the production process is constantly updated, the product styles are more diverse, and there are new changes in gold consumption
2024-09-09
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gold products are very popular among consumers due to their collectible attributes and beautiful meanings. according to data released by the china gold association, the national gold consumption in the first half of the year was 523.753 tons, including 270.021 tons of gold jewelry and 213.635 tons of gold bars and coins. at present, what are the new changes in my country's gold market? what issues should consumers pay attention to when buying gold products? the reporter conducted an interview.
the consumer group is getting younger, and the product craftsmanship and styles are constantly enriched.
walking into the caibai jewelry beijing headquarters located on guang'anmennei street, xicheng district, beijing, many consumers are shopping at the gold counter. 28-year-old miss yuan is choosing a piece of gold jewelry for her daily wear. "now the workmanship of gold jewelry is much more exquisite than before. many styles are matched with jade, pearls, and colored glaze. today i plan to choose a braided bracelet with gold and colored glaze. it is small, exquisite and easy to wear."
as the craftsmanship and styles of gold products continue to enrich, many young people like to buy gold products. data shows that in 2023, people aged between 25 and 34 will gradually become the main force of gold consumption.
enamel craftsmanship, gilt craftsmanship, ancient craftsmanship, hard gold craftsmanship...the gold production technology is constantly "updated", making the styles of gold products more diverse.
"in the process of making gold jewelry, different techniques can be used to create different effects and meet the diverse aesthetic needs of consumers." li gen, chief jewelry designer of caibai co., ltd., introduced that the hard gold process can make gold jewelry lighter and thinner, and also make gold jewelry more wear-resistant. the gilding process is a painting process that integrates modern rich color materials, which can increase the decorative effect of gold jewelry. the 5g process is a new type of gold processing technology that can make gold products have good toughness, light weight and high hardness.
the evolution of consumer preferences has driven the continuous innovation of gold craftsmanship. wang wei, deputy general manager of shandong zhaojin yinlou co., ltd., said that sales data showed that some consumers pay more attention to the added value of gold products and are willing to pay for personality, culture and design. some consumers also pursue cost-effectiveness, and affordable gold products are deeply loved by these consumers.
there is no shortage of interesting and trendy gold jewelry. in recent years, the gold consumer group has gradually become younger and their demands have become more diverse. the emergence of national style and ip co-branded products caters to the needs of young consumers to express their own personality.
"with the advancement of gold making technology, the styles of gold products have become more fashionable and diverse, and are popular among consumers of all ages," said wang wei.
the products are fashionable and personalized, and both "traditional" and "digital" methods show their magical powers
young, fashionable and personalized gold jewelry has become a significant trend in recent years. for young consumers, wearing unique gold jewelry is a way to express their personality.
"gold da" is the process of making gold jewelry from raw gold. currently, many young people have entered gold da shops. compared with buying gold jewelry directly in branded gold shops, gold da shops can not only meet consumers' needs for personalized customization, but also have more affordable prices.
in a goldsmith shop in shilihe, chaoyang district, beijing, goldsmith master li is busy. he sits in front of the operating table, holding pliers in one hand and melting gold with a high-temperature torch in the other. master li said that turning the gold bars brought by customers into gold jewelry requires multiple processes such as weighing, firing, melting gold, shaping, and re-weighing.
"i have been working in the gold-making business for more than ten years. in recent years, the demand for gold-making technology has been quite hot. at the peak, i made 12 rings and bracelets a day." master li said that every step of gold-making must be very delicate to ensure the quality of the finished product.
mr. wang and ms. lin were in the store and wanted to make a pair of rings and a bracelet. "we bought gold bars from the bank and came to the store to try gold making for the first time." mr. wang said that young people nowadays are very pragmatic and it is more cost-effective to come to the gold shop to make gold than to go to the brand gold shop to buy finished gold jewelry.
in goldsmith shops, classic styles and ancient craftsmanship are popular among customers. "the ancient plain rings that are very popular now are made by physical impact to achieve the frosted texture on the jewelry." zhao hua, the person in charge of the goldsmith shop, introduced, "in addition to the ancient plain rings, goldsmith shops can also achieve many other styles, and the craftsmanship level is constantly improving. as long as it is a gold jewelry style that customers like, we will do our best to help them realize it."
"during market research, we found that many young consumers pursue individuality and like to buy gold products with unique styles, while also hoping to have room for free expression." li gen said that according to consumer demand, the company has launched a variety of gold products. for example, breaking the traditional concept of "a pair" of earrings, they can be sold individually, and consumers can also choose their favorite styles to match.
the ingenuity of the companies can also be seen in some details. for example, in order to provide consumers with more diverse choices, some brands have unified the hole diameters of gold pendants in the cultural and creative series, so that consumers can buy multiple pendants and wear them on the same rope, which increases the "playability" of gold jewelry.
as digital technology is widely used in the gold industry, consumers can use various online tools to customize their favorite gold products. for example, some branded gold shops use artificial intelligence tools to generate pictures of gold jewelry for consumers to customize, and some companies have built digital platforms in the field of gold customization and repurchase, and developed smart all-in-one gold sales and repurchase machines.
lin yu, head of the digital industry platform of shandong zhaojin silver house golden cloud, said that through the construction of a digital industry platform, consumers can enjoy a variety of personalized customization services, including standardized customization, personalized customization and artificial intelligence design. the application of digital technology has brought more possibilities for the future development of the gold industry, giving birth to more new formats, new models and new scenarios for gold jewelry consumption, and improving consumers' gold shopping experience.
choose to purchase through formal channels and understand the pricing and trade-in rules
faced with new changes in the gold market, what issues should consumers pay attention to when purchasing gold products?
zhou you, director of the business department of china gold group's beijing flagship store, said that consumers can pay attention to the popular trends, product meanings, craftsmanship and styling of gold jewelry, carefully screen brands, compare prices, and choose their favorite products.
for example, when choosing products with more complex workmanship such as ancient bracelets and enamel pendants, in addition to paying attention to the style and craftsmanship of the products, you should also pay attention to their quality, paying attention to details such as whether the welding is firm, whether the welding points are smooth, and whether the enamel color is transparent.
it is understood that there are two main ways to price gold jewelry in the market. one is to price according to the weight of the gold product, and the other is the "fixed price" model, that is, to price directly according to the merchant's price. "consumers should carefully compare and choose the right gold product based on the gold price and product style of each gold shop." zhou you reminded that consumers should pay special attention to the processing fee. "some gold products charge a high processing fee. consumers need to carefully identify the complexity of the process to determine whether it is worth the money."
many branded gold shops use a "one-price" model to price their national style and national trend series or ip co-branded products. "most gold jewelry with a 'one-price' is light in weight, with a different craftsmanship from traditional methods, and a relatively high price." cao yang, president of the shenzhen gold and jewelry culture research association, suggested that consumers should choose reputable merchants when purchasing, understand the market conditions and price trends, and make purchases after determining the purpose of consumption to avoid impulse consumption.
industry insiders said that even for gold jewelry with a "fixed price", its composition, weight and other information will play a key role in consumers' purchasing choices. merchants should mark both the composition and weight so that consumers can make choices with full knowledge.
in addition to buying gold, "selling" gold is also an important part of the gold market. an important reason why consumers choose to buy gold jewelry is that they can "sell" the gold jewelry back to the gold shop in exchange for new gold products one day.
"when exchanging old gold jewelry for new ones, the staff of the gold shop will help consumers determine the weight of the old jewelry, and consumers will refer to this weight to exchange for new jewelry." zhou you said that if the weight of the new gold product is similar to the old one and the processing fee is low, consumers do not need to spend too much extra money. if the weight of the gold product is much heavier than the old one and the craftsmanship is exquisite, consumers will need to pay part of the product price difference and the processing fee.
"due to factors such as the high price of gold products and the complex pricing and repurchase methods, consumers must choose formal channels to purchase gold products, keep the receipts issued by the merchant when purchasing, and understand the pricing and trade-in rules of gold products. if a dispute arises with the merchant, you can retain relevant evidence and file a complaint with the consumer rights protection agency." cao yang said.
ge mengchao, zhang shuhui, lu tianhao, people's daily (page 18, september 9, 2024)
source: people's daily
