金价 “日日涨” 催热电商购买潮，有商家拒绝发货

Core Insights - The article discusses the recent surge in gold prices, with spot gold exceeding $4200 per ounce as of October 15, 2025, leading to increased sales on e-commerce platforms and challenges related to order fulfillment [1][3][5]. Price Trends - Gold prices have shown significant fluctuations, with Tmall's Chow Tai Fook's gold jewelry prices rising from 1215 RMB per gram to 1235 RMB per gram in just one day [1][5]. - The price of platinum jewelry also increased from 667 RMB per gram to 671 RMB per gram during the same period [1]. Sales Performance - The China Gold Association reported a 15%-20% increase in national gold consumption during the National Day holiday compared to the previous year, indicating a "volume and price rise" scenario [5]. - Sales at Tmall's official flagship store for gold surged by 560% in the first half of October, driven by rising gold prices [5]. Consumer Behavior - Consumers exhibit a "buy high, not low" mentality, leading to a preference for high-weight and high-priced gold products during price fluctuations [6]. - Impulsive buying behavior has increased as consumers react quickly to rising gold prices [6]. Fulfillment Issues - There have been numerous complaints regarding "non-delivery" of gold products, with over 2044 complaints reported on platforms like Black Cat Complaints, primarily due to sellers citing stock shortages after price increases [6][7]. - Consumers have faced challenges when sellers refuse to fulfill orders, often leading to significant financial losses due to price hikes [6]. Industry Challenges - The rapid increase in gold prices has led to inventory shortages and fulfillment delays for many sellers, highlighting the need for stricter regulations and oversight on e-commerce platforms [7]. - Despite the rising gold prices, profit margins for sellers have remained stagnant over the past 15 years, increasing operational risks [7]. E-commerce Growth - Online sales of gold and jewelry are projected to grow by 16.4% in 2024, with e-commerce platforms becoming crucial for the industry's expansion [7].