Core Viewpoint - The continuous rise in international gold prices has led to a historical high in domestic gold jewelry prices, prompting traditional jewelry companies like Lao Feng Xiang to seek strategic transformations to adapt to market changes and enhance their competitiveness in the high-end luxury market [1][2]. Company Summary - Lao Feng Xiang plans to establish "Lao Feng Xiang Luxury Sales Co., Ltd." with an investment of 50 million yuan to accelerate its entry into the mid-to-high-end luxury market, aiming to enhance its influence in the global luxury goods market [2][4]. - The company has faced declining revenues and profits, with a 20.5% drop in revenue to 56.793 billion yuan in 2024 and a 11.95% decrease in net profit to 1.95 billion yuan [4][6]. - In the first half of 2025, Lao Feng Xiang reported a revenue of 33.4 billion yuan, down 16.52% year-on-year, and a net profit of approximately 1.2 billion yuan, a decrease of 13.07% [4][6]. Industry Context - The jewelry industry is experiencing a shift towards high-end luxury branding, with a trend of reducing the number of brands and focusing on premium offerings [7]. - New entrants like Lao Pu Gold have shown significant growth, with a 251% increase in revenue and a 285.8% rise in net profit in the first half of 2025, highlighting the competitive pressure on traditional brands [4][5]. - The industry is witnessing a contraction in the number of franchise stores, with Lao Feng Xiang reducing its franchise outlets from 5,641 to 5,362, reflecting a broader trend of downsizing in the sector [5][6]. Strategic Challenges - Transitioning from a traditional jewelry brand to a luxury brand requires a comprehensive overhaul of brand identity, operational models, and possibly a reduction in franchise reliance [1][5]. - Lao Feng Xiang's current business model heavily relies on a franchise system, which may hinder its ability to convey a consistent luxury brand experience [6][7]. - The company must enhance its product differentiation and value addition to compete effectively in the high-end market, as evidenced by the contrasting performance with emerging brands [5][6].