“金价越高，门店越少”

Core Viewpoint - The gold jewelry retail industry in China is undergoing a significant transformation, with major brands closing inefficient franchise stores while focusing on self-operated and experiential outlets in response to high gold prices and changing consumer behavior [1][2][4]. Group 1: Industry Trends - As of 2025, major gold jewelry brands have closed nearly 2,000 stores, primarily franchise outlets, indicating a shift towards efficiency and brand experience [1][2]. - The closure of stores is concentrated in lower-tier cities, reflecting a broader trend of optimizing retail networks and moving from expansion to profitability [2][3]. - The industry's focus has shifted from the number of stores to the value and profitability of each store, with brands prioritizing "坪效" (sales per unit area) and single-store profitability [3][4]. Group 2: Financial Performance - Chow Tai Fook reported a net reduction of 1,022 stores in nine months, with a total of 6,685 stores as of the end of 2024, indicating a daily closure rate of nearly 4 stores [2][5]. - In the first three quarters of 2025, Chow Sang Sang's revenue dropped by 37.35% to 6.772 billion yuan, with franchise revenue plummeting by 56.34% [5][6]. - Online sales have become a growth highlight, with Chow Sang Sang's e-commerce business growing by 17.68%, while franchise contributions to retail sales have decreased from 70.9% to 67.5% [5][6]. Group 3: Franchise Model Challenges - The franchise model, once a growth engine, is now seen as a burden due to rising gold prices, increased rental and labor costs, and a more rational consumer base [4][6]. - The profitability of franchise operations has significantly declined, with some brands reporting gross margins as low as 9.39% for wholesale compared to 23.6% for retail [6][7]. - Experts suggest that traditional brands must transition from a franchise model to a direct sales model to ensure consistent service and experience, which is crucial for brand upgrading [6][7]. Group 4: Strategic Shifts - Brands are exploring new growth avenues such as online sales, e-commerce, and high-end positioning, with some investing in live-streaming sales to drive traffic [7][8]. - Chow Sang Sang has established a joint venture to create a live-streaming sales model, aiming to reduce reliance on traditional franchise systems [7][8]. - Other brands like Lao Feng Xiang are focusing on brand upgrades and high-end market entry, while Chow Tai Fook is restructuring its relationship with franchisees through a new partnership model [7][8].