Core Viewpoint - The continuous interest rate hikes by the Federal Reserve and the strong rise of the US dollar index have put significant pressure on international gold prices, which have fallen from a peak of $2078.8 per ounce in March to a low of $1618.3 per ounce last month. However, contrary to previous trends, domestic gold stores in China are experiencing poor sales despite the drop in gold prices [1][3]. Group 1: Reasons for Poor Domestic Gold Sales - The decline in international gold prices has not translated into significant price drops in domestic gold stores due to the limited decrease in domestic gold prices, which are affected by the depreciation of the Chinese yuan against the US dollar [3][5]. - The majority of gold sold in domestic stores consists of jewelry, which includes high processing and design fees that do not adjust with international gold price fluctuations, resulting in minimal price reductions for consumers [3][5]. - Domestic demand for gold has decreased significantly due to the ongoing economic downturn and the impact of repeated COVID-19 outbreaks, leading consumers to cut back on non-essential spending, including gold jewelry [5][7]. Group 2: Changing Consumer Preferences - The younger generation shows a declining interest in gold jewelry, viewing it as outdated and preferring luxury items like designer bags and high-performance cars to express their personal style and economic status [7][9]. - Consumers are becoming increasingly savvy regarding the resale of gold, often facing unfavorable buyback prices compared to their purchase prices, which diminishes their willingness to invest in gold [9].