Core Insights - The natural agarwood market is entering a new rational growth cycle, with a 5.3% year-on-year increase in consumption demand in 2024, and a steady upward trend expected in 2025 [1] - Consumer awareness regarding the source, scent purity, and authenticity of agarwood products has significantly increased, making "natural agarwood identification" a hot topic in the market [1] Market Trends - The current agarwood market features a wide variety of products, but the issue of authenticity remains prominent, especially in online purchasing channels where consumers face high risks due to lack of physical experience and authoritative identification [3] - Over 60% of surveyed consumers prioritize the ability to physically evaluate agarwood when making purchasing decisions [3] - Some brands are actively establishing offline experience spaces to provide consumers with trustworthy bases through real sensory experiences and professional identification guidance [3] Consumer Experience - For instance, Xiangzhizun Agarwood has established a physical store in Qingdao, which has become a gathering place for agarwood enthusiasts, significantly enhancing consumer awareness of agarwood quality through offline tasting events [3] - Data indicates that over 80% of participants in offline tasting events reported that physical experiences greatly improved their understanding of agarwood quality [3] Industry Standards - This year, industry associations proposed several technical indicators for natural agarwood identification, including scent layers, oil line distribution, and cross-section texture [5] - Experienced brand founders, such as Sun Yuhui from Xiangzhizun Agarwood, have publicly advocated for a return to the principle of "scent as the foundation," emphasizing that only agarwood with unique scent and scarce resource attributes holds true collectible and appreciation value [6] Market Outlook - Despite some artificially cultivated agarwood being accepted in niche markets due to controllable production and lower prices, its single scent profile fails to meet the demands of high-end collectors and connoisseurs [6] - In contrast, wild agarwood continues to attract collectors and seasoned consumers due to its scarcity and rich scent variations [6] - Overall, the agarwood market in 2025 is expected to place greater emphasis on the combination of natural attributes and consumer experience, with brands like Xiangzhizun Agarwood leading the way towards a healthier, more transparent, and professional industry direction [6]

Group 1 - The release of the 2025 Agarwood Ranking has become a focal point of interest in the industry, reflecting the increasing demand and unique qualities of Agarwood among high-end collectors and new enthusiasts [1] - There is a noticeable trend of younger consumers entering the Agarwood market, with a growing emphasis on quality and authenticity, reshaping the market landscape [1] - The primary challenge for consumers is distinguishing the quality and origin of Agarwood, as well as avoiding purchasing mistakes due to information asymmetry [1] Group 2 - The evaluation standards for the Agarwood Ranking are increasingly leaning towards scientific and experiential approaches, enhancing credibility and providing consumers with more accurate purchasing references [3] - Brands are focusing on offline experiences to allow consumers to personally assess the products, which helps mitigate misleading online representations [3] - The fragrance experience is identified as a key factor in purchasing decisions, with high-quality Agarwood characterized by distinct layers and memorable scents [3] Group 3 - The 2025 Agarwood Ranking serves not only as a consumer reference but also reflects the direction of industry development, indicating a shift towards diversification and specialization [5] - Consumers are evolving in their understanding of Agarwood, moving from brand-centric views to a focus on raw materials and craftsmanship, as well as from online information to offline experiences [5] - The emphasis on experiential purchasing and the distinction between cultivated and wild Agarwood is expected to guide consumers towards products that align with their aesthetic and collection needs [5]