Since twentieth Century, there have been a number of excellent fragrances in the market. The perfume industry is in full bloom. Nowadays, home fragrance has become a new outlet of smell economy with a global value of more than 400 billion yuan. In the United States, the retail sales of home fragrance can reach 6.4 billion dollars a year.
According to Ou Rui statistics, China's perfume market has been expanding for 2013-2016 years, but the growth rate is slowing down. In 2017, perfume sales rose strongly with the recovery of the overall retail sales, and the sales scale increased by 14.73% to 6 billion 155 million yuan over the same period. The market size of the perfume market was lower than that of other chemicals in the domestic market because of the fact that there was no general consumption habit in the past. In 2017, it accounted for 1.7 of the total daily chemical market. %. In 2018, the market scale of China's perfume industry increased to 8 billion yuan, up 29.98% over the same period last year.
Home fragrance includes aromatherapy candle, aromatherapy essential oil, aromatherapy machine, diffuser and other derivative products. With the continuous improvement of consumption level, more and more people begin to pay attention to the quality of life and pursuit of "small fortune", and the market demand for home fragrance is gradually released.
But at present, there are very few local brands of home fragrance products, and most of the "backbone" is not here. It is a brand that crossover from perfume or lifestyle. It is similar to that of EXNIHILO, which does not contain many brands of home fragrance, and the voice in the industry is not as good as the smell brand, such as the smell library and the beast school.
Compared with perfume, home fragrance is a small and growing market in China. On the one hand, Chinese people have not yet developed the habit of using related products. On the other hand, most local brands are hard to say in terms of fragrance level, packaging and marketing. However, this also means that the domestic home fragrance market pattern is far from being finalized, which leaves a great imagination space for the newly rising brand.