Core Insights - The rising gold prices in China have led to an increasing trend of renting "three golds" (gold rings, necklaces, and earrings) among newlyweds, as a practical alternative to purchasing [1] - Renting gold jewelry allows couples to maintain a sense of ceremony while avoiding the financial burden associated with high gold prices [1][2] - The rental market for gold jewelry has seen significant growth, with a reported 210% year-on-year increase in rental orders in May [1] Group 1 - The trend of renting "three golds" reflects a shift in consumer behavior among young couples, who prioritize cost-effectiveness without sacrificing the ceremonial aspect of their weddings [1] - A specific case highlighted a bride who rented a set of gold jewelry weighing over 50 grams for less than 1,000 yuan, compared to a purchase price of over 60,000 yuan [1] - The rental service addresses two key pain points: the financial burden of direct purchases and the desire for variety in jewelry styles among young consumers [2] Group 2 - The increase in rental orders during the wedding peak season in October indicates a growing acceptance of this trend among younger generations [1] - Older generations may not fully understand this shift, as they associate gold with security and status in marriage [1] - The flexibility of gold rental services aligns well with the fashion-forward mindset of younger consumers, who prefer to frequently change their jewelry [2]

Core Viewpoint - The trend of "renting three gold items" for weddings is gaining popularity among young people in China, particularly among the post-95 and post-00 generations, as they prioritize practicality and financial flexibility over traditional ownership of gold jewelry [6][11][30]. Group 1: Popularity of Renting Three Gold Items - The rental business for gold has seen a significant increase, with a 210% year-on-year surge in orders as of May this year [3]. - In major cities like Hangzhou and Shenzhen, rental inquiries have surged by 200%, indicating a strong demand for this "light asset model" among budget-conscious young couples [3][4]. - The shift from purchasing gold to renting reflects a broader change in wedding spending habits, with many young couples opting for rentals to save money for more practical investments like travel or housing [8][10]. Group 2: Generational Attitudes - The younger generation is moving away from the traditional view that gold symbolizes wealth and status, instead favoring a more pragmatic approach to wedding expenses [8][11]. - Data shows that over 70% of rental users during the May Day holiday were born after 1995, and among the post-00 generation, one in three couples chose to rent gold items [7][11]. - This generational shift is also evident in social media discussions, where opinions are divided, but many support the idea of renting as a practical choice [12][16]. Group 3: Economic Factors Influencing Choices - Rising gold prices have made purchasing gold jewelry increasingly unaffordable, with costs potentially exceeding 200,000 yuan for three gold items [21][22]. - The volatility of gold prices has also deterred young couples from making large purchases, as they fear financial losses due to market fluctuations [24][27]. - Young consumers are increasingly investing their savings in financial markets rather than in gold, with significant inflows into gold ETFs and other investment products [28][29]. Group 4: Business Opportunities Arising from the Trend - Businesses are capitalizing on the rental trend, with average rental prices around 1,500 yuan for three days, and some offering "rent-to-own" options that allow customers to purchase the items later at a reduced price [30][31]. - Jewelry brands are responding by creating lighter, more affordable gold items, while rental platforms are generating stable cash flow through deposits and service fees [31][33]. - The rental trend is expanding beyond gold items, with increases in "renting for weddings" across various sectors, including housing and transportation [34][36].