What is fragrance marketing?

The most detailed and authoritative commentary on fragrance marketing
In recent years, the guests who stayed in the international chain brand hotel began to have a fresh feeling, that is, the fragrance of the lobby comes from the lobby. The brand of international hotels has quietly set a unique taste. It is very interesting that it was said: "This hotel is very delicious!" It no longer refers to its service, but has really become the customer's current sensory senses. Experience. This new measure and movement is defined as a hotel fragrance marketing, which is a trend after the continuous improvement of the air -aroma diffusion system in the store. Now after collecting relevant information widely, make a simple introduction:

. Fragrance marketing definition:
The marketing method is a stimulus of consumer taste and smell, which is different from traditional visual stimuli. The sense of smell in all human senses is the most sensitive, and it is also the closer sense of memory and emotional connection. Scientifically proves that everyone's nose can remember 10,000 flavors, and the accuracy of olfactory memory is doubled than visual. Every day, we all live in the taste and experience the significant impact of taste on emotion, memory, emotions, and behavior. People will associate the smell with specific experience or items, and the fragrance marketing FM (Fragrance Marketing) will be launched and is widely used by merchants. The smell, the faint fragrance is like a label, making consumers think of a specific brand as soon as it smells.
The fragrance marketing is the upgrade of traditional brand sensory experience. People were originally from the five consciousness -vision, hearing, touch, taste and smell to build the world's perception. In fact, this is because we mostly shape the brand through media transmission of advertising, and the media restrictions are mainly visual and auditory. Now we use the sense of taste and smell to distinguish the identification of companies and products, causing customers to buy motivation and increase the added value of the product. In the process of product marketing, other people's other sensory components are combined to trigger customers' beauty or excitement. Smelling marketing is an innovative marketing method, a marketing differentiated parade.
Stox marketing began to start in developed countries in Europe and the United States at the end of the last century. It entered a high -speed development period around 2005. It is now relatively mature, and it has been widely accepted as visual and auditory marketing. Famous foreign fragrance transmission companies such as American SCENTAIR also entered China.

. Classification of fragrance marketing:
The fragrance marketing is divided into items fragrance marketing and environmental fragrance marketing. Items fragrance marketing is more common in the marketing method of adding products to attract customers with graphics, while environmental fragrance marketing is added to the air in the space environment, so that people in it can feel happy. This Special marketing methods are more common in entertainment and leisure service places, such as hotels, clubs, high -end restaurants, bank lobents, high -end shopping malls, airport waiting rooms, etc. Of course, many high -end office buildings and houses are also used. The fragrance marketing commonly refers to the latter, because the latter can improve the hardware and software facilities of the service provider to achieve the grade of the brand and attract customers and the cost is low, and the workload is small. The former is only to improve the attractiveness of the product, and the workload of fragrance is large, and the cost is greater than the latter, and the influence is not great.

. The application of fragrance marketing in modern commerce:
It air industry has entered a new era of sensory brand marketing, and the flight of Singapore Airlines can feel a special fragrance. They come from Xinhang The flavor of the stewardess, the perfume flavor on the hot towel, and all corners of the entire cabin ... This special fragrance named "Waters" has become the patented fragrance of Xinhang. It is a specially prepared "hot towel on the hot towels on the American SCENTAIR company. "Perfume flavor" has become the patented fragrance of Xinhang, smelling fragrance. Stefan Floridian Waters may think that it is the name of the family. In fact, it is part of the image of Singapore Airlines and a specially designed fragrance. It has been registered as the unique trademark of Singapore Airlines.
Is when you step into the first class of British Airlines and the first -class waiting room at the New York Kennedy Airport or the Heathlo Airport in London, the first thing that attracts your attention is a unique smell. This is a kind of MEADOW GRASS ) The aromatic agent. Airlines spray this aromatherapy in the air to the air to strengthen the company's brand image in its most valuable customer group. This new experience that is different from visual and experience is unique, novel, and good marketing.
The popcorn stalls of Disneyland, when the business is light, will open the "artificial popcorn fragrance", and soon the customers will automatically smell the incense; there are some retail references to release various fragrance in order, "decoration" Ask the environment in the store, so customers with fatigue fatigue will also notice these different odors.
Procked big guy Sony Ericsson has launched a light fragrance when it is used to make people smell a calm mobile phone. The mobile phone called "chocolate" in South Korea exudes chocolate fragrance, and Samsung scattered in the store to spread in the store. Sweet honeydew melon flavor ... This is the brand view of the new century. This way of marketing methods that make good use of the sense of taste and extend the sensory perception. We call it taste marketing. It is a new method of marketing places, and it is the upgrade of marketing in the visual and auditory era.
Starbucks coffee shop is the first brand in the world to convey culture with coffee. The coffee flavor is left to us permanent memory, smelling fragrance; North American BOSS will be the "man's taste" and the charming scent of men in the store. The integration of integration has become a model for the perfect integration of audiovisual brands and smell brands. The Jiahua movie in Singapore is equipped with an electronic device that emits fragrance. When the film "Charlie and Chocolate Factory" is screened, the screening hall is filled with a strong chocolate aroma. As a result, the audience is very happy.

. The latest application cases of fragrance marketing in China:
The four models tailor -made for the 2010 Shanghai World Expo meet with Shanghai citizens and tourists from all over the world. The design of Shiseido's special perfume bottles for the World Expo is inspired by the elegant white petals of the white magnolia in Shanghai, and the two perfumes brought by France best reflect the characteristics of Shanghai. Essence
This of Japanese makeup giants Shiseido's two perfumes were named "Shanghai Huayi". The clear scent of the two scents of fragrance is fresh and represents modern Shanghai. Shanghai.
The two perfumes made in France were directly named "French Pavilion" because of its image endorsement. There are two men and women in perfume. You can see the unique mesh structure of the French Pavilion on the outer packaging.
The survey found that as long as a brand can attract consumers as long as they can attract consumers, the stronger the consumer brand experience will be. As far as the Shanghai World Expo is concerned, the use of olfactory brands in the exhibition hall can enable visitors to remember the experience of visiting during a long time. Therefore, the shape of the smell brand can even allow a country to establish a good national image in the minds of the visitors.

. The application of fragrance marketing in the hotel industry:
The international brand hotels are exuding fragrance, Lijia, Oriental, Shangri -La, Marriott is no exception. It is necessary to impress the guests, comfortable lobby, luxurious decoration and high -level services, but now in those more subtle factors, the aroma can attract more attention.
For example: Starwa Group is now creating a special "aroma business card" for guests, so that every guest is unforgettable to the hotel they have stayed in. Since October 2005, the Starwood Group has begun to promote the aroma strategy. They scattered a unique fragrance in the lobby of their hotels, thereby deepening the guests' impression of the hotel and attracting them to visit again. The aroma of Sheraton Hotel Hall is mixed with figs, mint, jasmine, and Xiao Cang Lan incense, making people feel that guests are home.
Westin's smell on the financial street is the same fragrance as he felt in Westin, New York Plaza. Combined with fragrance is the global unified light and background music, which makes merchants who move quickly in the world work in any of Westin in their familiar space and atmosphere. The Hustin Hotel Hall exudes an elegant white tea fragrance, mixed with the flavor of geranium and Xiao Canglan, making people calm and relaxed.
The aroma of extraction from Apple and Guipi is used. When it smells it, it will remind people of the simple style of Apple and hotels. It was fragrant, and it would not be strong enough to make people feel pungent.
It is understood that Hangzhou Binjiang Dragon Dragon Xi Fupeng Xili Laijin Hotel recently replaced the new fragrance system. As soon as guests walked into the hotel, they smelled the taste of an apple school, but now as long as you step into the dragon Xi Fugong is coming to the hotel and will smell a more distinctive taste. Fresh and natural, a bit like the fresh grass flavor emitted on the grass after a heavy rain in the summer afternoon.
This is the fragrance marketing of the hotel. Nowadays, many merchants have stumbled to consumers with aroma, making them willing to pay for their wallets. The hotel that changes the taste is not only one of the Dragon Jubilee Fupeng, but also a total of 142 Ferpen Xilang brand hotels in Sheraton Hotel Group. These hotels are distributed in 24 countries around the world. There are so many Fupeng Xilai Hotel in this new smell in the same time. Fapeng Xilai Hotel tailor -made fragrance. This fragrance that Fupeng Laini has a very nice name, "Pinwheels in the Breeze", Chinese translates into "windmill flavor", "That feeling is fresh and refreshing in the spring day Outdoor atmosphere. "" Windmill flavor "is the unique smell of Fupeng's Shelai ascending hotel. There are many brands such as Ruji, luxury selection, W Hotel, Westin, Emmy International, Sheraton, Fupeng Xilang, etc. custom made.
It today's aroma industry only involves only public areas, airports, banks, shopping malls, hotels and other places. Future fragrance will enter the guest room. There is only one lobby, and there will be many rooms in the guest room. After you stay, you can choose a style room according to your favorite, and choose a fragrance. As long as you open the door, your room will emit your favorite taste: fresh citrus citrus: fresh citrus citrus , Clove Flower or the elegant aroma of trees in winter.
The fragrance service penetrates consumer places such as hotels, clubs, advanced residential centers, retail industries, etc., becoming high -end consumption after the quality of life is improved. The consumer target is mainly for medium and high income class. On the premise of health, some inferior fragrances that may cause headache will not have a market. Therefore, when choosing fragrance products, brands are very important, and customers' health is important.
The unique fragrance becomes a new logo in the hotel. The "aroma" of restaurants is also a product. The Chinese diet has always studied "color and fragrance", allowing the fragrance of the dishes to diffuse and carry out "aroma marketing", which has also become an important means for many restaurants.

. The implementation of the implementation of fragrance marketing
The internationally renowned internationally renowned fragrance consulting companies can design or develop unique fragrances that are consistent with customer brand personality according to the customer's brand image.
In fact, determining that a smell brand is a systematic and professional project. After selecting fragrance, import, dissemination, evaluation, and revising a series of procedures, the selected fragrance must be organically integrated with the brand's visual and auditory recognition system. In addition, we must accurately grasp the positioning characteristics and smell of the customer's core customer base, and be able to impress it; the fragrance first ensures that people do not cause allergic reactions, and try to avoid those who are sensitive to fragrance. At the same time, they must cooperate with the professional market. Communication suggestions and market data collection analysis. The introduction and construction of the smell brand is an important channel for the effective dissemination of the brand, and it is also the general trend of brand communication. A successful design of a successful olfactory label is better than 10 million media investment costs. —— Create a brand experience extending the traditional visual and auditory model, put customers in an environment that can attract multiple officials, and change them from physiological, psychology and spiritual levels. This is a real sensory experience and a very effective brand marketing method.
The automatic fragrance system is currently more commonly used in hotels. In order to fully automatically control, according to the use environment, the length, concentration, and frequency of the incense time can be set in advance. Calculate and achieve cyclical intelligent settings. The main control device and atomizer are generally installed in the computer room, and then connect the natural plant essential oils to the central air -conditioning system through a dedicated extension equipment. After the essential oil is atomized into a negative ion fragrance, the airflow of the air tube spreads to the area covered by the air conditioner. So as to create the fragrance atmosphere of the space and improve the quality of the space. The intelligent program control system is easy to use. According to the environment, the length of the incense time and the needs of concentration, repeat the atomization within the set period to achieve cyclical intelligent operation without manpower viewing, no special maintenance, and professional personnel to check on a regular basis. The use of essential oils is about 500 hours/bottle -850 hours/bottle (500ml). It is recommended to run from 7 am to 11 pm, and run 16 hours a day. The daily consumption is related to the following factors: the parameters of the central air -conditioning; the range of central air -conditioning (cubic meters); the airflow of the spatial space; the requirements for the concentration of the space; the requirements for the fragrance operation time; choose.
The hotel can also design different types of fragrance according to different themes and festivals to cooperate with the overall business promotion activities, so that guests can get a more unique consumer experience. For example: The fragrance of the fragrant Christmas atmosphere with the fragrance of the lavender (lavender) eucalyptus with the lavender (lavender) is created by the romantic atmosphere of the romantic rose sea through the Charming Rose (rose) on Valentine's Day.
The fragrance diffusion system must be able to meet the following requirements: to create different atmospheres according to the requirements; can effectively purify the air and eliminate odor; effectively inhibit the production of bacteria and viruses in the air; release negative ions to effectively reduce bacteria and pollutants in the air in the air, pollutants And toxin content; create a healthy, pleasant and beneficial space.

6. Partners available to perfume marketing
1, Xianle SCENTAIR —— Global olfactory brand founder
The recognized leader of the fragrance transmission solution -American aromatherapy technology Co., Ltd. (SCENTAIR, Inc.), In addition to patented aromatic transmission equipment, the company has also successfully developed more than 1,600 fragrances and ranks first in the world.
scentair, Inc.'s patented fragrance transfer system was originally developed by Rockets scientists from the former Lockheed Martin. The scientist later became Disney's "imagination engineer". In 1994, incense -fuming technology was developed and developed in Windemir, Florida to design quality control aromatherapy systems for the automotive industry, simulation military company and theater. In 2000, the company's products focused on extending to the retail market and were successfully popularized and used. At the same time, SCENTAIR's name was also synonymous with "fragrance technology", so the fragrance marketing revolution began. Four years later, Connecticut's venture capital company -AlERION became partners of cooperation, and then the company moved to Charlotte, North Carolina.
Scentair's distribution partners in Mercy of up to 25 countries. All distribution partners are authorized companies, which means the potential of the fragrance marketing industry and guarantee the best professional sales and after -sales service. The distribution partners have experience in the hotel industry and retail market sales, and have sufficient funds. They have a good foundation for sales, distribution and after -sales service. These factors make them successful in sales and supporting Scentair products.
Scentair, an El, has installed more than tens of thousands of aromatic transmission system equipment in more than 50 countries around the world. SCENTAIR is considered a leader who transmits high -quality, credible, safe, and effective fragrance. SCENTAIR's products are in line with all international security certifications and are environmentally friendly production. In order to reduce the use of natural resources, SCENTAIR's products and equipment are manufactured by recycled ingredients. In addition, all the fragrance products of SCENTAIR meet the standards of the International Fast Management Association.
scentair, the headquarters of Xianle headquarters was located in Charlotte, North Carolina in 2004. As a pioneer of global commercial fragrance transmission, its distribution network is all over the world. There are 21 offices and support customers in more than 50 countries. At present, the company has entered the Chinese market and opened a branch in Guangzhou.
Xianle's cooperative hotel covers Starwood Group, Intercontinental Hotel, Shangri -La Group, and designed the corresponding signature perfume flavor for each independent brand, and has become an exclusive supplier of Westin SPA essential oil.

2, French AROMA LOIRE -leader of the expansion system
The fragrance spatial fragrance system has been widely used in various star hotels and other high -end places to improve the environment and create an atmosphere.
aroma Loire Space fragrance expansion system can provide a variety of expansion equipment. In conjunction with the central air -conditioning system, it will bring you sustainable, stable and uniform fragrance, so that your guests are in a fresh, comfortable, soft, charming In the healthy and beautiful space, a sense of smell is produced, the hotel brand is implanted into the lifestyle of guests, promoting the olfactory marketing of your company, and better interpreting the hotel's own brand.
I unique plant essential oil research and development capabilities ensure that Aroma Loire can meet the public's needs for fragrance on the one hand, but also meet the special needs of different customers. Aroma Loire currently has branches or agents in 70 countries and regions around the world. Each essential oil is extracted from pure natural plants in the Lvar Valley. It adopts distillation, absorbing, soaking method, squeezing method, dissolving method, etc. Their respective characteristics and feelings.
The high -quality equipment and essential oils have been recognized by the IFRA International Spice Fast Association and are widely used in hotels, shopping malls, fitness clubs, etc. Cold air -exposure technology is the only extension technology that can maintain the complete characteristics of essential oils. Ultra -particle fog -shaped molecules can be perfectly combined with the air, spreading faster in the air, and the maximum of maintaining the optimal natural quality of essential oils, and it is more economical and effective.

3, D-NOAH Noah
2008 was established in Shenzhen. Noah's Fragrant Equipment is the earliest leading professional studio in China. At present , 10 R

In today's era, the market has been transferred to the buyer's market. The change of the market structure is more professional in marketing and transferred to the era of experiential marketing. The current transaction takes the scene as an important part. The transaction scene is online and offline. Pay attention to Meitu, videos, etc. online, and pay more attention to the store experience. The store experience is divided into audiovisual smell touch.
Visual refers to the visual impact of the store display system, including: visual marketing It is a Chinese abbreviation of English (Visual), a method of belonging to marketing technology, and a visual visual experience; refers to the purpose of achieving product marketing or brand promotion through vision. For facilitating understanding, we call it a visual impact through visual impact. And aesthetic visual sense increases customers (potential) interest and achieve promotion of product or service (30 %).
The auditory of the earliest sense of human beings attaches importance to. In ancient times, instruments were used as a tool for entertainment and leisure. The music is a very good way for them to relax their bodies and minds and relax. Everyone likes that music is derived from the hypnotic of music to them, which makes them more loyal to listening to light music (almost almost almost the music (at that time almost almost They are all light music), they like or even depend on music. Music is a kind of pinching 15 %.

marketing historical fragrance marketing may be as ancient marketing methods as word of mouth, or even more even more It has a long history. Since ancient times, the seller of the open -air market has already used the burning incense to attract 15 %.
Taste
A faint fragrance and smelling new mobile phones that can be calm; mobile phones called "chocolate" in South Korea exudes chocolate flavor; Samsung scattered a sweet honeydew melon flavor in the store 15 %.
nMin people are more confident in the products that can personally contact (however, it is difficult for companies that sell products online to make consumers contact their products); in the contact required table, people with higher scores are particularly affected by
From this we can see that the sense of smell and taste played a strong guiding role in modern marketing. Their role comes from a very distant history and practical, especially in the space environment, the product of the product of the product is widely used, modern ones, modern ones, modern ones, modern ones, modern ones. People no longer need to go to the market, but the smell of the large shopping mall and the place of gathering places still affects the customer experience. In addition to perfume (improvement of human smell), European and American countries spread plant essence through technical means to improve indoor odors. At present : Hotel industry, bar, high -end club, club, 4S shops, medical beauty industry all requires the taste and make attempts.
If in the company that makes aroma marketing, the well -known foreign companies are "SCENTAIR", domestic in China It is "Montefi" and "Eve Environmental Technology".