Core Viewpoint - The collaboration between the tea brand Gu Ming and the popular game IP "崩坏：星穹铁道" (Honkai: Star Rail) has led to significant consumer interest and controversy due to insufficient stock and overwhelming demand, highlighting the challenges of managing high-profile collaborations in the beverage industry [2][3][5]. Group 1: Collaboration Details - Gu Ming launched its collaboration with "崩铁" on April 18, 2024, offering limited-edition drinks and merchandise, which quickly sold out due to high demand, with 1.2 million people reportedly queuing for the purchase [5][8]. - The collaboration included popular drink flavors and exclusive merchandise such as stickers and badges, which attracted significant attention from fans [5][6]. - Despite previous successful collaborations with other IPs, this particular launch faced criticism for inadequate preparation and stock levels, leading to consumer dissatisfaction [3][6]. Group 2: Sales and Financial Impact - The overwhelming demand resulted in an estimated sales figure of at least 20 million yuan on the first day, assuming each of the 1.2 million queuing customers purchased one drink at a minimum price of 16.9 yuan [8]. - Gu Ming's marketing expenses have increased significantly, with sales and distribution costs rising from 3.366 billion yuan in 2023 to 4.794 billion yuan in 2024, reflecting the costs associated with frequent collaborations [9]. - The tea industry is experiencing heightened competition, prompting brands to adjust pricing strategies, with Gu Ming and others lowering entry-level product prices to attract consumers [11][12]. Group 3: Market Trends and Consumer Behavior - The collaboration reflects a broader trend in the tea and beverage industry where brands are increasingly leveraging popular IPs to drive sales and brand awareness [9][10]. - However, the frequency of collaborations may lead to consumer fatigue, as seen in the case of another brand, which reported a decline in revenue despite increased marketing spending [9][10]. - The industry is shifting focus towards lower-tier markets, with brands exploring opportunities in smaller towns, indicating a strategic pivot in response to competitive pressures [12].

题图 / 周大福、老凤祥、潮宏基珠宝 受全球市场影响，金价连创新高。就在最近，黄金价格突破800元，金饰克价超过了千元。在有关黄金的投资、消费话题里，不难听到二次元爱好者的声 音："当初买黄金谷子还真是买对了。" 老凤祥x崩坏：星穹铁道 这里说的黄金谷子，是指黄金品牌和ACG IP的联名衍生品。国人黄金购买力向来可观，中国长期位列全球黄金消费市场榜首，让二次元吃上纯金谷子的 情形或许只有国内市场才会上演。在近几年里，不仅黄金品牌与ACG IP联动频次有所提升，更有越来越多黄金品牌加入联名队伍，吸引一批批吃谷人走 进金店。 当买金的风吹到二次元 乘着中国衍生品热潮的东风，黄金品牌与ACG IP联名在近两年已成趋势。ACGx统计了国内主要黄金品牌近五六年的ACG IP联名案例（案例表格置于文 末）： 老凤祥从2024年至今接连公布了5个联名系列，全球限量的《机动战士高达》《圣斗士星矢》的大克重黄金手办闪耀得让人挪不开眼； 老凤祥x机动战士高达 图源@瑞禧黄金小助理 潮宏基在去年与三丽鸥合作后，持续上新库洛米、大耳狗、丑鱼、布丁狗等联名款，期间还与《蜡笔小新》进行了联动； 港金福x小狗蛇点点 图源小红书@小小榆 买 ...

Summary of Conference Call Company and Industry - The conference call primarily discusses the jewelry industry, specifically focusing on a company involved in gold and jewelry sales, as well as its product offerings and market strategies. Key Points and Arguments 1. **Sales Performance and Market Trends** - The company anticipates a year-on-year improvement in sales for the first quarter, although the growth may not be significant due to high gold prices affecting consumer behavior [1][2] - The worst sales performance was noted in the second quarter of the previous year, with expectations of gradual recovery in subsequent quarters [2] 2. **Product Development and Branding** - The company is leveraging the concept of "National Treasures" to enhance product offerings and store branding, which has led to improved sales and market presence in high-end shopping centers [3][4] - There is a focus on creating a product line that incorporates well-known cultural artifacts, which has shown to significantly increase product pricing and consumer interest [3] 3. **Store Expansion and Market Penetration** - The company has opened over 100 new stores in the past year, with expectations to exceed this number by year-end [7] - The introduction of themed stores based on the "National Treasures" concept has allowed the company to enter previously inaccessible high-end retail channels [4] 4. **New Product Lines** - A new brand called "Zhu Chuang" has been launched, focusing on a niche market within the jewelry sector, which has shown promising initial sales performance [10] - The company is exploring various materials and product types to cater to emerging consumer demands, particularly in smaller, high-margin product categories [11][12] 5. **Sales Strategy and Pricing** - The company is adjusting its pricing strategy, with a notable shift towards fixed-price offerings, which currently account for approximately 10-20% of total sales volume [14] - The overall sales strategy is aimed at maintaining a stable dividend policy, reflecting a strong cash flow position without significant capital expenditures [15] 6. **E-commerce and Market Expansion** - Plans for expanding e-commerce operations are underway, with a focus on international markets, particularly through platforms like Amazon [16] - The company is also considering adjustments to its supply chain and service offerings to enhance overall market competitiveness [18] Other Important Content - The discussion highlighted the impact of high gold prices on consumer behavior, with some consumers looking to liquidate assets while others are entering the market [8] - The company is in the preparatory stages for potential new branding initiatives, which may include collaborations with state-owned entities, although these plans are still uncertain [5][6] - The conference concluded with an invitation for investors to engage further regarding the jewelry industry and the company's future prospects [19]