2025年第三季度香水市场分析报告

香水市场分析报告香水概况香水概况营销与社媒香水概况香水市场销售概览：中国主要电商平台TMALLstrrunwe天猫/京东价格带趋势及对比天猫6-9月香水类目价格带趋势153.8%114.4%32.1%30.9%30.0%49.7%32.1%30.9%30.0%1.9%-0.8%-15.7%1.9%-0.8%12.3%8.8%16.5%13.9%8.3%4.7%21.4%4.8%9.3%12.3%8.8%16.5%13.9%8.3%4.7%21.4%4.8%25.0%20.0%76.3%39.9%20.3%31.1%38.6%39.9%20.3%31.1%4.9%2.9%16.8%4.9%2.9%-7.2%14.9%-8.8%13.7%11.2%7.6%7.0%6.9%2.5%15.8%-7.2%14.9%-8.8%13.7%11.2%7.6%7.0%6.9%2.5%15.8%天猫香水概览（6月-9月）市场正朝着高端化方向发展，客单价的提升成为GMV增长的关键驱动力。销售增长高度依赖大型促销活动，大促期外自然增长动能不足0.96B（+8.1%）0.96B（+8.1%）GMV23%4.9M（-23.5%）23%4.9M（-23.5%）Amount（+41.3%）ATV天猫热卖品牌（6月–9月）YOY40%CHANELCHANELHERMESHERMESBubbleSize：GMV市场的头部由香奈儿、迪奥等巨头把持，凭借如“Chance”,“Bleu”这样的经典款，保持了非常稳定的基本盘MaisonMargielaReplicaSeries¥690–1,390Unisex,FloralWoodyCHANELChance¥750–MaisonMargielaReplicaSeries¥690–1,390Unisex,FloralWoodyCHANELChance¥750–1,740Women,Floral(Fruity)YSLLibre¥920–1,790Women,FloralMaisonMargielagiftset¥1,980(100ml+165g)Unisex,FloralWoodyKNYTNECHANELBleu¥810–2,070Men,WoodyCHANELGabrielle¥920–1,740Women,Floral(Friuty)STOREGMVYOYMKT%CHANEL香奈儿官方旗舰店香水与美容品50,244,31940,188,0114.2%JoMaloneLondon祖玛珑官方旗舰店36,392,405-18.29%YSL圣罗兰美妆官方旗舰店30,012,6383%41.62%GIORGIOARMANI阿玛尼美妆官方旗舰店4.34%52.54%宝格丽香氛官方旗舰店-4.75%82.26%53.48%61.14%GUCCI古驰美妆官方旗舰店9,318,93058.09%0.97%京东香水概览（6月-9月）增长由销量驱动，尝鲜礼/入会礼机制增多，客单价下滑明显节日期后增长势头减弱，显示可持续性较弱21%2.00亿5%21%2.00亿5%0.72B（+8.7%）GMV3.2M（+44.3%）Amount（-24.7%）ATVSepSepTNE 京东热卖品牌（6月-9月）YOYMaisonMaisonDiorDiorChanelChanel2%4%2%4%BubbleSize：GMVstrrunwestrrunwe京东畅销店铺及产品（6月-9月）CHANELChance¥955Women,Floral(Fruity)YSLLibre¥885Women,CHANELChance¥955Women,Floral(Fruity)YSLLibre¥885Women,FloralWoodyDIORMissDior¥945Women,FloralDIORSauvage¥730Men,WoodyBVLGARI¥770Unisex,WoodyMMLAZYSUNDAYMORNINGS¥690Unisex,FloralWoody店铺GMVYOY市场份额85,095,143京东自营香奈儿专区CHANEL78,403,855-9.87%41,410,53335.26%YSL圣罗兰京东自营旗舰店36,468,60449.97%-0.81%范思哲(VERSACE)香氛京东自营旗舰店-33.54%ARMANI阿玛尼美妆京东自营旗舰店-7.1%78.55%蔻驰COACH香氛京东自营旗舰店-22.83%-3.77%9,913,967--8,393,580200.16%8,013,236檀香木，椰奶，麝香837K檀香木，椰奶，麝香837KAESOP蓓芳香水AESOP蓓芳香水STOREGMVYOYMKT%JoMaloneLondon祖玛珑官方旗舰店CHANEL香奈儿官方旗舰店香水与美容品diptyque蒂普提克官方旗舰店45.3%YSL圣罗兰美妆官方旗舰店GIORGIOARMANI阿玛尼美妆官方旗舰店4,676,58548.8%4,371,432CREED官方旗舰店4,136,832273.9%宝格丽香氛官方旗舰店-32.1%GUCCI古驰美妆官方旗舰店46.3%4.6%0.9%0.8%STOREGMVYOYMKT%diptyque蒂普提克官方旗舰店-43.6%tosummer观夏官方旗舰店-22.1%-26.0%8.7%祖玛珑官方旗舰店353,200-36.1%4.4%lavaslavas香氛旗舰店295,259512.4thebeast野兽派官方旗舰店---10.0%帕尔玛之水官方旗舰店未知气味旗舰店83,437-74.9%其里旗舰店79,962--宋朝旗舰店72,227-66.6%0.9%阿蒂仙之香官方旗舰店阿蒂仙之香官方旗舰店67,650612.1%0.8%慢宋旗舰店67,415-61.2%0.8%loveellss旗舰店51,661-61.9%zychee旗舰店47,427--0.6%pfcandleco旗舰店42,080-42.2%0yankeecandle扬基旗舰店41,885-80.0%0.5%skandinavisk海外旗舰店41,19474.0%0.5%XKNYTNE•京东展现出更强劲的增长势头，同比增长达8.7%（基数较小，为7.2亿）•天猫稳居品类领导地位（9.6亿但面临销量压力，销售件数同比下降23.5%•京东以销量为导向的策略推动销售件数增长44.3%，但平均客单价下降24.7%•天猫高端化策略成效显著，客单价实现41.3%的增长•京东=商务/礼赠主场国际奢侈品牌占据主导（香奈儿17.1%，迪奥12.0%）男士香水品类初现规模•天猫=新潮孵化地沙龙/小众品牌实现爆发性增长（MaisonMargiela157.7%）中性香与女性香新品成为高端化核心驱动力现两个平台高速增长；天猫作为主要平台。香氛推动整体增长，确立其品类核心的地位销售爆发主要集中在6月明星官宣代言后，7月开始回落60,000,000+144%40,000,00030,000,00012312345SOBYOY20,000,000+372%-5%-5%-14%+41%-2%-8%+41%-2%-2025-09-2025-092025-082024-062024-072024-082024-092025-08 慵懒周末礼品套装¥1980/100ml慵懒周末礼品套装¥1980/100ml+165g慵懒周末限量礼盒¥1390/100ml迷你套组¥520/7ml*4¥690/30ml;¥1390/100ml慵懒周末¥690/30ml;慵懒周末¥690/30ml;¥1390/100ml慵懒周末香薰蜡烛¥590/265g慵懒周末身体乳¥610/400ml¥690/30ml;¥1390/100ml梅森马吉拉小红书种草6月初新香“无尽夏日“成功引发市场关注奠定基础，随后6月下旬官宣代言人推动热度攀升日常日常参考线两个平台都实现了强劲增长；京东在增长率方面领先，天猫在规模方面领先0+145%+113%+118%+70%+56%+63%+125%+63%2025-090+145%+113%+118%+70%+56%+63%+125%+63%2025-092025-062025-072025-08KNYTNERankCategorySOBYOY12345潘海利根热销产品迷你香氛礼盒¥520/5ml*5迷你香氛礼盒¥520/5ml*5玫瑰公爵小姐的望眼欲穿¥2525/75ml肖像兽首系列¥2525/75ml¥910/30ml;¥1840/100ml玫瑰公爵小姐的望眼欲穿¥2525/75玫瑰公爵小姐的望眼欲穿¥2525/75ml玫瑰公爵小姐香水尊享礼盒¥2550/75ml+travelcase不期而遇的芬利¥2525/75ml¥910/30ml;¥1840/100ml潘海利根小红书种草通过有效运用情感叙事和KOL的产品评测，与受众建立更紧密的联系，让香水融入生活方式日常参考线 京东展现出强劲的送礼季效应，8月的销售额超过了6月，成为销售高峰Tmall-1%+32%+43%+8%+57%+48%+42%0-+3%2025-092024-062024-07Tmall-1%+32%+43%+8%+57%+48%+42%0-+3%2025-092024-062024-072024-082024-09RankCategorySOBYOY142%249%344%5柏芮朵热销产品超级雪松¥1580/50超级雪松¥1580/50ml荒漠孤魂¥1580/50ml无人区玫瑰¥1580/50ml¥550/225ml无人区玫瑰¥1580/50无人区玫瑰¥1580/50ml超级雪松¥1580/50ml无人区玫瑰¥2250/100ml¥1970/50mlstrrunwe柏芮朵小红书种草情感联结：内容侧重香氛与情绪、生活方式的关联，精准触达寻求情感共鸣的受众。新品驱动：开箱与试香内容推动新品讨论，声量在6月及8月达到峰值。日常参考线日常参考线竞品GWP案例市场营销&社交媒体品牌案例视觉故事MaisonMargielaMaisonMargiela×孙颖莎TOMFORDTOMFORDX李昀锐PENHALIGONPENHALIGON‘SX黄明昊VERSACEVERSACEX侯明昊