Online survey: Jo Malone London in China/祖·玛珑在中国

Regarding the growth of disposable income of Chinese consumers and the growing purchasing power of millennials, the author(me) has done a survey in terms of brand awareness and effectiveness of marketing strategies taken by the brand to see if the brand is well known in China.

Overall, I have received 80 Chinese participants' answers online via the Chinese questionnaire tool platform WenJuanXing.

From the demographic perspective, the respondents are normally students which represent 37,5% of all the participants, followed by white-collar workers. (33,75%) and freelancers(20%).(see the 1st figure). Among them, most are women with a percentage of 71,25% (see the figure on the right bottom), and the average age range is between 18 to 25 years old(see top right figure).

As for the background of the respondents, most of them have at least once bought a perfume before with a proportion of 77,5% saying yes to the question "Did you ever purchase a perfume?"(see the figure at the left of the bottom)

The majority of them bought their first perfume when they were 18 years old, which means when they were graduated from high school and went to their college.

Little divergence appears, such as one person bought her first perfume when

she was 13 years old, this triggers my personal interest, so I dug into her profile, finding out she is a perfume addict.

When asking about "Are you a perfume addict," the answer is "no"(37.5%), "in between"(27.5%), "yes"(17.5%) with a decreasing order. And most of them buy perfume at a yearly rate.

77.5% of respondents show awareness of the brand Jo Malone London, the top 3 key impressions towards the brand from high to low according to mentioning order are fragrance(11), one of their fragrance "Bluebell"(6), England(3) and fragrance "sage"(3).(see the chart and picture below)

The channels through which the crowd has the most possibility to first in touch with the brand are the brand's advertisement(20), bloggers(7), the brand buying channels(5), such as e-commerce platform Tmall and word of mouth(5). (see the picture below on the left)

Furthermore, the brand is well known for its premium brand positioning(9), which in other words, its pricing, followed by its products and distribution channels.

From the competitive perspective between the fragrance brands in China, we can see the acceptance level of the brand among the respondents who took part in this questionnaire.

The bar chart on the right reveals to what extent the consumers love the brand. (from blue to green color respectively represent dislike, unknown, neutral, like and love)

As we can see, Jo Malone London has overall a good brand image in China.