国际金价创新高后急跌，国内品牌金饰单日克重价大跌超50元

Core Insights - The volatility of international gold prices is increasingly impacting the trading dynamics of the gold jewelry market [1][5]. Group 1: Market Trends - On December 30, international gold prices rose to $4,340.13 per ounce, while domestic gold jewelry prices saw a collective drop of over 40 yuan per gram for several brands, with some like Chow Tai Fook and Chow Sang Sang dropping more than 50 yuan per gram [2]. - In mid-December, brands like Chow Tai Fook announced a price increase of approximately 15% for their priced products, indicating a trend of price adjustments primarily upward throughout the year [2]. - The recent collective price drop in gold jewelry is noted to be a rare occurrence in the domestic market [2]. Group 2: Consumer Behavior - The fluctuation in international gold prices has led to a more pronounced impact on consumer sentiment, with sales personnel often framing price increases as opportunities and downplaying risks associated with price drops [5]. - Consumers exhibit irrational behavior characterized by "buying high and selling low," driven by narratives of inflation resistance and risk aversion during price surges, while showing hesitation and a tendency to delay purchases during price declines [5][6]. - A consumer expressed a tendency to wait and observe the market after experiencing significant price fluctuations over the past two months, indicating a cautious approach to purchasing gold [5]. Group 3: Pricing Mechanism - Gold jewelry brands typically use a pricing mechanism based on "raw material cost + processing fee + brand premium," leading to rapid price increases during gold price surges to secure profits [6]. - During price declines, brands tend to be more cautious in adjusting prices due to inventory costs and consumer psychological expectations, resulting in price stickiness that can lead to consumer dissatisfaction if they purchase at high prices only to see declines [6]. - The ongoing framing of gold jewelry as a value-preserving asset may backfire if prices fall, potentially leading to a demand shrinkage and a crisis of trust among consumers [6].