Core Insights - The consumption pattern of gold jewelry is changing due to high gold prices and new tax regulations affecting the market [1][2] - The recent drop in international gold prices has led to a slight recovery in local gold jewelry prices, but overall sales have decreased significantly [2][4] Group 1: Market Dynamics - Gold prices in the Shenzhen Shui Bei market have recently exceeded 1100 yuan per gram, with branded gold jewelry prices surpassing 1300 yuan per gram [1] - Following a significant drop in international gold prices by over 3%, local gold prices fell to around 1082 yuan per gram [2] - The high gold prices have resulted in a more than 30% month-on-month decline in sales, indicating reduced consumer interest [2] Group 2: Consumer Behavior - Consumers are increasingly hesitant to purchase gold jewelry due to the widening gap between buying and recycling prices, which has grown from around 30 yuan to over 160 yuan [2] - The perception of gold jewelry is shifting from a value preservation investment to a more aesthetic "self-indulgence" purchase among younger consumers [2] Group 3: Product Trends - There is a growing preference for lightweight gold products, with sales of gold items weighing 10 grams or less accounting for 45% of total sales, up from 37% in 2023 [4] - The market is seeing a shift towards "hard gold" products, which are characterized by higher durability and lower weight, becoming mainstream due to innovative designs [2][4]
实探丨回收价差拉大、“悦己”作用更为明显 金饰消费格局正在改变
Sou Hu Cai Jing·2025-11-15 13:35