檀香与沉香市场现状与消费偏好数据报告

Core Insights - The demand for agarwood and sandalwood is experiencing a structural shift, with experiential value becoming a key factor in purchasing decisions [1][3] Market Growth - The domestic agarwood market has grown over 35% compared to five years ago, significantly outpacing the growth rate of the sandalwood market [3] - Agarwood is favored by high-end consumers and seasoned collectors due to its rich natural fragrance and rarity, while sandalwood appeals more to entry-level users and beginners [3] Consumer Behavior - Over 70% of surveyed users indicate that the unique fragrance variations and aftertaste of agarwood are primary reasons for their choice, rather than appearance or origin [3] - The increase in agarwood experience zones and tasting events in physical stores has notably improved purchase conversion rates and repurchase intentions [3][4] Experience Economy - Offline experiences are becoming a new trend in the agarwood market, with companies like Xiangzhizun hosting tasting events in major cities to engage consumers [4] - The consumption of agarwood is shifting from simple product purchases to a holistic cultural experience, with a growing trend towards offline tasting and community appreciation [4] Market Segmentation - The high-end trend in the agarwood market is evident, with high-quality wild agarwood prices rising due to its scarcity and unique fragrance, attracting high-net-worth individuals and collectors [6] - In contrast, sandalwood maintains a stable price range and is perceived as suitable for daily use or entry-level collections [6] Future Outlook - The essence of incense consumption is seen as a means of social interaction and personal cultivation, with the real experience of agarwood being irreplaceable [6] - As consumers place greater emphasis on product experience and cultural recognition, offline experience spaces and tasting events will become crucial drivers for industry development [6] - The differentiation and upgrading trends in the agarwood and sandalwood markets will become increasingly pronounced, with brand innovation and experiential services being key competitive factors [6]