“痛金”受追捧,热度能持续多久?|99国产精品人妻噜啊噜
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【市场观潮】“痛金”受追捧,热度能持续多久
社交平台上相关话题浏览量突破百万、线下门店引发抢购热潮……近期,一种被称为“痛金”的黄金饰品深受年轻人追捧,一些热门、限量款式不仅“手慢无”,更是被炒至每克2800元的惊人高价。
“痛金”是啥?为何有如此魅力?
“痛金”源于二次元“痛文化”概念,最早可追溯于2000年的“痛车”文化,动漫爱好者将大量动漫角色贴纸覆盖在汽车表面,后来也常被用来形容将动漫角色周边装饰在物品上的行为。继“痛车”“痛包”“痛衣”之后,“万物皆可痛”的风又吹到了黄金饰品上。黄金阿童木、玲娜贝儿戒指、《天官赐福》联名款、《黑神话:悟空》合作款……如今,这种兼具情绪价值和保值属性的IP联名金饰,让曾经专属于“妈妈辈”的黄金饰品,成为年轻人手中炙手可热的社交货币。
各大品牌也嗅到了新的消费风潮,纷纷押宝“痛金”,这让二次元联名黄金产品站上柜台“C”位。某IP联名的系列产品,在预售阶段就收获了数万元定金,不少粉丝一订就是几十件;二手交易平台上,部分“痛金”产品价格频频上涨,甚至翻倍挂出;电商平台数据显示,过去一年IP黄金类商品成交同比增长294%,今年4月,有电商平台专门为“IP 黄金”设立独立类目。显然,在黄金消费略显疲软的行业环境下,“痛金”却逆势增长,为传统黄金行业注入新的活力,成为多家黄金品牌新的增长点。
然而,这波行情热度能否持续下去,似乎还要打个问号。
首先,是高溢价问题。不同于传统按克计价的饰品,“痛金”多为一口价,平均每克售价远超传统金饰价格。高溢价的背后,一方面是制作工艺复杂,IP授权费用高昂,导致成本大幅增加。另一方面则是部分热门联名产品投机炒作,使得价格与实际成本和市场需求脱节。如此高的溢价,使得“痛金”在保值性上大打折扣,一旦市场热度下降,价格泡沫可能就会破裂。
其次,“痛金”高度依赖于IP和社群传播,因而IP的流动性、生命周期成为销量的关键变量。并非所有的IP都能保持长久的热度,当热门IP过气,相关产品的市场热度也会随之消退,商家又如何与消费者建立稳定的情绪连接与持续复购模式?此外,IP授权费用的不确定性、产品同质化竞争、非正版产品的冲击、新兴市场缺乏监管和规范等也成为制约行业持续健康发展的掣肘。
当然,面临这一波“痛金”浪潮,黄金品牌想要抢占先机,从中分一杯羹无可厚非。但更应读懂,“痛金”爆火背后消费观念的转变。如何抓住这波热度,从而尝试新的探索,拥抱年轻消费者,重构品牌价值、消费场景,或许才是黄金品牌转型和持续增长的关键。
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