Core Insights - The rise of "pain gold," a combination of anime, gaming IPs, and gold jewelry, is becoming popular among young consumers, viewed as a more valuable alternative to traditional merchandise [1][2][3] - The trend reflects a shift in consumer attitudes, with younger generations prioritizing personal enjoyment and emotional value in their purchases [4][5] - The premium pricing of "pain gold" products is significantly higher than standard gold jewelry, raising concerns about their investment viability [6][7] Group 1: Market Trends - "Pain gold" has gained traction on social media, with over 20,000 discussions and nearly 3 million views, primarily among consumers born in the 1990s and 2000s [3][4] - The average price of "pain gold" ranges from 1,800 to 2,000 yuan per gram, which is substantially higher than the typical gold jewelry price of around 1,000 yuan per gram [6][7] - The demand for gold jewelry in China is evolving, with a projected consumer spending of 84 billion yuan by Q1 2025, reflecting a 29% quarter-on-quarter increase [7][10] Group 2: Consumer Behavior - Younger consumers are increasingly willing to pay for products that carry emotional significance, leading to a rise in the "二次元经济" (two-dimensional economy) and other high-value consumer categories [5][6] - The emotional value associated with gold jewelry is becoming more important than traditional reasons for purchasing, such as marriage or investment [4][5] - The shift in consumer focus from family-oriented spending to personal enjoyment is evident across different generations, with younger consumers driving the demand for innovative and emotionally resonant products [5][6] Group 3: Industry Perspectives - Industry experts express mixed views on the sustainability of the "pain gold" market, with some believing it represents a new direction for traditional jewelry, while others caution about the potential for a bubble due to the fluctuating popularity of IPs [7][8] - The integration of IPs with gold jewelry is seen as a way to enhance perceived value, but concerns remain about the long-term viability of such products as investments [6][7] - The gold jewelry market is expected to continue evolving, with a "pyramid" structure emerging where different segments cater to varying consumer needs, from cost-effective options to high-end luxury items [10]
当黄金成为谷子： 情绪消费推高溢价 机构提示隐忧
Zhong Guo Zheng Quan Bao·2025-09-05 22:48