智通财经记者 | 周芳颖 智通财经编辑 | 楼婍沁 有网友称AMOUAGE官方对于其中文名给出了解释，"阿"代表品牌发源地"阿曼"，"漠"代表孕育乳香树的沙漠，"史"意指阿曼香料的悠久历史。 界面时尚就品牌名含义以及线下门店规划求证AMOUAGE品牌官方，但对方拒绝回应。 2650 56.00 196 25.00 05:00 S 31 1 1 T I AMOUAGE PRIFE BELER FR ll 950 n a ICITE TIL The De ▶ AMOUAGE成立于1984年。因为阿曼盛产乳香，阿曼国王邀请时任法国调香师协会会长的调香师以阿曼国宝级香料银乳香、阿曼岩玫瑰和龙涎香为主要原 料，创作了其第一款香水GOLD黄金。这样特殊的成立背景也让AMOUAGE被称为"阿曼王室国礼香水"。 AMOUAGE单瓶100ml香水的价格在3250元到4480元。由于参与618大促优惠活动，其跨境渠道的天猫海外旗舰店的价格目前低于官方旗舰店价格，但整体2 千元起步的价位带使其直接锚定高奢定位。 久谦中台向界面时尚提供的数据显示，2022年到2024年，AMOUAGE在天猫和抖音两个平台合计营收在350万元上下徘徊 ...

Group 1 - LVMH's Maison Francis Kurkdjian and L'Oréal's Aesop have closed their first stores in China, highlighting challenges faced by some high-end fragrance brands in the market [1][2] - The closure of these flagship stores, which were established with high expectations in 2022, raises questions about the brands' adaptability to the Chinese market and potential missteps in their commercial strategies [2][3] - Other high-end brands like Estée Lauder's Frederic Malle and Byredo are thriving in China by employing diversified channel strategies and building emotional connections with consumers [2][7] Group 2 - Maison Francis Kurkdjian, founded in 2009 by renowned perfumer Francis Kurkdjian, initially gained traction but struggled to maintain its presence in China due to high pricing and limited marketing engagement [3][4] - The brand's flagship product, "Baccarat Rouge 540," priced at nearly 2000 yuan for 35ml, may deter price-sensitive consumers who opt for cheaper alternatives [4][5] - Experts suggest that the brand needs to redefine its strategy in China to foster deeper emotional ties and enhance consumer loyalty [5][8] Group 3 - The Chinese fragrance market is experiencing significant growth, with a market size of 20.7 billion yuan in 2023, reflecting a 22.5% year-on-year increase, and is projected to reach 51.5 billion yuan by 2029 [7][8] - International brands like Chanel and Dior dominate the high-end market, while local brands such as To Summer and Documents are carving out niches through cultural relevance and innovative marketing [7][8] - The success of fragrance brands now hinges on their ability to create unique consumer experiences and emotional connections rather than merely relying on product quality [9]

当中国高端美妆行业陷入"消费降级"的集体焦虑时，另一个趋势却在暗中涌动：香水品类正成 为美妆巨头们的押注板块，通过投资加码、升级叙事逻辑以求重回增长轨道。 一边是护肤与彩妆的"存量厮杀"，一边是香水赛道的"情绪红利"爆发，这场背离背后藏着怎样 的市场密码？当国际品牌争相掘金之际，本土玩家如何巩固自己的生态位？ 为厘清这些问题，《FBe a u t y未来迹》向中国最大的香水品牌管理公司 （ 据 弗 若 斯 特 沙 利 文 2 0 2 3 年 数 据） ——颖通集团首席运营官王巍提了几个问题，试图找寻一线答案。 高盛数据显示，中国高端美妆市场规模在过去四年间缩水2 0 0多亿，但看似同处"高端消费"阵 这体现在，过去几年里，国际美妆巨头无一不在重磅押注香水赛道，而香水也在各大国际公司 的财报中频被表扬。很明显， 当护肤与彩妆深陷"消费降级"争议时，香水却成为国际巨头们 心照不宣的"安全牌" 。 " 高端美妆和香水之间是不能完全划等号的。 "王巍认为，即便当下国际品牌占据主导，但香 水的特殊性在于其兼具"奢侈品"与"情绪品"的双重基因——前者锚定国际品牌主导的高端市 场，后者则通过文化叙事与感官体验构建差异化壁垒 ...