Author：Little sun
Compile：Azure
Source：GPLP
On May 24, Roger&Gallet notified members in a text message: Roger&Gallet ‘s Tmall flagship store will be officially closed on June 30.
At the same time, Roger&Gallet also issued a closing announcement at the Tmall flagship store. And this also means that, to a large extent, Roger&Gallet will withdraw from the Chinese market.
According to the data, Roger&Gallet was founded by Aemand Roger and Charles Gallet in Paris in 1862, and was loved by European royal family. Acquired by L’Oreal in 2008, Roger&Gallet registered in the State Trademark Office in 2015, and officially entered the Chinese market in 2016.
When Roger&Gallet first entered the Chinese market, Charlotte Franceries, the director of Roger&Gallet, was full of confidence, “compared with a decade ago, Chinese consumers demands of department of natural products in recent years more and more strong, Roger&Gallet enter the Chinese market at this time will be loved by Chinese consumers.”
But the “Romantic lady” from Paris does not seem to be favored by the Chinese market.
iiMedia has released a list showing the top 10 of the perfume consumer brands in 2019, and Roger&Gallet wasn’t there.
Compared with Dior, Chanel and other big brand perfumes, Roger&Gallet can only be regarded as a niche perfume brand. Most people know Roger&Gallet as a souvenir of actor Liu Shishi and Nicky Wu’s wedding.
Although Roger&Gallet has been used by stars, it didn’t sell well.
Some media speculate that the closure of the store is a precursor to Roger&Gallet’s exit from the Chinese market. As early as February of this year, L’Oreal has negotiated with French holding company Impala on the sale of Roger&Gallet. ZAKER Life said that Roger&Gallet has completed the sale recently, and the original L’Oreal Group staff has also arranged other work within the group.
If Roger&Gallet officially withdraws from the Chinese market this time means that there is no place for niche perfume in the Chinese market?
According to the economist foresight, China’s perfume industry has been expanding for 2018-2024 years, and the market will reach 52.4 billion yuan by 2024.
China’s vast perfume market has given all brands the opportunity to develop freely. Jo Malone, acquired by Estee Lauder, has almost become a “street fragrance.” So why is the Chinese market of Roger&Gallet so unsatisfactory that it closes stores?
