Core Insights - The World Gold Council is promoting "hard gold" jewelry as a new cultural symbol for the younger generation, aiming to connect with potential consumers and reshape the gold jewelry market in China [5][8][24] - The "hard gold" jewelry campaign has evolved over three years, focusing on product characteristics such as being "hard, light, and shiny," and is now entering a phase of digital social media marketing to engage Generation Z [5][8][24] Group 1: Marketing Strategy - The 2025 marketing theme for "hard gold" jewelry is "Live in Gold, Shine Uniquely," which aims to resonate with contemporary youth and their values [8][15] - A digital social media marketing campaign was launched, including the theme film "Live Brilliantly, Shine Uniquely," to enhance brand awareness and consumer engagement [8][24] - The campaign utilizes platforms like Douyin and Xiaohongshu to create interactive experiences and encourage user-generated content, enhancing emotional connections with the product [24] Group 2: Product Features and Standards - The "hard gold" jewelry is characterized by its innovative design, appealing to the younger generation's desire for personalized expression [18][24] - A new industry standard for "hard gold" jewelry was established, providing guidelines on naming, hardness, and safety, which aims to enhance consumer trust and product quality [24] - The standard specifies a minimum hardness of 60HV and compliance with national gold purity standards, ensuring transparency and consumer protection [24] Group 3: Cultural Impact - The campaign features influential young women who embody the spirit of "hard gold," showcasing their stories to inspire others [12][15] - The initiative aims to elevate "hard gold" from a mere product to a social symbol that reflects the values and aspirations of the younger generation [24] - The rise of "hard gold" is seen as a response to the evolving cultural landscape in China, promoting a new appreciation for gold jewelry among young consumers [24]