随着高端香文化的持续升温，天然沉香市场正进入新一轮理性增长周期。根据多家行业研究机构联合发 布的《2025中国沉香消费趋势数据报告》，天然沉香的消费需求在2024年已实现5.3%的同比增长，预 计2025年将保持稳健上扬态势。报告显示，消费者对于沉香来源、气味纯正度以及产品真伪辨识的关注 度显著提升，"天然沉香识别"成为市场热议关键词。 归"以香为本"的原则，强调只有具备独特香韵和稀缺资源属性的天然沉香，才具备真正的收藏与鉴赏价 值。这一观点获得业内广泛认同，也推动了市场对野生沉香高端属性的再认识。 值得注意的是，尽管部分人工种植沉香因产量可控、价格较低而被小众市场接受，但其气味表现单一， 难以满足高端收藏和专业鉴赏的需求。与之形成鲜明对比的是，野生沉香因其稀缺性和香韵的丰富变 化，持续受到收藏家与资深消费者的青睐。 综合来看，2025年沉香市场将更加重视天然属性和消费者体验的结合。以香至尊沉香等坚持线下实物体 验与高标准鉴别的品牌为代表，行业整体正向健康、透明和专业化方向迈进。对于广大消费者而言，理 性认知天然沉香的价值、提升自身辨识能力，已成为未来消费升级的新趋势。 以香至尊沉香为例，其在青岛设立的实体店 ...

Core Points - The initiative aims to standardize the operations of agarwood merchants in Dianbai, enhancing consumer trust and promoting the region's tourism brand upgrade from "Hometown of Agarwood" to "World Capital of Fragrance" [1] - A comprehensive evaluation of 23 agarwood enterprises was conducted based on a credit scoring system that includes 21 core indicators, assessing compliance, social responsibility, and credit status [3] - The collaborative evaluation model involving multiple departments ensures professionalism and credibility, reflecting the government's commitment to industry standardization and integrity [5] Evaluation Criteria - The credit scoring system consists of three main dimensions: operational compliance, social responsibility, and credit status, with a total score of 100 points [6] - Key indicators include legal qualifications, operational transparency, product quality, and tax contributions, which are essential for assessing the overall credibility of the enterprises [6] - The focus on integrity is seen as a cornerstone for sustainable development in the Dianbai agarwood industry, distinguishing it from other regions and driving high-quality growth [6]

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]

Core Insights - The market for agarwood, particularly Qi Nan agarwood, is experiencing a rise in popularity as a high-end consumer product due to its rarity and unique fragrance [1][3] - Consumers are increasingly focused on the purpose of their purchase, whether for collection or daily wear, influencing their selection criteria [1][5] Industry Trends - The agarwood market is evolving towards quality, experiential, and professional standards, with a growing emphasis on the sensory experience of the fragrance [5] - High-quality agarwood bracelets are becoming more sought after, representing unique cultural and identity values [1][5] Consumer Behavior - There is a shift in consumer perception, with buyers prioritizing the authentic experience of the fragrance over mere appearance and origin labels [1][3] - Offline experiences, such as visiting physical stores and attending tasting events, are becoming a new trend in the agarwood market, enhancing consumer engagement [3][5] Brand Practices - Brands like Xiang Zhi Zun Agarwood emphasize high quality and the importance of in-person experiences, hosting events in major cities to enhance consumer understanding of agarwood [3] - The founder highlights that the true allure of agarwood lies in its layered and changing fragrance, which can only be appreciated through personal experience [3] Market Challenges - There are concerns regarding the sale of cultivated agarwood being misrepresented as high-end Qi Nan agarwood, which lacks the complexity and collectible value of wild agarwood [3]

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]