On October 17, LAOPU GOLD Co., Ltd. announced a price adjustment, indicating that product prices will be raised on October 26. The specific details of the price change will be based on the actual prices displayed in online and offline stores.

This marks LAOPU GOLD's third price adjustment this year. In February, the company increased product prices, with most adjustments being within 10%. In August, the price hike was between 10% and 12% for major products.

Despite the rising prices, market interest in LAOPU GOLD continues to grow. Its "Ancient Method Gold" series remains in high demand, with popular designs such as the Diamond Vajra and Rose Flower Window often requiring reservations at certain counters, and multiple products sold out online.

The strong market interest is also evident in the foot traffic at physical stores. On the afternoon of October 19, during a peak weekend shopping period, long lines formed at the entrance of the LAOPU GOLD store in Beijing SKP. One consumer waiting in line told a reporter: "I heard there will be a price increase at the end of the month, and with gold prices remaining high recently, I wanted to make a purchase before the price adjustment."

Fueled by this market enthusiasm, LAOPU GOLD has accelerated its expansion efforts. On September 13, LAOPU GOLD opened an independent store on the first floor of Beijing SKP, marking its third location in this area. On September 30, another new store opened at the Hong Kong International Financial Centre (IFC), making it the company's third store in Hong Kong following its locations in Harbour City and Guangdong Road.

The expansion is underpinned by solid financial performance. In the first half of this year, LAOPU GOLD achieved a revenue of 12.354 billion yuan, representing a year-on-year increase of 251%, while its adjusted net profit reached 2.35 billion yuan, showing a year-on-year growth of 291%.

LAOPU GOLD is known as the "Hermès of Gold" and is the first brand in China to promote the concept of ancient method gold. Unlike other gold retailers, LAOPU GOLD primarily adopts a “fixed price” sales model.

According to data from consulting firm Frost & Sullivan, the overlap rate between LAOPU GOLD consumers and those of the five major international luxury brands—Louis Vuitton, Hermès, Cartier, and Bulgari—reaches 77.3%. This indicates a high level of consumer overlap, reflecting LAOPU GOLD's high-end consumer characteristics.

CITIC Construction Investment Securities' research report suggests that LAOPU GOLD is stepping up its channel expansion and upgrading efforts. By 2026, the company plans to focus on optimizing and upgrading its existing stores domestically, while it expects to open three to four new stores in markets including China’s Hong Kong and Macau, Japan, and Singapore. Following the second price increase this year on August 25, gold prices surged rapidly before and during the National Day holiday. LAOPU GOLD sells all its jewelry and decorative items at fixed prices, and the ongoing rise in gold prices is favorable for its sales and high-end brand positioning, solidifying gold’s status as a luxury item.

From a market perspective, international gold prices have consistently risen this year, frequently hitting new historical highs. In this context, institutions widely believe that the long-term favorable factors for gold remain intact, including a weaker US dollar and ongoing gold purchases by global central banks, which are expected to support further increases in gold prices.

Chen Jingjing, founder of Jingjie Interaction and a brand strategy expert, noted that the rise in international gold prices creates an "external windfall" for LAOPU GOLD's price hikes. However, the brand is clearly not passively reacting but rather actively seeking opportunities. Multiple price increases have maintained market interest, creating situations of stock shortages and queues without eliciting significant resistance. This has become an accepted "psychological guiding mechanism" in the market. The key lies not just in gold prices but in the brand's clear positioning, product scarcity, precise timing, and the coordinated strategy between purchase limits and supply.

According to Chen, the jewelry industry’s “frequent price hikes” are evolving from a passive response to gold price fluctuations into an active brand marketing strategy. Driven by consumer psychology of "buying on the rise rather than the fall," these price increases may actually stimulate purchasing desire, becoming an effective tool for brands to generate excitement and enhance performance.