价格暴涨40%创五年新高，铂金首饰仍坐“冷板凳”？

Core Viewpoint - Recent fluctuations in international gold prices have led to a significant rise in platinum prices, with domestic platinum prices surpassing 300 yuan per gram, marking a five-year high, while platinum has seen a year-to-date increase of over 40%, outpacing gold's 28% rise [1][2]. Price Trends - Platinum prices have experienced dramatic fluctuations over the past decade, with historical data showing that in August 2011, platinum was priced at 687 yuan per gram, significantly higher than gold at 477 yuan per gram [2]. - By June 2024, gold prices surged past 1,000 yuan per gram, while platinum remained around 300-400 yuan per gram until its recent increase [2]. - As of June 25, 2024, platinum prices reached 535 yuan per gram, while gold prices fell to 988 yuan per gram [2]. Consumer Behavior - Despite the recent rise in platinum prices, consumer interest in platinum jewelry remains lukewarm, with many still favoring gold and K-gold for wedding rings [3][5]. - Retail observations indicate that platinum jewelry displays are limited in stores, and many consumers are unaware of available platinum options [2][3]. Market Position - Platinum jewelry has historically been a secondary option compared to gold, with its market share remaining low, accounting for less than 1% of revenue in some companies [5][6]. - The current market dynamics suggest that platinum may not sustain its recent popularity, as it lacks the monetary attributes of gold and faces competition from other similar products [6][7]. Sales Data - Sales data from major jewelry brands indicate a decline in both gold and platinum sales, with platinum sales volume dropping by 65% for some companies [6]. - For instance, in 2024, a major jewelry brand reported platinum revenue of only 22.66 million yuan, representing approximately 0.58% of total revenue [6]. Future Outlook - Experts suggest that while platinum prices may continue to rise due to reduced supply and high gold prices, the long-term outlook remains uncertain, with platinum likely to remain a secondary choice in the precious metals market [6][7].