CHOW TAI FOOK(HK:01929) Sou Hu Cai Jing·2026-02-25 10:13Core Viewpoint - Chow Tai Fook is expected to raise prices on gold products after the Spring Festival, with a potential increase of 15%-30% focused on fixed-price items, with specific details to be confirmed in-store [1][2]. Price Adjustment Details - The price adjustment is anticipated to start around mid-March, with some stores already notified [1]. - A specific example includes a 29.88-gram gold bracelet, which will increase from 53,800 yuan to 71,800 yuan, reflecting a rise of over 33% [1]. - Other brands, such as Baolan and Linchao, have also announced or completed price increases, indicating a broader trend in the jewelry market [1][17]. Historical Context - This is not the first price increase for Chow Tai Fook; in 2025, the company raised prices three times, with increases ranging from 12%-18% [2]. - For instance, a popular 27-gram gold bracelet previously priced at 38,600 yuan was raised to 50,800 yuan, marking a 31.6% increase [2]. Competitive Landscape - Other brands are also adjusting their prices, with Linchao completing a price increase in early February due to rising international gold prices and increased labor costs [17]. - Baolan's price adjustments include significant increases for specific items, such as a pair of gold earrings that rose from approximately 68,000 yuan to 78,808 yuan [19]. Market Demand - Despite rising prices, consumer demand remains strong, with reports of increased sales during the Spring Festival, indicating that consumers are willing to pay higher prices for gold jewelry [21]. - In some regions, the starting price for wedding gold items has reached 100,000 yuan, reflecting the high demand and willingness to invest in gold despite price increases [21].