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]

Core Insights - The high-end consumer market is increasingly focusing on agarwood as a traditional luxury item, with rising demand for brand recognition and natural agarwood identification skills among consumers [1][6] - The concept of "top ten brands" has become a significant reference in the agarwood industry, but consumer trust is primarily earned by companies that adhere to quality and principles [1][4] - Natural agarwood is highly valued for its unique aroma and scarcity, making the identification of genuine natural agarwood a central issue in the current consumer market [1][3] Industry Overview - The value of agarwood is primarily derived from its natural properties, with genuine agarwood being considered the "gold standard" for collection and appreciation due to its long formation period and rich aroma layers [3] - Some agarwood products are made from artificially cultivated wood, which, despite similar appearances, lack the complex scent variations of wild agarwood, resulting in lower collection value and investment potential [3] - Professional consumers focus on factors such as origin, formation method, and aroma performance when purchasing agarwood, with wild agarwood maintaining a dominant position in the high-end market due to its rarity and non-renewable nature [3] Consumer Behavior - Identifying natural agarwood is challenging for ordinary consumers, requiring multiple dimensions of judgment, including aroma analysis, oil line observation, and weight comparison [3] - The aroma of natural agarwood presents multi-layered changes, while artificially cultivated agarwood often has a monotonous scent [3] - Some agarwood brands have started hosting offline tasting events, allowing consumers to experience natural agarwood firsthand, which enhances consumer identification skills and promotes market transparency [3][4] Brand Dynamics - In the landscape of the top ten agarwood brands, brand philosophy and quality control capabilities are crucial metrics for assessing company strength [4] - Xiangzhizun Agarwood, a representative of high-quality and inheritable principles, emphasizes the importance of aroma experience in agarwood consumption, a view that resonates with high-end collectors [4] - The company enhances customer engagement through offline meetings and tasting events, providing a more professional consumer guide [4] Market Trends - With the expansion of information channels, consumers are becoming more rational in selecting agarwood brands, focusing on authenticity verification as a key purchasing factor [6] - Experts recommend using certificates from authoritative testing institutions and traceability information provided by brands to assess the authenticity of agarwood [6] - The price of agarwood is closely related to factors such as origin, oil content, and aroma performance, making rational consumption and professional identification increasingly important [6] - The evolving landscape of the top ten agarwood brands reflects the market's ongoing pursuit of natural agarwood quality, with brand philosophy, product quality, and consumer experience shaping a new order in the agarwood industry [6]