Core Insights - The market for agarwood is experiencing growth, with an increasing focus on quality and brand reputation among consumers [1][3] - High-end consumer groups are changing their purchasing standards, emphasizing the importance of authentic fragrance, material traceability, and brand philosophy [1][3] - The demand for agarwood has expanded beyond daily use to include collection, appreciation, and cultural experiences [1][3] Industry Trends - Agarwood appreciation events are frequently held in major cities, indicating a shift towards high-quality agarwood as a trend in consumer upgrades [1] - Brands that emphasize strict selection of agarwood origins and adherence to traditional craftsmanship are gaining favor among high-end customers [1][3] - The competition among agarwood brands is increasingly focused on quality and cultural heritage [1][3] Consumer Behavior - Consumers are now considering the professional expertise and service experience of brands when making purchasing decisions [3][5] - The importance of a transparent product traceability system and offline experience activities is recognized by many agarwood enthusiasts [3] - The philosophy of "buying agarwood is about the fragrance" has resonated with seasoned consumers, highlighting the significance of taste and cultural depth [3] Future Outlook - The establishment of brand reputation in the agarwood market relies on a relentless pursuit of product quality and continuous optimization of consumer experience [5] - As the agarwood market further segments, competition will increasingly center on high-end appreciation and the creation of cultural value [5] - Consumers are encouraged to not only focus on the fragrance but also to discern the underlying philosophy and professionalism of the brands, which is crucial for the transmission and development of agarwood culture [5]