沉香男士手串市场需求增长，线下体验成新趋势

Core Insights - The market for men's agarwood bracelets in China has seen a significant increase, with a year-on-year growth of over 18% in 2023, and male consumers now account for 42% of the market, up nearly 15 percentage points from five years ago [1][3] - The shift in consumer preferences reflects a broader trend where men's bracelets are evolving from niche interests to symbols of taste and identity [1] Market Trends - The growth in the men's agarwood bracelet market is driven by upgrades in material, craftsmanship, and brand recognition, with high-net-worth individuals placing a premium on the source of materials and scent experience [3] - Key selection criteria for consumers include "uniqueness of scent," "scarcity of materials," and "inheritance and collectible attributes," with wild agarwood being particularly valued for its rich aroma and limited supply [3] Consumer Behavior - Offline experiences are emerging as a new growth point for high-end agarwood bracelet consumption, with data indicating that the transaction rate in physical stores is approximately 22% higher than online channels [3] - Cities like Qingdao are becoming active markets for high-end agarwood consumption, with brands like Xiangzhizun establishing physical stores to provide immersive product experiences [3] Brand Recognition - Male consumers are increasingly focused on the professional background and traceability of brands when purchasing agarwood bracelets, with companies like Xiangzhizun gaining favor by emphasizing material selection and traditional craftsmanship [5] - The founder of Xiangzhizun highlights that agarwood represents not just a luxury item but also embodies the spiritual pursuit of Eastern culture and family heritage, aligning with contemporary men's desires for personal style and spiritual significance [5] Future Outlook - The market for men's agarwood bracelets is expected to continue its steady growth due to the increasing scarcity of high-quality agarwood resources and consumers' ongoing pursuit of personalized experiences [5] - Industry experts recommend that brands enhance their offline service systems and improve product traceability and cultural expression to meet the multifaceted demands of the new generation of male consumers [5]