凯淳策略中心：2025年第三季度香水市场分析报告（33页）.pdf

1、2025 6月-9月香水市场分析报告010203香水概况品牌表现营销与社媒01香水概况香水市场销售概览：中国主要电商平台Data Source:QBT,Moojing,2024.06-2025.09天猫 31%京东 19%抖音 50%0.96B0.72B1.56BTMALLJD.COMDOUYIN+8.1%+8.7%天猫/京东价格带趋势及对比7.0%11.2%14.9%20.3%13.7%15.8%6.9%7.6%2.5%39.9%4.9%2.9%-8.8%-7.2%16.8%38.6%76.3%31.1%-100.0%0.0%100.0%0.0%5.0%10.0%15.0%20.0%25.0

2、%0-100元100-300元300-500元500-800元800-1000元1000-1300元1300-1500元1500-2000元2000-元京东6-9月香水类目价格带趋势8.3%12.3%8.8%16.5%13.9%21.4%4.7%9.3%4.8%-15.7%-0.8%1.9%30.9%30.0%114.4%32.1%153.8%49.7%-400.0%-350.0%-300.0%-250.0%-200.0%-150.0%-100.0%-50.0%0.0%50.0%100.0%150.0%200.0%0.0%5.0%10.0%15.0%20.0%25.0%0-100元100-30

3、0元300-500元500-800元800-1000元1000-1300元1300-1500元1500-2000元2000-元天猫6-9月香水类目价格带趋势天猫香水概览（6月-9月）Data Source:QBT,2024.06-2025.0923%-20%12%16%0.00亿0.50亿1.00亿1.50亿2.00亿2.50亿3.00亿3.50亿JunJulAugSep天猫香水市场销售趋势202420250.96B（+8.1%）GMV4.9M（-23.5%）Amount 194（+41.3%）ATV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

4、，大促期外自然增长动能不足天猫热卖品牌（6月 9月）CHANELHERMESMAISON MARGIELADIORYSLJO MALONE LONDONDIPTYQUEVERSACEGIORGIO ARMANIBVLGARITOM FORDGUCCIRALPH LAURENChloePENHALIGONSTO SUMMERBYREDOLOEWEATELIER COLOGNECREED-40%-20%0%20%40%60%80%100%120%140%0%2%4%6%8%10%12%Bubble Size：GMVYOYMKT ShareData Source:QBT,2024.06-2025.0

5、9天猫畅销店铺及产品（6月-9月）STOREGMVYOYMKT%CHANEL香奈儿官方旗舰店 香水与美容品107,639,484 6.81%11.25%MaisonMargiela香氛官方旗舰店50,244,319 157.7%5.25%DIOR迪奥官方旗舰店 香水与美容品40,188,011 6.63%4.2%JoMaloneLondon祖玛珑官方旗舰店36,392,405-18.29%3.8%YSL圣罗兰美妆官方旗舰店30,012,638 19.83%3.14%HERMES爱马仕香水美妆官方旗舰店27,559,431 3%2.88%diptyque蒂普提克官方旗舰店27,154,259 4

6、1.62%2.84%GIORGIO ARMANI阿玛尼美妆官方旗舰店20,367,505 15.41%2.13%TOM FORD汤姆福特美妆官方旗舰店19,015,584 4.34%1.99%RALPH LAUREN拉夫劳伦香氛官方旗舰店18,022,479 52.54%1.88%宝格丽香氛官方旗舰店15,764,149-4.75%1.65%Penhaligons潘海利根官方旗舰店13,439,739 82.26%1.4%BYREDO柏芮朵官方旗舰店13,418,326 53.48%1.4%LOEWE罗意威香氛官方旗舰店10,362,417 61.14%1.08%GUCCI古驰美妆官方旗舰店9