bodyType

customContents

entityId

printArticlePageQuery

filter

article

body

urlAlias

articleSectionsContent

articleSeoArticle

articleSourceHeaderArticle

contentSchemaRenderContent

contentSubHeadlineContent

contentHeadlineContent

mainImagePrintArticleArticle

authorBlockPrintArticleArticle

contentSponsorTagContent

articlePianoPaywallContent

scmpYoutubeContent

hooksTrackPageViewArticle

query printArticlePageQuery(
  $entityId: String!
  $customContents: [CustomContentInput]
  $bodyType: BodyFormatTypeEnum
) {
  article(filter: {entityId: $entityId}) {
    entityId
    body(customContents: $customContents, type: $bodyType) {
      json
    }
    urlAlias
    ...articleSectionsContent
    ...articleSeoArticle_3o8td4
    ...articleSourceHeaderArticle
    ...contentSchemaRenderContent
    ...contentSubHeadlineContent
    ...contentHeadlineContent
    ...mainImagePrintArticleArticle
    ...authorBlockPrintArticleArticle
    ...contentSponsorTagContent
    ...articlePianoPaywallContent
    ...scmpYoutubeContent
    ...hooksTrackPageViewArticle
    id
  }
}

fragment articlePianoPaywallContent on Content {
  __isContent: __typename
  ...hooksPaywallPromiseContent
}

fragment articleSectionsContent on Content {
  __isContent: __typename
  sectionsV2 {
    value {
      __typename
      ... on Section {
        name
        published
      }
      ... on VideoSection {
        name
        published
      }
      ...helpersCheckIfNewsSectionInFirstIndexSection
      ...entityLink
      ... on Node {
        __isNode: __typename
        id
      }
    }
  }
}

fragment articleSeoArticle_3o8td4 on Article {
  ...hooksArticleSeoArticle
  ...helpersGetArticleTypeArticle
  entityId
  publishedDate
  updatedDate
  summary {
    text
  }
  subHeadline {
    text
  }
  body(customContents: $customContents, type: $bodyType) {
    text
  }
  keywords
  sectionsV2 {
    value {
      __typename
      ... on Section {
        name
      }
      ... on Node {
        __isNode: __typename
        id
      }
    }
  }
  topics {
    name
    entityId
    id
  }
  urlAlias
  authors {
    name
    id
  }
  images {
    style(filter: {style: "768x768"}) {
      url
    }
  }
  readingTime
}

fragment articleSourceHeaderArticle on Article {
  urlAlias
  ...entityLink
}

fragment authorBlockPrintArticleArticle on Article {
  ...defaultArticleDateContent
  ...authorNamesArticle
}

fragment authorNameAuthor on Author {
  ...entityLink
  name
  entityUuid
}

fragment authorNamesArticle on Article {
  authorLocations
  authors {
    entityId
    location
    ...authorNameAuthor
    id
  }
}

fragment blockquoteQuoteContent on Content {
  __isContent: __typename
  ...contentShareWidgetContent
}

fragment checkersCheckContentContainsStarlingImageContent on Content {
  __isContent: __typename
  topics {
    entityId
    id
  }
}

fragment contentHeadlineContent on Content {
  __isContent: __typename
  headline
  socialHeadline
  ...contentHeadlineTagContent
  ...helpersUseContentSponsorContent
}

fragment contentHeadlineTagContent on Content {
  __isContent: __typename
  ...hooksContentHeadlineTagContent
}

fragment contentNewsletterWidgetContent on Content {
  __isContent: __typename
  topics {
    relatedNewsletters {
      ...helpersMassageToNewsletterItemNewsletter
      id
    }
    id
  }
  sectionsV2 {
    value {
      __typename
      ... on Section {
        relatedNewsletters {
          ...helpersMassageToNewsletterItemNewsletter
          id
        }
      }
      ... on Node {
        __isNode: __typename
        id
      }
    }
  }
  ... on Article {
    relatedNewsletters {
      ...helpersMassageToNewsletterItemNewsletter
      id
    }
  }
}

fragment contentSchemaRenderContent on Content {
  __isContent: __typename
  ...blockquoteQuoteContent
  ...hooksInlinePlusWidgetContent
  ...imageContent
  ...inlineWidgetContent
  ...photoGalleryWidgetContent
  ...scmpYoutubeContent
}

fragment contentShareWidgetContent on Content {
  __isContent: __typename
  __typename
  entityId
  urlAlias
  shortUrl
  socialHeadline
  headline
  ... on Video {
    youtubeId
  }
}

fragment contentSponsorTagContent on Content {
  __isContent: __typename
  ...helpersUseContentSponsorContent
}

fragment contentSubHeadlineContent on Content {
  __isContent: __typename
  subHeadline {
    json
  }
  summary {
    json
  }
  ...contentSchemaRenderContent
}

fragment defaultArticleDateContent on Content {
  __isContent: __typename
  ...hooksArticleDateUtilsContent
}

fragment entityLink on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  __typename
  entityId
  entityUuid
  urlAlias
  urlRedirect {
    toUrl
    id
  }
  application {
    entityId
    id
  }
  ... on Section {
    fullSectionPath {
      entityId
      id
    }
    parentSection
  }
  ...helpersAppBarVariantBase
  ...helpersApplicationBase
  ...helpersCheckIsPlusArticle
  ...helpersStyleSectionContent
}

fragment helpersAppBarVariantBase on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  ...helpersCheckIsLiveArticle
  ...helpersCheckIsPlusPage
  ...helpersCheckIsPostMagazineArticle
  ...helpersCheckIsStyleArticle
  ...helpersSectionContent
  ...helpersStyleSectionContent
}

fragment helpersApplicationBase on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  ...helpersCheckIsPlusPage
}

fragment helpersCheckIfNewsSectionInFirstIndexSection on SectionUnion {
  __isSectionUnion: __typename
  ... on Section {
    name
  }
  ... on VideoSection {
    name
  }
}

fragment helpersCheckIsAmpEnabledArticle on Article {
  entityId
  types {
    value {
      entityId
      id
    }
  }
  sectionsV2 {
    value {
      __typename
      ... on Section {
        entityId
      }
      ... on Node {
        __isNode: __typename
        id
      }
    }
  }
  disableOffPlatformContent
  sponsorType
  published
  ...helpersCheckIsPlusArticle
}

fragment helpersCheckIsLiveArticle on Article {
  flattenTypeIds
  liveArticle {
    status
    id
  }
}

fragment helpersCheckIsMainTopicContent on Content {
  __isContent: __typename
  topics {
    entityId
    id
  }
}

fragment helpersCheckIsPlusArticle on Content {
  __isContent: __typename
  ... on Article {
    paywallTypes {
      entityUuid
      id
    }
  }
}

fragment helpersCheckIsPlusPage on Page {
  urlAlias
}

fragment helpersCheckIsPostMagazineArticle on Content {
  __isContent: __typename
  sectionsV2 {
    value {
      __typename
      ... on Section {
        entityId
      }
      ... on Node {
        __isNode: __typename
        id
      }
    }
  }
}

fragment helpersCheckIsStyleArticle on Content {
  __isContent: __typename
  sectionsV2 {
    value {
      __typename
      ... on Section {
        entityId
      }
      ... on VideoSection {
        entityId
      }
      ... on Node {
        __isNode: __typename
        id
      }
    }
  }
}

fragment helpersGetArticleTypeArticle on Content {
  __isContent: __typename
  ... on Article {
    types {
      value {
        entityId
        id
      }
    }
  }
}

fragment helpersMassageToNewsletterItemNewsletter on Newsletter {
  entityId
  name
  alternativeName
  description {
    text
  }
  summary {
    text
  }
  homepageDescription {
    text
  }
}

fragment helpersSanitizeArticleTypeEntityIdsArticle on Article {
  types {
    value {
      entityId
      id
    }
  }
}

fragment helpersSanitizeAuthorTypesArticle on Article {
  authors {
    types
    id
  }
}

fragment helpersSanitizedAuthorEntityIdsArticle on Article {
  authors {
    entityId
    id
  }
}

fragment helpersSectionContent on Section {
  fullSectionPath {
    entityId
    id
  }
}

fragment helpersStyleSectionContent on Section {
  fullSectionPath {
    entityId
    id
  }
}

fragment helpersUseContentSponsorContent on Content {
  __isContent: __typename
  topics {
    entityId
    sponsor {
      ...sponsorTagSponsor
      name
      type
      id
    }
    id
  }
  ... on Article {
    sponsorType
  }
  ...helpersCheckIsMainTopicContent
}

fragment hooksArticleDateUtilsContent on Content {
  __isContent: __typename
  createdDate
  publishedDate
  updatedDate
}

fragment hooksArticleSeoArticle on Article {
  ...helpersCheckIsPostMagazineArticle
  ...helpersCheckIsStyleArticle
  ...hooksContentHeadlineTagContent
  ...helpersCheckIsAmpEnabledArticle
  entityId
  headline
  socialHeadline
  types {
    value {
      entityId
      id
    }
  }
  authors {
    entityId
    id
  }
  images {
    generic_og: style(filter: {style: "og_image_scmp_generic"}) {
      url
    }
    styles(filter: {styles: ["og_postmag", "og_image_style", "og_image_scmp_analysis", "og_image_scmp_explainer", "og_image_scmp_editorial", "og_image_scmp_fact_check", "og_image_scmp_debate", "og_image_scmp_live", "og_image_scmp_obituary", "og_image_scmp_opinion", "og_image_scmp_review", "og_image_scmp_series", "og_image_scmp_generic"]}) {
      url
      style
    }
    type
  }
  urlAlias
}

fragment hooksContentHeadlineTagContent on Content {
  __isContent: __typename
  __typename
  ... on Article {
    types {
      value {
        name
        entityId
        description {
          text
        }
        id
      }
    }
    ...helpersCheckIsStyleArticle
  }
  flag
  sectionsV2 {
    value {
      __typename
      ... on Section {
        name
      }
      ... on VideoSection {
        name
      }
      ... on Node {
        __isNode: __typename
        id
      }
    }
  }
  ...hooksContentHelperContent
}

fragment hooksContentHelperContent on Content {
  __isContent: __typename
  ...helpersSanitizeArticleTypeEntityIdsArticle
  ...helpersSanitizeAuthorTypesArticle
  ...helpersSanitizedAuthorEntityIdsArticle
  flag
}

fragment hooksInlinePlusWidgetContent on Content {
  __isContent: __typename
  topics {
    entityId
    id
  }
}

fragment hooksPaywallPromiseContent on Content {
  __isContent: __typename
  entityId
}

fragment hooksTrackPageViewArticle on Content {
  __isContent: __typename
  entityId
  publishedDate
  headline
  sectionsV2 {
    value {
      __typename
      ... on Section {
        name
      }
      ... on Node {
        __isNode: __typename
        id
      }
    }
  }
  urlAlias
  authors {
    name
    id
  }
  entityUuid
}

fragment imageContent on Content {
  __isContent: __typename
  headline
  ...checkersCheckContentContainsStarlingImageContent
}

fragment inlineWidgetContent on Content {
  __isContent: __typename
  ...contentNewsletterWidgetContent
}

fragment mainImagePrintArticleArticle on Article {
  images {
    title
    url
    isSlideshow
    size_652x446: style(filter: {style: "652x446"}) {
      url
    }
  }
}

fragment photoGalleryDialogContent on Content {
  __isContent: __typename
  __typename
  ...contentShareWidgetContent
}

fragment photoGalleryWidgetContent on Content {
  __isContent: __typename
  ...photoGalleryDialogContent
}

fragment scmpYoutubeContent on Content {
  __isContent: __typename
  entityId
  urlAlias
  publishedDate
}

fragment sponsorTagSponsor on Sponsor {
  name
  type
  images {
    url
  }
}


types

sectionsV2

disableOffPlatformContent

sponsorType

published

headline

socialHeadline

authors

images

publishedDate

updatedDate

summary

subHeadline

keywords

topics

readingTime

authorLocations

Yuke Xie

Laopu Gold, a Beijing-based jeweller known for its handmade accessories, has emerged as a favourite among affluent consumers, as global luxury brands like Louis Vuitton and Gucci grapple with tepid consumer spending in China and sluggish sales across the region.
With just 36 stores in Greater China, the Hong Kong-listed company sold 3.5 billion yuan (US$482.7 million) worth of pure gold and gem-set jewellery in the first half of 2024, up 148 per cent from a year earlier, according to its interim report. Its net profit skyrocketed nearly 200 per cent to reach 588 million yuan during the same period.
Laopu Gold’s shares are up more than 550 per cent since the company’s trading debut in June, reaching a high of HK$457 (US$58.7) on Tuesday.
With gold prices on the rise for nearly a year and consumer sentiment remaining subdued due to a slowing China, demand for mass-market gold jewellery has been declining. But Laopu’s performance is “vastly different,” in that it is “focused entirely on the high-end market,” said Richard Lin, the chief consumer analyst at SPDB International, an investment bank.
“Affluent consumers are not only less affected by broader economic conditions, but more importantly, unlike the average consumer who buys gold as an accessory or for consumption, they also consider the investment value of gold products,” he said.
Laopu’s success is partly attributable to its pricing model. Unlike competitor Chow Tai Fook Jewellery – which sells the bulk of its gold accessories based on a dynamic pricing model that rises and falls with the yellow metal – Laopu follows a “fixed price” model, where prices remain unchanged though they involve a hefty mark-up to reflect the company’s intricate craftsmanship.
For Laopu, this means more profit. According to its interim report, the company’s gross margin reached 41.3 per cent in the first half of 2024, compared to around 20 per cent for Chow Tai Fook.
“With the price of gold now around 600 yuan (US$82.30) per gram and likely to keep rising, many consumers are thinking, since we have to pay extra for the brand and craftsmanship anyway, we might as well choose Laopu given the quality of its products,” said Lin. “So fundamentally this is about brand power.”
Laopu’s appeal among the young and affluent is also tied to its promotion of “heritage gold” – a type of pure gold jewellery that blends ancient crafting techniques, Chinese culture and design elements inspired by the Buddhist faith.
Sheila Zhang, a Beijing-based financial professional, bought a prayer wheel necklace that cost around 20,000 yuan in January. She said her first impression of Laopu was that “it’s very different from the other brands”.

The shop she visited at Wangfujing, a commercial district in the city centre, offers two main categories of jewellery: one featuring traditional Chinese and Taoism-inspired accessories, and another one focused on Buddhism.
“Overall, Laopu is very simple and clear in its offerings, which, compared to other brands that overwhelm you with options, surprisingly makes it easier to make a choice,” she said. “I liked it a lot, because its style is very unique.”
Zhang is not the only person who feels this way. On RedNote, the Chinese social media app that recently rose to international fame due to the US crackdown on TikTok, there have been more than 1.2 million posts featuring the hashtag “Laopu Gold.” These posts feature the intricate craftsmanship of the jeweller’s necklaces and rings, as well as videos of long queues outside its stores.
“I’m loving this brand. I have to work hard to make more money,” wrote one RedNote user named Yoyo Zaizai, who posted a picture of herself wearing a gold pendant. “It’s so beautiful. Once you start buying Laopu, you can’t escape the ‘pit.’”
With the price of gold hitting an all-time high this week, sparked by demand for safe-haven assets amid turmoil sparked by US tariffs, Laopu Gold stands to benefit. China International Capital Corporation projected in October that the company’s net profit could reach 1.7 billion yuan in 2025, adding that in 2026, it could hit 2.3 billion yuan.
But a downside risk looms. With the company’s shares rising as gold prices have shot up, Laopu could lose favour among consumers when gold prices start to fall.
“When that happens, the question is whether Laopu’s brand strength can offset some of the negative impact of the downward cycle of gold prices,” Lin said. “It is a possibility.”


Laopu Gold’s jewellery is selling like hot cakes despite tepid consumer spending in China

Shoppers in an outdoor mall in Beijing. Photo: AP 

A Laopu Gold branch in Hangzhou. Photo: Laopu Gold

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Banking & Finance

Fans of Laopu Gold say they like its ‘fixed price’ model and intricate craftsmanship


Fans of Laopu Gold say they like its ‘fixed price’ model and intricate craftsmanship.


Laopu Gold’s jewellery is selling like hot cakes despite tepid consumer spending in China

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Fans of Laopu Gold say they like its ‘fixed price’ model and intricate craftsmanship

Fans of Laopu Gold say they like its ‘fixed price’ model and intricate craftsmanship