Core Insights - The men's grooming market in China is experiencing unprecedented growth opportunities due to the trend of refinement and quality transformation [1] - The brand Zhiyue focuses on modern men aged 25 to 50, emphasizing personal attitude and taste through fragrance as a core element [2] - Zhiyue has established a complete product line that meets various grooming needs, including shower gel, shampoo, and fragrance [4] Brand Essence - Zhiyue positions itself as a brand that embodies the modern male spirit, using fragrance as a means to express individuality and confidence [2] - The collaboration with Swiss Firmenich introduces "Gentlemen Aroma Tech," resulting in a product line with a 72-hour lasting fragrance [2] Technological Innovation - Zhiyue integrates advanced technologies such as the "72-hour skin fragrance locking system," enhancing the fusion of fragrance and skin care [3] - The brand's acne treatment technology shows a 93.33% reduction in acne frequency and a 96.67% improvement in acne marks [3] Product Range - The brand offers a comprehensive product matrix that caters to various scenarios, from daily cleansing to social image management [4] - All products utilize natural plant extracts, ensuring they are gentle and safe for users, including pregnant women and infants [4] Brand Philosophy - Zhiyue represents a shift in domestic brands from mere functional satisfaction to emotional recognition, promoting a lifestyle that balances urban life with self-care [5] - The brand aims to redefine men's grooming standards while paving the way for high-end and global Chinese brands [5]

Group 1 - The fragrance market in China has seen a significant increase in popularity, with the usage rate among young urban consumers aged 25 to 35 rising from 20% to 50% over the past three years [1] - The domestic scented candle market reached a scale of 181.5 billion yuan in 2023, expected to exceed 250 billion yuan by 2025, while the car fragrance segment has seen a search volume growth of 141% [9] - Despite the growing interest, the penetration rate of fragrance products in China remains below 5%, significantly lower than in Western countries where it can exceed 50% [9] Group 2 - The rise of fragrance products is attributed to their expanding usage scenarios, diverse functionalities, affordability, and emotional value, making them a part of daily life for many consumers [9][10] - Brands like emonster and Xitai are capitalizing on this trend by focusing on emotional healing and using natural essential oils to enhance user experience [20][22] - Unique positioning strategies are being employed by various brands, such as Xitai's focus on Chinese plant fragrances and the development of affordable yet high-quality products to meet the needs of new middle-class consumers [24][25] Group 3 - The fragrance industry faces challenges such as raw material monopolies and high competition from established brands like Estée Lauder and L'Oréal, which are entering the fragrance market as a new growth point [28][32] - New brands are focusing on expanding their product lines and enhancing customer engagement through offline experiences and personalized marketing strategies [29][32] - The long-term success of these brands will depend on their ability to understand consumer emotions and address supply chain issues effectively [32]