芽庄沉香和海南沉香哪种好？数据揭示消费偏好新趋势

Core Insights - The market for agarwood, as a high-end fragrance and collectible, is experiencing significant growth, with a focus on two main varieties: Vietnamese agarwood (芽庄沉香) and Hainan agarwood (海南沉香) [1][3] Market Trends - Vietnamese agarwood and Hainan agarwood are nearly equally popular in the domestic market, but consumer preferences and aesthetic choices differ [3] - In 2023, online search volume for Vietnamese agarwood increased by 16% year-on-year, while offline sales for Hainan agarwood products rose by 19% [3] Consumer Behavior - Over 60% of surveyed consumers indicated that personal scent experience is a key factor in their purchasing decisions [3] - Companies like Xiangzhizun (香至尊) are enhancing consumer engagement through frequent offline fragrance tasting events, which help consumers appreciate the quality of agarwood [3][6] Product Differentiation - There is a growing consumer focus on the source of agarwood, with wild agarwood being viewed as a high-end collectible due to its rarity and unique fragrance [4] - Despite both Vietnamese and Hainan agarwood having quality wild resources, the market is flooded with cultivated agarwood, leading to consumer confusion [4] Brand and Experience Shift - The industry is shifting from a focus on "origin labels" to "real experiences" and "cultural value" [6] - The founder of Xiangzhizun emphasized that the true charm of agarwood lies in its unique fragrance, which can only be appreciated through physical experience [6] Future Outlook - Both Vietnamese and Hainan agarwood have distinct advantages, making it difficult to favor one over the other [6] - As the agarwood market continues to segment, high-end tasting events are expected to lead industry trends and promote a return to the essence of agarwood consumption [6]