金银狂飙之下，直播间“锁价券”锁住了谁

Core Viewpoint - The recent surge in gold and silver prices has led to a new marketing strategy called "gold and silver price lock coupons," which has attracted consumer interest but also raised concerns about potential contractual disputes and risks for both consumers and merchants [1][10][12]. Group 1: Market Performance - As of February 26, gold reached a peak of $5205.472 per ounce and silver peaked at $90.34 per ounce, with year-to-date increases of over 19% for gold and 21% for silver, indicating strong performance among major asset classes [1]. - The gold and silver markets have seen significant price fluctuations, with historical highs reached in late January, prompting increased consumer interest in physical gold and silver investments [10]. Group 2: New Marketing Strategies - The "gold and silver price lock coupon" has emerged as a popular sales tactic in live-streaming sessions, where merchants offer consumers the ability to lock in prices by paying a deposit [3][9]. - Merchants are using this strategy to attract customers, with some offering guarantees of authenticity and the option for consumers to verify the products [6][9]. Group 3: Consumer Risks and Disputes - There have been multiple reports of merchants refusing to honor price lock agreements, particularly when prices rise sharply, leading to disputes over deposits and fulfillment of orders [11][12]. - Consumers have expressed frustration over merchants' refusal to deliver products after price increases, highlighting the risks associated with the price lock model [11][12]. Group 4: Regulatory and Compliance Concerns - Experts warn that the price lock model may not be sustainable, as it relies on stable or slightly fluctuating prices; significant price increases could lead to widespread fulfillment issues and damage merchant reputations [13][15]. - There are concerns about the potential regulatory implications of this model, especially if it resembles unauthorized financial transactions, which could attract scrutiny from regulatory bodies [14][16].