半岛调查｜金饰克价破千，为何“越涨越买”？

Core Viewpoint - Recent surge in gold prices has captured global financial market attention, with international gold prices fluctuating above $3,500 per ounce and domestic jewelry gold prices stabilizing above 1,000 yuan per gram, leading to increased consumer interest in gold as a form of investment and wealth preservation [1][21]. Group 1: Market Trends - Since the second half of 2023, gold has experienced a significant upward trend, characterized by high volatility and new price peaks, with some describing the market as "soaring" [6][21]. - The price of gold jewelry has surpassed 1,000 yuan per gram, with various brands like Chow Sang Sang and Luk Fook pricing their gold at around 1,060 yuan per gram [3][6]. - Consumer behavior reflects a "buy high" mentality, with many individuals purchasing gold despite its high prices, driven by a combination of necessity and investment psychology [6][12]. Group 2: Consumer Demographics - Younger consumers, particularly those born in the 1990s and 2000s, are increasingly becoming the main buyers of gold, shifting away from the older generations who preferred traditional gold jewelry [9][12]. - Innovations in gold craftsmanship and marketing strategies have made gold jewelry more appealing to younger demographics, with products like "gold beans" and trendy designs gaining popularity [8][9]. Group 3: Investment Behavior - The trend of "gold accumulation" has emerged, with individuals treating gold purchases as a long-term investment strategy, often buying small amounts regularly [12][15]. - Consumers are increasingly viewing gold as a viable asset for financial planning, with some even selling properties to invest in gold [12][21]. - The World Gold Council reports that global central banks have been net buyers of gold for several consecutive quarters, indicating a strategic shift towards gold accumulation on a macroeconomic level [21].