行业洞察

全球香水市场正经历从"试香到购买"到"探索即增长"的范式转变。小规格、低门槛、场景化试香触点正在成为品牌增长的核心引擎。

The global fragrance market is shifting from trial-to-purchase to discovery-as-growth. Small formats, low-commitment entry points, and scenario-based trial touchpoints are becoming the core engine for brand growth.

从Z世代的轻量化情绪表达到银发族的功能预防，中国不同世代对Wellness的理解和实践存在显著差异，品牌需针对不同人群设计差异化进入路径。

From Gen Z lightweight emotional expression to silver generation functional prevention, different generations in China show distinct Wellness understanding and practices.