Core Insights - The demand for gold remains strong during the Double Eleven shopping festival, with significant sales growth for various gold jewelry brands [1][2] - The top three brands on the Kuaishou platform during this period are all gold jewelry brands: China Jewelry, Zhou Dafu, and Zijin [2] - Despite fluctuations in international gold prices, consumer interest in gold investment products continues to rise, leading to a surge in sales [1][5] Sales Performance - Nine out of the top 20 brands in the Kuaishou Double Eleven sales ranking are gold jewelry brands, an increase from the previous year [1] - Notable sales growth includes: - Lingsheng Gold with an 830% increase - China Jewelry SINO GEM with a 393% increase - Qing Dafu with a 189% increase [2] Average Transaction Value - Several gold brands achieved high average transaction values during the Double Eleven event: - Zijin at 30,578 yuan - Miaoji at 26,107 yuan - Mankalon at 47,378 yuan - China Jewelry SINO GEM's average price increased from 1,232.58 yuan in 2024 to 5,993 yuan in 2025 [3] Consumer Behavior - Consumers are increasingly shifting their focus from decorative gold to investment gold products, with 50% of sales in some stores coming from gold bars [3][5] - The "one gold hard to find" phenomenon is evident, with many gold bars sold out during the shopping festival [5] Price Advantages - Online shopping offers price advantages, with promotional subsidies making gold purchases more attractive [6] - High-karat products from lesser-known brands are perceived as more cost-effective due to platform subsidies [6] Market Trends - The online gold buying trend is expected to continue, driven by consumer sentiment and promotional activities [6] - Other e-commerce platforms also report high sales of gold products, indicating a broader trend in the market [6]