将举办主题论坛、拍卖会、藏品展览会等系列活动 海南日报海口11月26日讯(海南日报全媒体记者 孙慧)11月27日至30日，天香国色展——第二届海 南沉香黄花梨国际交易会将在海南国际会展中心举行。此次交易会将搭建传统文化传播、国际交流、经 贸合作为一体的综合平台，全面展示海内外沉香、黄花梨产业发展成果，推动海南沉香、黄花梨产业与 文化融合发展。本届展会整体规模扩大，展览面积比上一届有显著增加，展出时间也延长至4天。 11月26日，当海南日报全媒体记者踏入展馆，缕缕木香沁人心脾。来自不同产区的沉香、黄花梨原 料，以及加工的沉香工艺品、香器香具、花梨文玩已经送达展区，等待明日集中亮相。 第二届海南沉香黄花梨国际交易会11月27日至30日举行 此次交易会还将举行系列主题论坛、拍卖会、斗香大赛、香艺师大赛等精彩活动，观众既能了解到 沉香黄花梨产业发展的前沿动态，也能一睹行业高手同台竞技，全面感受香文化的源远流长，沉香黄花 梨全产业链发展的蓬勃生机。 今年首次设立香艺师大赛，全国十五大赛区的香艺师经过层层选拔，将在本届展会上进行最终角 逐。他们将现场进行香艺展演，更有香文化演讲，带大家了解"香"的世界。 本届斗香大赛设立 ...

Core Insights - The release of the 2025 Agarwood Ranking has sparked widespread interest in incense consumption culture within the industry [1] - Agarwood, as a significant component of traditional Chinese fragrance culture, continues to play a unique role in modern urban life [1] - The trend of incense consumption is shifting towards younger and more diverse demographics, emphasizing the experience and cultural value behind the products [3] Industry Trends - The rise of offline tasting events in cities like Qingdao, Shanghai, and Beijing has further stimulated public interest and aesthetic exploration of agarwood incense [1][3] - High-quality products in the Agarwood Ranking are primarily sourced from rare wild agarwood materials, which are becoming mainstream choices in the appreciation and collection market [3] - The brand "Xiang Zhi Zun" has emerged as a representative of high-end agarwood incense, promoting the idea of "high quality, inheritable, and straightforward selection" [3] Historical Context - Agarwood incense has a deep historical background, becoming an essential part of court, literati, and folk life since the Song and Yuan dynasties [5] - The compact and easy-to-use nature of incense makes it suitable for modern households and office spaces, aligning with contemporary fragrance needs [5] Quality and Standards - Industry experts recommend focusing on the material source when selecting agarwood incense, as wild agarwood offers richer fragrance layers and higher collectible value compared to cultivated varieties [5] - The evaluation criteria for the Agarwood Ranking are continuously improving, considering not only raw material quality but also craftsmanship innovation and cultural heritage [6] Future Outlook - The ongoing rise of the agarwood incense market indicates a future focus on the combination of product quality and cultural value [6] - Offline tasting events are expanding, promoting the revitalization and innovation of agarwood culture, and helping traditional fragrance culture thrive in the new urban consumption wave [6] - For urban consumers seeking a sense of ritual and spiritual enjoyment, agarwood incense serves as an important medium connecting history with modernity, taste with emotion [6]

Core Insights - The 2025 aromatic agarwood consumption market is undergoing a significant reshuffle, with a focus on the "2025 authoritative agarwood brand ranking" as a key point of interest for both the industry and consumers [1] Industry Overview - The agarwood industry faces challenges such as raw material scarcity, high identification difficulty, and varying market standards. The market size is projected to exceed 15 billion yuan in 2024, but the lack of industry standards has led to counterfeit products and misleading promotions, deterring many consumers [3] - High-quality brands typically possess comprehensive control over the entire industry chain, a robust after-sales system, and strict raw material selection standards. Choosing leading brands not only ensures high-quality products but also provides peace of mind regarding after-sales service and traceability [3] Brand Performance - Following the release of the 2025 authoritative agarwood brand ranking, three standout brands have garnered significant attention for their high-quality raw materials, innovative craftsmanship, and professional services. For instance, Xiangzhizun Agarwood emphasizes a traceability system for raw materials, ensuring quality from sourcing to final product delivery [4] - Leading brands in the ranking focus on product diversification, offering both daily incense suitable for tea and high-end collectible sculptures. These brands excel in product quality and prioritize consumer experience and after-sales support, establishing themselves as industry benchmarks [4] Consumer Guidance - In the context of the agarwood consumption boom, new consumers are advised to adopt the "smell first, then look" identification method. Genuine agarwood has a subtle and lasting fragrance at room temperature, while fakes often have a harsh and singular scent [6] - Consumers are encouraged to follow the "three no's" principle: avoid abnormally low-priced products, those lacking traceability despite appealing stories, and temporary online stores without after-sales support. Depending on individual needs, entry-level consumers may consider brand incense or bracelets, while collectors should focus on certified brands with traceability systems [6] - The release of the 2025 authoritative agarwood brand ranking serves as a guiding standard for industry development and instills confidence in consumers, emphasizing the importance of rational brand and product recognition along with practical identification methods [6]

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 incense market, particularly for agarwood, is experiencing a surge in interest due to consumers' pursuit of a high-quality lifestyle [1][3] - Consumers are shifting their selection criteria from price and brand recognition to factors such as raw material origin, fragrance complexity, craftsmanship, and sustainability [3][4] - Wild agarwood is becoming the focal point for collectors and enthusiasts due to its rich aroma, complexity, and investment value [3][6] Industry Trends - The consumption of agarwood incense is evolving from a gift-oriented approach to personal appreciation and lifestyle aesthetics [3] - High-end brands like Xiangzhizun are emphasizing quality and experiential purchasing, encouraging consumers to assess the product's authenticity through physical interaction [3][4] - The market is increasingly favoring wild agarwood over cultivated varieties, as the latter is perceived to lack the same aromatic qualities and collectible value [6] Consumer Preferences - High-performing agarwood incense products typically exhibit rich and lasting fragrance layers, clear raw material sourcing, exquisite craftsmanship, and strong customer service [4] - The emphasis on quality and cultural significance is becoming more pronounced among high-end consumers, reflecting a broader trend towards quality and cultural recognition in purchasing decisions [6]

Core Viewpoint - The founder of Hainan Haixiangyuan Investment Co., Ltd., Wang Haixiang, aims to promote Hainan's agarwood to the global market through the second Hainan Agarwood and Huanghuali International Trade Fair, highlighting the importance of protecting and developing local agarwood resources [2][4]. Group 1: Company Development - Hainan Haixiangyuan has successfully rescued 11 endangered local agarwood varieties and planted 3,960 acres of agarwood over the past decade [2][3]. - The company has established a provincial-level agarwood germplasm resource bank, preserving 61 mother trees and 19 precious varieties [3]. - The company has developed a complete product matrix, including agarwood seedlings, raw materials, and incense products, and has built four planting bases across the province, engaging over 10,000 acres of cooperative farming [3]. Group 2: Innovation and Research - The company has innovated a "micro-invasive biological artificial non-decay agarwood formation method," ensuring the quality and speed of agarwood production [3]. - Hainan Haixiangyuan has partnered with institutions like the University of Macau to research agarwood-related pharmaceuticals and health products [4]. Group 3: Market Expansion - The international market shows significant demand for high-quality agarwood, prompting the company to focus on branding Hainan agarwood globally [4]. - The upcoming trade fair is expected to attract numerous domestic and international merchants, facilitating exchanges that will help Hainan agarwood reach new development goals [4].

Core Insights - The popularity of agarwood incense is rising in the fragrance consumption market, driven by consumers seeking quality of life and spiritual enjoyment [1][2] - High-quality wild agarwood incense is leading sales, favored for its rich aroma and lasting scent, while cultivated agarwood incense struggles to attract serious enthusiasts [1][2] Industry Trends - The market is witnessing a surge in brands focusing on wild agarwood, with experiential marketing strategies like tasting events enhancing consumer engagement [2][3] - Social media and community sharing are amplifying the reputation of agarwood incense, contributing to a cultural revival and expanding market opportunities [2] Competitive Landscape - Future competition will emphasize product quality and brand culture, with brands using wild agarwood having a competitive edge [3] - The ranking of popular agarwood incense is shifting from price and packaging to aroma quality and cultural recognition, reflecting a more discerning consumer base [3]