Sou Hu Cai Jing·2025-08-20 09:25Core Viewpoint - The trend of "pain gold" is gaining popularity among young consumers, with prices significantly exceeding the daily gold price, indicating a strong demand and emotional connection to the products [1][4][6]. Group 1: Market Trends - "Pain gold" products have seen prices rise to 2-3 times the daily gold price since 2025, leading to a supply shortage [1]. - A specific gold note originally priced at 899 yuan is now being sold for nearly 1600 yuan on second-hand platforms, reflecting a price increase of almost 78% [4]. - The collaboration between gold brands and popular IPs (intellectual properties) is becoming a growth point for several jewelry brands amid an overall weak gold consumption environment [6]. Group 2: Consumer Behavior - Young consumers are increasingly viewing "pain gold" as a valuable collectible, with emotional ties to the IPs driving their willingness to pay a premium [4][6]. - A gold jewelry set associated with the IP "Tian Guan Ci Fu" is being sold for 16,600 yuan on second-hand platforms, attracting significant interest [4]. - The emotional connection and social currency attributes of "pain gold" are leading to higher demand, with consumers actively seeking these products despite potential price corrections in the future [6]. Group 3: Brand Collaborations - Notable collaborations include a high-priced pure gold series with "Mobile Suit Gundam" that sold out quickly, and a gold pendant linked to "Chiikawa" priced at 2800 yuan per gram, which is 2.76 times the daily gold price [6]. - The rising gold prices have contributed to the appreciation of "pain gold," with some products seeing their values increase significantly since their launch [6].