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Niche Fragrance Competitive Report - Understand Competition & Predict Sales in China

Studies of Penhaligon’s, JoMalone, Diptyque, Acca Kappa on Tmall through desk research


Any new business is risky and there is no guarantee of success, especially when you jump into it completely clueless.


Before you decide to make your own product or sell it to a new market, what questions should you ask yourself before deciding whether to go?


  • How is the market competition?

  • How many can I sell?

  • How much initial capital is needed?


To answer these questions, you may need to hire a professional consulting firm to conduct a comprehensive study. At the beginning of a new business, not all entrepreneurs can afford it.


Are there other options that can help you do your assessment in a more cost effective way?


E-commerce is open and real-time. A more direct approach is to analyze the benchmark competing products in Tmall stores. However, it is not possible to access the backend system of your competitors so we need to use some data mining tools to get the data.


In this report, we will use an example of a niche fragrance brand to illustrate how desk research can help make market entry decisions.


The analysis in this article only comes from the open source data of Tmall flagship stores and official websites, and does not involve any internal information.


Content of the report:

Part 1 Research methodology


Part 2: Product & Sales Analysis

- 10 Niche Fragrances in Tmall

- Price positioning chart for niche perfume market on Tmall

-  Price comparison of Penhaligon’s, JoMalone, Diptyque, Acca Kappa for different product sizes


Part 3: Study of Penhaligon's TMG (Tmall Global Flagship Store)

- Product lineup on TMG

- Sales analyiss of Penhaligon's TMG 

- Comparison of sales volume vs quantity for different product sizes

- Hero models on Tmall Global


Part 4: Pricing & Sales Analysis

- China vs UK prices

- Comparison of sales volume vs quantity for different product pricing

- Averge prices for different product sizes


Part 5: Insights from the analysis

- Product strategies

- Pricing strategies

- Sample strategies

- Annual sales forecast


Chinese version is also available:

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