Core Insights - The international gold market is experiencing high demand, with prices reaching new highs, leading to a "high-price era" in the domestic gold jewelry market [1] - The traditional model of attracting consumers solely through gold price fluctuations is becoming unsustainable, prompting jewelry companies to adapt by focusing on "emotional consumption" [1][2] - Companies are increasingly emphasizing product innovation and brand storytelling to enhance their competitiveness and appeal to younger consumers [2][3] Industry Trends - The rise of "emotional consumption" is shifting gold jewelry purchases from functional needs to personal expression and cultural identity [2] - Major jewelry companies are increasing product innovation, with "IP collaborations" becoming a key strategy to engage younger consumers [2][3] - High-end branding is gaining traction, with companies like Lao Pu Gold and Zhou Dafu focusing on premium product offerings and unique brand narratives to attract high-net-worth individuals [3][4] Consumer Behavior - Younger consumers are prioritizing personal satisfaction and cultural resonance in their purchasing decisions, leading to a decline in traditional wedding-related gold purchases [2] - High-end products are appealing to affluent consumers who value design, craftsmanship, and brand prestige, showing a higher tolerance for gold price fluctuations [5]