China’s perfume market is growing rapidly, but penetration remains below 5%, leaving significant room for expansion. Growth is increasingly driven by platforms like Douyin and RED, where content-led commerce shapes discovery and conversion. As fragrance shifts from a gifting category to an everyday habit, brands must focus on educating consumers, building usage occasions, and connecting online engagement with offline experience to capture long-term growth.

Songmont, a Chinese-owned luxury bag brand, has crafted distinctive marketing strategies to dominate the Chinese market.