预计阅读时长 7 mins 二次元联名成咖啡营销新宠，吸引流量的同时， 营销成本攀升，消费者疲劳渐显。 不知道你有没有这种感觉——现在好像点一杯咖啡或奶茶，十有八九都会遇到某个品牌正在做联名？联名的形 式也越来越多样，从最早的贴个图案、换个杯套，到后来的联名新品、联名套餐、限定周边，甚至还有联名主 题门店。联名已经从偶尔的营销动作，几乎变成了今天现制饮品行业的日常操作。不过，这股联名热潮在茶饮 和咖啡身上，正在出现不同的走向。 根据 CBNdata 的报道，今年上半年，由于几家头部茶饮品牌的节奏放 缓，茶饮行业的联名事件从去年同期的 149 起，降到 72 起，热度有所下降。 而咖啡品牌的联名数量还在继续 增加。截至 7 月，主流咖啡品牌今年已经做了 大约 90 多次联名 ，其中瑞幸咖啡以几乎每月保持两次联名的节 奏，在咖啡品牌中领跑。 也因此被年轻人戏称为「古希腊掌管联名的神」。 再具体到联名 IP 的类型，按照行业媒体的粗略统计，从去年年初到现在，瑞幸五十多起 IP 联名活动中，至少 有四成都是动漫、游戏或卡通形象，其中就包括我们节目一开始所提到的《王者荣耀》、《崩坏：星穹铁道》 还有《黑神话：悟空》这些 ...

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]