Core Viewpoint - The article discusses the rising trend of gold leasing and the popularity of renting gold jewelry among young consumers, despite the overall market still facing challenges and not being fully developed [1][4][14]. Market Overview - As of January 22, gold prices remain high, with London gold above $4,800 and local brands like Chow Tai Fook and Chow Sang Sang nearing 1,500 RMB per gram, reflecting a nearly 50% increase compared to mid-2025 [1][4]. - The gold jewelry leasing business has not yet formed a significant scale, with limited availability of rental services in key markets like Shui Bei [6][7]. Consumer Behavior - Young consumers aged 18 to 34 contribute over one-third of gold jewelry sales, indicating a shift in consumer demographics towards the "Z generation" [13]. - The rental model is perceived as a service similar to renting wedding dresses, rather than a direct alternative to purchasing gold [9][14]. Industry Challenges - The gold leasing market is still immature, facing issues such as the risk of damage to jewelry during rental, which can lead to customer complaints [14]. - Legal risks exist, as businesses must ensure their operating licenses explicitly include "gold and silver jewelry leasing" to avoid regulatory issues [14]. Company Insights - Companies like Rent Pearl Hero and Luxury Enjoy have emerged in the gold leasing space, but some have shifted focus away from leasing to other business models, such as gold recycling [10][14]. - Rent Pearl Hero operates primarily online, with a small physical presence, and offers rental prices ranging from 20 to 50 RMB per gram for a seven-day period [9][10].