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during the mid-autumn festival, the gold consumption market ushered in a peak season. with the international gold price hitting new highs, some branded gold shops launched relatively strong promotions.

during the holiday, china securities journal reporters visited several gold and jewelry brand stores and found that in order to welcome the mid-autumn festival and national day consumption peak season and attract consumers to buy gold, brand gold stores and shopping malls jointly launched a series of promotional activities. however, since the prices of many brands are still relatively high after discounts, consumers generally look more and buy less, and most of them are customers who just need to get married.

many promotional offers

the reporter visited and found that some brands represented by chow tai seng and china gold offer large discounts. the two brands offer discounts of more than 100 yuan per gram of gold. the discounted price is around 630 yuan per gram, excluding labor costs.

take china gold as an example. during the mid-autumn festival and national day, china gold offered a discount of 100 yuan per gram and 20% off on the cost of production. in addition, fine gold was 12% off for one piece and 20% off for two pieces.

china golden store photographed by our reporter dong tian

chow tai fook has launched a festive special promotion, which stipulates that for gold products with a total weight of less than 20 grams, a discount of 25 yuan per gram will be given; for gold products with a total weight of 20 grams or more, a discount of 40 yuan per gram will be given.

lao feng xiang offers a 50 yuan discount per gram for gold-priced products and a 30% discount for k-gold products.

the discounts offered by brands such as lao miao gold and caibai jewelry are relatively limited. the reporter visited a caibai jewelry store in daxing, beijing and learned that during the mid-autumn festival, the store did not offer discounts, but in conjunction with the mall's activities, customers could get a 40-yuan coupon for every 2,000-yuan purchase.

prior to this, caibai co., ltd. mentioned in an institutional survey that the national day holiday is one of the company's important sales nodes. from the past, consumer demand usually increases during the holiday. the company will create a consumer atmosphere by carrying out promotional activities and strengthening publicity and promotion, so as to prepare for the national day holiday sales peak. however, it should also be noted that market consumer demand is affected by many factors, and it is currently impossible to accurately judge the specific consumption situation during the national day, and the actual sales situation must be taken as the standard.

international gold prices hit new highs

recently, international gold spot and futures have repeatedly hit new highs. among them, comex gold futures stood at the important node of $2,600/ounce, and spot gold also rose to $2,589.68/ounce on september 16, setting a historical high.

wind research shows that the dollar weakened and gold strengthened, and the seesaw effect between the two was obvious. on september 16, the international gold price hit a new record high. comex gold once surged to $2,617.4 during the session, and london gold rose to $2,589.68, just one step away from breaking through $2,600. since the beginning of this year, the cumulative increase of the two varieties has reached 25.98% and 25.19% respectively.

according to a research report by industrial securities, as the us economic data weakened since the second quarter of 2024, the path of the fed's interest rate cuts this year has gradually become clear. the us economy is currently in the second inventory cycle of the economic cycle that started in 2020, switching from active inventory replenishment to passive inventory replenishment. it is still far from recession, so the fed's interest rate cut this time is likely to be a preventive rate cut. assuming the fed cuts interest rates by 125bp, the upper limit of london gold's rise is expected to reach $2,768/ounce.

(source: china securities journal)