国内品牌金饰单日克重价大跌超50元

Core Viewpoint - The trust of end consumers in the narrative of "gold as a store of value" is being tested due to recent fluctuations in gold prices and the pricing strategies of jewelry brands [5][7]. Price Fluctuations and Market Reactions - On December 30, international gold prices closed at $4,340.13 per ounce, while domestic gold jewelry prices saw significant declines, with brands like Chow Tai Fook and Lao Feng Xiang dropping over 40 yuan per gram [3]. - In mid-December, brands such as Chow Tai Fook announced price increases of around 15% for their products, indicating a trend of rising prices prior to the recent drop [3]. - The recent collective price drop in gold jewelry is noted as a rare occurrence in the market [3]. Consumer Behavior and Market Dynamics - The volatility of international gold prices is increasingly influencing the trading dynamics of the gold jewelry market, as observed in the sales personnel's communication with consumers [5]. - Sales staff often downplay the risks associated with gold price fluctuations, framing price increases as opportunities and downturns as temporary setbacks [5]. - Consumer behavior reflects a "buy high, sell low" mentality, driven by narratives of inflation resistance and risk aversion during price surges, while showing hesitation and a tendency to delay purchases during price declines [5][6]. Pricing Mechanisms and Brand Strategies - Gold jewelry brands typically use a pricing mechanism based on "raw material cost + processing fee + brand premium," leading to rapid price increases during gold price surges to secure profits [6]. - Conversely, during price declines, brands are more cautious in adjusting prices due to inventory costs and consumer expectations, resulting in price stickiness [6]. - This price stickiness can lead to consumer dissatisfaction and a loss of trust in the "gold as a store of value" narrative if prices fall after consumers have made purchases [7].