Core Insights - The domestic gold market is experiencing a rare divergence, with leading brands like Chow Tai Fook and Lao Feng Xiang maintaining prices above 1,000 yuan per gram, while others like China Gold and Sun Gold Store are priced between 782.5 yuan and 879 yuan per gram, indicating a significant price gap of over 200 yuan on the same day [1][3] - This price disparity reflects a profound shift in the gold market from a "one-sided increase" to a "structural differentiation," presenting new decision-making challenges for consumers and investors [1] Price Differentiation - On August 8, 2025, among 13 major brands, 9 brands including Chow Tai Fook (1,015 yuan/gram) and Lao Feng Xiang (1,017 yuan/gram) formed the first tier with prices exceeding 1,000 yuan, while brands like China Gold (782.5 yuan/gram) and Sun Gold Store (879 yuan/gram) occupied the second tier [1] - The pricing strategies differ significantly, with leading brands using a "gold price + processing fee" model, where processing fees account for 15%-20% of the total price, while brands like China Gold adopt a "bare gold price + low processing fee" strategy targeting the cost-effective market [1] International Market Dynamics - International gold prices are experiencing significant fluctuations, with London spot gold prices oscillating between $2,400 and $2,500 per ounce in August, down 3% from July's peak [3] - The volatility is influenced by two main factors: fluctuating expectations of Federal Reserve interest rate cuts and a stabilizing geopolitical risk environment, which has reduced the attractiveness of gold [3] Central Bank Purchases - Despite the volatility, global central bank gold purchases are providing long-term support for gold prices, with a net purchase of 483 tons in the first half of 2025, a 34% year-on-year increase, with China, India, and Poland being major buyers [3] Changing Consumer Behavior - Consumer behavior is shifting, with a 20% increase in inquiries for investment gold bars, but the average purchase size decreasing from 100 grams to 50 grams, indicating a preference for gradual accumulation to mitigate short-term volatility risks [3] - Younger consumers view gold jewelry as both decoration and an asset, indicating that price fluctuations do not affect their long-term holding strategy [3] Investment Strategies - Experts recommend a "core + satellite" investment strategy for ordinary investors, allocating 60% of funds to low-processing fee investment gold bars or gold ETFs for stable returns, while the remaining 40% can be used for purchasing branded gold jewelry to balance consumption and value appreciation [3] - For high-net-worth individuals, innovative products like "accumulated gold" and "gold leasing" offered by private banks provide more flexible participation options [3] Market Implications - The divergence in brand pricing and international market fluctuations is reshaping investment logic, suggesting that gold does not belong to a specific price range but to those who understand its dual nature as both currency and commodity [4]