Core Viewpoint - The article discusses the recent fluctuations in international gold prices and the impact of various factors on consumer purchasing behavior in the gold market, particularly in the context of promotional activities during the "Double 11" shopping festival [3][5]. Price Trends - On November 11, the international gold price opened at $4,116.20 per ounce, peaked at $4,148.91, and closed at $4,143, marking an increase of approximately $28 from the previous day's closing price of $4,115 [3]. - Despite the recent increase, the current price remains significantly lower than the high of $4,381.29 per ounce recorded on October 20 [3]. Consumer Behavior - A personal investor noted that prior to November, buying gold did not require much consideration, but the situation has become more complex due to rising prices and tax implications [5]. - The director of the Southern Gold Market Research Institute indicated that gold price trends are primarily influenced by global macroeconomic fundamentals rather than domestic tax reforms, suggesting a long-term upward trend in gold prices if core support factors remain intact [5][6]. Promotional Activities - During the "Double 11" period, leading gold jewelry brands are implementing promotional strategies both online and offline, including fixed amount discounts and live-streaming flash sales [5]. - There is a noticeable decline in consumer willingness to purchase gold jewelry, particularly in offline channels, attributed to high gold prices and increased costs due to tax changes [5][6]. Market Pricing - As of November 11, the investment gold price was reported at 968 yuan per gram, while gold jewelry prices from major brands have surged, with quotes exceeding 1,300 yuan per gram for brands like Chow Tai Fook and Chow Sang Sang [7][8].