RELX Invites Zeus Users to Check Out a Gold-Inlaid Jade Protective Case—Is It Turning Products into

Earlier today, a reader contacted Gewu and shared the following chat screenshot, saying it was “sent specifically to Zeus users.” The sender was listed as “Zeus Exclusive Customer Service - Irene,” with verified company information showing Shenzhen Fog Core Technology Co., Ltd.:

Based on the conversation, “Zeus Exclusive Customer Service - Irene” invited this reader, a Gewu consumer, to attend a “RELX VIP Art Salon” to be held in Shenzhen on August 26. The salon is “built around Rongbaozhai’s first auction event in Shenzhen (a 350-year-old time-honored enterprise)” and is described as “a VIP event exclusively for RELX users.”

At the event, RELX users can: “1. Get a close-up look at all auction items and experience a top-tier art auction; 2. Enjoy guided tours personally led by Rongbaozhai professionals and inheritors from Xiangboju; 3. In addition to RELX auction exhibits, this event will also feature masterpieces by famous artists such as Qi Baishi and Huang Yongyu.”

Simply put, RELX is inviting users to an art event where RELX exhibits will be auctioned. So what exactly are these RELX exhibits? We also found related promotional materials: it is a “collaboration edition gold-inlaid jade multi-purpose decorative case/tea knife.” Based on the description, this appears to be a two-in-one product made of gold-inlaid jade that combines a protective case with the function of a tea knife.

Notably, a familiar phrase appears on the poster for this product — Yuexiang Yaji. Why does it seem familiar? Do you still remember the previous “Golden Leaf Blessing Traditional Gold Decorative Case”? Yes, “Yuexiang Yaji” also appeared there.

So what exactly does Yuexiang Yaji represent? Through Tianyancha, Gewu found that since April 13 this year, Shenzhen Fog Core Technology Co., Ltd. has successively applied to register “Yuexiang Yaji” as a trademark in eight categories, including office supplies, buttons and zippers, jewelry and watches, leather goods, metal materials, and hand tools:

Judging from the trademark categories involved, which are mostly related to handicrafts and artworks, Yuexiang Yaji may be more like a handicrafts brand under RELX. At least based on the two decorative cases (protective covers) released so far, that seems very likely.

From the previously released gold decorative case to the gold-inlaid jade decorative case that will debut on August 26 with no reserve price, it seems possible to infer that the Yuexiang Yaji brand is positioned as a high-end peripheral brand focused on precious metals and stone materials.

According to this Gewu reader’s unverified claim, invitations to this “RELX VIP Art Salon” in Shenzhen appear to have been sent specifically to Zeus users. Among RELX’s nationally compliant device products, Zeus is exactly the device positioned at the highest end and sold at the highest price.

In other words, the target customers for this gold-inlaid jade decorative case are very likely Zeus users with the strongest purchasing power. One view holds that products like those under Yuexiang Yaji are not expected to sell in large volumes, but instead serve a role similar to IQOS Club — identifying and cultivating high-net-worth users for further operations and monetization.

At present, after the earlier suspension of Xingke Coffee (with stores across various regions already closed and the official mini program having suspended service on July 5), RELX seems to be focusing more on expanding into products adjacent to the e-cigarette industry.