China's luxury fragrance industry has experienced significant growth, driven by the development and enrichment of the middle class, increasing demand for niche fragrances, and the rise of e-commerce giants such as Tmall. This thesis intends to investigate the challenges and the opportunities for luxury fragrance brands in China, focusing on e-commerce ecosystems and the rise "National Wave” movement which impact international luxury brands, customer behaviors and homegrown brands. By reviewing related literature and analyzing market trends, consumer preferences, and industry dynamics, this research explores how luxury fragrance brands adapt their strategies to the evolving landscape.

Key aspects include examining factors shaping consumer preferences in China, the impact of e-commerce on marketing and distribution, and the role of digital platforms in consumer behavior. The research also assesses the significance of China's homegrown luxury fragrance brands and international brands' responses to this trend. Finally, this study aims to provide managerial insights for luxury fragrance brands in the competitive Chinese market.

ABSTRACT I
ACKNOWLEDGMENT II
LIST OF TABLES IV
LIST OF FIGURES IV
LIST OF IMAGES V
CHAPTER: 1 INTRODUCTION 1
1.1 Research Motivation and Background 1
1.2 Research Objectives 2
1.3 Research Questions 2
1.4 Scope and Limitation 3
CHAPTER: 2 Market Study 4
2.1 Luxury Fragrance Industry Overview 4
2.1.1 Market Definition 4
2.1.2 Asia-Pacific Market Analysis 5
2.1.3 China Market Analysis 8
2.1.3 China, a Leading Market in Luxury Fragrance Industry 11
2.2 The Digitalization of Luxury Fragrance Industry in China 13
2.2.1 The Luxury Industry : An Industry Inherently Retail-Oriented 13
2.2.2 A Growing Chinese Ecommerce Landscape 14
2.2.3. The Three Chinese giant of Luxury fragrance – Tmall, JD.com and Wechat 16
2.2.4. Playing with Chinese Ecommerce Rules : Discounts and Hallmarks 18
2.2.5. Elevated Customer Journey & Visual Olfaction 20
2.2.6. The Opportunity of Omni-channel Synergy 22
2.3 National Wave and Impact on Consumer Preferences 23
2.3.1 The Rise of Homegrown Luxury Fragrance Brands 23
2.3.2. Market Penetration Strategies of International Brand 24
2.3.3. Guochao: Cultural Identity in Fragrances 24
2.3.4. The Risk of Cultural Appropriation and Scandals 30
CHAPTER 3: CONCLUSION 33
3.1 Understanding the Dynamics of China's Luxury Fragrance Market 33
3.2 Navigating the Future of China's Luxury Fragrance Market 34
REFERENCES 36

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