Morning News reporter Qian Xin
A few days ago, Lao Fengxiang, a national gold jewelry brand, and Bandai Namco jointly launched the first set of "Mobile Suit Gundam SEED" gold series collection in China. The most eye-catching item in the series is the "Golden Freedom Gundam", which is made of one kilogram of pure gold. There are only 10 pieces of gold on the market, with an official price of 880,000 yuan, and the "Gold Gundam" was released for the first time yesterday at the "Shanghai Summer" Quality Consumption Festival and Gold Jewelry Festival.
It is reported that Huangpu District, as the core area of the gold jewelry industry, has a significant agglomeration effect of gold jewelry brands. According to the Shanghai Gold Jewellery Industry Association, nearly eighty percent of the top gold jewellery brands have their iconic first and flagship stores in Huangpu.
The Golden Gundam statue is fully booked by Gundam fans
On July 29th, the "Golden Freedom Gundam" went on sale for the first time. In addition, the series includes a 100-gram gold Gundam model, and a series of gold jewelry that includes a Gundam image.
Co-branded cooperation with the world-famous anime classic Gundam SEED is regarded as an important part of Lao Fengxiang's brand rejuvenation strategy. Judging from the direct results of the activities, Lao Fengxiang has gained a lot. The joint event was released on July 22, and the number of reservations to the store has exceeded 3,000 so far, and almost all of the people who have made reservations are young people.  >
On the first day of the event on July 26, hundreds of "Gundam fans" entered the Yu Garden branch of Shanghai Laofengxiang Silver Building to watch the exhibition and drive consumption. It is understood that the co-branded products of Lao Fengxiang Yuyuan theme store are selling very hot, and some products are still being replenished. The climax of the Golden Freedom Gundam lasted until the day of its release. At the same time, at China Joy's Bandai Namco booth, co-branded products were also exhibited, and a large number of young people stopped to admire the "Freedom Gundam Golden Statue".
It is understood that on the 29th, the gold Gundam gold statue has been sold out on the shelves on the same day, but there may be some customers who have not completed the delivery and will be put on the shelves from time to time, please continue to pay attention to the >
Lao Fengxiang turned over to the "tide"
Lao Fengxiang was founded in 1848 and has been in the past three centuries. In recent years, it is Lao Fengxiang who has broken through the inherent label and turned over to the "tide", and the product design has gradually become simple, elegant, retro and playful: Lao Fengxiang and "Star Dome Railway" launched the "Floating Light and Leaping Gold, Dragon and Phoenix Chengxiang" activity, and the gold ticket and beaded bracelet have been widely praised for their exquisite elegance and >
Lao Fengxiang and Bandai Namco jointly created the "Freedom Gundam Golden Statue", which continues this characteristic. The collection is made entirely of pure gold, which 100% restores the image of Freedom Gundam. The whole golden statue has smooth lines, simple armor blocks, and clear textures. Lao Fengxiang, who is known for his exquisite craftsmanship in gold jewelry, is well versed in the truth of "great ingenuity and no work", and his "Free Gundam Gold Statue" is simple and atmospheric, which is deeply loved by gold collectors.
As a classic anime IP, Mobile Suit Gundam has long touched young people with its feelings of "love and freedom" and "protection of peace". This is in line with Lao Fengxiang's "tide" route. The fusion of traditional gold jewelry and trendy Gundam surprises the "Gundam powder" and makes passers-by feel fresh. This joint event enabled Lao Fengxiang to consolidate his rejuvenation strategy and realize its market value.
Gold jewelry has launched cross-border co-branded models
Huang Wen, a master of Chinese arts and crafts, director of Lao Fengxiang's original design center and chief designer, released the annual customized research and development of new products on the spot.
Yuyuan Jewellery & Fashion Group, New World Daimaru Department Store and New World City, as representatives of gold jewellery brands and key shopping malls, released cross-border co-branding, new product launches, preferential promotions, membership privileges and other measures to promote consumption. Representatives of leading enterprises in the industry such as Chow Tai Fook, Lao Fengxiang, Tianbao Longfeng and other leading enterprises promoted the flagship store of the city's high-energy gold jewelry; The Shanghai Gold Jewelry Industry Association introduced the development trend of the city's gold jewelry industry, promoted consumption, and released the "Shanghai Gold Jewelry Consumption Map" to provide consumers with a one-stop and convenient gold jewelry shopping guide.
"Romantic Tanabata" is followed by "National Day Golden Xi"
Focusing on the three themes of "Romantic Chinese Valentine's Day", "Mid-Autumn Festival" and "National Day Golden Ceremony", this gold and jewelry festival has carefully planned a series of colorful promotional activities. During the "Romantic Chinese Valentine's Day", major gold jewelry brands tell the romantic stories behind the brands through online and offline linkage, creating a multi-dimensional and panoramic romantic experience > for consumers
The "Mid-Autumn Festival" theme activity is closely combined with the atmosphere of Teacher's Day, Shanghai Tourism Festival, Mid-Autumn Festival and other festivals, and a series of new products symbolizing reunion and happiness are launched to meet the festival needs of citizens and tourists. During the National Day, the "National Day Golden Seal" theme activity is to further stimulate consumers' enthusiasm for buying by means of multiple preferential means such as gold derogation, trade-in, and welfare delivery.