硬足金营销破局：以年轻化战略撬动金饰新消费

Core Insights - The rise of hard gold jewelry is becoming a key cultural symbol that connects with the younger consumer demographic, fulfilling their diverse needs for fashion aesthetics and daily wear [2][15] - The World Gold Council's three-year initiative has evolved from category awareness in 2023 to focusing on product advantages in 2024, and aims for value deepening in 2025 through integrated marketing activities [2][14] Marketing and Promotion - The World Gold Council, in collaboration with twelve leading jewelry retailers, successfully held a hard gold jewelry appreciation salon in Shanghai, marking a new phase in hard gold marketing with the release of the 2025 theme film "Live Brilliantly, Shine Uniquely" [4] - The marketing campaign features "female empowerment" as its core narrative, showcasing five representative women from various fields, achieving over 160 million views online [6][8] Social Media and Engagement - The "GoldenGirlsShine" integrated marketing campaign utilizes a dual narrative strategy of "female empowerment" and "category advocacy," transforming hard gold into a "social currency" and a "confidence badge" for Gen Z [10] - The campaign created a matrix of 49 key opinion leaders (KOLs) across various fields, generating over 445 million total exposures and 31 million reads on the core topic hashtag [10] User Interaction and Content Creation - The introduction of AIGC-based interactive stickers on Douyin significantly increased user engagement, with content views reaching 520 million and sticker usage surpassing 1.2 million [11] - A campaign on Xiaohongshu encouraged users to share their "hard power shining moments," resulting in 31 million page views and a substantial amount of user-generated content [11] Consumer Perception and Market Impact - The marketing activities have effectively reshaped Gen Z's perception of hard gold, with 70% of discussions focusing on attributes like "high aesthetics," "fashion symbol," and "female empowerment," while traditional views have decreased by 90% [12][13] - The emergence of hard gold meets the diverse demands of young consumers for design aesthetics, cultural belonging, and emotional value, providing valuable insights for the Chinese gold industry to enhance its influence in the global supply chain [15]