With the Mid-Autumn Festival and National Day holidays approaching, perfume consumption continues to heat up, with cost-effectiveness emerging as the key theme. This trend is evident in the gifting sector. A report on holiday stocking trends for the upcoming festive season indicates that consumers are becoming more rational during celebrations, no longer chasing lavish packaging but instead prioritizing self-use value, practicality, and value for money in their gift selections.

Demand-side payment patterns point in the same direction. A survey of 1,385 perfume consumers shows that spending between 200 and 500 yuan per purchase accounts for the largest share at 41%, while 45% of consumers rely heavily on promotions, with 18% being highly dependent on them. Another survey reveals that 63.1% of consumers prefer Eau de Toilette, and 48.6% lean toward Eau de Parfum, with self-pleasure and mood enhancement cited by 59.7% as the primary reason for purchasing perfume.

The cost-effectiveness trend has received direct feedback in the discount retail segment. According to data from the flash-sale e-commerce platform Vipshop, the number of perfumes purchased by Gen Z consumers this year has surged 130% year-on-year, with discounts being their core focus. During Vipshop's "New Autumn Trends" promotion, perfumes combining brand appeal with discounts have seen sustained high attention. For instance, the 100ml Hermès Terre d'Hermès perfume is available at roughly 30% of its counter price, making it one of the most-watched items on the platform.

The perfume market still holds significant growth potential. A 2026 industry research and consumer insight report shows that China's perfume market reached 25 billion yuan in 2024 and is projected to surpass 50 billion yuan by 2029. National statistics indicate that perfume product imports reached 600 million U.S. dollars in the first half of 2025, up 20.5% year-on-year, making it the second-largest cosmetics import category in the country. Industry data cited in a November report highlights that China's perfume market penetration rate is only about 5%, compared to over 40% in mature Western markets.

Industry insiders note that the perfume category features broad variety but shallow depth, with fragrances highly fragmented and limited sales volume per single specification, requiring more refined product selection capabilities on the supply side. For consumers new to perfume, discount channels lower the barrier to trying premium brands. From gifting occasions to everyday self-use, the scenarios for perfume consumption are expanding. As price no longer serves as a major hurdle, the category's growth potential is set to extend beyond the festive gifting season into daily life.