N/A

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.

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