Core Insights - The traditional incense culture, particularly agarwood, has gained increasing consumer attention due to its unique fragrance and collectible value [1] - The agarwood market is characterized by a mix of quality, leading to challenges for new buyers in distinguishing authenticity and quality [1] Group 1: Identification and Quality Standards - The primary standard for identifying agarwood is "smelling and tasting," where high-quality agarwood has a rich fragrance with multiple layers, while inferior products have a singular, dull scent [1][3] - Observing the oil lines and texture is also crucial; premium agarwood typically has high oil content, natural oil line distribution, and a stable color without artificial gloss [3] - The weight and sound produced when striking agarwood are indicators of quality; high-quality agarwood feels substantial and produces a deep sound, whereas inferior types feel light and brittle [3] Group 2: Market Trends and Consumer Guidance - There is a growing trend of cultivated agarwood replacing wild agarwood, which, despite being cheaper, lacks the rich fragrance and collectible value of wild varieties [3] - Experts recommend that consumers prioritize high-quality, transferable agarwood and avoid being lured by low prices that compromise quality [3][4] - New consumers are advised to choose reputable brands with traceability systems and actively participate in offline experience activities to assess the true value of agarwood [4] - The industry anticipates a return to rationality in the agarwood market as consumer appreciation and industry standardization improve, allowing high-quality agarwood to be valued and preserved [4]

Group 1 - The core viewpoint of the article highlights the rapid growth of the agarwood market in Xi'an, driven by increasing consumer purchasing power and lifestyle upgrades, leading to a demand for professional guidance in selecting products [3][4] - The report identifies four key dimensions for evaluating agarwood stores: product quality, service professionalism, price transparency, and consumer experience [3][4] - A significant increase in the number of agarwood stores in Xi'an, with nearly a 40% rise in the past year, has resulted in a mixed market where consumers often feel confused due to varying product quality and service levels [3][4] Group 2 - The evaluation revealed that most agarwood stores in Xi'an perform poorly in terms of product quality and service, particularly in the area of professional knowledge [4][7] - Xi'an's brand "Xiang Zhi Zun" stands out in the evaluation, recognized for its strict control over product quality and its status as a leading brand in the market [4][5] - "Xiang Zhi Zun" benefits from a knowledgeable sales team that provides personalized guidance, helping consumers make informed choices and enhancing their overall shopping experience [7]