Feng Huang Wang·2025-11-06 12:24Core Insights - The surge in gold prices has led to increased investment demand, particularly in gold ETFs, while retail gold jewelry demand has significantly declined, indicating a shift in consumer behavior from jewelry to investment [2][12] - Major jewelry retailers, such as Chow Tai Fook and Chow Sang Sang, are experiencing a wave of store closures, particularly in lower-tier cities, as high gold prices deter consumers and impact sales [5][7] Retail Performance - Chow Tai Fook reported a net closure of 905 stores in 2025, reducing its total to 6,501, marking an end to years of expansion [5] - Chow Sang Sang also faced a decline, with 74 stores closed in the first half of 2025, including 62 from its main brand [5] - The closures are concentrated in franchise stores in lower-tier cities, while self-operated stores have seen slight growth [7] Consumer Behavior - High gold prices have led franchisees to adopt conservative inventory strategies, resulting in a reluctance to stock large amounts of gold due to financial risks associated with price fluctuations [9] - The rise of live e-commerce has diverted customers from physical stores, exacerbating the challenges faced by brick-and-mortar retailers [9] - Retail sales of gold jewelry have been negatively impacted, with consumers becoming more cautious and delaying purchases due to high prices [11][12] Market Dynamics - The World Gold Council noted a significant drop in gold jewelry demand in China, attributed to unprecedented price increases outpacing income growth, which has weakened consumer purchasing power [12] - Investors are drawn to gold for its potential appreciation, while consumers view it as a product, leading to decreased demand as prices rise [12]