Core Viewpoint - AMOUAGE, a luxury perfume brand from the Middle East, has officially opened its flagship store in Shanghai, marking its first concept store in China and introducing a new Chinese name "阿漠史" [2][5] Company Overview - AMOUAGE was established in 1984 and is known for its royal heritage, using high-quality ingredients like frankincense and rose from Oman to create its perfumes [5] - The price range for AMOUAGE's 100ml perfumes is between 3,250 RMB and 4,480 RMB, positioning the brand firmly in the high-end market [5] Market Performance - AMOUAGE's revenue on platforms like Tmall and Douyin is projected to hover around 3.5 million RMB from 2022 to 2024, with a noticeable increase in sales in the first half of 2025 compared to the previous year [5][6] - The brand's offline expansion has been conservative, with only a few permanent stores compared to competitors like馥马尔香水出版社, which has opened over ten stores since entering the Chinese market [6] Brand Strategy - AMOUAGE's marketing strategy in China has been described as conventional, focusing on store openings and product concepts without significant local engagement [10] - The brand's storytelling and cultural integration are seen as lacking compared to competitors that have successfully localized their marketing efforts [11] Consumer Perception - The new Chinese name "阿漠史" has sparked debate online, with many consumers finding it difficult to understand its meaning and relevance [2] - Despite a strong brand image, AMOUAGE faces challenges in resonating with Chinese consumers, who may not fully grasp the brand's heritage and story [11]