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in the first half of this year, the continued rise in gold prices has brought certain operating pressures to the gold jewelry industry. however, with the mid-autumn festival and national day approaching, gold jewelry has entered its traditional peak consumption season, and many companies are working hard on marketing, especially focusing on attracting young consumers.

market expectations are optimistic

data from the china gold association showed that in the first half of 2024, china's gold jewelry sales were 270.021 tons, a year-on-year decrease of 26.68%.

the reporter recently visited several shopping malls in hangzhou and shanghai and found that compared with the suppressed gold jewelry consumption in the first half of the year, as the mid-autumn festival and national day approached, the gold jewelry counters were quite popular. there was even a long queue in front of a gold brand that launched a mid-autumn festival discount event.

regarding the sales forecast for the next few months, the staff of many gold brand stores expressed confidence. a chow tai fook salesperson told reporters that they had received several customers who wanted to buy gold for weddings that day. the national day holiday has always been a peak season for weddings, and sales are expected to be relatively optimistic in the near future.

"in addition to the demand for gifts for visiting relatives and friends, this year is the year of the dragon and many 'dragon babies' have been born. some customers buy them for their children." a person in charge of the mingpai jewelry counter told reporters that since last month, the company has begun to replenish stores in response to the demand for holiday gifts to ensure sufficient supply of a variety of main products during the holidays.