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].