金价飙到1390，年轻人却涌入折扣平台买金

Core Insights - The price of gold in the domestic market has reached a significant turning point, with the benchmark price around 996 CNY per gram, while retail prices in brand stores have surged to 1390 CNY per gram, indicating a substantial brand premium of approximately 380 CNY per gram [1][3] - This price disparity has led to a noticeable shift in consumer behavior, with young people opting to visit places like Shenzhen's Shui Bei for lower prices, where gold is priced around 1131 CNY per gram, creating a "gold rush" atmosphere [3][5] - The demand for bank gold bars has increased significantly, as they are priced close to 1000 CNY per gram with only a 2% premium, leading to rapid sales of smaller gold bar sizes [5] - Young consumers are increasingly seeking a balance between brand prestige and price, often turning to discount platforms to find branded gold jewelry at reduced prices, reflecting a trend of prioritizing value without compromising quality [5][7] Industry Trends - The high gold prices at the beginning of 2026 have not deterred young consumers from their interest in gold, but they are becoming more price-sensitive and strategic in their purchasing decisions [7][8] - The behavior of consumers, whether purchasing from Shui Bei, investing in bank gold, or hunting for discounts online, indicates a broader trend of cautious spending in an uncertain economic environment, where every expenditure is carefully considered [8]