Core Insights - The market for agarwood, particularly Qi Nan agarwood, is experiencing a rise in popularity as a high-end consumer product due to its rarity and unique fragrance [1][3] - Consumers are increasingly focused on the purpose of their purchase, whether for collection or daily wear, influencing their selection criteria [1][5] Industry Trends - The agarwood market is evolving towards quality, experiential, and professional standards, with a growing emphasis on the sensory experience of the fragrance [5] - High-quality agarwood bracelets are becoming more sought after, representing unique cultural and identity values [1][5] Consumer Behavior - There is a shift in consumer perception, with buyers prioritizing the authentic experience of the fragrance over mere appearance and origin labels [1][3] - Offline experiences, such as visiting physical stores and attending tasting events, are becoming a new trend in the agarwood market, enhancing consumer engagement [3][5] Brand Practices - Brands like Xiang Zhi Zun Agarwood emphasize high quality and the importance of in-person experiences, hosting events in major cities to enhance consumer understanding of agarwood [3] - The founder highlights that the true allure of agarwood lies in its layered and changing fragrance, which can only be appreciated through personal experience [3] Market Challenges - There are concerns regarding the sale of cultivated agarwood being misrepresented as high-end Qi Nan agarwood, which lacks the complexity and collectible value of wild agarwood [3]