Core Viewpoint - Recent price increases by several well-known gold retailers, with increases generally exceeding 10%, have led to a surge in sales but also numerous complaints about order cancellations and delivery issues [3][10]. Price Increase and Sales Surge - Major brands like Chow Tai Fook and Lao Miao Huang have raised prices significantly, with Chow Tai Fook planning to increase retail prices by 12% to 18% by the end of October due to rising gold costs [10]. - Lao Miao Huang raised its gold price to 1290 yuan per gram on October 17, marking a daily increase of 42 yuan, surpassing competitors like Chow Sang Sang and Lao Feng Xiang [10]. Order Fulfillment Issues - Many consumers reported that orders for Lao Miao Huang products were not fulfilled, with some orders being canceled or returned despite initial confirmations of shipment [4][6]. - Customers expressed frustration over the lack of communication and accountability from the brand, with some attributing the issues to the recent price hikes [6][7]. Consumer Complaints and Brand Reputation - The increase in complaints about order fulfillment has affected the reputation of brands like Lao Miao Huang, with consumers perceiving a lack of control over their authorized stores [7]. - Other brands, including Gu Fu Jiang Jewelry and Cai Bai, have also faced similar complaints regarding order cancellations and refunds [7]. Pricing Controversies - The rapid price increases have led to accusations of price gouging, particularly concerning "one-price" gold jewelry, which has seen significant price hikes without clear communication to consumers [10][11]. - For instance, a specific piece from Chow Tai Fook was reported to increase from 74,800 yuan to 101,600 yuan, a rise of over 35%, raising concerns about ethical pricing practices [11]. Legal and Consumer Rights - Legal experts suggest that consumers facing disputes should first attempt to resolve issues directly with retailers and, if unsuccessful, escalate complaints to e-commerce platforms for resolution [12].