Xin Jing Bao·2025-12-19 11:13Core Viewpoint - Chow Tai Fook has announced a price increase for its products, marking the third adjustment in 2023, driven by rising gold prices and market factors [1][3]. Price Adjustment Details - The price increase will take effect on December 19, with approximately half of the "Chuanfu" series products on Tmall marked for a price hike, with increases ranging from 5% to 15% [2][3]. - Specific examples include a 7.3g gold necklace increasing from 13,300 yuan to 14,900 yuan (approximately 12% increase) and a 5.2g ring from 12,600 yuan to 14,000 yuan (approximately 11% increase) [2]. - The price of gold jewelry has risen significantly throughout the year, with Chow Tai Fook's gold price increasing from 805 yuan per gram in January to 1,353 yuan per gram by December 19, representing a nearly 68% increase [3]. Market Context - The jewelry industry is experiencing a period of concentrated price adjustments, with other brands like Chow Sang Sang and Lao Feng Xiang also raising prices by 6% to 10% in recent months [3]. - The demand for high-margin "one-price" products is increasing as companies shift focus to maintain profitability amid rising costs and consumer caution [5][6]. Company Performance - Chow Tai Fook's sales of fixed-price jewelry, including the "Chuanfu" series, reached 34 billion HKD, with the contribution from fixed-price retail in mainland China rising from 27.4% to 31.8% year-on-year [5]. - Despite the price increases, the company has been closing stores, with over 600 locations shut down in the past six months, reducing the total by approximately 1,500 since March 2024 [5]. Consumer Behavior - Consumer reactions to the price hikes are mixed, with some purchasing before the increase while others choose to wait or forgo buying altogether [6]. - The frequent price adjustments are testing consumer acceptance of the "one-price" model, raising questions about the brand's value versus the fluctuating gold prices [6].