Core Insights - The rise of domestic original design brands is driven by popular cultural products like "Black Myth: Wukong" and "Nezha 2," with the ancient gold jewelry sector experiencing significant growth due to personalized demand and emotional value [2][22] - The brand "Hua Pu" is emerging in the ancient gold market, closely resembling the established brand "Lao Pu" in terms of store design and product presentation, leading to potential consumer confusion [5][6] Company Overview - Hua Pu Gold Jewelry Culture Co., Ltd. was established in 2019 with a registered capital of 5 million RMB and operates as a small micro-enterprise with no employees reported for 2024 [6] - The company has opened several physical stores in major cities like Zhengzhou, Chengdu, and Xi'an, primarily located in high-end commercial centers [5][6] Market Dynamics - The ancient gold jewelry market has seen explosive growth, with its market size increasing from 13 billion RMB in 2018 to 157.3 billion RMB in 2023, accounting for 35.3% of annual gold jewelry consumption [22] - The retail sales of gold and silver jewelry in China grew by 6.1% year-on-year in June 2025, indicating a rising consumer demand for luxury goods [21] Competitive Landscape - Lao Pu, recognized as a leading brand in the ancient gold sector, opened its first overseas store in Singapore, achieving significant revenue growth of 168% year-on-year in 2024 [14] - The market is becoming increasingly competitive, with new entrants like Junpei and Baolan targeting younger consumers with lower-priced products [16] Consumer Behavior - The ancient gold jewelry sector is appealing to mid-to-high-end consumers due to its unique marketing strategies that emphasize cultural and emotional narratives rather than just weight-based pricing [13][22] - The success of brands like Lin Chao Jewelry, which utilizes a "non-heritage handmade customization" strategy, highlights the importance of innovative marketing and consumer engagement through social media [11][13]