老铺黄金年内再次提价，又现排队潮

Core Viewpoint - The article discusses the pricing strategy of Laopu Gold, highlighting its recent price increases and the consumer response, while also addressing the brand's positioning in the luxury market and potential risks associated with its growth strategy [2][3][6]. Pricing Strategy - Laopu Gold has implemented price increases of 10% to 12% on multiple products starting August 25, following a previous increase in February with a range of 5% to 12% [2][3]. - The price adjustments are attributed to rising gold prices, with the World Gold Council predicting a 28% increase in gold prices in 2024 and a further 15% rise in the second half of 2023 [4]. - The company’s pricing strategy is designed to align with its brand positioning, which aims to create a luxury perception similar to international luxury brands [6][9]. Consumer Behavior - The recent price hikes have led to increased consumer interest, with reports of long queues at Laopu Gold stores, indicating a strong demand despite higher prices [2][4]. - Some consumers are motivated to purchase before price increases, viewing gold as a store of value [5][6]. Brand Positioning - Laopu Gold is attempting to position itself as a high-end brand, drawing comparisons to luxury brands like Hermes and Chanel, but faces criticism regarding its actual brand strength and market perception [6][7]. - Analysts suggest that Laopu Gold's frequent price increases may not be sustainable in the long term, as consumer sentiment could shift if the novelty of the brand wears off [8][9]. Market Expansion - The company plans to expand into Southeast Asia and conduct preliminary research in the European and American markets by 2026, indicating a strategy for international growth [10].