排队4小时、限购30分钟，老铺黄金涨价前又现排队潮，门店销售：忙到凌晨1点

Core Viewpoint - The old gold shops in various regions of China are experiencing a surge in customer demand ahead of a price increase expected to be between 10% and 20% [2][4][9]. Group 1: Price Increase and Consumer Behavior - Old Gold is set to implement its first price adjustment of 2026, with expectations of a price increase between 10% and 20% [2]. - A specific product, a 13.39-gram gold item, is projected to rise from a retail price of 26,550 yuan to approximately 29,205 yuan if the price increase is 10% [2]. - Consumers are lining up at stores, with reports of long queues, including individuals from other provinces traveling to Guangzhou specifically to purchase gold [4][7]. Group 2: Sales and Promotions - During the Spring Festival, Old Gold launched a promotional campaign offering a discount of 100 yuan for every 1,000 yuan spent, which has fueled consumer enthusiasm for gold purchases [9]. - On February 26, the Tmall flagship store of Old Gold achieved over 3 billion yuan in sales within just one second of launching a promotional event, with total sales exceeding 10 billion yuan for the day, marking a hundredfold increase year-on-year [12]. Group 3: Market Dynamics and Trends - The demand for gold is being driven by both premium pricing and asset allocation strategies among consumers, with many viewing gold as a means of wealth preservation and family inheritance [9][13]. - Other gold brands, such as Chow Tai Fook and Junpei Gold, are also planning price increases in the near future, indicating a broader trend in the gold market [13].