“180克金条，14万元，刷卡成交！”在第五届中国国际消费品博览会（以下简称“消博会”）2号馆珠宝展区，《每日经济新闻》记者现场目睹了中国黄金展台的一位消费者正在签购单。
At this year's Consumer Expo, well-known brands such as Lao Fengxiang, China Gold, China Jewellery and Chow Tai Fook gathered together. In the context of the continuous rise in gold prices, the consumer psychology of "buying up, not buying down" has further stimulated consumers' enthusiasm for buying, and the gold booths are crowded.
Young faces who pay attention to gold at the Consumer Expo Image source: Photo by reporter Sun Yuting
More and more young faces have emerged in this gold consumption boom - the traditional consumer group of "wearing gold and silver" is showing a clear trend of younger people, and many "Generation Z" consumers are pouring into the booth to buy gold jewelry, making "national tide", "younger" and "small gram weight" the most eye-catching keywords in the gold exhibition area of this year's Consumer Expo.
"The biggest certainty right now is uncertainty, so there should be some upside for gold." Zhang Yubo, general manager of China Jewelry Import and Export Co., Ltd. (hereinafter referred to as "China Jewelry"), pointed out in an interview with the reporter of "Daily Economic News" that affected by external economic uncertainty, the value preservation attribute of gold is highlighted, and the demand for consumer-grade gold products has increased significantly, "In recent years, the price of gold has continued to rise, prompting the brand to adjust its product structure, and the current proportion of gold products has reached 80%~0%."
4月13日至18日，位于消博会2号馆的珠宝展区，消费者络绎不绝。
According to a brand shopping guide at the scene, it was revealed to every reporter that it was only half a day old, and there were bills for both physical gold and gold jewelry, and "business almost never stopped".
The relevant person in charge of the Chinese jewelry company participating in the exhibition for the first time this year told reporters: "Judging from the feedback from this Consumer Expo, everyone likes cultural and artistic IP very much, and has a good acceptance of design and craftsmanship. ”
在中国黄金的展台前，记者目睹一位消费者一次性购买了180克金条。按照4月18日中国黄金实时基础金价788.60元/克计算，其价值约为14万元。
4月17日，国际金价突破3350美元/盎司，创历史新高，其中现货黄金日内累涨逾100美元/盎司。伴随金价上涨，国内金店也迅速上调价格，足金饰品迈入“千元时代”。以行业头部品牌来看，4月18日，周大福、周生生的足金饰品价格分别为1028元/克、1022元/克。
“从去年到今年，金价一直在上涨，各个品牌也在不断地进行产品调整，从原来的钻石镶嵌，然后各种K金、彩宝，到现在百分之七八十的产品都是黄金产品。”中国珠宝总经理张宇波在消博会现场向《每日经济新闻》记者表示。
The Phoenix Dance Nine Days Gold Jewelry in Hall 2 of the Consumer Expo
Image source: Photo by Feng Xiaomin, Online News Center of the Organizing Committee of China International Consumer Products Expo
On the closing day of the Consumer Expo, Shen Jian, the regional manager of Lao Fengxiang in Hainan, revealed that in just two days on the public open day (18/0-0), Lao Fengxiang had gained more than one million yuan in sales. It is reported that due to the sharp rise in gold prices during the Expo, exhibitors chose the "fixed price" strategy for some goods, and the number of large goods has also decreased.
For the gold consumption boom at this year's Consumer Expo, Zhou Ting, a research expert on high-end consumer goods, told reporters that in the context of intensified economic uncertainty, people's demand for hedging has increased significantly; At the same time, the rising gold price has stimulated consumers' psychological expectations of "buying up, not buying down". In addition, the rising prices of luxury goods have driven some consumers to switch to the gold market, and the scarcity of high-quality investment targets has made gold an important choice for capital allocation.
Breaking the traditional notion that "only the elderly love to wear gold and silver", many young consumers appeared at the counter to buy gold jewellery at this year's Consumer Expo.
According to Zhang Yubo, general manager of China Jewelry, young people are now more and more fond of gold, which is also a kind of cultural rise in their bones.
"In recent years, domestic consumers have been increasingly fond of ACG and Guochao culture. We are also combining traditional cultural elements with modern design to create products with more emotional value, which will become an important direction for future development. Zhang Yubo revealed.
Shen Jian, the regional manager of Lao Fengxiang Hainan, also saw the trend of younger consumption terminals, and he told reporters: "Lao Fengxiang has launched some small weight products suitable for young people to wear, and has also increased the display layout of small grams. There is also the research and development of some literary and creative works, although the name is particularly grand, but the main promotion is still some small gram weight products suitable for young people to wear. ”
The scene of the Consumer Expo Image source: Photo by reporter Sun Yuting
In this regard, Zhou Ting pointed out that behind the young people becoming the main force of gold consumption, it is the joint promotion of multiple factors, "the rise of the national tide consumption trend has injected new vitality into the gold market, and the continuous rise in gold prices has further amplified the attractiveness of gold jewelry." At the same time, the high acceptance of new things by young people, as well as the diversified price range of products launched by brands, have lowered the threshold for consumption and made it easy for more young consumers to participate in it."
与黄金市场的火热形成鲜明对比，奢侈品行业正面临前所未有的降温。根据4月17日发布的《2024中国奢侈品报告》，中国境内奢侈品销售额同比下滑17%至5044亿元，市场全球占比缩水至18%。
Young consumers who were once keen to buy luxury goods have now turned to the gold counter, and Guochao IP has also achieved a cultural breakthrough through the gold carrier. This consumer migration, which began with safe-haven demand, also reflects the transformation of the high-end consumer market.
"The cooling of luxury brands due to frequent price increases, product homogeneity and weakening of value preservation attributes has prompted young people who pursue rational consumption to turn to gold products with both wearing value and value preservation functions, especially high-unit gold jewellery and spot gold with younger designs." Zhou Ting said.
"At present, the domestic gold production process has reached the international leading level." Zhang Yubo, general manager of China Jewelry, told reporters, "The decline in sales of imported luxury goods has provided development opportunities for Chinese brands, and we will focus on mining Chinese elements and strengthening cultural competitiveness in the future." ”
面对当前接连攀升的金价走势，多家专业机构纷纷调整预期。4月11日，高盛将2025年底黄金的预测价格从此前的3300美元/盎司上调至3700美元/盎司，上调幅度高达12%。瑞银则在4月14日预测，未来12个月的黄金价格或达3500美元/盎司，并认为黄金仍具吸引力。
In the market environment where gold prices continue to rise, as a leading brand in the industry, Lao Fengxiang has adopted a differentiated product strategy to respond.
A foreign visitor is shopping for gold
Image source: Photo by Feng Xiaomin, Online News Center of the Organizing Committee of China International Consumer Products Expo
Shen Jian told the "Daily Economic News" reporter: "On the one hand, we have strengthened the research and development of small gram fashion products to meet the needs of young consumer groups; On the other hand, we continue to invest in the development of large-gram products and collectible-level ornaments to serve the rigid needs of traditional customers. ”
When the industry generally shrinks large gram weight products, Lao Fengxiang goes the opposite way, relying on the team of arts and crafts masters to create differentiated competitiveness. Shen Jian said that its 300~0 grams of wearing gold jewelry and 0~0 grams of ornaments still maintain stable sales, "the market is polarizing - young people chasing small gram weight designs, senior collectors focus on large gram weight collections, and the middle customer base has indeed decreased, which is the basis for our insistence on two-way force."
In an interview at the Consumer Expo, Shen Jian emphasized to reporters the quality concept of "good quality and price must not be cheap". Talking about the prospects of the industry, he said: "Gold consumption essentially depends on the purchasing power of residents. At present, consumers are more concerned about the total price than the grammage, but in the long run, cultural confidence and process innovation will be the core driving force of the industry. ”
"It's hard to meet consumers by chasing demand, and leading and creating demand is the key for gold brands to win in the industry." Zhou Ting told the National Business Daily that domestic jewellery companies need to embark on a path of "high-end branding", and at the same time formulate operational strategies based on high-end to develop more competitive products.
National Business Daily