From “Intangible Cultural Heritage” to “Luxury Gold”: Laopu Gold’s Brand Strategy and Premium Logic

College of Humanities and Communication, Shanghai Normal University, Shanghai, China

^* Corresponding author: wenwens1104@gmail.com

Abstract

With the revival of traditional Chinese culture and the rise of ‘Guochao’ (a trend blending traditional Chinese culture with modern fashion) consumption, Laopu Gold has achieved high-end branding by relying on its intangible cultural heritage craftsmanship. By transforming traditional craftsmanship and cultural empowerment into modern consumption and economic value, it has not only broken the current homogeneity dilemma of the gold industry but also has become a true ‘luxury gold’ through the triple capital transformation of culture, symbolism, and economy. This article deeply analyzes the brand strategy of Laopu Gold, by systematically analyzing how the narrative of intangible cultural heritage craftsmanship can build a high-end brand image and successfully transform it into brand premium. At the same time, a hybrid research method combining qualitative and quantitative methods was adopted. Quantitative analysis was first conducted, using text analysis, content analysis and other related research to deconstruct the brand narrative and quantitatively verify the consistency of the intangible cultural heritage narrative in brand communication and user cognition; Then conduct qualitative research, use field theory and identity theory to explain the premium mechanism, and illustrate how brands win in field competition through various accumulation and transformation of capital. The research results show that Laopu Gold has verified the transformation model of ‘intangible cultural heritage craftsmanship → cultural symbols → brand premium’. The brand myth of ‘Oriental cultural luxury’ it has created provides a new perspective and practical reference for the high-end development of local brands and the transformation and upgrading of traditional industries.