less competitive pressure, may be a good choice.

Whether EMOTIF perfume can bring wonders in one byte ultimately needs to be tested by the market.

The golden autumn of developing perfume brand "Emotif" in ByteDance is approaching. Before welcoming osmanthus fragrance, ByteDance first brought his own perfume brand "EMOTIF".

It is understood that Emotif is a French word, meaning "emotional and emotional person". The brand will also focus on the emotions of contemporary people, and express and convey the true self with customers through aroma and phonology.

Source: Official WeChat official account

This time, ByteDance hatched its own perfume brand, so that everyone can connect it with new consumption again.

Prior to this, ByteDance received much attention because of his repeated investment in new consumer brands.

According to the survey, since September, 20021,ByteDance has invested in eight new consumption projects, most of which are self-investment, and the accumulated amount has exceeded several hundred million yuan.

The new consumer brands invested by ByteDance cover many fields, including the sweeping robot brand Cloud Whale, the oral care brand Mixed, the chain hot pot supermarket Lazy Bear Hot Pot, the flavor fresh tea and the healthy instant brand Shark Fete. The new consumption track where these brands are located is relatively broad in the current "Qian Jing", which shows ByteDance's ambition to lay out new consumption.

According to incomplete statistics, ByteDance has invested in projects.

Perfume and fragrance track has been very popular since the second half of last year. Capital has entered the market one after another, and many fragrance brands have received financing of more than 10 million yuan.

Up to this year, the track momentum has not diminished: in September 14, Wen Ku won the exclusive investment of PUIG, a Spanish perfume and beauty group, and refreshed the financing level of perfume and fragrance track with tens of millions of dollars.

It is hard not to attract ByteDance with such a "delicious" cake. It is trying to expand its territory and establish its position in the new consumption field.

It is understood that the production process of perfume is not complicated, and the cost mainly lies in the early research and development and the late brand marketing. Previously, as a self-operated brand, ByteDance has accumulated experience in joint research and development and product design with suppliers; As a well-known Internet company, Selling Fantasy may not be difficult for it.

With the improvement of domestic economic level and the increase of consumers' self-satisfaction demand, perfume fragrance, a product with "spiritual comfort" attribute, will be more and more needed.

However, at present, domestic perfumes and fragrance tracks are still monopolized in Europe and America. But it also means that if domestic incense can suddenly emerge, it will become a unique existence, and its influence should not be underestimated.

At this moment, incubating a perfume brand independently may be a rare opportunity for ByteDance to enter a new track and establish his own right to speak.

draw

In recent years, with the rise of young consumer groups, the wind of "new consumption" gradually began to sweep the market, and new consumer brands emerged one after another surrounded by capital. However, "there is a flame on one side and an iceberg on the other." With the intensification of competition in each track, there are more and more unsatisfactory figures.

Emotif, as an emerging brand, is backed by the Internet giant. However, if we don't concentrate on building our core competitiveness, it is difficult to guarantee how far and how long this "fragrance" can float.