“我开了六家金店，金价飙涨，赚到钱了吗？”

Core Viewpoint - The article discusses the challenges and strategies faced by a gold shop owner, 雅珊, in the context of rising gold prices and changing consumer behavior, highlighting the impact of market fluctuations on business operations and profitability [7][10][19]. Group 1: Market Trends - Gold prices have increased significantly, from 200 RMB per gram to over 800 RMB per gram, leading to a more cautious consumer purchasing behavior [7][10]. - The current market sees a trend where smaller weight gold products (5g, 10g bars, and 1g gold beans) are more popular among consumers, especially younger buyers who view gold as a form of savings [14][15]. - The rise in gold prices has resulted in a decrease in net profit for gold shops, with estimates indicating a decline of about 30-40% in single-store net profits [11][12]. Group 2: Business Strategies - The owner has adopted a "sell as much as buy back" strategy to maintain cash flow, avoiding excessive inventory due to the high price of gold [14][19]. - To adapt to changing consumer preferences, the shop has increased inventory of smaller weight products and adjusted sales targets to motivate employees [11][14]. - The owner emphasizes the importance of maintaining good customer relationships and has invested in training employees in social media and live streaming to enhance online sales efforts [17][18]. Group 3: Consumer Behavior - There is a noticeable shift in consumer demographics, with more young people purchasing gold, moving away from traditional preferences for platinum or diamonds [15]. - The perception of gold as a valuable asset rather than a luxury item has grown, with consumers more focused on the investment aspect of gold purchases [15][19]. - The rise of female consumers purchasing gold for themselves has been highlighted, indicating a shift in buying behavior [15].