金价 “日日涨” 催热电商黄金购买潮，“不发货” 乱象却开始涌现

Core Viewpoint - The continuous rise in gold prices has stimulated consumer demand, leading to increased sales on e-commerce platforms, while also presenting challenges such as delayed shipments from sellers [1][4][6] Group 1: Gold Price Trends - Gold prices have surged significantly, with spot gold exceeding $4200 per ounce on October 15, 2023 [1] - The price of gold jewelry and investment bars has also increased, with prices for certain products rising from 1215 RMB to 1235 RMB per gram within a day [1] - The overall increase in gold prices has led to a 15%-20% growth in gold consumption during the National Day holiday compared to the previous year [3] Group 2: Consumer Behavior - Many previously hesitant customers are now purchasing gold due to its rising prices, with some developing a habit of continuous buying [4] - Consumers tend to exhibit a "buy high, sell low" mentality, favoring larger, higher-priced gold products during price fluctuations [4] - Impulsive buying behavior has increased as consumers make quicker purchasing decisions amid price volatility [4] Group 3: E-commerce Challenges - A significant number of complaints regarding "non-delivery" of gold products have emerged, with over 2044 complaints reported on a consumer platform [4][5] - Sellers are often unable to fulfill orders due to rapid price increases, leading to situations where consumers are asked to cancel orders or accept refunds at original prices [5] - The rapid rise in gold prices has resulted in inventory shortages for some sellers, complicating timely deliveries [6] Group 4: Industry Insights - The volatility in gold prices has increased sales risks for merchants, with profit margins remaining nearly unchanged over the past 15 years despite rising gold prices [6] - Established merchants often employ professional analysts and maintain sufficient inventory to mitigate risks associated with price fluctuations [6] - E-commerce is becoming a crucial growth engine for the gold and jewelry sector, with projected online retail sales growth of 16.4% for gold and silver products in 2024 [6]