1. 稀缺性营造：在高端商场开设门店，展示高价位商品，如北京SKP店内陈列单价超10万元的古法 金器，强化奢侈品属性； 2. 符号化产品：打造葫芦、罗盘、蝴蝶等辨识度元素，推出"点钻黄金"等跨界设计，满足高净值客 群对独特性的需求； 3. 服务溢价：提供一对一专属服务、会员私享活动等，2025年上半年忠诚会员达48万名，较年初增 长37%。 这种策略已见成效。财报显示，2025年上半年老铺黄金营收123.5亿元，同比增长251%，毛利率 38.1%，虽因2月调价幅度低于金价涨幅而略有下滑，但仍显著高于周大福（29.5%）等传统品牌。徐高 明直言："调价是为维持高端定位，吸引对品质和文化价值敏感的消费者。" 调价前夕的排队潮暴露了消费者"买涨不买跌"的心理。成都IFS门店店员透露，8月24日排队时长从十几 分钟延长至2小时，部分消费者为"保值投资"加速下单。然而，频繁调价也引发争议：有网友表示"涨幅 太大，失去购买欲望"，瑞银报告更警示"股东获利回吐"风险。 业内人士认为，老铺黄金需平衡品牌溢价与市场接受度。奥优国际董事长张玥建议，品牌需通过工艺升 级（如古法錾刻、花丝镶嵌）和文化叙事（如非遗技艺传承）持续传递 ...

Core Viewpoint - The opening of the first overseas store by Laopu Gold in Singapore marks a significant step in the brand's global expansion strategy, aiming to establish itself as a high-end Chinese gold brand with international influence [2][14]. Group 1: Store Opening Details - Laopu Gold's new store is located in the Marina Bay Sands, a prestigious commercial center in Singapore, adjacent to luxury brands like LV, Hermes, and Chanel [2]. - The store covers an area of approximately 110 square meters and attracted a large number of local consumers and tourists on its opening day, with reports of long queues [4][16]. - Customers reported waiting at least an hour to enter the store, indicating strong demand and interest in the brand [8][12]. Group 2: Sales Performance and Customer Behavior - The initial sales performance of the new store mirrored the brand's high popularity in the domestic market, with many customers making quick purchasing decisions [12]. - The product offerings in the Singapore store are consistent with those in the domestic market, maintaining similar pricing except for fluctuations due to exchange rates [12][14]. - The store's opening promotions and the high purchasing power of the mall's clientele contributed to the rapid sales [12]. Group 3: Strategic Expansion Plans - Laopu Gold is actively planning further overseas store openings, adhering to a cautious and strategic approach to market expansion [14]. - The choice of Singapore as the first overseas location is based on its status as an international metropolis with a significant Chinese population, which shares cultural ties with the brand [14]. - The brand aims to enhance its international presence and influence by establishing itself in high-end consumer environments like Marina Bay Sands [14]. Group 4: Market Trends and Competitive Position - The demand for designer gold jewelry in Southeast Asia is expected to grow, with the jewelry market projected to expand at a compound annual growth rate of 3.35% until 2033 [14]. - Laopu Gold has achieved remarkable growth, with a projected revenue increase of 167.5% to 8.506 billion RMB in 2024, and a net profit surge of 256.2% to 1.48 billion RMB [18]. - The brand's performance has drawn attention from major players in the luxury goods sector, challenging the dominance of established European luxury brands [18].

Core Insights - Laopu Gold is set to open its first overseas store in Singapore on June 21, marking a significant step in its global expansion strategy [1] - The new store is located in the Marina Bay Sands, a high-end commercial area, alongside luxury brands like Louis Vuitton and Hermes, reinforcing Laopu Gold's positioning as a premium Chinese gold brand [1] - Laopu Gold has achieved the highest revenue per store and sales efficiency among all jewelry brands in mainland China, surpassing many international luxury brands [1] Company Overview - Founded in 2009, Laopu Gold is a pioneer in promoting the "ancient method gold" concept in China, offering not only traditional gold jewelry but also ancient-style gold artifacts [1] - As of April this year, Laopu Gold has signed agreements with all high-end shopping malls in China, making it the only Chinese brand to achieve such comprehensive coverage [1] Market Analysis - Laopu Gold's performance in China has garnered attention from the international luxury goods industry, with Morgan Stanley noting that it has changed perceptions regarding local competitors threatening European luxury brands [2] - The Singapore store is expected to serve as a launchpad for Laopu Gold to tap into the Southeast Asian market, where there is a significant Chinese population and a growing demand for gold products [2] - The jewelry market in Southeast Asia is projected to grow at a compound annual growth rate of 3.35% until 2033, with Singapore's jewelry market expected to see an average growth rate of 4.51% from 2025 to 2029 [2]