该行认为老铺的成功主要归功于以下三点：(1)长期聚焦高端市场，打造奢侈品属性。在这点上，老铺 与茅台具有许多共同点，包括独特的生产工艺所带来的产品稀缺性、较高的产品溢价以及潜在的投资与 保值属性。其一口价的产品定价模式以及节制的促销与折扣力度也强化了其奢侈品的产品定位。(2)与 古法黄金的理念深度绑定。老铺多年来专注于古法黄金产品的设计、生产与销售，并对古法黄金这一理 念进行积极的宣传，包括其手工制造的传统工艺以及其背后的历史与文化价值。这使消费者将老铺与古 法黄金划上等号，从而使老铺在产品与品牌定位上与普通黄金珠宝品牌形成显著的差异化。(3)坚持 DTC模式。老铺的线下门店完全采取自营的模式，使公司能够实现统一化和标准化管理，从而确保门店 的服务质量，最大程度上展现公司的品牌形象，讲好品牌故事、传递品牌价值。 基于该行对老铺黄金的盈利预测，老铺黄金目前交易在27x2025P/E以及19x2026P/E，相较于中国黄金珠 宝品牌平均估值水平具有显著的溢价。这主要是由于老铺更高的增长潜力以及更强的盈利水平(净利率 以及ROE远高于同业)。如果以PEG作为参考指标的话，老铺的估值水平相较同业依然具有较高的性价 比 ...

Investment Rating - The report initiates coverage with a "Buy" rating for the company, targeting a price of 857 HKD, indicating a potential upside of 32.8% from the current price of 645.5 HKD [5]. Core Insights - The company's success is attributed to its long-term focus on the high-end market, the unique craftsmanship of ancient gold, and a direct-to-consumer (DTC) model that enhances brand value [2][14]. - The report emphasizes that the company is still in the growth phase of its brand lifecycle, with a projected compound annual growth rate (CAGR) of over 40% in revenue from 2024 to 2028, driven by an expected increase in market share in the ancient gold segment [3][37]. - The company's stock price has shown a strong correlation with gold prices, with a correlation coefficient of 0.94, suggesting that fluctuations in gold prices will continue to impact the company's stock performance [3][8]. Summary by Sections Company Overview - The company has significantly increased its brand awareness and sales since its listing, with stock prices reaching over 20 times the issue price [1]. - The company is positioned as a luxury brand, focusing on ancient gold craftsmanship, which differentiates it from other jewelry brands [14][24]. Financial Performance - Revenue is projected to grow from 3.18 billion RMB in 2023 to 37.11 billion RMB by 2027, with a year-on-year growth rate of 145.7% in 2023 and 167.5% in 2024 [9][10]. - Net profit is expected to increase from 416 million RMB in 2023 to 7.11 billion RMB in 2027, with a remarkable growth rate of 340.4% in 2023 [9][10]. Market Positioning - The company aims to capture a larger share of the ancient gold market, with expectations to increase its market share from 2% in 2023 to at least 8% by 2028 [37]. - The report highlights the company's unique selling proposition, which includes a focus on traditional craftsmanship and a strong brand identity associated with ancient gold [2][14]. Valuation Analysis - The company is currently trading at 27x P/E for 2025 and 19x for 2026, which is significantly higher than the average valuation of other Chinese jewelry brands [54][55]. - The report suggests that the current valuation reflects the company's growth potential and brand value, indicating a favorable investment opportunity [54][55].