LAOPU GOLD (06181) starts the first price adjustment of the new year, triggering a buying frenzy among Wuxi Online Offline Communication Information Technology Co., Ltd.

On February 28, 2026, LAOPU GOLD (06181) announced its first price adjustment of the new year, triggering a buying frenzy at Wuxi Online Offline Communication Information Technology Co., Ltd. On February 27th and 28th, lines exceeding 3 hours were seen at stores in Hangzhou, Shanghai, Beijing, and other locations, with some consumers taking leave from work to make purchases. Several popular items were sold out on the same day. The flagship store on Tmall had a turnover of over 300 million RMB in just one second during a promotion on February 26th, with a total turnover exceeding 1 billion RMB for the day. High-priced items such as a 627,500 RMB gold bowl and a 500,000 RMB pair of Mandarin duck ornaments were sold out in 10 minutes. LAOPU GOLD announced on February 18th that there would be a channel-wide price adjustment on February 28th, marking the first price adjustment of 2026. The brand had raised prices three times in 2025, with some products experiencing a 25% price increase. Based on prices before discounts at the LAOPU GOLD online flagship store, the price of several items like gold rings, pendants, and bracelets increased by around 13.6% to 30%. For example, a wide-edge flower twisted cloud bangle weighing approximately 90.2 grams had a price of 148,050 RMB before the adjustment and 192,570 RMB after, an increase of 44,520 RMB, or around 30%. Reports indicated that queues at offline stores in Shanghai, Hangzhou, and other cities exceeded 3 hours, some styles were out of stock, and consumers were buying across cities. During the online Tmall "38 Refreshing Week" event, daily turnover exceeded 1 billion RMB, with high-priced items like the 627,500 RMB gold bowl and 500,000 RMB Mandarin duck ornaments selling out quickly. Industry insiders noted that LAOPU GOLD consumers, influenced by the expectation of buying before the price increase, brand heritage craftsmanship, and Chinese aesthetic recognition, were forming a trend of "buying more as prices increase," with a customer overlap of 77.3% with luxury brands like LV and Hermes. Recent industry price adjustments have also been more concentrated, with CHOW TAI FOOK planning a mid-March price adjustment and brands like Lin Chao Jewelry and Baolan already having completed their adjustments.