2. Brand background: China Gold is a state-owned professional gold jewelry production and retail enterprise with strong brand background and resource advantages, while Li Anqi Jewelry, as a subsidiary of Inner Mongolia Industry and Trade Jin Dian Co., Ltd., has poor relative popularity and resource background.

1. Price positioning: China gold products have high positioning and relatively high prices, thus ensuring high quality, while Li Anqi jewelry products have low positioning, relatively low prices and relatively low quality assurance.