Core Viewpoint - The rising international gold prices have led to a shift in consumer behavior from "buying gold" to "how to buy gold to retain value" as domestic gold jewelry prices approach 1600 yuan per gram [1] Group 1: Market Trends - Since 2026, international gold prices have been on the rise, pushing domestic gold jewelry prices up to around 1580 yuan per gram, an increase of over 200 yuan per gram from approximately 1360 yuan per gram at the beginning of 2026, and nearly 100% higher than the 800 yuan per gram at the start of 2025 [1] - The retail sales of gold and silver jewelry in China reached 373.6 billion yuan in 2025, a year-on-year increase of 12.8%, primarily driven by rising gold prices, indicating underlying sales pressure when excluding price factors [1] Group 2: Consumer Behavior - The demand for gold jewelry in China fell to 84 tons in Q3 2025, a year-on-year decrease of 18%, marking the weakest performance for a third quarter since 2007 [2] - Major gold retailers like China Gold are facing significant profit declines, with expected net profits for 2025 projected between 286 million to 368 million yuan, a decrease of 55% to 65% year-on-year due to market pressures [2] Group 3: Promotional Strategies - Gold retailers are employing various promotional strategies such as "gram reduction discounts," "waiving processing fees," and "points redemption" to mitigate the impact of high gold prices on consumer purchases [3] - The "old for new" model is gaining popularity, with approximately 20% of gold jewelry consumption in China now attributed to this practice, allowing consumers to trade in old gold for new pieces at a lower cost [4][5] Group 4: Industry Challenges - Retailers are facing multiple pressures including rising raw material costs, declining consumer demand for jewelry, and cash flow challenges due to high inventory costs [2][6] - The "old for new" model not only helps alleviate the impact of high gold prices but also aligns with green consumption trends, promoting the recycling of gold resources [5] Group 5: Investment vs. Consumption - The boundaries between gold investment and consumption are becoming increasingly blurred, with retailers seeking to balance these aspects amid high gold prices [7] - The emotional and symbolic value of gold is being emphasized, particularly by brands like Lao Pu Gold, which have successfully transformed gold jewelry into a composite product that reflects cultural confidence and individual expression [8]