Playing with "fragrance" Chinese youth groups lead the growth of "olfactory economy"

　　China News Agency, Shijiazhuang, October 4th (Zhao Danmei) Spread incense ash, put incense seals, fill in incense powder, and start burning incense... With the fragrance dispersing, 25-year-old Wu Mengmeng skillfully completed a set of "Incense". seal" process.

　　"There is a contemplative and elegant way to taste incense, which is called 'Fragrance Sealing'." Speaking of incense, Wu Mengmeng, a senior enthusiast, talked about it eloquently.

She said, "Incense Seal" is a way of using incense powder by embossing it into various patterns and igniting it. The ancients often used it in Buddhist halls, study rooms, and bedrooms. timing tool.

　　Like Wu Mengmeng, more and more young people are starting to play "fragrance", whether it's re-enacting the classical spices in TV dramas or using fragrance products to decorate houses, especially when the "national tide" and "national style" are getting hotter. , Oriental fragrance is favored.

　　Wu Mengmeng said that "playing the incense seal" can make people think about it. For example, pressing the incense ash seems to be a simple step, but in fact, it requires patience and repeated pressing. It is necessary to keep the breath and concentrate without distraction, so that the density of the incense ash shop can be made appropriate.

　　"Post-95" Li Xichen's home is also full of various fragrance products.

"When you are studying, you can light a wood scented candle and listen to the white noise of the candle burning, and you will feel more attentive." In her opinion, behind the young people playing "incense", they value the sense of life ritual it brings.

　　In addition to the sense of ritual, emotional sustenance is also one of the reasons why many people play "incense".

For Li Xichen, the fig tree in her grandmother's yard carries the simple and pure time of her childhood. "So when I went to study in the UK, I wanted to keep this smell. This fig-scented aromatherapy is my favorite." .

　　Nowadays, many brands focus on "remembering killing", hoping to use products that restore the taste of childhood to resonate with consumers emotionally.

For example, the principal of the fragrance brand "Smell the Taste" grew up in the countryside as a child, and the changes in the smells of the four seasons are the source of inspiration for creating fragrance; the Chinese fragrance brand "Smell Library" combines the common memories and emotions of the Chinese people through the The smell is concretized, winning with feelings, and a series of products such as "Cool White Kai" and "Big White Rabbit Toffee" have been launched.

　　At the same time, more and more customized fragrances are also favored for their personalization and exclusivity.

"Some DIY perfume shops will do psychological tests for customers and recommend exclusive perfume types based on the test results." Zhang Xiaoli, a resident of Shijiazhuang, once made perfume in a perfume shop in Chongqing.

　　Zhang Xiaoli said that her requirements for perfumes are that they cannot be "lost to everyone", and DIY perfumes can not only satisfy personal preferences, but also can name the perfumes after the preparation is completed.

　　What surprised Zhang Xiaoli was that her hobby of playing incense helped her to expand her "social circle". "I often post pictures of playing incense on the Internet, and many incense friends left me messages and met many good friends."

　　Zhang Xiaoli said that fragrance socialization can be regarded as a kind of "joint code" for young people, which can not only be used as an "ice-breaking" topic, but also can help to judge the personality of fragrance users.

　　As more and more people fall in love with "scent", the "smell economy" has become a new outlet.

According to iiMedia Research Consulting survey data, China's olfactory economy market is dominated by young people aged 24 to 40 (77.2%), and 65.6% of consumers have a monthly income ranging from 5,000 yuan (RMB, the same below) to 15,000 yuan. considerable spending power.

iiMedia Research Consulting analysts said that in the future, fragrance brands will pay more attention to subdivided brands and personalized development, and domestic fragrance brands will continue to be sought after by young consumers.

　　Pursue memories, socialize icebreakers, and delight yourself... Contemporary young people endow "fragrance" with more connotations.

"Fragrance can express spiritual culture. Whether it is Western perfume or oriental incense, there are unique humanistic stories, and it is also the way we show ourselves." Wu Mengmeng said.

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