Go to the crowded gold shop counter to buy transfer beads, follow the Internet celebrity blogger to save gold beans, and rush into the live broadcast room in the middle of the night to kill gold... The Spring Festival is approaching, and many young people have poured into the Beijing gold jewelry consumer market.
They pursue unique and novel products, squat in major live broadcast rooms to find the lowest price, set up special groups to exchange strategies, and know how to exchange gold.
Compared with the former main force of gold consumption "Chinese Aunt", young people's game of gold buying competition is very different.
Buy gold preferences
It is better not to repeat the same design if it is to be "funny"
A pair of red lanterns hang high at the main entrance, and the plaque at the front of the door is replaced with "Congratulations to the New Year" in yellow characters on a red background. The Caishikou Department Store, known as the "Golden No. 1 in Beijing", has entered the hottest sales season of the year.
"I didn't expect so many young people." On the first floor, Ms. Zhang managed to squeeze in front of the gold pendant counter.
Because there were too many people, she could only ask the salesman about a tiger pendant she liked.
The reporter looked around the store on the first floor and found that there were hundreds of customers in the crowd.
Among them, ancient gold and enamel-colored gold with novel craftsmanship were crowded with customers in front of the counter, and more than half of them were young people in their 20s and 30s.
On the contrary, pendant counters and boutique listing counters with relatively traditional workmanship are rarely used by young people.
"This year, we put enamel colored gold transfer beads on 70% of the land." On the fourth floor of Caibai, there is a transfer bead counter nearly ten meters long, and the salesperson pouted at the crowded heads, "Hey, young man Just love this, all come to ask 'colorful'.
In order to meet the needs of young people, gold brands have begun to "play tricks" in craftsmanship, design, and color, and have played "new tricks" such as enamel, ancient gold, 5G gold, and 3D hard gold.
"The broken gold bracelet is more lively and delicate, suitable for my age." The 25-year-old Ms. Xiaoye told reporters that she likes DIY gold jewelry, and she matches it according to her personal preferences, and will not be the same as others.
The reporter interviewed 6 gold stores in Chongwenmen New World Department Store. Here, ancient gold, enamel gold, 5G gold, 3D hard gold and other new craft gold firmly occupy the core position of the store counter.
"3D hard gold has a strong three-dimensional effect, and the ancient gold has a matte texture. Although these golds are more expensive, they are more chic and novel, and young people are more likely to pay for it." A salesman of Luk Fook Jewellery said.
"Gold" strategy
Save money on milk tea and replace it with golden beans
“马上就到点儿了，准备开抢！”凌晨两点，一个超过250人的黄金交流群聊得热火朝天。年轻人们摩拳擦掌，打算拿下某电商平台一款打折促销的黄金项链。原价2199元、重4.3克的黄金项链，优惠后只需要1660元，折算成一克的单价约386元，远低于当日各大金店首饰金价。
“刷了半天，也没抢到”“太难抢了”“刚点开就没了”……两点刚过，群里就传来阵阵惋惜。刚大学毕业的女生小芸也加入了一个黄金交流群，但她的目标不是买黄金项链，而是每个月攒一颗“金豆豆”，即一克重的黄金豆。
“每攒下一颗都能看得见，可以激励自己。”小芸表示，一次性买20克、50克黄金对她来说压力太大，而三四百元一颗的“金豆豆”承受起来就刚刚好。“一个月少喝几次咖啡奶茶，少去外面吃两顿，攒金豆的钱也就存下来了。”
去年以来，以“金豆豆”为主的“1克金”商品蹿红，成为年轻人黄金消费的新方式。在某社交平台上，搜索“金豆豆”等关键词，可以看到近2万条分享笔记。很多人会定期购买金豆并收集在一个小玻璃瓶中，等到将来需要时，再将其兑换成自己想要的首饰。
在年轻人的买金竞赛里，买黄金不叫买，而叫“薅”。“能买不算本事，买的同时还能赚到，才叫能耐。”白领许女士表示，为此，她和其他人共同成立了专门的“薅黄金羊毛”群，紧盯各大电商平台、直播间和线下门店的活动，对比每家品牌的当日金价，寻觅最低克价的黄金以及蹲守直播间的优惠券。
“只要产品是足金，不拘款式品牌，折扣价低于当日市场普遍报价就可以出手。”许女士说，抖音、快手、小红书上时常有人带货传统大牌的黄金产品，在直播间的黄金克价往往比门店要划算。
市场调查
年轻人也爱黄金
中国的黄金消费主力正朝着年轻化的方向发展。据《2021中国黄金珠宝零售终端趋势洞察》报告显示，三分之一的受访零售商表示，2021年，25岁及以下消费者在其店铺的金饰消费高于2019年。中国黄金协会也认为，未来年轻消费者将扛起金饰消费的大旗。调查显示，13%的年轻女性购买贵重首饰是为了慰劳自己或一时冲动，14%是为了让自己开心，45%是为了庆祝某个重要纪念日。
多年前，金饰消费市场的主力军还是“中国大妈”。如今，年轻人为什么也开始热衷于购买黄金呢？众多黄金品牌对年轻人的主动出击，是这场“买金热”的重要推手。明星同款、迪士尼授权IP、故宫联名、王者荣耀联名、哈利·波特联名……无论是菜百、中国黄金还是周大福、周生生，都铆足了劲用子品牌或新系列去俘获年轻人的心，满足他们对个性化黄金产品的需求。
“年少不知黄金香，如今买金很疯狂。”在消费者端，记者采访发现，保值、硬通货是年轻人给出的购买黄金的最直接理由。“2000元钱可以买一个金吊坠，也可以买一条仿水晶项链。可过些年，金吊坠还能卖掉或换新，仿水晶项链只能吃灰。”许女士告诉记者。
也因此，线下门店以旧换新的活动中，年轻人的身影越来越多。黄金的市场价值相对公允，为提高顾客到店复购率，各大老牌金店常年提供以旧换新的换购服务。消费者可以用旧金饰，依据一定的折旧或加工公式，在门店换购全新的黄金饰品。
想要换购时，年轻人则掐准了各大黄金品牌门店的活动时间，等着1比1旧金换购免折旧费。“这个时候登门，此前低价囤下的便宜黄金就可以按当日金价兑换给门店，最多添一笔手工费，能轻松换一个当季的时髦新品。”经常购买黄金的唐女士表示。
在走访菜百时，记者也注意到不少拿着旧金换新款的年轻人，他们在柜台前掏出手机计算器，仔细计算着如何换金最划算。
“只要是足金，许多地方都收，但交易手续不一样。菜百是每克需加工费18元，有些地方是不收加工费但需要增重至少30%。”究竟怎么样最合适，不少人都深谙其道。
购买提示
小心“一口价”黄金藏有猫腻
Preservation of value is certainly a feature of gold, but this does not mean that buying gold is guaranteed to make a profit.
When the reporter visited the gold store, he found that in the store, many beautifully crafted and low-gram jewelry are mostly priced in the form of "buy it out". Or shout "too pit" when realizing it.
Taking a gold shop in Guorui City as an example, the reporter noticed that a 3D hard gold New Year's lion transfer bead has a "one-off price" of 1,700 yuan, but it is only 1.5 grams. If calculated by multiplying the gold price on the day by the gram weight, it is only worth 727.5 yuan.
"Unless you like the style very much, I don't recommend that you buy or exchange 'Buy It Now' gold." Ms. Xu said that many gold shop clerks especially like to recommend consumers to replace it with "Buy It Now" gold jewelry when they trade in old ones.
For example, the clerk will recommend to exchange 20 grams of old gold bracelets for a hard gold bracelet with a "buy it out" price of 10,000 yuan. When selling, the clerk will emphasize that the hard gold bracelet is good, but it will not tell the consumer the specific gram weight. The reason is that "Buy it now" gold does not weigh.
"When you used the old gold bracelet for 9,000 yuan, and then made up another 1,000 yuan for a new bracelet, when you went home and weighed it, you found that the new bracelet was only 15 grams. Do you think it's a loss?"
Buying "good" gold online also requires scrutiny.
"It is recommended that you go to a re-inspection agency after purchasing. Many merchants sell gold jewelry at a price of a few hundred yuan each. They look at the size of the jewelry, but when they get it back, they realize that it is a thin gold shell, which is deformed when touched. There are also friends who bought it and found that the gold was not pure enough." Xiaoyun said that many friends around have had the experience of buying Shenzhen Shuibei gold in the live broadcast room.
Relevant experts suggest that when consumers buy gold jewelry, they should try to buy gold jewelry in formal and legal large-scale shopping malls or specialty stores, pay attention to the imprint of jewelry, be sure to ask about the weight and exchange details, and ask for and keep jewelry appraisal certificates and invoices. Wait for bills.
At the same time, the price of gold jewelry will also fluctuate with the international gold price, and there are certain market risks. It is recommended that consumers who are still inexperienced should not blindly shoot, and be careful to be "locked up".
Our reporter Yuan Lu intern reporter Xia Hua