Core Viewpoint - Recent decline in gold prices is attributed to various market factors, and consumers should be cautious when buying and selling gold [4][8]. Price Variations Among Brands - Different gold retailers exhibit significant price differences, with major brands like Chow Tai Fook and others pricing gold at 1232 CNY per gram, while others like Cai Bai offer it at 1172 CNY per gram, and Sun Gold Store at 1099 CNY per gram [2][3]. Gold Recovery Prices - Current recovery prices for gold vary by purity, with 99.9% purity gold at 918 CNY per gram, 22k gold at 808 CNY, and 18k gold at 666 CNY. Platinum and palladium recovery prices are also noted [3][4]. Reasons for Recent Gold Price Decline - The decline in gold prices is influenced by a strong US dollar, improved domestic economic data reducing demand for gold as a safe-haven asset, and market psychology leading to profit-taking by investors [4][8]. Practical Buying Advice - When purchasing gold, consumers should determine the purpose (investment vs. jewelry), compare prices across reputable stores, and be aware of recovery prices for future selling [6][8]. Selling Gold Considerations - Sellers should understand the purity of their gold, seek reputable recovery channels, and be aware that additional features like gemstones do not add to the recovery value [7][8]. Overall Market Sentiment - The recent fluctuations in gold prices are seen as normal market behavior, and consumers are encouraged to approach gold transactions with a rational mindset, focusing on long-term value rather than short-term gains [8].