Tmall’s ‘perfume route’ provides new opportunities for niche perfume brands in China

The dedicated cross-border flight from Europe to China gives niche beauty brands a faster and more convenient method of transport

Chinese e-commerce giant Tmall Global has introduced a dedicated ‘perfume route’ between Europe and China for niche fragrance brands.

The direct flight route provides a convenient cross-border logistics solution for niche fragrances, giving popular European brands a new opportunity for expansion in China.

Due to its flammable composition, perfume brands are usually refused freight by air, meaning fragrance brands must opt for slower maritime transportation solutions.

However, niche fragrances, which are produced on a smaller scale, often do not meet the requirements for a large quantity shipment.

To address these issues, Tmall, in partnership with logistics company Cainiao, has developed special packaging to address the safety issues of transporting perfume products via air.

The scheme’s pilot flight took off from Germany last year and has since been expanded into the Netherlands.

“Some niche fragrances only have a dozen, or few dozen, bottles in their inventory,” a Tmall Global spokesperson said.

“Their scales are very small but now Chinese consumers can purchase them online.

“Consumers can receive their products from Europe within three days at the earliest.”

According to Tmall, consumption of niche perfumes is rising on its sites, with sales doubling in 12 months to November 2020.

Le Labo Santal 33, Serge Lutens La Fille de Berlin and Byredo Rose of No Man’s Land fragrances are available through Tmall’s Global European Overseas Fulfillment platform.

Companies