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].

Core Viewpoint - The trend of "renting three gold items" for weddings is gaining popularity among young people in China, reflecting a shift in consumer behavior from ownership to rental due to economic pressures and changing values [3][6][27]. Group 1: Popularity of Renting - The rental market for gold jewelry has seen a significant increase, with a 210% year-on-year surge in orders as of May this year [3]. - In Hangzhou, a rental store reported a 200% increase in inquiries over the past six months, with daily rental prices for gold items being attractive to budget-conscious young couples [3]. - The demand for rental services has led to a situation where bookings for "three gold items" need to be made three months in advance in some areas [3][5]. Group 2: Changing Consumer Attitudes - Young couples are increasingly prioritizing practical spending over traditional expectations, with over 70% of rental users during the May Day holiday being born in the 1990s [7]. - A notable example includes a Beijing couple saving 50,000 yuan by renting gold, which they redirected towards their new home down payment [8]. - The shift in mindset reflects a broader trend where young people prefer to invest in experiences and practical needs rather than material possessions [9][27]. Group 3: Economic Factors Influencing Choices - Rising gold prices have made purchasing gold jewelry increasingly unaffordable, with costs potentially exceeding 200,000 yuan for the traditional "three gold items" [15]. - The price of gold has seen significant fluctuations, with predictions of prices reaching 3,300 USD per ounce by 2025, leading to a decline in gold consumption [15][16]. - Young consumers are opting to invest saved funds into financial markets, with a record net inflow into gold ETFs in early 2025 [20]. Group 4: Business Opportunities - The rental market is responding to this trend, with average rental prices around 1,500 yuan for three days, offering high returns for businesses [20]. - Some companies are introducing "rent-to-own" options, allowing customers to purchase rented items at a reduced price based on current market rates [20][21]. - The trend of renting is expanding beyond jewelry, with significant growth in rental services for housing and wedding vehicles [25][26].