"痛金"正在年轻消费者间流行，2025年以来，多款黄金"谷子"产品单价被炒至当日金价的近2倍，一时供不应求。 痛金一词中的"痛"，源自日本御宅族文化，指在物品上添加动漫元素，以公开表达喜好；如今，痛金正被部分年轻人视为"最保值谷子"。 上述玩家告诉记者，以前只购买过黄金饰品送给长辈，这次为自己购买金钞主要是出于对IP和角色的喜爱，而且金钞比其他谷子更精致，还有保值的附加 属性。 另一款由黄金品牌与二次元IP联名的金饰套装，近日也在二手平台被炒至1.66万元，吸引上万人浏览及点击想要；该卖家告诉记者，全套产品克重约11 克。以此估算，单价也达到1509元/克。 "痛金"大受年轻人追捧 部分克价高达2800元/克 网络社交平台上，"痛金"相关话题浏览量已突破225万。据电商平台珠宝行业数据，过去一年IP黄金类商品成交同比增长294%，今年4月，有电商平台甚 至专门为"IP黄金"设立了独立类目。在黄金消费整体疲软的行业环境下，这类二次元联名黄金，正成为多家金饰品牌的增长点。 在8月上海的某漫展上，一位二次元游戏爱好者携带着身价上万的"金钞痛包"成为众人关注的焦点，在社交平台上，多条相关帖子获得超7万点赞。 据九派新 ...

Core Insights - The rise of "pain gold" among young consumers is attributed to its association with anime IPs, leading to a significant increase in demand and prices, with some products reaching up to 2800 yuan per gram, nearly three times the daily gold price [1][5][17] - The market for IP gold products has seen a staggering 294% year-on-year growth in transactions, indicating a shift in consumer preferences towards collectible and emotionally resonant gold items [1][3][17] Group 1: Market Trends - "Pain gold" has become a popular investment choice for the younger generation, with some items being resold at nearly double their original prices, reflecting a strong secondary market [3][5] - The trend of combining gold with anime IPs has revitalized the jewelry market, attracting a new demographic of consumers who value both aesthetic and investment potential [1][8][16] Group 2: Consumer Behavior - Young consumers are increasingly drawn to gold items that offer emotional value and personalization, such as DIY jewelry, which enhances their appeal beyond traditional gold purchases [10][12][14] - The emotional connection to anime characters and themes drives young consumers to pay premium prices for "pain gold," as it serves as both a collectible and a status symbol [17] Group 3: Industry Implications - The success of "pain gold" highlights the need for jewelry brands to innovate and cater to the emotional and aesthetic desires of younger consumers, which could lead to sustained growth in this segment [1][16][17] - As gold transitions from a traditional investment to a fashionable item, brands must adapt their marketing strategies to engage with the younger audience effectively [15][17]

Core Insights - The rise of "pain gold" products, which incorporate anime elements, has become popular among young consumers, with prices reaching up to 2800 yuan per gram, nearly three times the daily gold price since 2025 [1][5][17] - The demand for IP gold products has surged, with a 294% year-on-year increase in transactions for IP gold items on e-commerce platforms, indicating a significant market trend despite overall weak gold consumption [1][5] - Young consumers view "pain gold" as a valuable investment, with some products experiencing substantial price appreciation in the secondary market, reflecting a shift in consumer behavior towards emotional and aesthetic value [5][12][15] Market Trends - The popularity of "pain gold" is evident in social media engagement, with related topics amassing over 2.25 million views, showcasing a growing interest among younger demographics [1][15] - The secondary market for "pain gold" products is thriving, with items like a 1g gold note originally priced at 899 yuan now selling for nearly 1600 yuan, indicating a doubling in value [3][5] - Collaborations between jewelry brands and anime IPs have led to rapid sellouts of limited edition items, such as a pure gold series priced at 80,000 yuan, highlighting the strong demand for unique and collectible gold products [5][6] Consumer Behavior - Young consumers are increasingly drawn to gold jewelry that offers both aesthetic appeal and investment potential, with many opting for smaller, more affordable items that allow for personalization and creativity [6][10][12] - The trend of "DIY" gold jewelry, where consumers combine new purchases with existing pieces, reflects a desire for individuality and emotional connection to the products [10][12][14] - The shift from traditional gold as a family heirloom to a fashionable accessory is evident, with social media platforms seeing significant engagement around gold jewelry styling and sharing [15][17]

潮宏基联名"线条小狗"黄金链坠 DIY黄金饰品项链 周生生新款"三丽鸥"手串 周大福联名IP足金挂件 当潮玩碰上黄金，年轻人迷上"黄金谷子"。 近年来，随着三丽鸥、蜡笔小新等潮玩动漫热门IP的流行，记者留意到，黄金首饰品牌纷纷推出各式各 样的足金联名IP产品，被年轻消费者称为"黄金谷子"。时尚业内人士分析，年轻人在保值和热爱中发现 新"爱好"——入手"黄金谷子"并发挥创意DIY饰品，这为消费市场注入消费新活力。 现象年轻消费者热衷购买"黄金谷子" "既让我开心又能保值，当然买！"来自佛山的小君又入手一条足金手链，她告诉记者，手链是编织手 绳，当中有一颗美乐蒂卡通足金金珠，粉红色的视觉效果以及轻盈的上手感让小君觉得快乐满满。"闺 蜜跟我买了同款，她的是粉黄色布丁狗，我们平常与电子手表叠戴，特别好看！" 小君笑称，到冬季更换卡其色的手绳，就有一条"全新"手链。 "我把去年买入的Hello Kitty足金吊坠找出来，与小金饰组合，DIY一条新项链。"广州消费者婷婷告诉 记者，传统"买金"一般会在特殊节庆或纪念日，但近来越来越多黄金首饰品牌推出潮玩IP设计款，让 人"心痒"。"毕竟金价一直涨，只需入手少许新款，与旧款 ...

Core Viewpoint - The rise of "golden millet" products, which are gold jewelry linked to popular anime and cultural IPs, is attracting young consumers, but their investment value is questionable due to high premiums and reliance on their "millet" attributes rather than the gold itself [1][7]. Group 1: Market Trends - Multiple collaborations between gold brands and popular IPs have emerged, such as Lao Miao with "Tian Guan Ci Fu" and Chow Tai Fook with Chiikawa, indicating a trend towards targeting the younger, anime-loving demographic [2][4]. - The pre-sale period for these popular collaborative products can extend up to 45 days, reflecting strong consumer interest [2]. Group 2: Consumer Behavior - Young consumers are showing a willingness to pay high premiums for these collaborative products, viewing them as both collectibles and investments, despite concerns about the actual value retention [6][7]. - The perception of these "golden millet" products as investment items is prevalent, but only those with strong fan loyalty, limited availability, and official authorization have potential for appreciation [7]. Group 3: Pricing and Value - Collaborative products are significantly more expensive than regular items, leading to discussions among consumers about the value proposition and the business strategies behind these price increases [6][7]. - The resale value of non-officially authorized "golden millet" products is primarily based on the weight of the gold, with recovery prices around 770 RMB per gram, excluding any premium for the collaboration [7]. Group 4: Industry Insights - The Z generation is becoming the main force in gold consumption, valuing emotional connections and cultural recognition, which these IP collaborations fulfill [7]. - Traditional gold brands are leveraging popular IPs to rejuvenate their image and appeal to younger consumers, but they must carefully assess the value and premium of these collaborations to ensure sustainable growth [7].

Core Viewpoint - The first "Super Jewelry Release" event for the Taobao Tmall jewelry industry was successfully launched, showcasing traditional craftsmanship and modern design in gold jewelry, with significant consumer engagement and sales performance [1][3][5]. Group 1: Event Highlights - The event featured nearly a hundred traditional gold jewelry pieces from Lao Feng Xiang, including hairpins, necklaces, and pendants, emphasizing Chinese aesthetics and craftsmanship [1]. - The live broadcast attracted over one million viewers, with the brand achieving a sales record of over ten million yuan in a single day [1]. - A highlight of the event was the display of the "Golden Carriage," crafted using over ten traditional techniques, weighing more than 2400 grams, symbolizing Lao Feng Xiang's dedication to craftsmanship [1]. Group 2: Product Innovations - The "Ming Tang Feng Hua" series was introduced, inspired by Tang Dynasty artifacts, featuring unique designs that blend traditional culture with modern fashion [3]. - Other series showcased included "Feng Wu Jiu Tian" and "Cang Bao Jin," designed by national-level artisans, integrating various traditional craftsmanship techniques [3]. Group 3: Market Strategy - Lao Feng Xiang is exploring IP collaborations to attract younger consumers, launching the "Golden Saint Seiya" series, which incorporates elements from popular anime [5]. - The brand plans exclusive discounts and promotions for the upcoming 618 shopping festival on Tmall, aiming to enhance sales performance [5]. - The "Super Jewelry Release" initiative aims to host monthly events with different brands, focusing on innovative product launches and enhancing brand recognition [5].