Core Viewpoint - The rise of "pain gold" (also known as "secondary gold jewelry") is attributed to its popularity among young consumers, driven by collaborations with anime and gaming IPs, despite an overall weak gold consumption market [1]. Group 1: Market Trends - "Pain gold" has emerged as a new consumer product that combines gold jewelry with popular two-dimensional IPs, appealing particularly to younger demographics [1]. - The collaboration between Chow Tai Fook and Chiikawa sold out in just two hours, indicating strong demand for these products [1]. - The price of a pendant weighing less than 0.9 grams exceeds 2000 yuan, which is more than double the current gold price of approximately 1000 yuan per gram [1]. Group 2: Consumer Behavior - Gold, previously viewed as a "mom's era asset," has transformed into a trendy social currency among young people [1]. - The fast fashion market is becoming a key stage for young consumers, with low-priced fashion accessories that convey emotional value and creative designs gaining popularity [1]. - Brands like Chao Hong Ji are leveraging popular characters such as Crayon Shin-chan and Doraemon to enhance their visibility on social media, achieving over a billion views [1].

Core Insights - The rising popularity of "pain gold" (also known as "secondary gold jewelry") reflects a shift in consumer interest towards gold products linked with anime and gaming IPs, particularly among younger demographics [6][7][8] - The significant engagement on social media platforms, with "pain gold" trending and achieving over 6 million views, indicates a strong market presence and consumer interest [1][3] Industry Trends - "Pain gold" represents a new category of gold jewelry that combines traditional gold with popular anime and gaming characters, appealing to the younger generation [6][8] - The trend is emerging as a growth point for several gold jewelry brands, with notable sales success, such as Chow Tai Fook's collaboration with Chiikawa selling out in just two hours [6][8] - The average price of these collaborations exceeds the current gold price, indicating a premium placed on the novelty and cultural relevance of these products [6] Consumer Behavior - The "Z generation" (born between 1995 and 2009) is becoming the primary consumer group in the jewelry market, with a gold ownership rate of 62% among those aged 18-24, up from 37% in 2019 [8] - Young consumers are more willing to spend on gold jewelry, driven by a combination of economic recovery and a desire for products that convey emotional value and creativity [7][8] Brand Strategies - Leading gold jewelry companies like Chow Tai Fook and Lao Feng Xiang are closely monitoring the consumption habits and aesthetic preferences of the "Z generation" and are collaborating with well-known IPs to create products that meet current consumer demands [8][10] - The rise of domestic cultural elements and IPs, such as national trends and traditional motifs, is creating new opportunities for brands to engage with younger consumers [8][9][10]

Core Insights - The trend of "Pain Gold" is gaining popularity among young consumers, with prices reaching up to 2800 yuan per gram, significantly higher than the market gold price [1][13][19] - "Pain Gold" represents a fusion of gold products with anime culture, appealing to fans who view these items as both collectibles and investments [7][8][9] Industry Trends - The "Pain Gold" phenomenon is becoming a new growth point for gold brands, as traditional gold jewelry sales decline [13][18] - In 2024, China's gold consumption is projected to be 985.31 tons, a 9.58% decrease year-on-year, indicating a shift in consumer behavior towards gold as a store of value rather than decorative items [17][18] Pricing Dynamics - The prices of "Pain Gold" products often exceed the market gold price by 2 to 3 times, with some items selling for 2.5 to 3.5 times the regular gold price [19][20] - For example, a gold note originally priced at 899 yuan is now being sold for nearly 1600 yuan on second-hand platforms, reflecting a significant markup [11][19] Consumer Behavior - Young consumers are willing to pay a premium for "Pain Gold" due to emotional connections with the associated IPs, viewing these products as both collectibles and investments [17][20] - The emotional and social currency aspects of "Pain Gold" are driving demand, as fans seek tangible representations of their favorite characters [8][17] Market Challenges - The high premiums associated with "Pain Gold" may undermine its perceived value as a stable investment, leading to potential long-term brand image issues for companies [20] - The emergence of small studios offering custom "Pain Gold" products at lower prices poses a competitive threat to established gold brands [19][20]

Core Insights - China's gold consumption in the first half of 2025 was 505.205 tons, a year-on-year decrease of 3.54% [1] - Gold jewelry consumption dropped significantly by 26.00% to 199.826 tons, while gold bar and coin consumption increased by 23.69% to 264.242 tons [1] - The price of gold has risen sharply, with Chow Tai Fook's gold price increasing from approximately 800 RMB per gram at the beginning of January to around 1000 RMB per gram by the end of July [1] Consumption Trends - The decline in gold jewelry consumption is attributed to high gold prices, although lightweight, well-designed, and high-value-added jewelry products remain popular [3] - Old Poo Gold, known for its traditional craftsmanship, reported a sales performance of 14.3 billion RMB in the first half of the year, a 252% increase year-on-year, with adjusted net profit reaching 2.36 billion RMB, up approximately 292% [3] Investment Behavior - Despite reduced jewelry consumption, there has been a significant increase in demand for gold bars and coins, driven by geopolitical tensions and economic uncertainty, highlighting gold's role as a safe-haven asset [5] - In the first half of 2025, China's gold bar and coin consumption rose by 23.69% to 264.242 tons [5] Market Strategies - Traditional gold jewelry brands are targeting younger consumers through collaborations with popular culture, such as anime and gaming, to tap into the "cultural economy" [5] - Chow Tai Fook launched a jewelry exhibition at the 2025 Bilibili World Digital Entertainment and Anime Culture Expo, showcasing collaborations with popular IPs, which have generated significant retail sales [5] Price Dynamics - The international gold price saw a substantial increase, with the London spot gold price reaching 3287.45 USD per ounce by the end of June, a 24.31% rise since the beginning of the year [8] - The average price of gold in the Shanghai Gold Exchange for the first half of 2025 was 725.28 RMB per gram, reflecting a year-on-year increase of 41.07% [8]