虎嗅APP·2025-08-24 03:26Core Viewpoint - The article discusses the paradox of soaring gold prices leading to a decline in gold jewelry sales and the closure of numerous jewelry stores, highlighting the disconnect between gold investment demand and consumer purchasing behavior in the jewelry market [4][9]. Group 1: Gold Price Trends - Gold prices have seen unprecedented increases, with international prices rising from around $1,800 per ounce in early 2022 to over $2,500 by September 2023, and projections suggest prices could exceed $3,000 by March 2025 [4][10]. - Domestic gold prices have also crossed the 1,000 yuan per gram mark, with brands like King of Gold and Chow Tai Fook reporting prices of 1,006 yuan per gram for pure gold [5][12]. Group 2: Jewelry Store Closures - Major jewelry brands are experiencing significant declines in revenue and profit, leading to widespread store closures: Chow Tai Fook closed 397 stores, while other brands like Lao Feng Xiang and Zhou Sheng Sheng also shut down numerous locations [8][21]. - The financial reports for 2024 show that Lao Feng Xiang's revenue dropped by 20.5% to 567.9 billion yuan, marking its first decline in eight years [8][21]. Group 3: Consumer Behavior and Market Dynamics - Despite the rising gold prices, consumer demand for gold jewelry has weakened, with many opting for alternatives or reducing their spending on non-essential items [16][19]. - The shift in consumer preferences is evident as the proportion of self-wearing demand for gold jewelry has decreased from 39% to 27%, with younger consumers favoring investment in gold bars over jewelry due to better liquidity and lower costs [16][17]. Group 4: Industry Challenges - The jewelry industry faces a dual challenge: rising gold prices increase operational costs for retailers, while consumer reluctance to purchase high-priced jewelry exacerbates financial pressures [19][20]. - New business models, such as the "Shuibai model," which offers lower prices through direct sales and reduced overhead, are gaining traction, further challenging traditional jewelry retailers [18][20].