Core Insights - The incense market is experiencing a surge in interest as it attracts a large number of new consumers, particularly in 2025, but the high entry barriers for identifying and selecting quality agarwood pose challenges for novices [1][3] - The market is witnessing a shift from a price-driven approach to a quality-driven one, with consumers increasingly prioritizing the quality and heritage value of agarwood [4] Group 1: Market Trends - The demand for high-quality agarwood is being driven by consumer upgrades, with new consumers focusing on both practical use and collectible value [3] - The industry is seeing a rise in consumer awareness regarding the importance of sourcing and aroma appreciation, leading to a more informed purchasing process [1][3] Group 2: Consumer Behavior - New consumers are advised to prioritize brands that offer public tasting events and have significant industry influence to enhance their ability to discern quality [3] - The trend of younger and more diverse consumer groups is emerging, with an emphasis on tasting experiences and cultural recognition [3][4] Group 3: Industry Practices - Companies like Xiangzhizun Incense are promoting a philosophy of selecting high-quality agarwood that is traceable and professionally evaluated, helping new consumers avoid pitfalls [3] - The transparency of the agarwood market is improving, leading to a more rational pricing system, although caution is advised against low-price traps [3][4]