A staff member at a LAOPU GOLD store in Beijing stated, "Basically, everything is out of stock." On the final day of February, LAOPU GOLD initiated its first price adjustment of the year, which is rumored to be its largest increase to date.

The previous price adjustment by LAOPU GOLD occurred in late October 2025, when the spot gold price was hovering around $4,000 per ounce. Currently, after several fluctuations, the price of gold has climbed back above the $5,200 mark. Against this backdrop, many consumers, driven by a "buy now, profit later" mentality, have rushed to purchase gold. This has led to widespread sell-outs online and prompted long queues at numerous LAOPU GOLD stores across various cities.

Around 6:00 PM on February 27, a Beijing-based internet user posted pictures showing queues at a LAOPU GOLD store. When asked in the comments if the queue was long, the user initially replied, "Not too many people, but it takes a long time to get into the store."

Another user shared a "one-hour offline log." It detailed their attempt to visit multiple LAOPU GOLD stores in Beijing, only to find that locations like the Gongmei Building store, the Wangfujing Central Mall store, and the Wangfujing Department Store building store had already stopped accepting new people into their queues. At 9:23 AM, they arrived at the plain gold and diamond-setting store in Oriental Plaza. By 9:26 AM, they reached the Zen-themed store but found it was already closed.

Subsequently, the customer inquired at the diamond-setting store about a 15-point rose necklace but discovered it was unavailable. Before leaving, the customer purchased several other items, commenting, "With this round, I've basically completed my collection from LAOPU GOLD for now, just waiting to see the results tomorrow."

In the comments section of the post, another individual mentioned, "I took a taxi to the DT51 store, but the crowd in the queue made me turn back."

On the morning of February 28, a call was made to the LAOPU GOLD store in the Gongmei Building. A staff member explained, "The queues yesterday were because we had a price adjustment scheduled for today, so customer traffic was extremely high. There is no queue today, and there won't be, because the price adjustment has already been completed." The employee also noted that current inventory is not very complete, with many items being out of stock.

The LAOPU GOLD Zen-themed store also confirmed that there were no current queues, stating, "Basically, everything is out of stock."

According to a separate news report, on the day before the price increase, waiting times to enter several LAOPU GOLD stores in Shanghai generally started at two to three hours. Many stores implemented crowd control measures around 7 or 8 PM, stopping new entries to the queues. Despite this, numerous locations extended their closing hours, while many product styles had already sold out.

On social media platforms, one user shared that they spent a full 12 hours inside a shopping mall, resulting in their parking fee reaching the maximum cap. Another individual reportedly purchased an 80-yuan ticket to enter the scenic area where a store was located, determined to buy from LAOPU GOLD, only to find nearly 300 people already ahead of them in the queue.

Media inquiries revealed that the price increases for LAOPU GOLD's main products in this round mostly ranged between 20% and 30%, with some variations outside this range. This represents a significant markup compared to previous adjustments. In 2025, LAOPU GOLD implemented three price adjustments in February, August, and October, with increases gradually rising from a range of 5%-12% to 18%-25%.

For example, considering some popular styles: the Rose Window gem pendant (13.6 grams) saw its price rise to 39,930 yuan after this adjustment, a difference of 8,250 yuan, representing an increase of approximately 26%. The Seven-Gourd pendant with red enamel (30.6 grams) now costs 73,800 yuan, a difference of 17,480 yuan, marking an increase of about 31%.

Data shows that since the beginning of 2025, the international gold price has increased by over 85%, currently reaching $5,279 per ounce. Major international investment banks generally hold a positive outlook on the future trajectory of gold prices, with J.P. Morgan predicting it could reach $6,300 per ounce within the year. The cumulative effect of LAOPU GOLD's three price adjustments in 2025, combined with this latest round, has resulted in an overall price increase that aligns with the rise in the gold price.

A recent research report from HSBC suggested that LAOPU GOLD has become the first Chinese high-end jewelry brand capable of competing on the same stage as Western luxury brands, possessing strong competitive advantages. This position has granted LAOPU GOLD significant pricing power. HSBC raised its net profit forecast for LAOPU GOLD in 2026 by 7% and its revenue forecast by 10%, citing enhanced brand equity and pricing power among high-end customers as factors supporting the company's sustainable growth.