2025年中国织物洗护香氛趋势白皮书

Report Summary 1. Report Industry Investment Rating No information provided. 2. Core Viewpoints of the Report - The market has shifted towards emotional - value driven, with consumers moving from "function - oriented" to "sensory - driven", and fragrance becoming a key factor in purchase decisions [5]. - Fragranced laundry detergents have strong growth, with significant growth in online sales, and fragrance being the top decision - making factor (27.0% share), and long - lasting fragrance being the most concerned aspect [6]. - Fragrance type trends are diversified, with woody scents (pine, ebony) growing fast, floral scents remaining mainstream, and new concepts such as oriental scents, seasonal limited editions, and salon scents emerging [7]. - Consumer profiles are differentiated, with four types of users ("natural explorers", "boutique seekers", "new adopters", "fragrance lovers") having distinct demands [8]. - There are still technical pain points, as nearly 40% of users report that the fragrance fades after drying, and long - lasting fragrance technology is the key to product upgrading [9]. - Brands can enhance perception through fragrance, which can significantly improve brand luxury, memorability, and emotional connection [10]. - There are three trend themes: "Flower Peach", "Touch of Wood", and "Clear New Realm", corresponding to different fragrance styles and consumption scenarios [11]. 3. Summary by Directory Research Background Assessment - The report is jointly produced by Rihuazhiyun, Zhiyunjingzao, and dsm - firmenich, with market and consumer insight support from Magic Mirror Insight (Beijing Taolin Technology Co., Ltd.) [3]. - The consumer research sample size is N = 500 (in Beijing, Shanghai, Guangzhou), and some special research has N = 156 [3]. - The research time range is from 2024 - 2025 (some data covers 2020 - 2025) [3]. - The report has high authority as Zhiyunjingzao is a professional ODM/OEM service provider in the daily chemical industry, dsm - firmenich is a global leading fragrance company, and Magic Mirror Insight is an AI - empowered professional market research institution [3]. - The report was released in 2025, with data covering January - July 2025, reflecting current market dynamics and trends and having strong timeliness [3]. Scope and Boundary Confirmation - The sub - industry is fabric care (laundry detergents, laundry pods, washing powder, intimate laundry detergents, delicate care products, etc.) [4]. - The fragrance types include floral, fruity, woody, herbal, oceanic, milky, oriental, tea - like scents, etc. [4]. - The geographical market is the national market, focusing on first - and second - tier cities (such as Beijing, Shanghai, Guangzhou) [4]. - The user group is consumers of scented laundry detergents, with women aged 26 - 35 living in first - tier and new first - tier cities as the core group [4]. - The channels cover online platforms (Tmall, JD.com, Douyin, etc.) and social media platforms (Weibo, Xiaohongshu, Douyin) [4]. Core Abstract Refinement - Market driving: Emotional value > Functional value [12]. - Consumption decision: Fragrance (27.0%) > Cost - performance (16.5%) > Cleaning power (14.1%) [12]. - Fragrance type trend: Woody scents are growing rapidly, floral scents remain mainstream, and oriental scents, seasonal limited editions, and salon scents are emerging [12]. - User segmentation: Four types with distinct demands [12]. - Product pain point: Insufficient fragrance retention after drying [13]. - Brand opportunity: Fragrance can enhance luxury, memorability, and emotional recognition [13]. - Future themes: "Flower Peach", "Touch of Wood", and "Clear New Realm" [13]. Key Data Extraction and Presentation - In 2024, the overall retail scale of the Chinese fabric care market was about 75 billion yuan [14]. - In the decision - making factors of consumers of scented laundry detergents, fragrance accounts for 27.0% [14]. - The year - on - year growth of ebony - scented laundry detergents is 567.3% [14]. - From January - July 2025, the social media voice share of scented laundry detergents reached 36.5% (31.1% in 2024) [14]. - Nearly 40% (39.6%) of users reported that the fragrance faded or disappeared after drying [14]. - 83% of consumers believe that "fragrance can improve my mood" [14]. - Among users of scented laundry detergents, 78% have used sensory - type laundry detergents of well - known local brands [14]. Risk and Opportunity Diagnosis - Market risks and opportunities - Risks: Intensified homogeneous competition, easy imitation of fragrance concepts; consumers' dissatisfaction with long - lasting fragrance; raw material cost fluctuations affecting pricing and profit [15]. - Opportunities: Natural and green ingredients; Seasonal limited editions combined with local culture; Salon fragrance experience [15]. - Consumption risks and opportunities - Risks: Users' increased sensitivity to fragrance and aesthetic fatigue; Some consumers prioritize cost - performance and have limited acceptance of fragrance premiums; Obvious demand differentiation [17]. - Opportunities: Emotional healing and scene - based fragrance types; "Scent wardrobe" system; Functional + fragrance combination [17]. - Technology risks and opportunities - Risks: Micro - capsule and other long - lasting fragrance technologies have not fully solved the durability problem; Compatibility challenges between fragrance and washing ingredients [17]. - Opportunities: Biodegradable micro - capsule technology; Intelligent fragrance adjustment and personalized customization [17].