IP-Co-Branded Gold Jewelry Commands High Premiums

According to Chow Tai Fook staff, the brand’s Chiikawa co-branded jewelry currently features three IP characters—Kii, Hachi, and Usagi—with six types of lucky beads and three gold pendant designs. The beads can be combined freely to create bracelets. Currently, only three Chow Tai Fook stores in Beijing sell the Chiikawa co-branded collection. Due to IP licensing costs, each lucky bead is priced at 2,180 yuan, and the pendants at 560 yuan, with no discounts available.

Times Weekly found on an official e-commerce platform that the Chiikawa co-branded gold jewelry was being sold at a discount: the lucky beads (originally 2,180 yuan) were priced at 2,071 yuan, and the pendants (originally 560 yuan) at 532 yuan. At the original price, the lucky beads (approx. 0.88g) and pendants (approx. 0.2g) would cost 2,477.27 yuan and 2,800 yuan per gram, respectively—more than double the day’s pure gold listed price of 1,015 yuan per gram.

As an established brand, Lao Feng Xiang has collaborated with popular IPs like Disney, Pokémon, Eggy Party, and Saint Seiya. A Lao Feng Xiang employee said, “The Saint Seiya lucky beads were the best-sellers for a while. Initially, demand outstripped supply, and stores restocked based on customer requests. Now, only remaining inventory is left, and no further restocks are planned once sold out.” The Saint Seiya co-branded zodiac lucky beads weigh about 2.5g and cost 3,500 yuan, translating to 1,400 yuan per gram.

A gold jewelry salesperson explained to Times Weekly that the high per-gram price of fixed-price IP co-branded gold jewelry is due to two main factors: IP licensing fees and the use of advanced techniques like 3D, 5D, 5G, and enamel gold to ensure durability and aesthetics.

3D hard gold is four times harder than regular gold and more wear-resistant, while 5D and 5G techniques offer even greater structural stability. Enamel gold involves fusing colored enamel onto gold surfaces at high temperatures, resulting in a gem-like luster and texture that remains vibrant for years.

Times Weekly observed that while shopping malls were crowded, foot traffic at branded gold jewelry stores was sparse, with no customers inquiring about IP co-branded jewelry. Several employees admitted that high gold prices have dampened sales, and IP co-branded products mainly appeal to a niche audience. However, popular IP collaborations initially enjoy strong sales before tapering off once core fans have made purchases.

Beyond branded stores, some consumers are turning to goldsmith shops for custom IP-themed gold jewelry. At a goldsmith shop in Tianya Jewelry Mall, Times Weekly learned that customization costs only 10–30 yuan per gram, depending on the technique.

Ms. Wang, a post-95s customer consulting about custom gold bracelets, said, “Store-bought jewelry lacks uniqueness, while goldsmith shops offer more distinctive designs at reasonable prices—though I haven’t found the perfect design yet.” On adding anime IP elements, she added, “It’s under consideration. Even branded IP jewelry feels generic. If I opt for anime-themed bracelets, I’ll choose bold, standout designs.”