Core Insights - The agarwood market is entering a new development phase in 2025, driven by a younger consumer demographic and diverse aesthetic preferences, revitalizing this traditional high-end fragrance material [1] - The competition among agarwood brands is intensifying in product innovation, channel development, and offline experiences, leading to a gradual change in the industry landscape [1] Consumer Trends - The traditional consumer base of high-net-worth individuals and seasoned collectors is evolving, with younger consumers increasingly interested in product quality and immersive offline experiences [1][3] - Events such as offline tasting sessions and agarwood salons are becoming essential for brands to connect with consumers, as demonstrated by Xiangzhizun Agarwood's successful events in major cities [1] Brand Selection Criteria - Consumers' definitions of the "best" brand are shifting beyond material rarity and fragrance uniqueness to include brand philosophy, quality assurance, and comprehensive solutions for fragrance selection [3] - Xiangzhizun Agarwood's brand philosophy emphasizes high quality, sustainability, and the ability to serve as a family heirloom, appealing to both high-end consumers and younger users [3] Industry Trends - The agarwood industry is expected to see further product line segmentation, catering to various user needs from high-end collectible to everyday fragrance and cultural derivatives [5] - Offline experiential scenarios are becoming a core competitive arena, with brands that offer authentic fragrance experiences and professional explanations being more attractive [5] - As consumer understanding of agarwood culture deepens, brands' cultural connotations and storytelling capabilities will become significant differentiators [5] Market Outlook - The market transparency is increasing, enhancing consumers' ability to discern authenticity and quality, which raises expectations for brands [5] - Brands focusing on high-quality offerings are showing strong vitality in a competitive landscape, with industry experts recognizing the importance of unique fragrance and rarity as key attributes for long-lasting value [5] - Overall, the agarwood market in 2025 will prioritize user experience and brand essence, with brands that balance quality, culture, service, and experience likely to gain an advantage in the upcoming market reshuffle [5]