老铺黄金2月28日涨价，多地门店再现排队购金潮

Core Viewpoint - The article discusses the upcoming price adjustment by Lao Pu Gold, which is set to take effect on February 28, 2026, leading to a surge in consumer demand and product sellouts ahead of the price increase [3][11]. Group 1: Price Adjustment Announcement - Lao Pu Gold (06181.HK) has announced a price adjustment scheduled for February 28, 2026 [3][11]. - As of February 27, several high-priced products, such as a gold bowl priced at 627,500 yuan, a gold gourd at 560,900 yuan, and a gold Ruyi at 469,100 yuan, were sold out [3][11]. Group 2: Consumer Behavior and Sales Activity - On February 26, Lao Pu Gold launched a promotional event offering a discount of 100 yuan for every 1,000 yuan spent, resulting in a rapid sellout of various high-priced items within 10 minutes [6][14]. - There were reports of long queues at multiple Lao Pu Gold stores across the country, indicating a strong consumer rush to purchase gold before the price increase [6][14]. - This "buying frenzy before price hikes" phenomenon has been observed previously, with Lao Pu Gold implementing three price adjustments in 2025 alone, with increases ranging from 5% to 12% [6][14]. Group 3: Market Trends and Competitors - Other brands, such as Chow Tai Fook, are also planning price adjustments post-Chinese New Year, with expected increases of 15% to 30% for certain products [6][14]. - Competitors in the ancient method gold segment, such as Lin Chao Jewelry and Bao Lan, have already completed their price adjustments in early February [6][14]. Group 4: Consumer Expectations and Market Dynamics - According to a report by Guojin Securities, consumers have developed a stable expectation of price increases for Lao Pu Gold, driven by three factors: rising gold prices, design premiums recognized by consumers, and the brand's luxury perception reinforced by price hikes [7][15]. - The consumer psychology of "buying more as prices rise" is likened to the purchasing behavior seen with luxury brands like LV [7][15]. Group 5: Gold Price Trends - International gold prices have been fluctuating at high levels, reaching up to 5,200 USD per ounce on February 25, with the current price reported at 5,196.66 USD per ounce, reflecting a 0.24% increase [8][16].