Core Viewpoint - The article discusses the impact of high gold prices on consumer behavior and the retail market for gold jewelry, particularly during the International Women's Day shopping period. It highlights a shift in consumer preferences towards "fixed-price" gold products due to high gold prices and weak demand for traditional gold jewelry [2][10]. Group 1: Consumer Behavior and Market Trends - On March 8, International Women's Day, shopping malls in Beijing experienced high foot traffic, but the enthusiasm for gold purchases has diminished compared to previous occasions like Valentine's Day [1][4]. - The demand for gold jewelry in China is projected to decrease by 24% year-on-year in 2024, as consumers are shifting towards more intricately designed "fixed-price" gold products due to high gold prices and weak consumption [2][10]. - Sales personnel noted that while there were still some customers purchasing gold items, the queues were significantly shorter than during peak shopping events, indicating a cooling off in consumer frenzy [4][7]. Group 2: Pricing and Promotions - Many gold retailers, including Lao Pu Gold, have implemented price increases ranging from 5% to 12% since late February, which has affected consumer purchasing behavior [6][10]. - Despite the lack of promotional activities for International Women's Day, some consumers still opted to purchase gold items, citing the quality and design as justifications for the higher prices [7][8]. - Retailers like Chow Tai Fook and Lao Feng Xiang offered various discounts for gold products, but overall foot traffic was lower than expected due to rising gold prices [8][9]. Group 3: Market Outlook - Analysts predict that gold prices will continue to rise in the long term, supported by ongoing central bank purchases and strong investment demand [10]. - The trend towards "fixed-price" gold products is expected to grow, as they often offer better design value and align with the preferences of younger consumers [10].