Introduction

In the global consumer landscape, the perfume market holds significant importance. Perfumes not only enhance personal charm but also serve as a form of self-expression. With the continuous development of the digital era, e-commerce platforms have become crucial channels for perfume sales. TikTok, in particular, has emerged as a powerful platform in the US market, offering unique advantages such as its vast user base and highly engaging short-video format, which enables brands to showcase their perfumes in creative and appealing ways.

Category Market Overview

According to authoritative sources, the perfume market in the US has been experiencing steady growth in recent years. The market size has been expanding, driven by increasing consumer demand for diverse fragrances. Consumers are now more inclined towards unique and long-lasting scents, as well as those associated with particular lifestyles or occasions. The growth trend is also influenced by factors like changing fashion trends and the rising popularity of online shopping, which has made it easier for consumers to access a wide range of perfume products.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the perfume category showed interesting sales performance. The overall GMV Gross Merchandise Volume for perfumes was $29.9659 million, with a quarter-on-quarter QoQ decline of 3.1%. The sold count reached 1.2299 million, showing a QoQ growth of 3.02%. Looking at the top-selling products, the "Choco Musk - Eau De Perfume Natural Spray - 50 ml 1.65 fl. Oz by Al-Rehab Aroma Fragrance Gift Scent Blend Scented Cosmetic Cologne Unisex" sold 75,000 units, generating a GMV of $548,900, despite a QoQ decline of 37.11%. Another popular product, "HOT! Sweet Body Milk Mist - Limited Edition", sold 53,400 units with a significant QoQ growth of 92.4% and a GMV of $564,100. The popularity of these products can be attributed to various factors. Some offer unique scents that appeal to a wide range of consumers, while others benefit from effective marketing on TikTok, such as through engaging video content created by influencers or bloggers.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the perfume market on TikTok in December, American Seair Imports had a GMV of $2.7545 million, with a QoQ decline of 21.4%. They sold 144,500 units, with an average price of $19.06. Oudware achieved a GMV of $2.514 million, showing a QoQ growth of 4.73%, selling 66,900 units at an average price of $37.60. These brands employ different strategies. For example, some focus on offering a wide variety of perfume products to cater to different consumer preferences. Others invest in creating high-quality and visually appealing content on TikTok to attract users' attention and drive sales. Their influence within the US market is evident through their consistent sales performance and the engagement they generate on the platform.

Conclusion

Overall, the perfume market on TikTok in the US during December presented a mixed picture. While some brands and products experienced growth, others faced declines. For cross-border merchants, it is advisable to closely monitor market trends, focus on creating engaging content to showcase their perfumes, and collaborate with popular video bloggers to increase brand awareness. Looking ahead, the market is likely to continue evolving, with potential growth opportunities as more consumers turn to online platforms like TikTok for their perfume purchases.