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]

中新社长沙11月15日电 (记者唐小晴)"中国的农产品丰富，我想通过农博会把中国的红枣、茶叶引入非 洲市场。"11月15日，正在长沙举行的第二十六届中国中部(湖南)农业博览会上，来自非洲肯尼亚的参 展商艾米丽在现场寻觅商机。 中国中部(湖南)农业博览会是中国农业农村部批准的唯一以"中国中部"冠名的农业综合盛会。本届农博 会汇聚了中外3500余家企业，东南亚特色水果、非洲咖啡、法国葡萄酒、老挝啤酒、澳大利亚牛肉、马 来西亚燕窝等海外特色农产品纷纷亮相。 11月14日，第二十六届中国中部(湖南)农业博览会在湖南长沙举行。图为参展的老挝农产品。中新社记 者唐小晴摄 在老挝展区，中国消费者排队选购原生态古树茶、糯米低度白酒、野生沉香。"我们还带来了老挝的纯 植物精油、咖啡、榴莲饼，越来越多老挝高品质农产品进入中国市场。"老挝百万象公司总经理冉曼君 告诉中新社记者，老挝国家工商会组织代表团前来参会，不仅想为两国农业领域合作创造更多机会，还 打算把中国的医疗器械、新能源汽车引入老挝。 "以前，老挝进入中国的农产品主要是咖啡、啤酒。现在借助电商渠道，老挝檀木等原生态产品从中老 铁路转搭'数字列车'，进入中国的千家万户。"冉 ...