Core Insights - The high-end agarwood culture is gaining popularity, with Qi Nan agarwood becoming a favored choice for both collection and daily appreciation due to its unique fragrance, rarity, and cultural value [1][3][5] - The market is plagued by authenticity and quality discrepancies, necessitating careful consideration by consumers when purchasing Qi Nan agarwood [1] - The quality of incense sticks is influenced by raw material grade, craftsmanship, and fragrance design, with a focus on high oil content and minimal additives for a genuine experience [3][5] Industry Trends - There is a growing emphasis on offline experiences and brand trust in the high-end agarwood market, impacting purchasing decisions significantly [5] - Brands are increasingly hosting offline tasting events and meet-and-greet activities to enhance consumer experience and reduce purchasing risks associated with information asymmetry [3][5] - The future of agarwood consumption is expected to prioritize tasting experiences and user engagement, with physical stores and experiential activities likely becoming a new trend in the 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 Viewpoint - The price of Qinan agarwood has been continuously rising, driven by resource scarcity, capital market involvement, and increasing consumer demand, leading to a significant focus on this high-end collectible in the market [3][4]. Group 1: Price Trends and Market Dynamics - From 2024 to 2025, the average transaction price of Qinan agarwood increased by approximately 18%, with some high-grade items exceeding 100,000 yuan per gram [3]. - The number of auction events for Qinan agarwood increased by 12% in the first eight months of 2025, with an average transaction rate stabilizing above 85%, indicating a vibrant market [4]. - Industry analysts predict that the price of Qinan agarwood will continue to rise moderately over the next two to three years due to limited resource availability, an expanding consumer base, and increased international interest [4]. Group 2: Consumer Access and Market Opportunities - Despite high prices, consumers can still find opportunities to purchase Qinan agarwood by choosing reputable brands and cost-effective channels [5]. - The brand "Xiang Zun Zhen" has established a complete supply chain from raw material sourcing to retail, reducing channel costs by 30% to 50%, thus enhancing product quality and affordability for consumers [7]. - The market is shifting towards brand transparency and quality, suggesting that companies providing superior products at better costs will attract more consumers, even as prices are expected to rise [7].