The number one gold brand in ancient France, growing rapidly and continuously breaking the circle

Established in 2009, Laopu Gold is the first brand in China to promote the “ancient gold” concept, certified by the China Gold Association. According to Frost & Sullivan's data, according to 2023 revenue, the company's shares in the ancient Chinese gold and jewelry market were 2.0% and 0.6%, respectively. The company currently has a total of 33 stores in China, Hong Kong and Macau. With exquisite craftsmanship and exquisite and elegant gold products in the past two years, the company's revenue increased from 1.265 billion to 3.18 billion, GAGR 58.6%; gross profit increased from 0.521 billion to 1.332 billion, GAGR 59.8%; net profit increased from 0.114 billion to 0.416 billion, CAGR 91.0% It is in the process of rapid growth.

Product technology has been passed down for 100 years, positioning as a luxury brand in the gold category

Old gold is prominent in terms of process design and exterior shape. This stems from the fact that the craftsmen of Laopu Gold have inherited ancient techniques such as filigree, carving, inlay, and burning blue over 100 years. Some of these traditional crafts, such as “filigree inlay” and “gold and silver error” techniques, are national intangible cultural heritage, and have high technical barriers. Among them, filigree inlay is a process loved by young consumers, and consumers are willing to pay a premium for it. At the same time, outstanding craftsmanship has greatly enhanced the plasticity of the company's product shapes. For example, unlike traditional K-gold diamonds with higher hardness, old gold can use pure gold diamonds, which greatly enhances the company's product advantages.

Located in top luxury shopping malls, targeting specific high-end customer groups

Laopu Gold has now opened a total of 33 stores. Among the top ten high-end department stores in the country, Laopu Gold covers eight of them: Beijing SKP, Nanjing Deji Plaza, Beijing International Trade Mall, Hangzhou Tower, Hangzhou Wanxiang City, Xi'an SKP, Guangzhou Taijihui, and Chengdu International Financial Center. This helps anchor the high-end customer base and also enhances the company's brand tone. Currently, all domestic stores are distributed in first-tier cities and new first-tier cities. The overseas market only has a total of 3 stores in Hong Kong and Macau; the company plans to open 8 domestic stores and 5 stores overseas (including Hong Kong and Macau) in the next two years.

The company's products are all one-price products, and the unit price per gram is not significantly higher than that of peers

According to some consumers' perceptions, Laoshouzou Gold's products are more expensive than their peers. This is mainly due to the fact that Laojou Gold is the only domestic brand that sells gold jewelry at only one price, and the unit price of some products is higher, so the overall average customer unit price is higher than that of peers. All of the company's products are one-price products, and the unit price per gram is not significantly higher than that of peers. In the perception of some consumers, Laosou Gold's products are more expensive than their peers. This is mainly due to the fact that Laopou Gold is the only domestic brand that sells gold jewelry at only one price, and the unit price of some products is higher, so the overall average customer unit price is higher than that of peers.

However, after comparing Laosepang Gold with similar products from other domestic brands, you will find that if you convert the sales price of the single product and the weight of the gold into the unit price of a gram of gold, Laosou Gold is no more expensive than other brands in terms of pricing.

Gold jewelry is one of the consumer industries with little growth, taking on the spillover demand for international luxury jewelry

According to channel research, judging from the current consumption situation in high-end domestic shopping malls, there are only two categories that can maintain growth this year: sports, outdoor, and gold jewelry. The increase in consumer enthusiasm for the gold category is also related to the continuous rise in gold prices in the past two years. According to research, international luxury jewelry brands in some shopping malls have also continued to decline since this year, and consumers' risk aversion has driven demand for this part of the diamond inlay jewelry to gold jewelry. According to research, we also learned that at present, in some high-end domestic shopping malls, the sales volume of old stores surpassed the four major international luxury jewelry brands for the first time in the first half of 2024, and is far ahead of other domestic jewelry brands. Old-fashioned Gold is being accepted by more and more high-end consumers as a trusted brand for personal relationships and happy consumption.