以下文章来源于盐财经 ，作者李含章、陈慧 盐财经 . 洞察趋势，睿智人生。《南风窗》旗下专业财经媒体。 来源丨盐财经 （ID： nfc-yancaijing ） 作者丨李含章、陈慧（实习生） 编辑丨 江江 图源丨Midjourney 这届年轻人正在用买盲盒的方式买黄金。 当传统金店还在靠"克重"和"纯度"吸引长辈时，一股"轻量化黄金"的浪潮已悄然席卷"Z世代"。 站上潮头的，是被称为"珠宝界泡泡玛特"的潮宏基。 它把黄金压成0.1克的"大饼"，联名线条小狗、黄油小熊等顶流IP，让"200块拥有金币快乐"成为社 交平台的新谈资。 凭借这套"小克重+强情感"的组合拳，潮宏基不仅在今年9月正式向港交所递交上市申请，而且10月 底公布的2025年三季度显示，其营收猛增近三成，突破62亿元。 潮宏基2025年三季度显示，其营收突破62亿元 然而，当潮宏基用IP联名拿捏Z世代心智的同时，其财报却暴露了"增收不增利"的利润困境。 潮宏基的掘金之路，不仅关乎一个品牌的转型，更折射出当下黄金消费的核心逻辑之变：我们购买 的，究竟是保值资产，还是一种可佩戴的情感价值？ 用小克重，画黄金大饼 "200+就能拥有的线条小狗金币的快乐 ...

以下文章来源于盐财经 ，作者李含章、陈慧 盐财经 . 洞察趋势，睿智人生。《南风窗》旗下专业财经媒体。 在Z世代的消费词典里， 黄金的"保值"属性固然重要，但并非唯一。 文 ｜ 李含章 陈慧（实习生） 编辑 ｜ 江江 来源｜ 盐财经（ID：nfc-yancaijing） 封面来源 ｜ IC photo 这届年轻人正在用买盲盒的方式买黄金。 当传统金店还在靠"克重"和"纯度"吸引长辈时，一股"轻量化黄金"的浪潮已悄然席卷"Z世代"。 站上潮头的，是被称为"珠宝界泡泡玛特"的潮宏基。 它把黄金压成0.1克的"大饼"，联名线条小狗、黄油小熊等顶流IP，让"200块拥有金币快乐"成为社交平台的新谈资。 演员沈月佩戴潮宏基黄油小熊联名产品 凭借这套"小克重+强情感"的组合拳，潮宏基不仅在今年9月正式向港交所递交上市申请，而且10月底公布的2025年三季度显示，其营收猛增近三成，突破 62亿元。 然而，当潮宏基用IP联名拿捏Z世代心智的同时，其财报却暴露了"增收不增利"的利润困境。 潮宏基的掘金之路，不仅关乎一个品牌的转型，更折射出当下黄金消费的核心逻辑之变：我们购买的，究竟是保值资产，还是一种可佩戴的情感价值？ 用小克 ...

以下文章来源于盐财经 ，作者李含章、陈慧 盐财经 . 洞察趋势，睿智人生。《南风窗》旗下专业财经媒体。 这届年轻人正在用买盲盒的方式买黄金。 当传统金店还在靠"克重"和"纯度"吸引长辈时，一股"轻量化黄金"的浪潮已悄然席卷"Z世代"。 站上潮头的，是被称为"珠宝界泡泡玛特"的潮宏基。 它把黄金压成0.1克的"大饼"，联名线条小狗、黄油小熊等顶流IP，让"200块拥有金币快乐"成为社交平台的 新谈资。 凭借这套"小克重+强情感"的组合拳，潮宏基不仅在今年9月正式向港交所递交上市申请，而且10月底公布 的2025年三季度显示，其营收猛增近三成，突破62亿元。 ▲潮宏基2025年三季度显示，其营收突破62亿元 然而，当潮宏基用IP联名拿捏Z世代心智的同时，其财报却暴露了"增收不增利"的利润困境。 潮宏基的掘金之路，不仅关乎一个品牌的转型，更折射出当下黄金消费的核心逻辑之变：我们购买的，究 竟是保值资产，还是一种可佩戴的情感价值？ 01 用小克重，画黄金大饼 走进任何一家潮宏基线下门店，入口处不是传统金店里的项链首饰，取而代之的是，一排排吸睛的"黄金大 饼"、线条小狗金币和黄油小熊挂件的配饰。 这些重量仅0.1克至0 ...

以下文章来源于盐财经 ，作者李含章、陈慧 盐财经 . 洞察趋势，睿智人生。《南风窗》旗下专业财经媒体。 用小克重，画黄金大饼。 来源：盐财经 作者： 李含章 编辑：江江 这届年轻人正在用买盲盒的方式买黄金。 当传统金店还在靠"克重"和"纯度"吸引长辈时，一股"轻量化黄金"的浪潮已悄然席卷"Z世 代"。 站上潮头的，是被称为"珠宝界泡泡玛特"的潮宏基。 它把黄金压成0.1克的"大饼"，联名线条小狗、黄油小熊等顶流IP，让"200块拥有金币快 乐"成为社交平台的新谈资。 凭借这套"小克重+强情感"的组合拳，潮宏基不仅在今年9月正式向港交所递交上市申请，而且 10月底公布的2025年三季度显示，其营收猛增近三成，突破62亿元。 潮宏基2025年三季度显示，其营收突破62亿元 然而，当潮宏基用IP联名拿捏Z世代心智的同时，其财报却暴露了"增收不增利"的利润困境。 潮宏基的掘金之路，不仅关乎一个品牌的转型，更折射出当下黄金消费的核心逻辑之变：我们 购买的，究竟是保值资产，还是一种可佩戴的情感价值？ 这里插播一条课程资讯： 报名 「吴世春·西安出行活动」， 1月22日-24日 ， 吴世春将亲自带队 100家企业家 ， 去 ...

Core Viewpoint - The surge in spot gold prices, which recently surpassed $3720 per ounce, has prompted companies like Popop, a jewelry brand under Bubble Mart, to launch a new line of gold products, leveraging the Baby Molly IP to attract consumers and boost sales in physical stores [1][2]. Group 1: Market Trends - The Chinese潮玩 (trendy toy) market is projected to grow from 727 billion yuan in 2024 to 911 billion yuan by 2028, while the jewelry market is expected to reach approximately 778.8 billion yuan in the same year, indicating a significant opportunity for cross-industry expansion [2][11]. - Popop's entry into the gold market aligns with the trend of traditional brands collaborating with IPs to appeal to younger consumers, particularly those born in the '90s and '00s, who are becoming the main consumers of gold [13]. Group 2: Product Offering and Pricing - Popop's gold product line includes items such as gold beads, pendants, and bars, with prices ranging from 980 yuan to 68,000 yuan, catering to various consumer budgets [3][6]. - The pricing strategy for Popop's gold series is notably higher than traditional gold brands, with an average price per gram approximately 25% more than that of established competitors [6][8]. Group 3: Consumer Behavior and Market Response - The "one-price" pricing model adopted by Popop may help secure profit margins but could also deter price-sensitive consumers, raising concerns about the potential impact on sales [8]. - Despite the challenges, some industry experts remain optimistic about Popop's competitive edge in the gold market, suggesting that the combination of rising gold prices and the influence of IP could create significant market opportunities [8][12].

Core Insights - COMEX gold futures prices have surged, reaching over $3700 per ounce, marking a nearly 10% increase in one month and close to 40% year-to-date [2] - The rising gold prices have prompted both trendy companies and traditional gold shops to expand their presence in the gold jewelry market, with notable interest from luxury brands [2][12] Group 1: Market Trends - The launch of the "Baby Molly·Foot Gold" series by Pop Mart's jewelry brand popop features products priced from 980 yuan to 56,800 yuan, utilizing "hard gold + ancient methods + enamel" craftsmanship [4][5] - The average price per gram for the new gold products ranges from 1300 to 1800 yuan, which is lower than previous collaborations, indicating a strategic pricing approach [5] - The popularity of gold jewelry among younger consumers is evident, with significant foot traffic and sales growth reported in popop's stores following the launch [10] Group 2: Company Strategies - Pop Mart's founder emphasized the importance of diversifying product categories, with jewelry being a key area of exploration for the company [8] - The brand's strategy includes leveraging its IP to create unique gold jewelry designs, distinguishing itself from traditional gold shops [10] - Old Fengxiang Co., Ltd. is investing 50 million yuan to establish a luxury goods sales company, aiming to enhance brand image and tap into the mid-to-high-end market [11] Group 3: Industry Dynamics - LVMH's CEO was spotted visiting a traditional gold shop, highlighting the growing interest of international luxury brands in the Chinese gold market [12] - The World Gold Council's report indicates that rising gold prices have outpaced income growth, potentially affecting consumer purchasing behavior [11] - The increasing interest in local brands among Chinese consumers is noted, with some domestic jewelry companies experiencing explosive demand [12][13]