Baiguang Road, where the “National Tide” gold jewellery hotspot is located, is a big block in the capital

Post-90s become the main buyers of Spring Festival gold

  This Spring Festival holiday, gold stores have become a must for many consumers to shop with their families.

Many consumers choose to add money in the New Year to make a good luck.

With the revival of the national tide, driven by cultural and creative gold ornaments and zodiac culture, the post-90s generation also joined the Spring Festival "gold-grabbing" boom, taking over the "silver-haired people" and becoming the main purchasing power of gold stores.

The Spring Festival gold market is hot again

  "On February 14th, I waited for an hour outside the mall just waiting for the parking space." This long Spring Festival holiday, Beijing's business district continued to welcome a large number of passengers.

According to the Beijing Municipal Bureau of Commerce, third-party data shows that during the Spring Festival, the average daily passenger flow of 22 key business districts in the city, including Wangfujing, Xidan, and Sanlitun, increased by nearly 90% year-on-year.

  Among various commodities, gold jewelry is firmly in the C position during the Spring Festival. Not only in the counters of major shopping malls, the staff are too busy to provide one-to-one services. Even the Baiguang Road line where Caibai is located has become the capital of the Spring Festival. There is a big congestion. If you want to enter the parking lot, you have to queue for at least an hour when it is the most crowded.

  "There are a lot of people. If you wait to weave the rope, you won't be able to get out in less than an hour." A customer who had just walked out of Caibai with multiple shopping bags said that this kind of crowded queue has not been seen for some days. .

A reporter from the Beijing Youth Daily noticed that due to the prevention and control of the epidemic, although there was no such thing as the three-story inside and outside three-story scene where customers had surrounded the counter in previous years, it was not a problem to surround the counter.

A staff member at the counter has to serve several or even a dozen customers at the same time.

Customers who want to see the styles have to insert all kinds of spaces, and it is almost impossible to see the jewelry in the counter through the person.

If you fancy a style, you may be "taken" by someone next to you if you hesitate.

And this excitement is also replicated at the jewelry counters of major brands.

Wedding gold, cultural and creative gold promote the enthusiasm of buying gold after 90

  A reporter from the Beijing Youth Daily learned that although the "grab grabbing" craze remains, the protagonist has quietly changed.

Compared with the "Beijing aunts", the post-90s generations are not much better now.

In the gold counters of major stores, the "black-haired tribe" has replaced the "silver-haired tribe", and young people in their 20s are the main force among them.

Gold, which was previously considered "rustic" and less fashionable than diamonds and platinum by young consumers, has become the favorite of young consumers, especially those born in the 1990s.

  "A total of 73,000 yuan, I have invoiced for you." On the last day of the Spring Festival holiday, three young ladies selected for a long time in front of the pure gold jewelry counter and finally sold a large order.

"They are all jewelry for marriage. In addition to choosing gold to maintain its value, it is mainly because of the variety of styles and a large selection." The 28-year-old bride-to-be said.

When asked whether the choice of gold is a bit "old-fashioned", the bride-to-be revealed her selection of Sansei III series of jewelry, and said that some of the styles are not exaggerated for daily wear.

  This year, many gold brands have jointly launched cultural and creative gold jewelry with the Forbidden City, Summer Palace, National Museum and other museums, so that gold jewelry has a certain improvement in design, meaning and cultural attributes.

  Among them, Caibai Jewelry cooperates with the Palace Museum to "gold", and jointly develops "Yiyi Jewelry" with the Summer Palace, and jointly develops "Pray for Yuan Ji" and other series of jewelry with the Summer Palace. The combination of gold jewelry and traditional Chinese culture reflects the strong Strong "national tide".

The Chow Sang Sang Forbidden City Ridge Beast series, Chow Tai Fook Lion Dancing series, SOINLOVE Forbidden City rabbit honey pink gold series, and the Forbidden City "Red String" series gold bracelets have all become popular online products.

  The main consumers of these "cultural and creative gold" are mostly born in the 90s.

A reporter from the Beijing Youth Daily learned that some agency data showed that consumers under the age of 25 accounted for 24% of the transactions, and consumers between the ages of 26 and 35 accounted for 30%.

In addition, there are currently more than 2 million Hanfu consumer groups across the country, most of which are young people born in the 90s and 00s, and these groups have stimulated the "national trend revival" of jewelry.

Xiaoke heavy gold ornaments are the most "travelling"

  In addition to wedding and cultural and creative jewelry, more young people to buy gold jewelry are also affected by the trend of transferring beads in recent years.

It has become a habit of many young people to add a transfer bead to their leather rope every year, and the transfer beads of brands such as Chaohongji, Chow Tai Fook, Chow Sang Sang, and Caibai have also introduced new ones, and the zodiac has become the absolute protagonist.

  For the stores, small gram gold ornaments, ox year zodiac series, etc., are the best-selling products in "travel volume".

“It’s more decent to give golden zodiac beads at the same price than the new year’s money.” Ms. Yin, who just became a mother this year, said that as a post-90s generation, her own financial situation is limited. Sending gold transfer beads to relatives and children is not only a good luck but also a face. .

  A reporter from Beiqing Daily learned that Caibai has launched a series of products such as "Hug the Cow", "Safe and Auspicious, and Complete Complete" Auspicious Money, and "My Cow" Gold Jewelry.

According to data from the Beijing Municipal Bureau of Commerce, the sales of Caibaishang's new "My Cow" series of gold jewelry increased by 2.9 times during the holiday season.

Online, Chaohongji’s "croissant" gold transfer beads sold more than 5,300 copies in less than a month.

Zhou Dasheng's birth year Yingcai Niu also sold more than 3,000 copies in January.

  Some online "golden stores" had higher sales in January than any month in 2020, or even doubled, ushering in a solid "good start".

  Text / reporter Zhang Xin

  Coordinator/Yu Meiying

  RAM

  In fact, the “affordable” price of gold during the Spring Festival is also one of the reasons for buying gold.

The AU9999 spot gold on the Shanghai Gold Exchange hit a high of 449 yuan/g in August last year, and fell all the way. It fell to 278 yuan in November and was reported at 383 yuan as of the previous year.

  Analysts believe that gold jewelry is more easily accepted by young consumers after being endowed with cultural connotations.

With the changes in young consumers' perceptions of gold consumption, the view that "buying gold can be used as jewelry is also equivalent to managing finances in disguise" is also recognized by a wider consumer group.