International gold prices hit a record high! Gold jewelry from Chow Tai Fook and other brands is approaching NT$690 per gram, but more people are waiting to see

　　First Finance Author: Liu Xiaoying

Industry insiders remind that although gold prices may surge or plummet in specific periods, ordinary people should not expect to achieve a significant increase in wealth by buying and selling gold.

　　Many people lamented that the gold market in March was becoming increasingly difficult to understand.

　　After entering March, gold prices experienced a new round of rise, with both domestic and international gold prices hitting record highs. The price of gold has soared again and has once again become a trending topic on Weibo today. On March 29, the international gold price exceeded US$2,230, setting a record high, and the real-time listing price of domestic brand gold stores also increased accordingly.

　　Today, reporters learned from some chain brand gold stores such as Chow Tai Fook that the current price of pure gold for jewelry in the store is 686 yuan/gram, and the price of investment gold bars is 616 yuan/gram.

　　The reporter talked to the gold store counter salesperson as a consumer. The latter told the reporter that compared with the number of people who came to "rush to buy" when the gold price rose last month, there were obviously fewer people this month. "Originally, spring has passed, and now it is the off-season. However, at the end of last month and the beginning of this month, there were still a lot of people coming to see it. Now there are very few people." The clerk shook his head repeatedly, "The main reason is that the price is too high, and we can't even see it. can't read."

　　Zhang Chengliang, China brand marketing consulting partner of PwC Strategy&, believes that for consumers, gold jewelry purchased in branded gold stores usually has certain investment attributes, but it is not completely equivalent to gold investment. The investment value of gold jewelry is affected by many factors, gold content and craftsmanship: The value of gold jewelry depends on its gold content and craftsmanship. Generally speaking, the higher the purity of gold jewelry (such as pure gold or 999 pure gold), the higher its investment value. At the same time, exquisite craftsmanship and design will also increase the value of jewelry.

　　He reminded that when buying branded gold jewelry, you usually pay a certain market premium because the brand's popularity and reputation will increase the value of the product. But it also means consumers need to pay extra when purchasing.

　　"The rise in gold prices will definitely benefit all stakeholders, whether they are ordinary consumers, brand chain merchants, small gold store owners, gold mining companies, pawn shops, etc." Zhang Chengliang told China Business News, "Although the price of gold is rising There may be sharp rises or falls in specific periods, but ordinary people should not expect to achieve a significant increase in wealth by buying and selling gold. For ordinary investors, building a diversified investment portfolio and making reasonable allocations based on personal risk tolerance and investment goals, is a more preferable approach. Gold can be used as part of an investment portfolio, but it is not advisable to rely too much on gold for wealth growth. The important thing is to maintain a rational and long-term perspective and invest in a sound way."