GuShiio.com ① Nezha’s joint gold jewelry became popular. Due to the high gold price, many consumers chose to buy gold-covered silver products as a replacement.
② There are still problems such as false propaganda and counterfeit goods in the gold and silver market, and many alternative products that are not authorized by the producer of Nezha 2 also have legal risks.
“Science and Technology Innovation Board Daily” reported on February 15 that (Reporter Yang Ming intern reporter Li Jiayi) The box office of the film “Nezha: The Devil Boy Raises in the Sea”(hereinafter referred to as “Nezha 2”) exceeded 10 billion yuan, which also attracted gold and silver.
The reporter noticed that the “Qiankun Circle” gold bracelet co-branded by IP and jewelry brand “Luk Fook Jewelry” became popular again in Nezha’s most expensive neighborhood, which was listed five years ago.
Due to the recent surge in gold prices, the price of gold bracelets has doubled. Under the strong market demand, many enthusiasts of Nezha IP are looking for gold-covered and silver-balanced products. This in turn gave rise to co-branded products such as the gold-clad and silver-clad “Qiankun Circle” bracelet that were suspected of piracy. Such infringements have also attracted widespread attention.
Nezha 2 co-branded “A bracelet is hard to find”, gold and silver, and the same model becomes a hot cake
As “Nezha 2” broke through the 10 billion box office mark, related surrounding areas have also ushered in a new wave of buying. At present, leading brands such as Card Tour, Card Collection Club, and Bubble Mart have joined in to urgently produce Nezha related peripherals.
It is worth mentioning that merchants in the gold and jewelry industry have also joined the development of Nezha related products.
Take the “Qiankun Circle” around the gold jewelry co-created by Lukfook Jewelry and the movie five years ago as an example. It is reported that the neighborhood was removed from the shelves shortly after the launch of “Nezha 1”. Therefore, social media suddenly became “hard to find a bracelet”.
Due to the recent surge in gold prices, the price of a pure gold “Qiankun Circle” bracelet that weighed 60 grams five years ago and sold for 28,000 yuan has now doubled several times. According to reporter inquiries, the price of gold for Luk Fook Jewelry on February 14 was 886 yuan/gram. A 60-gram gold bracelet plus processing fees would cost more than 53,000 yuan.
Under this circumstance, many consumers expressed that they could not afford pure gold, and instead bought the same replacement bracelet made of “gold and silver” material. Opening the hot search list on Taobao platform, you can see that the sixth item is the entry “Nezha Gold-Covered Silver Bracelet is Selling Out”. As of 17:00 on February 15, the entry still maintains a popularity of 6.464 million.
Many consumers told reporters that they chose the same type of “gold-covered silver” jewelry mainly because it is undoubtedly like real gold in appearance. The pure gold on the surface also makes it less susceptible to allergies and fading, and the price is lower. Therefore, it is more cost-effective than the pure gold jewelry sold by the brand.
After reporters inquired about major e-commerce platforms, they found that there are not a few merchants selling Nezha’s same gold-covered silver bracelet, and most of them are individual sellers. The price of the bracelet ranges from 2,000 to 3,000, weighs 30-60 grams, contains 2-3 grams of gold on the surface, and the rest is pure silver. Sellers emphasize their support for spectrometer testing in any gold shop across the country.
Due to the large number of orders brought by the explosion of “Nezha 2”, the reporter learned from relevant sellers on the e-commerce platform that a large number of silver parts have been prepared since the start of construction on the sixth day of the year, and they only need to wait for consumers to place orders. Start with the gold package and arrange shipments within 2-3 days.
Infringement in the “gold and silver” market is still emerging one after another. Light Pictures is actively defending its rights
However, a reporter from the Science and Technology Innovation Board Daily also noticed that the “gold-covered-silver” market currently has problems such as false reporting of gold content and irregular identification standards.
Earlier, the Consumers Association of China reminded consumers that they should carefully identify and purchase carefully when purchasing. When many merchants sell “gold-covered silver” jewelry, they usually mark the weight of gold and silver as a selling point; some merchants even use “low-priced gold” as a gimmick to sell gold-plated silver ornaments. But this behavior is difficult to verify and even jewelry industry experts are difficult to distinguish.
And labeling the gold-clad silver material with the “same model” adds a layer of legal risks to the “Qiankun Circle” of gold-clad silver.
In response to a reporter’s question whether the gold and silver “Qiankun Circle” sold in Taobao stores was officially authorized by “Nezha 2”, almost all sellers did not answer this question directly, only saying that the product was the same product and Nezha was co-branded.
Wu Qiong, a partner at Kangrui Law Firm, said that the Qiankun Ring bracelet design in Nezha’s film is highly original and belongs to a work protected by the Copyright Law. The unauthorized copying and sale of peripheral products such as bracelets that are highly similar to those in the film has already infringed the copyright of the film.
In addition to the same gold-covered-silver “Qiankun Circle”, a large number of pirated products under the names of “homemade” and “second creation” but are actually suspected of infringement are rampant in major brands. Infringement products include Nezha blind boxes, key rings, decorations, etc. The reporter noticed that many such products have reached sales of more than 10,000 on the Douyin e-commerce brand.
According to corporate early warning data, after 2019, the number of litigation cases involving Enlight Pictures, the main copyright party of Nezha IP, on the grounds of “infringement of the right to copy works” and “infringement of the right to distribute works” has increased significantly. Faced with the “wave of infringement” brought about by the explosion of “Nezha 2”, Enlight Pictures also responded actively. It is reported that after the beginning of 2025, Enlight Media has urgently sued a number of companies suspected of infringing Nezha IP art works.
