On August 15th, LAOPU GOLD announced through its WeChat official account that it will adjust product prices on August 25th, with specific prices to be determined by actual pricing at online and offline stores.

When inquiring about the price increase details at the Wangfujing LAOPU GOLD store that day, staff indicated this would be a category-wide price increase, though they had not yet received notification of the specific adjustment magnitude. She revealed that past price increase ranges varied slightly, with the last increase being 5%-12% and the previous one being 10%. Customer service at the Tmall flagship store similarly stated they had only received notification of the adjustment date, with specific ranges to be determined by page prices after the adjustment.

This marks LAOPU GOLD's second price increase of the year. On February 25th this year, multiple stores issued advance notices before the price increase and implemented purchase limits, which triggered queuing and rush buying. However, staff at the Wangfujing LAOPU GOLD store indicated that the store currently has complete gold jewelry inventory and has not yet experienced significant queuing due to the price increase announcement.

Unlike brands such as Chow Tai Fook and Lao Feng Xiang that price by gram weight, LAOPU GOLD adopts a "fixed price" sales model. Products typically undergo two price adjustments per year. Price increases occurred in September last year and February this year. After the February adjustment, popular jewelry items priced between 10,000-30,000 yuan generally increased by 1,000-3,000 yuan, with overall product increases of approximately 5%-12%, with plain gold jewelry experiencing slightly higher adjustment ranges.

LAOPU GOLD is renowned for its ancient gold craftsmanship and high premium strategy, earning the nickname "Hermès of the gold industry," with relatively high product pricing. The JD flagship store shows popular jewelry items mostly ranging from 10,000 to 60,000 yuan, with some decorative pieces priced over 800,000 yuan.

Since last year, continuously rising gold prices have affected market consumer demand. According to China Gold Association statistics, domestic gold jewelry consumption volume decreased by 24.69% year-over-year in 2024. However, LAOPU GOLD achieved sales revenue of 9.8 billion yuan in 2024, up 166% year-over-year, with net profit of 1.47 billion yuan, up 254% year-over-year. On July 27th this year, LAOPU GOLD's profit forecast announcement showed that first-half 2025 sales revenue may reach 14.3 billion yuan, up 252% year-over-year, with adjusted net profit potentially reaching 2.36 billion yuan, up 292% year-over-year. As of the end of 2024, it operated 36 offline stores.

Since its Hong Kong Stock Exchange IPO in June 2024, LAOPU GOLD's stock price cumulative gains once exceeded 26 times. After reaching a historical peak of HK$1,108 in early July, the company's stock price experienced significant correction. As of August 15th press time, the stock price was HK$780, with total market capitalization of approximately HK$134.7 billion.