老铺金条变“金甲”，万元黄金上指端记者调查：“微金”消费能撬动多大市场

Core Insights - The rise of "golden nails" reflects a shift in consumer behavior, particularly among younger demographics, who are increasingly viewing gold as a form of self-expression rather than just an investment [6][9][13] - The gold jewelry industry is facing challenges, with major brands like Chow Tai Fook and Chow Sang Sang reporting declining revenues and store closures, indicating a need for innovation and adaptation [10][9] Industry Trends - The demand for gold in beauty applications, such as nail art, is growing, with consumers willing to spend thousands on "golden nails" made from existing jewelry [3][6] - The global nail product market is projected to grow from $25.76 billion in 2025 to $36.26 billion by 2032, with a compound annual growth rate of 5.01% [6] - The trend of using gold in nail art is seen as a potential solution to the industry's struggles with low consumer frequency and engagement [9][11] Company Performance - Chow Tai Fook reported a 1.1% decline in revenue for the 2026 fiscal year, marking the lowest performance in five years, alongside the closure of 611 stores [10] - Chow Sang Sang's revenue for the first three quarters of 2025 fell by 37.35%, with a net reduction of 560 stores compared to the previous year [10] - The performance of traditional gold jewelry brands is under pressure, prompting them to explore collaborations and price increases, though results have been limited [9][10] Consumer Behavior - Younger consumers are shifting their focus from traditional gold investment to "self-gratifying consumption," valuing the aesthetic and social aspects of gold rather than its investment potential [6][7] - The perception of gold is evolving from a long-term asset to an immediate expression of emotions and social status, particularly through platforms like social media [7][8] - The willingness to pay a premium for gold nail art, despite its higher cost compared to traditional gold jewelry, indicates a significant change in consumer priorities [7][8] Regulatory Considerations - Concerns have been raised regarding the legality of recycling gold scraps in nail salons, as such practices may violate regulations set by the People's Bank of China [12][11] - Legal experts emphasize the importance of nail salons maintaining clear boundaries and not engaging in gold recovery or trading activities [12][11]