二次元“入侵”金饰，“痛金”带火黄金“谷子”

Core Insights - The rising gold prices over the past three years have led to increased interest in gold jewelry, creating a "gold fever" among consumers [1] - The trend has extended into the "二次元" (two-dimensional) culture, with major gold brands targeting young consumers who are fans of anime and gaming [1] - Brands like Chow Tai Fook, Lao Feng Xiang, and others have launched IP collaboration gold jewelry, integrating popular characters and themes from various franchises [1] Retail Market Dynamics - The retail price of gold jewelry has surpassed 1000 yuan per gram, making it unaffordable for many consumers [1] - IP collaboration gold jewelry is sold at a premium, with prices ranging from 1300 yuan to 2800 yuan per gram, significantly higher than the standard gold price of around 1020 yuan per gram [2][4] - For example, the Chow Tai Fook Chiikawa collaboration piece is priced at 2800 yuan per gram, which is 2.76 times the market price [2][4] Consumer Behavior - Social media platforms like Xiaohongshu (Little Red Book) play a crucial role in promoting IP collaboration gold jewelry, with many users expressing interest and sharing their purchases [2][8] - Despite the hype, actual foot traffic in physical stores remains low, indicating that the consumer base for these products is still limited [6] - Some consumers are opting for custom-made gold jewelry from goldsmiths, which can be more affordable and unique compared to branded IP collaboration pieces [6] Market Trends and Challenges - The Chinese Gold Association predicts a decline in gold consumption, particularly in gold jewelry, due to high prices, with a projected drop of 26% year-on-year [10] - The high prices of IP collaboration gold jewelry are attributed to licensing fees and advanced manufacturing techniques, which may not translate to higher resale value [5][9] - The resale market for IP collaboration gold jewelry is uncertain, with many pieces losing value once they become widely available [10]