China's gold consumption has soared by nearly 50%, and young people have quietly become the main force

【Bureau of People's Livelihood Investigation】

　　Editor's note:

　　This is the People's Livelihood Investigation Bureau, which has never seen people's livelihood, and investigates the changes in people's livelihood.

Follow what you want to follow and what you didn't follow, and investigate what you want to see and what you haven't seen.

　　Chinanews client, Beijing, November 3 (Zuo Yukun) "Big gold chain and small watch, three small barbecues a day." Once upon a time, "wearing gold" was a symbol of old-fashioned, rustic, upstart, and social people.

Today, more and more young people are beginning to "golden up".

　　Swarovski’s "Crystal Little Swan" can't compare to the "Fleeing Princess Pure Gold Bow Necklace". How can the oxidized and blacked Pandora beads have the long-lasting luxury of a gold pendant? "Tiffany Blue" has been seen for a long time. It's far less than "Golden Cancan" to watch!

　　When did young people who "do not know the fragrance of gold" fall in love with this kind of hard currency?

Data map: People buy gold jewelry at the mall.

Photo by China News Agency reporter Lu Ming

Gold goes into a young man's shopping cart

　　The annual "Double 11" shopping festival is here, some people are still thinking about how to buy more to save money, and some people are already wondering how to buy things and still "make money".

　　"Gold bars are better than gram gold, and gram gold is better than craft gold." Wang Fei (a pseudonym), a post-95 girl, is a "gold buyer". This "Double 11" was operated by Wang Fei at 299.15 yuan/g. At an average price, I bought two pure gold pendants that I liked, and the brand's gold price was 477 yuan/g that day.

　　"A total of almost 900 yuan was saved. The general idea is gold jewelry coupons + plus subsidy coupons + brand shop coupons + official full discount + some small red envelopes." Wang Fei said.

　　It is not easy to pick up such a big bargain. For the previous month, she would go to the brand store every day to grab the store coupons of "2000 minus 200", "Every day at 10 o'clock in the morning the shop home page, 10 o'clock in the evening to receive the live room. The closer the gold The more appropriate the threshold of 2,000 yuan is, the more you choose, you can collect plus coupons from other stores."

Gold rings purchased by consumers on "Double 11".

Photo courtesy of the interviewee

　　In fact, the "buy gold fever" has already spread from the shopping cart.

According to a report released by the World Gold Council recently, the global demand for gold bars and gold coins has increased year-on-year for the fifth consecutive quarter. The demand for gold jewelry has increased by 33% year-on-year, mainly from China, India and the Middle East.

　　According to the China Gold Association, in the first three quarters, the actual consumption of gold nationwide was 813.59 tons, a year-on-year increase of 48.44% and an increase of 5.89% from the same period in 2019 before the epidemic.

Driven by consumption promotion policies and consumption during the Qixi Festival and Mid-Autumn Festival, gold jewellery consumption is recovering rapidly.

Gold is no longer soiled, who can "hold it"?

　　"How great is it to buy gold! You can add some processing fees to the physical store to change jewelry, you can wait for the market to increase in price and make money, you can also save up to play gold, or just put it to watch, how beautiful the gold is!" Wang Fei Express the reason for buying gold in this way.

　　Why do so many young people start to like gold?

They didn't say that five years ago!

　　According to the "China Gold Jewelry Consumer Trend Insights" report released by the World Gold Council in 2016, most Chinese women’s willingness to buy gold jewellery is higher than the global level, but Chinese women aged 18-24 are not interested in gold, and their willingness to buy is only 16 %, more than 50% of them interpret it as: "Does not fit my style."

　　"Not in line with style" is not difficult to understand.

I believe that

.

Mom is drunk with the "Fu" gold ring and the "Flower blooming wealth" gold chain in a piece of golden light, and you are at a loss and drowsy beside you.

　　Until you... are getting married.

A gold jewelry store in Beijing.

Photo by Zuo Yukun, China News Service

　　“I’ve been addicted to the three golds recently, and I searched for various styles on social platforms every day. The diamond ring for the wedding was bought by my husband. I picked the three golds carefully and spent more than 30,000 yuan.” They are also born in the 90s, who got married this year. Qiao Yang (pseudonym) thinks, "

"

　　Of course, marriage is not the only reason to buy gold.

In the birth year, you have to buy gold to “press a pressure”, pay salaries to buy gold to “reward”, and buy gold to “commemorate” on important days. Gold has also become a way for many young people to please themselves.

　　"The demand for gold jewellery has returned to the pre-epidemic level, mainly due to lower gold prices and the emergence of new varieties." said Wang Lixin, CEO of the World Gold Council China.

　　"The feelings of the past few years can be described as'really fragrant' in one word." Jia Jia (a pseudonym) of a certain gold brand said that there are indeed more and more young customers in the store, and the most heard words in communication with them It means "I thought gold was a hobby of mom and grandma, but now it's really fragrant."

　　The reason why young people buy gold, Jiajia believes that the first is the result of major brand innovation and marketing.

"Almost every day, young girls ask us if we have the same style with the pictures on the little red book, and bloggers have created many ways to decorate gold ornaments. This makes us more learning and editing in addition to daily work. Rope skills and other new tasks."

The popular styles of Internet celebrities on social networking sites have made Jiajia and her colleagues practice rope-making skills.

screenshot

　　"Older customers still recognize traditional brands such as Lao Fengxiang more, while brands such as Chow Tai Fook and Chow Sang Sang attract more young people." Jiajia believes that the younger generation of gold is also an obvious trend.

　　According to her, new gold craftsmanship emerge in endlessly.

For example, 3D gold refers to the use of "electroforming", which can make pure gold hard; the ancient rule is to use intangible heritage methods such as lost, squeezed, hammered, filigree, engraved, inlaid, gold repairing, etc., to make the gold change. To be matte; enamel gold is equivalent to applying a few layers of pigment to gold to make the traditional golden yellow gorgeous.

　　"

Brands like me have co-branded with Disney, Chibi Maruko, Sanrio, Conan and other IPs, and launched a

." Jiajia said.

The "golden pit" is also deep, so be careful when you "enter into the pit"

　　In addition to the continuous renovation of styles, the channels for buying gold have long been not limited to offline gold shops. Online and live broadcast have also given birth to the "golden track".

Take the Douyin anchor "Mr. Dong" as an example. His live broadcast studio focuses on "fighting low prices." As long as he sells jewelry or sells his jewelry, he will most likely be the first place on the TikTok daily list.

　　A few days ago, in the "Golden Jewelry Festival" special session of Li Jiaqi's live broadcast, countless young girls wielded "gold" like earth.

"Initially

Before buying from the live broadcast room, the price of gold will fall and I will pay you back the difference. This is a guaranteed futures!" Some netizens commented.

　　"Take Li Jiaqi's live studio for a gold bracelet with a price of about 12,000 yuan. According to my personal experience, the profit is only 1,000 yuan, which is a very conscientious price in retail." Ms. Tang, who is engaged in the jewelry wholesale industry, told Chinanews.com Because of its price transparency, gold belongs to a category that is more consumer-friendly in the industry.

　　“Many of jewellery earns more than double the profit, especially the profit margins like jade are huge. It is normal for many brand stores to sell for 10,000 yuan at a cost of nearly 2,000 yuan.” Ms. Tang said.

　　Of course, what saves money but does not save money is the second thing. With the sayings of "gold preservation" and "buy jewelry by the way", "

.

Data map: People choose gold bars in gold shops.

Photo by China News Agency reporter Zhang Yun

　　Ms. Tang especially emphasized that investing in gold and buying gold jewelry are completely two concepts.

　　"Traditional gold jewellery is mostly priced by the gram. Simply put, it is the gram number + manual cost, and the style is relatively simple and simple. But now young people no longer blindly pursue the gram number, and the cost of brand investment in crafts and design is high. This is why more and more jewelry is sold at a price per piece." Ms. Tang said that no matter how

.

　　Of course, young people who really want to rely on gold for financial management also have their own solutions.

A gold bar worth tens of thousands of dollars cannot be bought, and Wang Fei buys one or two 1 gram "golden beans" every month.

　　"There is no manual fee, one is 300-400 yuan for gold, but it is also very rewarding to save, and it can remind yourself to save money. There are people around you who buy gold directly in the bank’s mobile app, and the sense of ceremony is not so strong. But if you save too much, you can go to business outlets to change to gold bars, and it is very convenient to sell them directly on the App.” Wang Fei said.

　　Have you also begun to "sweet" gold?

(over)