Zoe Malone, A Perfume Brand, ZARA Also Uses Perfume To Attract Gold.

Since ZARA set up perfume product line in 2018, we hope that this "liquid gold" will lead to consumption under the difficult process of fast fashion and thin ice.

Recently, ZARA joint perfume brand Zu Maron has launched 8 flavour fragrances, 2 female fragrances and 6 neutral fragrances, priced at 45-200 yuan, mainly sold in Europe. A lot of consumers said that the perfume of ZARA was similar to that of Zu Malong blue wind chime.

In the industry view, at this stage, the fast fashion growth is slowing down, and the beauty products such as perfumes are very profitable. If we develop vigorously with the fast fashion mode, we can compete for some markets and even become the next growth point of brand performance.

Join hands with Zoe Malone

According to media reports, ZARA launched 8 fragrances with Zu marun, all of which were plastic free, 10 ml, 40 ml and 90 mL respectively, priced at 5.95 euros (about 46 yuan), 15.95 euro (about 124 yuan) and 25.95 euros (about 201 yuan). They have been sold in ZARA stores and official website in Europe, Australia, New Zealand, Mexico.

From the price point of view, the price of the most expensive version of ZARA's 90 mL series is less than half of the 30 milliliters of the ancestral Malong. Take the ancestral Marlon China Tennis Net blue wind bell perfume as an example, the 30 ml price is 600 yuan, the 100 milliliter price is 1200 yuan, ZARA and the ancestral Malong joint series 90 mL price is 200 yuan, only for Zoe Malone and the ML perfume price 1/9.

In fact, ZARA began to wear perfume business in 2018, while ZARA group Inditex group has been accelerating the layout of perfume market in recent two years. Its brand Massimo Dutti also started developing perfume business in 2018. Among the 8 brands of Inditex group, only Uterq Uterq does not produce perfume.

Weak growth in performance

It is worth noting that the Inditex group's distribution of perfume is in the process of slowing down its performance. Previously, ZARA's perfume layout also occurred at a time when performance growth was weak. From the latest earnings report released by Inditex group, the gross profit margin and net profit growth of the group were lower than the market expectations, 7% and 10% respectively. The growth of its core brand is only 7%, while its brand growth is even lower, and its global stores are also shrinking.

The ambition of Inditex group perfume is more and more obvious. The Beijing Commercial Daily reporter observed from ZARA Tmall flagship store that at present, there are 34 perfume products in the flagship store of ZARA Tmall, priced at 39-229 yuan, which is a fast fashion brand with high input in the attempt to transact perfume. It is worth noting that in the flagship store, the top 5 sales items are not clothing, but perfume products account for 3 seats. Among them, the highest single item sold in the shop is 59 yuan of women's perfume. As of November 18th, the after-sales evaluation was 8148, while the third ranked 199 yuan clothing was only 1124 after sale evaluation.

Over the past two years, fast fashion brands have entered the category of cosmetics, including perfume, lipstick, powder, eye shadow, mascara and so on. At the end of last year, ZARA also released the first lipstick series Ultimatte.

In contrast, another fast fashion brand H&M launched its first beauty series in 2015. However, due to the relevant policies, the H&M make-up series has not been launched in the Chinese mainland market, but because of the low price, many mainland consumers will go to Hongkong to buy them. GAP also first tested the water make-up business in China in 2018. As early as 2015, GAP tried to cooperate with the cosmetics e-commerce website Birchbox and set up a flash store in the United States.

Become the next growth point

In fact, it is precisely because the perfume market has broad prospects and high profits that it leads to many brands' cross-border competition. According to the "China perfume industry evaluation and investment direction forecast report (2019 Edition)" released by standing wood information, the consumption of perfume in China is still in its infancy. The international famous perfume brands are limited to high-end consumer market and high-end sales channels in the current market, while most domestic brands are restricted by the lack of technical strength and the lack of fashion culture. From market cultivation to initial maturity, Chinese perfume is expected to take 5-10 years. Therefore, during this period, more foreign perfume brands will start to pay attention to the Chinese market.

Zhang Peiying, an honorary consultant in the luxury goods League of China, looks at the gradual decline of the performance of fast fashion clothes. The major brands are beginning to seek new outlets, and the profits of perfume products are very high. If we develop vigorously with the fast fashion mode, we can compete for some markets. Zhang Peiying said that from the current situation, ZARA can tap new hot spots in the joint mode of fast fashion, which can successfully create topics and further publicize its products. In addition, the brand can take advantage of the psychological advantages of "low consumption and high enjoyment" of consumers, which may further enhance brand performance and even become the next growth point.

However, although the perfume market is broad, similar competitors can not be underestimated. Lai Yangceng, deputy expert of the Beijing Business Research Institute and executive vice president of the business economics society of North China, said perfume products have their own characteristics. Perfume, like most other make-up products, requires consumers to try it in person. For consumers who try new products for the first time, store experience is essential.