Core Viewpoint - The article discusses the significant drop in gold prices during the Double Eleven shopping festival, which has led to a complex emotional response among consumers who had invested heavily in gold [4][5]. Group 1: Market Dynamics - Gold prices experienced a historic single-day drop of over 5%, marking the largest decline in 12 years, which caught many consumers off guard [4][5]. - The surge in gold prices prior to the festival led to a rush among young consumers to purchase gold, with many seeking the best deals and discounts available [10][12]. - The price of gold reached a peak of over 1000 yuan per gram, with rapid fluctuations causing consumers to feel a sense of urgency to buy before prices increased further [20][22]. Group 2: Consumer Behavior - Young consumers, particularly those preparing for weddings, have shown a strong preference for gold purchases, often prioritizing gold over other products during the shopping festival [7][11]. - The trend of "golden homework" emerged, where consumers actively sought out the best deals and discounts on gold, often sharing information in dedicated groups [13][18]. - The emotional value associated with gold purchases has become a significant factor, with consumers feeling a sense of achievement and satisfaction from acquiring gold at lower prices [15][26]. Group 3: Retail Strategies - Retailers have adjusted their pricing strategies in response to market fluctuations, with some brands announcing price increases of over 10% due to rising raw material costs [25][26]. - The competition among platforms to offer discounts on gold has intensified, with various promotional campaigns aimed at attracting consumers during the Double Eleven festival [10][12]. - The volatility in gold prices has led to challenges for both consumers and retailers, with many experiencing issues such as order cancellations and discrepancies in product weights [34][36].