“买时贵，卖时平”反差背后，老铺黄金“奢侈品”如何破局？

Core Viewpoint - Laopuhuang is attempting to transition from traditional gold jewelry to "cultural luxury goods," despite its high pricing, which is 1.7 to 1.9 times that of similar brands, leading to a strong customer flow and market presence [1][3][9] Pricing Strategy - Laopuhuang's pricing for its handcrafted gold jewelry is significantly higher than competitors, with examples showing a price of 17,850 yuan for a 7.6-gram pendant, translating to 2,350 yuan per gram, compared to 1,339 yuan and 1,240 yuan per gram for similar products from other brands [3][9] Store Experience and Branding - The store design emphasizes a high-end identity with a black gold theme, showcasing luxury items and providing premium customer service, including high-end chocolates and bottled water [8][9] - The brand's product line features culturally significant designs, with intricate craftsmanship that takes months to complete, enhancing its appeal to high-net-worth individuals [8][9] Sales Performance - Despite the overall pressure on gold jewelry brands, Laopuhuang reported impressive sales figures, with a single store achieving nearly 460 million yuan in sales and a total revenue of 12.35 billion yuan, reflecting year-on-year growth of 251% [9] - Citigroup's recent report indicates a strong sales growth forecast for Laopuhuang, with expectations of over 200% same-store sales growth during the November promotional period [9] Challenges in the Secondary Market - In the second-hand market, Laopuhuang's products struggle to maintain brand value, as pricing is primarily based on gold weight and purity rather than craftsmanship or brand prestige, leading to a "buy high, sell low" scenario for consumers [13] - The brand's premium pricing does not translate into equivalent resale value, contrasting with other luxury brands that maintain their market value in secondary sales [13] Future Strategies - To enhance its brand value, Laopuhuang is advised to focus on unique design elements, establish a self-operated second-hand circulation system, and pursue international expansion [19] - The company plans to open its first overseas store in Singapore by June 2025, with ambitions to establish 6-7 additional locations in Hong Kong, Macau, or abroad within two years [19]