■Our reporter Zhang Wenwen / photo
Although the physical gold price announced by the Shanghai Gold Exchange is basically stable within a single day, there are thousands of gold prices in the eyes of gold jewelry consumers.
During the "March 8th Women's Day" this year, some gold jewelry stores in Fuzhou City, Fujian Province, in order to promote the gold price, "make a big magic", "each gram of denominated gold minus ×× yuan", "the first gram discount ×× yuan, the second gram" From the discount of ×× yuan per whole gram”, consumers are confused.
What is denominated gold?
What is Pricing Gold?
How is denominated gold calculated?
How to calculate if there are discounts?
With the concerns of these consumers, on March 8th and 9th, a reporter from China Consumer News investigated the gold jewelry market in Fuzhou.
There are many kinds of gold jewelry promotions
On March 8, the reporter saw on the first floor of Rainbow Department Store Fuzhou Mixc City store that due to the hot promotion of gold jewelry, many brand gold jewelry counters (hereinafter referred to as gold cabinets) were surrounded by consumers choosing jewelry.
The advertising banners of Luk Fook Jewellery, Chow Tai Fook and Chow Tai Sang respectively read "Reduce 38 yuan per gram of priced gold", "If a single piece of priced gold jewelry weighs more than 10 grams, the first gram will be discounted by 40 yuan, and the second gram will be discounted for every whole gram. 20 yuan" and "gold reduced 60 yuan per gram of labor costs 20% off", as well as other brands of "gold minus 40 yuan per gram", "45 yuan per gram of denominated gold" and other advertising promotions, to name a few.
Because the final price of denominated gold is determined according to the relationship between market price and weight, consumers may not be able to directly see the price when buying gold jewelry. Many gold jewelry labels only have gram weight, gold content, labor costs, etc. .
Since the price of gold varies from day to day, consumers should first find the "Today's Gold Price" of the store on that day when purchasing gold jewelry.
In these gold cabinets in Rainbow Department Store, "Today's Gold Price" is generally displayed on the electronic screen on the wall of the gold cabinet.
It is understood that after the Shanghai Gold Exchange announces the opening price of physical gold every day, each jeweler will notify its jewelry store to announce the gold price of the merchant's related gold products on that day according to their own circumstances.
The reporter noticed that there are more than ten brands of gold cabinets in Rainbow Department Store with similar "today's gold prices" on the bright side, such as the high price of 527 yuan/gram and the low price of 525 yuan/gram. little.
The reporter learned from the sales staff at the counter that most of these gold cabinets have promotional offers, with a maximum discount of 80 yuan per gram, 60 yuan per gram, 40 yuan per gram, 38 yuan per gram, and 15 yuan per gram. to 20 yuan and so on.
Ms. Hu, who was consulting the price of gold, told reporters that the price of gold really confused her. How much is the real price of gold?
In fact, the "gold minus × × yuan" activity is not limited to Rainbow Department Store.
On March 8, the reporter investigated several gold jewelry stores on the streets of Fuzhou.
The waiter at the Gudong Gudong Road store claimed that the store's "today gold price" was 507 yuan/g, minus 100 yuan per gram, and the price after the event was only 407 yuan/g. The opening price of physical gold announced by the Shanghai Gold Exchange that day was 403 yuan. / gram, so 407 yuan / gram is basically the lowest price in Fuzhou.
In the Jinjiafu Jewelry Store on Gudong Road, the waiter said that "today's gold price" was 427 yuan/gram, minus 10 yuan per gram, and the actual price was 417 yuan/gram.
In the Lairui Jinyu store on Hudong Road, the reporter saw the advertising signs that read "gold denominated by 100 yuan per gram", "gold shocking price of 199 yuan" and "gold trade-in free depreciation fee".
In the Fufu Jewelry Store on Marshal Road, the store does not have a "reduce × × yuan per gram" activity. The waiter claimed that the price of gold jewelry today is only 405 yuan per gram.
After sorting out the gold prices of the above gold stores and gold cabinets on March 8, the reporter found that the prices of pure gold jewelry in these gold stores and gold cabinets were the highest at 536 yuan/gram and the lowest at 405 yuan/gram, a difference of 131 yuan/gram; The actual price after subtracting ×× yuan per gram is the highest at 521 yuan and the lowest at 405 yuan/g, a difference of 116 yuan/g.
If you buy a 20-gram gold bracelet, the price difference of only the weight of gold is 2320 yuan. If you count the labor costs, the difference is even bigger.
There is another saying behind the "price reduction"
Recently, the international gold price has continued to rise, and the physical price of gold on the Shanghai Gold Exchange has also risen from 368 yuan/gram two months ago to 403 yuan/gram on March 8, an increase of 9.5%.
On March 9, the opening price of gold on the Shanghai Gold Exchange reached 418 yuan per gram, an increase of 15 yuan from the previous day.
Why is the price of gold rising, but the gold in gold shops and gold cabinets "drops in price"?
The reporter's investigation found that there are also claims, one is labor costs, and the other is pricing sales.
The gold price quoted after “××yuan per gram” is not the final price of gold jewelry. There is also an important cost in gold jewelry, that is, the labor cost of making jewelry. This cost is indicated on the jewelry label. Gram labor fee, and some one-ticket labor fee.
The reporter's investigation found that the high labor cost is 138 yuan/gram, and the low labor cost is only 20 yuan/gram.
On March 9th, the reporter learned from the Chow Tai Fook Gold Cabinet of Rainbow Department Store that the price of a 28.33-gram ancient craftsmanship pure gold bracelet is 537 yuan/gram, which is 517 yuan/gram after deducting 20 yuan per gram. 1480 yuan, the average labor price is more than 52 yuan / gram, which is equivalent to more than 569 yuan / gram for this bracelet, the total price is about 16126 yuan, the price is not low.
The reporter took 28.33 grams of ancient craftsmanship pure gold bracelets as an example, and made a simple price comparison: the price of the Chow Tai Fook gold cabinet in Rainbow Department Store is about 16,133 yuan; the considerable jewelry pure gold is 537 yuan / gram, 100 yuan per gram, and 50 yuan for labor. / gram, the total price is about 13,796 yuan; Fufu Jewelry does not have the "×× yuan per gram" activity, the pure gold is 417 yuan / gram, the labor cost is 28 yuan / gram, and the total price is about 12,606 yuan.
The price difference of a 28.33-gram pure gold bracelet from the above three gold stores and gold cabinets is about 3,520 yuan.
Mr. Chen, a jeweler in Fuzhou, told the reporter of China Consumer News that the price of gold jewelry for each brand is calculated differently. Generally, the price of gold jewelry is "today's gold price" plus labor costs. ” activity, the actual selling price is “today’s gold price” minus the derogation plus the labor fee.
The price of labor varies according to the brand, jewelry style, and production method of the merchant. The more famous the brand, the more expensive the labor.
In order to attract consumers to enter the store, some gold stores and gold cabinets declared that "gold will be reduced by ×× yuan per gram", but actually increased the price per gram of gold jewelry sold in advance; The listed price may be lower than the normal gold price, but additionally high labor costs will be charged. If the gold store has a low gold price, it will definitely make up for the loss by charging more labor costs, and consumers tend to ignore this part of the cost.
Pricing gold can be understood as a one-off deal, with high labor costs.
During the interview, the reporter found that Chow Tai Fook advertised "120 yuan for every 1,000 yuan for a single piece of gold, and 150 yuan for every 1,000 yuan for more than 2 pieces". It can be seen that the profit of priced gold jewelry is higher.
Some gold stores and gold cabinets also sell 3D gold jewelry with fixed prices. These jewelry are not marked with weight and are sold by piece.
Compared with pure gold jewelry sold by the gram, priced gold jewelry sold at a price is more incomprehensible to consumers.
Not long ago, Ms. Lai, Fuzhou City, bought a gold bracelet in a jewelry store on Zhongting Street. The price was 14,952 yuan, and she paid 13,000 yuan after discount.
Later, Ms. Lai sent it for inspection and found out that the gold bracelet weighed only 12.26 grams, and it was a 3D hard gold process. According to the gold price on the day of purchase, plus labor costs, it was worth about 5,000 yuan.
Mr. Chen told reporters that 3D hard gold technology is mostly used for pricing gold jewelry. Hard gold is a new technology that has emerged in recent years. After processing, gold loses its original soft texture. Compared with traditional pure gold jewelry , looks large and not easily deformed.
Compared with the same volume, the weight of hard gold is nearly half lighter than that of traditional jewelry, so some jewelers sell it in the form of buy-in.
According to the actual selling price, Ms. Lai should have bought pure gold jewelry at a price of about 1,060 yuan/gram (including labor costs), which is much higher than the normal gold price.
Therefore, the promotional slogans such as "free exchange of gold in the whole city" and "gold for one price" displayed by some jewelry stores contain hidden price traps.
Consumers to buy gold jewelry must shop around, first ask the weight and labor costs.
"Every gram minus ×× yuan" cannot be trusted
In an interview with a reporter from China Consumer News, Wang Naizhu, president of the Fujian Gems and Jade Association, said that the second paragraph of Article 9 of the "Prohibition of Price Gouging": Operators cannot provide or provide false pre-price transaction bills, The original price listed is a fictitious price.
Since gold jewelry is a handicraft, it is a non-similar thing in the judicial definition. From this point of view, any piece of gold jewelry is unique, so it is impossible for each piece of jewelry to have a transaction bill before the price reduction of similar items. Therefore, the claim of "reduce 60 yuan per gram" is actually a fictitious original price.
The price or quotation of gold jewelry in gold shops must be clearly marked in accordance with the "Price Law".
According to Wang Naizhu, the Fujian Provincial Gem and Jade Association requires all member units in the province to follow the "Price Law", and each product must be clearly marked with a price.
Product price promotions should follow the "Prohibition of Price Gouging" and do not make up a base price (original price).
Leaflets, WeChat Official Accounts, WeChat Moments, or other self-media price promotions must match the product label price.
It is not advisable to use "ex-factory price", "employee price", "special price" and "best price" without basis or comparison for price promotion.
In addition, on March 7, the Fujian Gems and Jade Association just created the 3.15 Jewelry and Jade Jewelry Consumption Fair Platform, which will coordinate consumer disputes between consumers and association member jewelry stores, and assist consumers and non-association member units to have consumer disputes. Claims for rights protection, accepting complaints from members of the association regarding false propaganda.
●Consumption reminder
Fujian Gems and Jade Association reminds consumers that when gold jewelry is traded in for new, it is necessary to ask about the purchase price of the old gold, the weight of the new model and the sales price. For those sold by piece, whether it is pure gold, K gold, hard gold, or ancient gold, it does not specify the weight or the price. If the weight information is intentionally hidden, it is suspected of routine consumption.
The price of gold jewelry is a sign of honesty. If a gold shop uses gold prices to do magic, then the price marked by this gold shop is not credible, and there may be fraudulent acts.