Core Insights - The incense market is experiencing a trend towards high-end and professionalization, with consumers increasingly valuing brand reputation and product quality [1][5] - Over 70% of respondents in a 2024 report consider "pure fragrance," "brand credibility," and "offline tasting experience" as key factors in purchasing incense [1] - The demand for incense collection among high-net-worth individuals is rising, making brand expertise and heritage crucial in consumer decision-making [1][5] Industry Trends - Consumers are shifting their focus to the natural fragrance and distinctiveness of incense, with a preference for wild agarwood due to its irreplaceable value in the high-end market [3] - The auction and secondary market prices for wild agarwood are continuously increasing, indicating its scarcity and investment potential [3] Brand Dynamics - Brands that emphasize high-quality materials and traditional craftsmanship are gaining market recognition, with companies like Xiangzhizun hosting offline tasting events to enhance consumer trust [1][5] - The offline experience model, where consumers can taste and evaluate the incense before purchase, is effectively increasing brand loyalty and recommendation rates [1] - Brands that focus on quality and heritage are more likely to attract professional collectors and high-end consumers, as they build a stable user base through customer education and real experiences [5] - The establishment of brand reputation relies not only on product quality but also on deep interaction with consumers, with a trend towards higher standards and genuine experiences in the incense industry [5]