经济观察报·2025-09-20 07:19Core Viewpoint - The rise of "Pain Gold," which integrates anime and other IP cultural elements into gold jewelry, reflects a new growth curve for gold as a traditional asset, appealing particularly to younger consumers who seek emotional value in their purchases [1][8]. Group 1: Consumer Trends - The ownership rate of gold jewelry among the 18 to 24 age group has reached 62%, doubling from 37% in 2019, indicating that younger consumers are becoming a significant market for "Pain Gold" [3][12]. - The core consumer group for "Pain Gold" is concentrated between the ages of 18 and 35, characterized by a strong interest in subculture and higher disposable income [12][21]. - The emotional economy is driving consumer preferences towards products that provide emotional resonance and psychological comfort, leading to a shift from traditional functional value to emotional value [12]. Group 2: Market Dynamics - The price of gold has increased significantly, with international gold prices rising over 40% since 2025, while domestic prices have increased by about 35% [7][19]. - Despite the rising gold prices benefiting upstream mining companies, downstream traditional gold jewelry brands are struggling, with some reporting revenue declines of up to 43.92% [19][20]. - "Pain Gold" has emerged as a bridge between young consumers' emotional needs and their financial capabilities, showcasing a shift in gold jewelry branding towards more innovative and culturally relevant products [7][20]. Group 3: Product Characteristics - "Pain Gold" products often adopt a fixed price model, which can significantly exceed the price per gram of traditional gold jewelry, with some items priced as high as 2,600 yuan per gram [15]. - The demand for "Pain Gold" is driven by its unique cultural and emotional appeal, with many consumers willing to pay a premium for limited edition items [21]. - Brands are exploring new product forms and cultural values in gold jewelry, moving away from traditional designs to attract younger consumers [22]. Group 4: Consumer Behavior and Risks - Consumers often participate in "Pain Gold groups," which are typically organized by fans and may lack proper authorization, leading to potential risks such as quality issues and consumer rights challenges [15][17]. - The process of purchasing from "Pain Gold groups" involves prepayment and limited return options, increasing the risk for consumers [16][17]. - Despite the risks, many consumers express satisfaction with their purchases, indicating a strong market interest in "Pain Gold" [16].