Core Viewpoint - The article highlights the strong performance of Laopu Gold during the 2025 Double Eleven shopping festival, driven by high gold prices and effective online marketing strategies, despite the overall sluggishness in the gold jewelry market [2][4]. Group 1: Sales Performance - Laopu Gold's online prices are cheaper by 167 yuan per gram compared to offline prices during the Double Eleven period [3]. - The top three best-selling gold necklaces on Tmall are all Laopu Gold products, with the most popular being the ancient method handmade gold necklace [3]. - Laopu Gold's revenue and net profit for the first half of 2025 reached 12.354 billion yuan and 2.268 billion yuan, respectively, representing year-on-year growth of 251% and 285.8% [4]. Group 2: Marketing Strategies - Laopu Gold implemented a promotional strategy of "100 yuan off for every 1000 yuan spent" on online platforms like Tmall and JD during Double Eleven [2][3]. - The brand's positioning as a high-end gold jewelry brand using traditional craftsmanship appeals to high-net-worth consumers, with a consumer overlap rate of 77.3% with major international luxury brands [4][5]. Group 3: Brand Positioning and Challenges - Laopu Gold aims to establish itself as a luxury brand, but it still faces challenges in achieving this status due to its reliance on gold price fluctuations for pricing [5][6]. - The company's gross margin was 41.2% in 2024 and decreased to 38.1% in the first half of 2025, indicating sensitivity to gold price changes [5]. - Experts suggest that while Laopu Gold has characteristics of a luxury brand, it lacks the global brand influence and historical legacy that define true luxury brands [6][7].