又挤爆了！ 老铺黄金即将涨价：有人600万“扫货”，二手市场却遇冷

Core Viewpoint - Laopuhuangjin has announced a price increase effective October 26, marking the third price adjustment in 2023, driven primarily by rising international gold prices [1][6][7] Group 1: Price Adjustments - The frequency of price increases has significantly risen compared to previous years, with adjustments occurring in February, August, and now October [1][6] - The upcoming price increase is expected to be influenced by the ongoing rise in gold prices, which have increased by over 50% this year [7][8] - Competitors like Chow Tai Fook are also planning price hikes, indicating a broader trend in the jewelry industry due to rising gold costs [6][7] Group 2: Consumer Behavior - A surge in consumer demand was observed prior to the price increase, with reports of long queues at Laopuhuangjin stores and significant purchases, including transactions exceeding 600 million yuan [2][3] - Many consumers prefer in-store shopping for a wider selection, despite the inconvenience of long wait times [2][3] - The presence of "scalpers" in the market indicates a high demand for Laopuhuangjin products, with strategies to profit from price differences and membership benefits [3] Group 3: Second-Hand Market Dynamics - Laopuhuangjin's brand does not command a strong premium in the second-hand market, where products are primarily valued based on gold weight and current market prices [4][5] - The second-hand market for Laopuhuangjin products is limited, as its typical customer base tends to prioritize quality and newness over second-hand purchases [4][5] - Some specialized second-hand dealers can offer higher buyback prices for popular items, but overall, the brand's second-hand liquidity remains low compared to other brands [4][5] Group 4: Brand Positioning and Strategy - Laopuhuangjin is attempting to position itself within the luxury market, but experts suggest it lacks the brand strength and differentiation seen in established luxury brands [8] - The frequent price increases may reflect a lack of strategic planning, as they do not significantly enhance the brand's image or market position [8] - The company faces competition from other established brands, which could impact its future growth and market stability [8]