Core Viewpoint - The recent decline in gold prices has led to a paradoxical decrease in sales for jewelers, as consumer behavior tends to favor purchasing during price increases rather than decreases [1] Group 1: Market Trends - Gold prices have dropped to a new low since June, impacting sales negatively, with some jewelers reporting a 30% decrease in sales compared to when prices were rising [1] - Despite fluctuating gold prices, the consumption of gold jewelry remains strong, indicating a persistent consumer interest in the market [3] Group 2: Consumer Complaints - The number of complaints in the gold jewelry industry surged to 8,544 in 2024, a 136.28% increase year-on-year, with total claims exceeding 95.23 million yuan [3] - The complaints are primarily focused on false advertising, pricing disputes, and difficulties in obtaining refunds, with young women emerging as the most active complainants [5][12] - The effective resolution rate for complaints in the industry stands at 36.59%, with a total of 33.46 million yuan recovered for consumers [3] Group 3: Complaint Characteristics - Complaints related to false advertising account for 22.82% of total complaints, with issues such as mislabeling K-gold as pure gold and misleading promotional tactics being common [5] - Pricing disputes make up 19.05% of complaints, with consumers expressing concerns over opaque pricing methods and hidden conditions in promotional offers [7] - Refund disputes constitute 16.35% of complaints, with many consumers reporting that merchants do not allow returns on gold jewelry after purchase [7] Group 4: Brand Performance - China Gold leads in complaint volume with 19.74% of total complaints, followed by Zhou Li Fu and Lao Feng Xiang [8] - Lao Feng Xiang has the highest complaint resolution rate at 94.08%, significantly above the industry average, while Zhou Li Fu's resolution rate is notably low at 15.07% [7][8] Group 5: Consumer Demographics - Female consumers account for 86.02% of complaints, highlighting their dominant role in gold jewelry purchases and their heightened awareness of consumer rights [12] - The age group of consumers filing complaints has shifted, with those born after 2000 now representing 45.18% of complaints, surpassing those born in the 1990s [12] Group 6: Regional Insights - Guangzhou has the highest complaint rate at 5.54%, followed by Dongguan and Shanghai, reflecting the regional distribution of gold jewelry consumption capabilities [15]
金价大跌销量反冷？周六福店员剪价签拒称重，投诉解决率垫底？