2017百度香水行业报告(英文版)

FragranceCategoryBaiduSearchReportBaiduIMS百度整合营销策略部2017.04ForewordDataSource:BaiduPV(SearchVolumeofKeywords)TimePeriod:2015.04-2017.03YOYGrowthRate:2016.04-2017.03VS.2015.04-2016.03Searchtrendoffragrancecategorykeptincreasinginrecent2years.Giftseasonshadstrongimpactsonsearchvolume,especiallyMother’sDayandbothChineseandWesternValentine’sDay.DailyPV0.25milYOYGR18%MoShare89%FragranceCategorySearchTrends0%20%40%60%80%100%MobilePCMobileShareDataSource:BaiduPV,2015.04-2017.0366%ofsearcheswerebrandrelatedkeywords,whichmeantanintensecompetitioninthisindustry.Brand66%Non-Brand34%+19%+17%FragranceCategorySearchContentsAnalysisBrandawarenessplaysanimportantroleinfragranceindustry.+34%peoplesearchednon-brandrelatedkeywords,include“rankinglistoffragrancebrand”,“famousperfumebrands”,“howtouse”,whichindicatedthatconsumersneedfurthereducationaboutthiscategory.DataSource:BaiduPV,2016.04-2017.03vs.2015.04-2016.03Non-BrandSearchContentAnalysisTop10GenericKWsTop10WOMKWsTop10InquireKWs香水Perfume费洛蒙香水PheromonesPerfume男士香水MalePerfume古龙香水ColognePerfumePerfume香水品牌PerfumeBrand费洛蒙香水有用吗Doespheromonesperfumework?费洛蒙香水有什么危害Theharmofpheromonesperfume法国香水品牌大全FrenchPerfumeBrandList香水品牌大全PerfumeBrandListDataSource:BaiduPV,2016.04-2017.03vs.2015.04-2016.03Generic35%WOM32%Inquire21%Price5%Howto4%Comparison1%Channel1%Others1%+89%+41%+29%香水品牌排行榜PerfumeBrandRanking香水排行榜PerfumeRanking男士香水品牌排行榜MalePerfumeBrandRanking女士香水排行榜FemalePerfumeRanking香水品牌前十大排名Top10PerfumerBrandMostpeoplewerecuriousaboutpheromonesperfume,malefragranceandcologne.Perfumebrandrankingandothers’recommendationhelpconsumerstogettoknowabouttheproducts.Consumersneedfurthereducationaboutthiscategory.FastGrowingSKUsChanelN°5L’EAU香奈儿五号之水+++YSLBlackOpium圣罗兰黑鸦片+239%SergeLutensL`orpheline芦丹氏孤女+223%DiorAbsoluteBlooming迪奥小姐漫舞花漾+++BvlgariPourHomme宝格丽大吉岭+157%JoMaloneWildBluebell祖玛珑蓝风铃+73%CreedSilverMountain信仰银色山泉+155%MiuMiu缪缪同名香水+150%DataSource:BaiduPV,2016.04-2017.03vs.2015.04-2016.03NichePerfumeHadaTremendousIncreaseSergeLutens+140%Byredo+292%Diptyque+180%Nicheisthetermcoinedtodescriberaretypesofperfumes.Inthepastyears,therehasbeenatremendousincreaseinnicheperfumerymakingwayforexcitingnewnamesintheelitefragrancemarket.Nicheperfumershavegottenbolderanddaringintryingfreshfusionsoffragrances,takinginspirationsfromeventsandexperiencestoinspireothers.1DataSource:BaiduPV,2016.04-2017.03vs.2015.04-2016.03MoonshotX78LolitaX12201504201505201506201507201508201509201510201511201512201601201602201603201604201605201606201607201608201609201610201611201612201701201702201703TheArtofFragranceCombining2Fragrancecombining,totailor-madeyourownscent,andneverneedtoworryaboutusethesameperfumewithothersagain.Itwillbecomeanewtrendandmaybewelcomedbytheyounggenerationsbecauseofstrongpersonalities.DataSource:BaiduPV,2015.04-2017.03CelebritiesHaveGreatImpactonFragrance3JoMalonegotagreatsuccessbysponsoringFaye’sconcert,tookfulladvantagesoftheinfluenceofasuperstar.Astheresult,brandawarenessincreasedrapidlyandthesearchvolumehadasignificantgrowthsincethen.2016.12.30DataSource:BaiduPV,2015.04-2017.034FavoriteScentTop3favoritescentwerejasmine,orange,andgardenia.Moreandmoreconsumerspreferfruityandfloralscent.Jasmine茉莉花+132%No.1Orange柑橘+51%No.2Gardenia栀子花+78%No.3DataSource:BaiduPV,2016.04-2017.03vs.2015.04-2016.03送香水代表什么意思男人送女人香水代表什么送香水的含义女生送男生香水代表什么意思送香水代表什么男人送女人香水涵义送女朋友香水代表什么Sendperfumeasagiftrepresentsforwhat?FragranceWitnessTheMomentofLove5Agoodstorytellingcanmakeabrandmoreattractive.SSUMMARYThesearchvolumeoffragrancekeptincreasing,anditbecameapopulargiftduringMother’sDayandbothChineseandWesternValentine’sDay.Consumerssearchedalotaboutbrandrelatedkeywords,sotoincreasebrandawarenessisveryimportant.Besides,theyarehighlyrelyonothers’recommendationsandbrandrankingsandneedfurthereducation.Nowadays,theyounggenerationspursueunique,andemphasisonpersonalities,sonicheperfumescatchmoreandmoreattentions.Also,fragrancecombiningmaybecomeanewwayoffashion.Celebritieshavepowerfulimpactonconsumers’preference.Agoodstorytellingcanalsobringbrandsaddedvalue,suchasaromanticlovestory.Festivals.WOM.Niche.FragranceCombining.Celebrity.StoryTellingThankYou!BAIDUIMS百度整合营销策略部