Nan Fang Du Shi Bao·2025-09-03 09:43Core Insights - The gold brands are actively embracing the "ACG" culture by launching products like "Golden Guzi" in collaboration with popular IPs, targeting young consumers who are interested in purchasing anime and game-related merchandise [2][6][11] Group 1: Market Trends - The trend of "pain gold" products, which integrate anime and game elements into gold jewelry, is gaining popularity among young consumers, reflecting a shift from traditional gold consumption to emotional and cultural value [6][11] - The collaboration between gold brands and popular IPs has led to significant sales, with products like the Zhou Dafu x "Black Myth: Wukong" series achieving notable success in attracting male customers [9][11] Group 2: Product Pricing and Consumer Behavior - The price of "pain gold" products is significantly higher than traditional gold, with items like the 0.2g gold note from Lao Miao priced at 520 yuan, translating to approximately 2600 yuan per gram, which is 2-3 times the price of regular gold [2][16] - Young consumers are willing to pay a premium for these products due to their emotional value, even as the overall gold jewelry consumption in China is expected to decline [9][11] Group 3: Brand Collaborations - Major gold brands such as Lao Miao, Lao Feng Xiang, and Zhou Dafu are collaborating with various popular IPs, including "Heaven Official's Blessing" and "Gundam," to create unique gold products that resonate with the younger demographic [2][7][9] - The "Golden Guzi" products are showcased at events like Bilibili World and ChinaJoy, directly engaging with the "Z Generation" [2][6] Group 4: Challenges and Controversies - Despite the success, there are challenges such as high pricing and potential backlash from fans, as seen in the controversy surrounding Lao Miao's collaboration with STAYREAL, where accusations of design plagiarism arose [16][17]