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老铺黄金涨价前盛况不再?直击:从“排队3小时”到“随时进店”
Sou Hu Cai Jing· 2025-08-26 06:27
Core Viewpoint - The fervor surrounding Lao Pu Gold is waning, transitioning from a bustling demand to a noticeable decline in consumer interest, as evidenced by the stark contrast in customer turnout and purchasing behavior at their stores [8][10][12]. Group 1: Consumer Behavior - During the 2025 Spring Festival, Beijing SKP became a battleground for Lao Pu Gold, with hundreds queuing before opening, showcasing a frenzied rush for gold jewelry [3][5]. - Consumers displayed remarkable dedication, with some waiting over five hours to purchase items, indicating the brand's strong allure despite the inconvenience [5][7]. - The once-crowded scenes have shifted, with reports of minimal queues and a lack of urgency among shoppers, suggesting a significant change in consumer sentiment [8][12]. Group 2: Pricing and Product Strategy - Lao Pu Gold employs a unique pricing strategy, using fixed prices rather than weight-based pricing, which enhances perceived value, even as gold prices rise to nearly 900 yuan per gram [7]. - Promotional activities, such as discounts and loyalty points, have made their offerings more attractive, contributing to the brand's initial success [7]. - The brand's positioning as a luxury product is supported by its selective store locations in high-end shopping complexes, reinforcing its premium image [7]. Group 3: Market Dynamics - The brand's rapid expansion has led to a dilution of its exclusivity, making it more accessible and less of a niche luxury item [10]. - Emerging competitors are gaining traction by offering more affordable prices and innovative designs, thereby capturing market share from Lao Pu Gold [10]. - Despite a remarkable 251% year-on-year revenue growth in the first half of the year, the stock price has dropped nearly 30%, indicating market skepticism about the brand's future [12].