CHJ(SZ:002345) 首席商业评论·2025-12-13 04:21Core Viewpoint - The article discusses how the jewelry brand Chao Hong Ji is appealing to the younger generation (Z generation) by offering "lightweight gold" products, which are small in weight and high in emotional value, thus transforming the traditional perception of gold consumption [5][8]. Group 1: Product Strategy - Chao Hong Ji has introduced gold products weighing between 0.1 grams to 0.96 grams, priced between 200 to 1000 yuan, which has sparked interest among young consumers looking for affordable gold options [9][12]. - The brand's collaboration with popular IPs like Line Friends and Butter Bear has created a unique selling proposition, allowing consumers to purchase not just a physical asset but an emotional experience [11][14]. - The innovative design of these lightweight gold products, including techniques like hollowing and enamel, enhances their visual appeal, making them attractive to the younger demographic [12][16]. Group 2: Financial Performance - In the first three quarters of 2025, Chao Hong Ji reported revenue exceeding 6.2 billion yuan, a nearly 30% increase year-on-year, while its market value doubled [19]. - Despite the revenue growth, the company faces a profit dilemma, with a declining gross margin from nearly 36% in 2020 to about 24% in 2024, marking a ten-year low [20]. - The shift towards a franchise model has resulted in lower profit margins, as franchise operations contribute over 50% of revenue but yield significantly lower margins compared to self-operated stores [20][24]. Group 3: Brand and Market Position - Chao Hong Ji, established in 1996, has evolved from a K-gold specialist to a brand that incorporates traditional craftsmanship and modern design, aiming to build a cultural moat around its products [16][17]. - The brand's strategy of selling products based on craftsmanship rather than weight reflects a shift in consumer preferences, emphasizing the importance of emotional and aesthetic value in jewelry [17][18]. - The upcoming listing on the Hong Kong Stock Exchange is seen as a critical move to address profitability issues, but concerns about profit quality and market perception remain [24][25].