年轻人追捧的“痛金”跑赢金价，但他们不只是在为爱发电

Core Insights - The article discusses the emerging trend of "pain gold" among young consumers, highlighting a shift towards emotional spending that is calculated and strategic [1][9] Group 1: Market Trends - "Pain gold," which refers to gold products associated with popular IP elements, is gaining traction in the consumer market, especially during events like Double 11 [1][3] - The sales of IP gold products have seen a significant increase, with a three-digit percentage growth in transaction volume year-on-year [3] - The trend indicates a shift from traditional luxury goods to gold as a more appealing investment option for younger consumers [9] Group 2: Consumer Behavior - Young consumers are increasingly willing to pay a premium for "pain gold," viewing it as a blend of emotional attachment and investment value [2][9] - The ownership rate of gold jewelry among consumers aged 18 to 24 has risen to 62%, up from 37% in 2019, indicating a growing interest in gold as a form of asset [8] - Emotional spending is becoming a key driver for purchases, with consumers seeking products that provide both sentimental value and financial security [10] Group 3: Product Development - There is a notable increase in collaborations between gold brands and various IPs, with over 50 partnerships reported in the first three quarters of the year [6] - The market for custom "pain gold" products is expanding, with consumers showing interest in personalized items linked to niche IPs [6][7] - Brands are encouraged to innovate by combining traditional gold products with new IPs and creative designs to attract younger demographics [10]