Sou Hu Cai Jing·2026-02-18 03:39Core Viewpoint - The article highlights the robust consumer demand for gold during the 2026 Chinese New Year, despite gold prices reaching historical highs, indicating a strong cultural and investment inclination towards gold in China [1][4][9]. Group 1: Consumer Behavior - Consumers are actively purchasing gold jewelry and investment bars, with significant sales of large-weight gold items, particularly during the festive season [5][7]. - The preference for larger gold items as gifts is evident, with many consumers opting for heavier pieces, while smaller gold items remain popular among younger buyers for everyday wear [5][6]. - The demand for zodiac-themed gold products, particularly those related to the Year of the Horse, has surged, reflecting cultural significance in gift-giving [6][7]. Group 2: Market Dynamics - Gold prices have surged to over 1500 yuan per gram, nearly doubling from the previous year's prices, which were around 806-836 yuan per gram during the last Chinese New Year [8][9]. - The market is experiencing a bifurcation, where high prices are driving investment demand for gold bars and ETFs, while traditional jewelry sales are being suppressed due to the elevated costs [9]. - The investment segment is seeing a notable increase in interest, particularly in larger investment bars, with 1000-gram bars selling out quickly, indicating a strong belief in gold's value retention [7][9]. Group 3: Future Outlook - Analysts predict that gold prices will likely experience high volatility and consolidation, influenced by global economic recovery, currency fluctuations, and geopolitical factors [10]. - Consumers are advised to approach gold purchases with caution, considering promotional opportunities to mitigate costs, while investors should diversify their portfolios to manage risk effectively [10].