LAOPU GOLD (06181), often dubbed the "Hermès of gold", has been reported to slash prices on its gold jewelry, sparking questions about waning demand. A reporter from Yicai visited several LAOPU GOLD stores in Shenzhen and found that while official price tags remain unchanged, many outlets are now offering promotional deals. Multiple sales staff confirmed that most designs, except for the newest arrivals, are available at a 10% discount. For instance, a diamond-inlaid gourd pendant priced at 25,600 yuan now costs around 23,000 yuan after the discount.

Online channels offer even deeper cuts. On the brand's official flagship store, a similar gourd pendant with a listed price of 20,939.3 yuan shows a discount of 3,720.7 yuan, bringing the effective price to about 15% off—more generous than the in-store discount. When asked about the reason for the discounts, employees uniformly cited a desire to reward loyal customers and noted that some discounted items may be redesigned or discontinued. The promotions apply only to current inventory, which is limited and available while stocks last.

In response to a reporter's query about whether falling international gold prices would affect official pricing, staff said direct price cuts are rare, describing the current discount campaign as a form of indirect price adjustment. The price gap is far more pronounced in the secondary market. At one secondhand luxury boutique, a 7-gram LAOPU GOLD pendant was priced at 13,800 yuan, originally retailing for over 20,000 yuan, translating to a 30–40% discount. In the recycling sector, the brand premium is nearly nonexistent. The same boutique declined to provide a fixed buyback quote, citing the need to price each piece individually.

At stores that do offer clear recycling prices, LAOPU GOLD items are valued at the spot gold price minus a handling fee, with no additional brand premium. Some shops have even stopped accepting LAOPU GOLD altogether, warning that "it's easy to lose money on this brand."