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].