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in the past, the market competition of gold jewelry mainly revolved around brand awareness, product craftsmanship and pricing strategy. as the impact of gold price fluctuations continues to increase, merchants have begun to pay attention to market segments and actively explore new growth points. many gold brands have begun to try to break through traditional models and strengthen their youth strategies through technology upgrades, ip co-branding, and cultural tracing.

for example, chow sang sang used its representative image of the "golden hoop" and the popularity of monkey king to launch gold jewelry with related elements, attracting many young consumers. chao hongji focuses on young consumers and has created a unique market positioning and achieved remarkable results by co-branding with cartoon character ips such as doraemon and crayon shin-chan.

in addition, national style ips also frequently appear in gold jewelry. for example, chow tai fook cooperated with the palace museum to launch co-branded gold jewelry, which attracted many consumers.

in recent years, the market for gold jewelry is no longer limited to the scope of traditional gold jewelry, and technological innovation is also driving the transformation and upgrading of gold jewelry. the world gold council, together with caibai jewelry, chao hongji and other brands, has jointly launched the "hard gold" innovative category, which is made through advanced technology, making gold jewelry more complex in craftsmanship and delicate in structure, providing consumers with more choices.

laopu gold has also achieved success in the high-end market with its exquisite intangible cultural heritage craftsmanship. many merchants have realized that the gold jewelry market not only needs to pay attention to the opportunities brought by gold price fluctuations, but also needs to seize the long-term development direction, continuously innovate and explore new market space.