嗅觉经济赛道爆发：广交会香氛产品引关注 国际品牌加速布局中国市场
羊城晚报全媒体记者 孙绮曼 | Yangcheng Evening News Reporter Sun Qiman
"我们在本届广交会上带来了品牌战略品类——香薰，希望让国际消费者想到香氛就能想到我们。"名创优品执行副总裁窦娜表示。这家参展近30年的企业展示了3500余件时尚香氛产品，引发广泛关注。
"We brought our strategic product category - aromatherapy to this Canton Fair, hoping international consumers will associate fragrance with our brand," said Dou Na, Executive Vice President of MINISO. The 30-year exhibitor showcased over 3,500 fashionable fragrance products that attracted widespread attention.
最新发布的《2023香水香氛消费者洞察白皮书》显示，中国香水市场年复合增长率达21.78%，预计2026年市场规模将达53亿美元。目前中国香水渗透率仅5%，远低于欧美市场，发展潜力巨大。
The newly released 2023 Perfume & Fragrance Consumer Insight White Paper reveals China's fragrance market maintains a 21.78% CAGR, with projected market size reaching $5.3 billion by 2026. Current penetration rate stands at just 5%, significantly lower than Western markets, indicating tremendous growth potential.
市场快速增长吸引众多企业入局。截至2022年底，中国香氛企业注册量近3000家。线上市场中，200元以下的平价香水最畅销，国产品牌成为增长主力军。
The booming market has attracted numerous players. By end of 2022, China had nearly 3,000 registered fragrance companies. In online markets, products under ¥200 dominate sales, with domestic brands driving growth.
国际品牌也加速布局中国市场。TOM FORD BEAUTY近期在深圳举办香氛私享会，提前展示6月上市的新品。欧莱雅集团则于4月收购澳洲高端品牌伊索(Aesop)，强化香氛领域布局。
Global brands are accelerating China expansion. TOM FORD BEAUTY recently held a fragrance event in Shenzhen previewing June launches. L'Oréal acquired Australian premium brand Aesop in April to strengthen fragrance portfolio.
欧莱雅中国副总裁马晓宇表示："香氛赛道成长空间巨大，身体护理和家居香氛将成为未来重要趋势。"白皮书显示，30岁以下单身或新婚人群是香水消费主力，而已婚高收入人群更青睐家居香氛。
"The fragrance sector has enormous growth potential, with body care and home fragrance becoming key trends," said Ma Xiaoyu, L'Oréal China VP. The white paper shows under-30 singles/newlyweds dominate perfume consumption, while affluent married consumers prefer home fragrances.
编辑：沈钊 | 校对：谢志忠
Editor: Shen Zhao | Proofreader: Xie Zhizhong
