国庆节前最后一个工作日的北京前门大街，3000平方米的北京杜莎夫人蜡像馆迎来最后的"告别"， 据悉这已是其今年在中国关闭的第二家场馆，4个月前，重庆馆悄然谢幕。 此外，不得不提的还有近年来多地文旅创新的沉浸式体验项目，给了客户太好的体验。例如河南有 凭众多NCP（类似路人甲的角色）火出圈的万岁山武侠城、清明上河园，山东有"跟着团长打县城"，这 种能让游客身临其境的参与方式，显然对传统蜡像的展示方式构成了降维打击。当代消费者的需求已从 单纯的"打卡炫耀"转向更深层次的"意义获取"，和蜡像合影"太老土"已成为年轻人拒绝参观的理由。蜡 像馆的困境也折射出文化消费逻辑的深层次转变，消费者不再满足于与被动的蜡像合影，而是渴望参与 其中、创造属于自己的独特故事，这一趋势对传统文旅IP提出了转型升级的迫切要求。 进入数字时代，文化IP的生命力不再依赖于物理形态的精致程度，而在于其能否构建起与受众的情 感连接和文化共鸣。在这个新时代里，文化体验将更加沉浸、互动和个性化，技术与人性的结合将创造 出超越实体限制的无限可能。蜡像馆等传统文旅IP的数字化转型之路虽充满挑战，但势在必行。这里面 也蕴含机遇，关键在于能否准确把握消费变迁 ...

Core Viewpoint - The recent price increase of approximately 10% for Lao Pu Gold products reflects the brand's strategy to enhance its high-end positioning and align with consumer demand for innovation and differentiation in the jewelry market [1][5][6]. Price Increase Details - On August 25, Lao Pu Gold raised prices by 10% to 12%, with specific products like "Rose Window" and "Vajra" seeing increases of approximately 11.42% and 12.5%, respectively [2][3]. - Previous price adjustments occurred in February with increases of 5% to 12%, and in September of the previous year with increases of 4% to 11% [4]. Financial Performance - Despite frequent price hikes, Lao Pu Gold reported impressive sales performance, achieving 14.182 billion yuan in sales for the first half of the year, a year-on-year increase of 249.4%, and a profit of 2.268 billion yuan, up 285.8% [4]. Brand Strategy - The brand's pricing strategy is based on its positioning and value proposition rather than solely on gold price fluctuations, aiming to maintain a high-end image and attract consumers sensitive to quality and cultural value [5][6]. - Frequent price adjustments are intended to reinforce the brand's premium positioning and enhance consumer perception of product value [6]. Market Trends - The gold jewelry industry is shifting from an "investment attribute" to a "cultural consumption" focus, with younger consumers prioritizing design, cultural symbols, and social attributes over price [7]. - The rise of the "Z generation" as a key consumer group is driving demand for innovative and culturally rich gold products [7]. Customer Experience and Service - To align with the increased product value from price hikes, Lao Pu Gold must enhance customer experience and service, including optimizing store environments and offering personalized services [8]. - Maintaining brand uniqueness while carefully balancing marketing strategies is crucial for sustaining high-end brand perception amidst market competition [8].