限量版“痛金”成Z世代新宠

Core Insights - The article discusses the rising trend of "pain gold," a new concept that combines anime, gaming, and film IPs with gold products, appealing to the younger generation's emotional and cultural needs while also leveraging gold's intrinsic value [5][6][8] - The sales of IP gold products have surged, with a reported year-on-year increase of 294%, indicating a shift in consumer behavior towards high-value, culturally relevant items [6][8] Industry Trends - Traditional gold consumption is showing signs of fatigue, while "pain gold" products are gaining popularity, particularly among Generation Z consumers who are willing to pay premium prices for these items [6][7] - The average weight of these products is between 1-2 grams, yet they are priced significantly higher than traditional gold jewelry, with some items costing up to 1.8 times the market price of gold [7][8] Consumer Behavior - Young consumers are increasingly viewing gold purchases as a form of savings, with "pain gold" fulfilling both emotional and financial needs [8][9] - The trend is influencing the traditional gold industry, prompting established brands to explore collaborations with popular IPs to attract younger buyers [8][9] Market Dynamics - The rise of "pain gold" has led to a significant increase in online sales, with over 100 gold brands launching new IP products during promotional events, resulting in triple-digit growth in transaction volumes [9] - The sustainability of this trend remains uncertain, as experts caution that the current high premiums may not last, and the market may revert to focusing on the intrinsic value of gold [9]