As far as the market share of perfume is concerned, Asia accounts for 8% of the global sales and only 20% of Latin America, while China only accounts for 0.8% of the global sales. From the perspective of the international market, the perfume market is a US $43.89 billion industry, with at least 300 new products launched every year.

In France, perfume is as indispensable as food, clothing, housing and transportation, while China, which accounts for about 20% of the world's population, only accounts for 1.5% of global perfume sales. Domestic consumers are not accustomed to using perfume. The purchased perfume is often used only for special occasions. Perfume is still a relatively new thing in China. Although the Chinese perfume market is in the initial stage of development, it means that there is great potential in the future. This paper attempts to analyze the market through the sales data of perfume products on e-commerce websites:

• What kind of perfume products sell well?

• What are the characteristics of these perfume?

So as to analyze the influencing factors of perfume sales and provide basis for perfume sellers to determine purchase plans and users to choose perfume.

Sales volume of perfume with different characteristics

In terms of perfume product classification, the origin, fragrance and packaging of perfume will have a great impact on sales.

The above figure describes the distribution of perfume sales for each feature. In terms of origin, the sales of perfume products from Spain and the United Kingdom are significantly lower than those from other countries. perfume produced in China, France and Italy are the most popular among consumers. France and Italy are the most important places of origin of perfume luxury goods in the world, with a huge impact, while there is little difference between other countries. The sales of "flower fragrance" and "fresh fragrance" are low, and the overall sales of perfume products with flower and fruit fragrance, ocean and citrus fragrance are slightly higher than other perfume. Oriental women are more conservative in the use of perfume than western women. They like light and simple fragrance, so perfume with floral and fruity fragrance is the best seller. Choosing the right type of perfume is a very important aspect of promoting sales.

Among all products, daily use cases account for the majority, followed by dates, parties, and gift giving. Users prefer daily perfume.

Through the apriori association model, it is found that most perfume application scenarios are highly correlated, indicating that most perfume products not only have one application scenario, but also have multiple application scenarios. The correlation between most applicable occasions is very strong, with the most frequent occurrences in daily life, dating, workplace, and gatherings and parties, and they are the places with the strongest mutual correlation. However, the correlation between entertainment, sports, and other places is not significant, indicating that these three types of places have strong targeting.

It can be seen from the data that the sales of eau de toilette EDT and luzhou perfumes EDP are both good, mainly because eau de toilette have a light taste, which is in line with the consumption characteristics of oriental women.

There is also a strong fragrance perfume market, which is mainly aimed at older business women and middle-aged women. The sales of perfume in independent packaging are better than those in other packaging. Businesses need to introduce more perfume combinations and perfume gift sets in combination with different use occasions to stimulate consumption. In addition, at present, a large part of perfume consumption in China is still used as gifts. Therefore, short-term promotion strategies can be developed to reduce prices.