年轻人流行租“三金”结婚，有人一场婚礼省下10万

Core Insights - The rising international gold prices have led to a shift in consumer behavior in the wedding market, with more young people opting for gold rental services instead of purchasing traditional gold jewelry [1][2][6] - The gold rental market has seen a significant increase in demand, with rental orders growing nearly 40% year-on-year, particularly among consumers born after 1995 [7][8] Group 1: Market Trends - The price of gold jewelry from major brands has remained around 1,000 yuan per gram, leading to a decrease in consumer purchasing willingness, with gold jewelry consumption in China dropping by 26% year-on-year in the first half of 2025 [6][7] - Young consumers are increasingly favoring rental options, with the cost of renting gold jewelry being significantly lower than purchasing, allowing them to save substantial amounts for other investments [2][3][4] Group 2: Consumer Behavior - Many young couples are choosing to rent gold jewelry for weddings, with some saving up to 100,000 yuan by opting for rentals instead of purchases [2][3] - The trend is reflected on social media platforms, where discussions around "renting gold" have gained popularity, indicating a shift from traditional heavy gold items to lighter, more affordable options [3][4] Group 3: Business Innovations - Jewelry retailers are responding to this trend by offering lighter gold pieces and flexible rental packages, catering to the demand for lower-cost options [7][8] - New business models are emerging, such as "rent-to-own" schemes and rental packages that include cleaning services, making rentals more appealing to consumers [7][9] Group 4: Risks and Challenges - Despite the growth in the rental market, there are concerns regarding potential disputes over deposits and the authenticity of the gold being rented, which could deter mainstream brands from entering this market [5][8] - Major brands like Chow Tai Fook and Lao Feng Xiang have yet to participate in the rental business due to concerns over the risks associated with high-value items [8][9]