Core Viewpoint - The submission of an IPO application by Chao Hong Ji for a Hong Kong listing reflects the significant transformation pressures faced by the jewelry industry amid rising gold prices and changing consumer preferences [1][12]. Group 1: Company Background - Chao Hong Ji, founded in 1996, initially focused on jewelry and K-gold, avoiding the traditional gold market dominated by competitors, which allowed it to achieve superior profitability during periods of low gold prices [3]. - The company went public on the Shenzhen Stock Exchange in 2010 and has since maintained a strong position in the industry, ranking first among mainland jewelry companies with a market share of 1.4% as of June 2025 [3]. Group 2: Market Dynamics - Since 2022, international gold prices have reached historical highs, with 2024 marking a record of 40 new highs, leading to an increase in gold consumption in China by 8.78% year-on-year in 2023 [6]. - In contrast, the jewelry market has been declining, with Chao Hong Ji's jewelry product sales stagnating over the past three years, while gold product sales surged from 1.424 billion yuan in 2022 to 2.916 billion yuan in 2024 [6]. Group 3: Business Strategy and Performance - Chao Hong Ji is adapting to market changes by incorporating cultural and youthful elements into its gold products and launching collaborations with popular IPs, which has resulted in a 25.36% year-on-year revenue growth in Q1 2025 [8]. - Despite the growth in gold sales, the profit margins are significantly lower for gold products (8.1%) compared to jewelry products (27.6%), indicating that the company's profit growth still heavily relies on its traditional jewelry segment [8]. Group 4: International Expansion Efforts - The company has attempted to diversify its revenue streams by acquiring the fashion handbag brand FION in 2012, but this segment has not performed as expected, with revenues declining in recent years [10]. - Chao Hong Ji's international strategy includes opening stores in Malaysia, Thailand, and Cambodia, but the overseas revenue remains minimal, accounting for only 0.41% of total revenue in 2024 [10]. Group 5: Future Outlook - The upcoming Hong Kong listing is seen as a step towards enhancing the company's global strategy and brand image, but the challenges of transforming the traditional jewelry business in a high gold price environment remain significant [12].