Most of the gold stores with the slogan "China Gold" are franchise stores. As of September 2023, Chow Tai Fook has opened more than 2,700 stores in third- and fourth-tier cities, accounting for nearly 40% of all stores.
Chow Dasheng, which is of similar size, also regards franchising as an important means to develop lower-tier markets. The most profitable product in the store is probably the "little golden beans" placed in the corner, attracting young consumers to come to the store for "regular investment"