Core Viewpoint - The article discusses the recent fluctuations in gold prices and the contrasting market dynamics between traditional gold jewelry brands and the rising popularity of investment gold products, highlighting a shift in consumer behavior and preferences [2][12][13]. Gold Price Fluctuations - On February 27, gold prices saw significant declines, with London gold dropping below $2900 per ounce, reporting at $2887 per ounce, and COMEX gold falling to $2898 per ounce [2][3]. - Year-to-date performance shows COMEX gold down by 1.09% while still up 9.83% overall [3]. Consumer Behavior and Market Dynamics - There has been a surge in orders for gold processing shops, with some reporting monthly revenues reaching 100,000 yuan due to increased demand as gold prices rise [5]. - Consumers are increasingly opting for bank gold bars, which are priced lower than retail gold jewelry, leading to significant savings [5][6]. - The trend of "small gold beans" on e-commerce platforms has gained traction, allowing consumers to purchase gold in smaller quantities, thus making it more accessible [7]. Traditional Brands vs. Investment Gold - Traditional gold jewelry brands like Chow Tai Fook and Luk Fook are facing operational challenges, with significant declines in revenue and store closures reported [12][14]. - In contrast, ancient-style gold products are experiencing a boom, with long queues and high demand at traditional gold shops [11][12]. - The market is witnessing a shift where the investment aspect of gold is overshadowing the traditional jewelry market, leading to a reevaluation of product pricing and consumer preferences [13][14].