This Spring Festival, the "gold rush" is coming again!
When people rushed to the gold store, the gold store staff looked at the crowded counter and shouted, "I can't receive it".
Over the past year, the domestic gold price has rallied strongly. With the continuous appreciation of the ** in the hand, "I don't know how good it is when I am young, and now I treat it as a treasure" has become a portrayal of many young people.
Snatching up, short selling, out of stock ......
The store of a ** brand in the shopping mall in my hometown usually only needs two employees, who are responsible for sales and assisting in orders, but this Spring Festival holiday, due to the booming business, it has increased to five or six employees. ”
After Xiaoyu (pseudonym), a post-90s generation, returned to his hometown in Shandong during the Spring Festival, he went to the mall with his friends. "During the Spring Festival, there are a lot of big orders in the gold store, and many girls will come to buy bracelets with a unit price of 10,000 to 30,000 yuan. ”
My friend and I stayed in the store for about 20 minutes, and a customer was looking at a very thick bracelet, which was basically set by the time we left; There is also a clerk who took the ** and adjusted a blessing card of twenty or thirty thousand. Xiao Yu recalled.
Add gold during the Spring Festival, and make money in the coming year", every Lunar New Year is the traditional sales season. According to the data provided by the platform on the 19th, in the past two weeks, the category has increased by more than 300% year-on-year. Xiaoyu's friend bought an ancient enamel ring of about 2,000 pieces during the Spring Festival, and many colleagues around his friend also bought ** small objects for themselves before the holiday or during the holiday.
Since this year is the Year of the Dragon, gold jewelry related to the dragon element is even more sought after. "There are a lot of people who come to visit during the Spring Festival, and the little golden dragon is out of stock, and it has been sold out during the holiday. In a shopping mall in Beijing, the staff of Chow Tai Fook told the reporter of China News Financial Journal.
As a joint model of the Spring Festival Gala, Jingdong data shows that the turnover of Chow Tai Fook Little Golden Dragon transfer beads increased by 30 times month-on-month, driving the ** jewelry category to increase by 5 times year-on-year.
According to official news, Caibai Jewelry's new products for the Year of the Dragon, such as "Hug the Dragon", "Little Dragon Duoduo", and "Round Perfection" auspicious money, are also favored by consumers. During the Spring Festival, the sales of key monitored vegetables increased by 40% year-on-year9%。
Zhongxin financial reporters recently came to the Caibai head office, and the bustling crowd crowded a number of ** jewelry counters. In front of the counter of the dragon element jewelry, many people were opening bills, inquiring about prices, and while talking, a lady quickly chose a "hugging dragon" and matched it with two transfer beads. "This is our evergreen model, and the sales are quite hot. While introducing to reporters, the staff was busy helping guests buy.
In addition to **jewelry, investment products such as gold bars and gold coins in the Year of the Dragon are also very popular. At the gold bar sales counter of Caibai, voices such as "how much is 20 grams", "how much is the labor cost per gram", "how to **" and so on. Within 5 minutes of the reporter's presence at the counter, a lady directly asked for a 10-gram Year of the Dragon gold bar.
Dragon Year gold bars are no different from ordinary gold bars, and the labor cost is more expensive, but Tujili has many people who buy it. The staff said.
In the midst of happiness and cheerfulness, this generation of young people still wants to bloom peach blossoms. On the fifth day of the Lunar New Year, the God of Wealth and the old moon "bumped into each other", which also drove the sales of peach blossom elements ** jewelry to rise. According to the official display of Tmall Chow Taisheng, in the past two weeks, more than 40,000 peach blossom-related bracelets and transfer beads have been sold. A gold store clerk also recently said, "The pendant of the peach blossom has been sold out." ”
Young people set off a "gold rush".
In the face of the crowding of gold shops during the Spring Festival, many people call it a "gold rush", in fact, ** has not been "cool" in China.
As the world's largest ** consumer country, Chinese's love for ** is "in the genes". Even if you are a teenager, you scoff at the "Chinese aunt" explosion, but when you reach a certain age, you will automatically unlock your love for ** and experience the process of "questioning, understanding, and becoming".
Over the years, Keke (pseudonym) has hoarded a lot of ** bracelets and bracelets, and when she raises her hand, "tens of thousands of dollars are colliding".
During the Spring Festival this year, she spent another 180,000 bought a coiled bracelet, "Many brands have come out of this, but it is out of stock, and when I go to the gold store to buy it, there is only the last one left, which is good-looking!" It smells so good! ”
In order to poke people's hearts, today's ** jewelry is also innovating, not only incorporating various trendy cultural symbols, but also engaging in co-branded models, and some "Internet celebrity" models are often out of stock.
However, the contemporary young people who put "making money" on their lips not only found the ornamentality of jewelry, but also took a fancy to the value-added potential of gold.
So, buy a blessing brand in the New Year, buy a transfer bead on your birthday, buy a small gold bean when you are unhappy, buy "three golds" when you get married, and "gold digger" looks at the golden jewelry in the jewelry box, not only enjoying the pleasure of consumption, but also obtaining the satisfaction of investment.
In addition, today's ** jewelry also carries people's longing for good luck. The transfer beads that imply "time to run", the blessing cards that are "full of blessings", and the blessing bags that "beckoning fortune and blessings" have become the favorites of many young people.
JD.com 1111 Jewelry Consumption Observation" shows that young consumers aged 26-35 have become the "new force" of jewelry consumption with 56% of the turnover. They prefer delicate and small ** jewelry. At the same time, young people favor jewelry with the meaning of fortune blessing, and the transfer beads with the concept of "transfer" are very popular.
Due to the overlap between this year's Spring Festival holiday and Valentine's Day in the West, many gold stores have increased their discounts and launched large-scale "derogation" activities, coupled with the issuance of consumption vouchers in some cities, people's enthusiasm for buying gold is even higher. "Take the year-end bonus to buy gold, and focus on earning money this year and spending it this year. ”
What is the future trend of gold prices
Consumers' love for ** has driven ** consumption to continue to rise. According to the data released by the China ** Association, in 2023, the country's ** consumption will exceed 1,000 tons, a year-on-year increase of 878%。Among them, ** jewelry 70648 tons, a year-on-year increase of 797%;Gold Bars & Coins 29960 tons, a year-on-year increase of 1570%。
Even if the domestic gold price is at a high level during the Spring Festival, and many brands of pure gold jewelry** exceed 620 yuan per gram, the enthusiasm for consumption still does not change.
However, the reporter noticed that the recent international gold price fell below $2,000 an ounce a few days ago, which made some people worried. Out of concern about the future gold price, this Spring Festival, many gold holders choose to cash out.
In this regard, Wang Youxin, a senior researcher at the Bank of China Research Institute, told the China News Financial Reporter that the decline in international gold prices during the Spring Festival is mainly related to the inflation situation in the United States and the expected changes in the Federal Reserve's monetary policy.
The latest U.S. inflation data showed that U.S. inflationary pressures remained stubborn, with consumer and producer prices rising more than expected, which led to a sharp cooling of market expectations for a Fed rate cut in March, and Treasury yields and the U.S. dollar index rose again. The international gold price is denominated in US dollars, and as the US dollar strengthens, the international gold price adjusts accordingly. ”
For some people worried that the domestic gold price will follow, Wang Youxin believes that although the domestic gold price is also affected by the international gold price, but because it is in the Spring Festival recently, the domestic demand and sales volume have increased significantly, and the strong consumer demand has offset the impact of the US dollar on the domestic gold price.
From the perspective of the market outlook, there are both supporting factors and inhibitory factors. Wang Youxin believes that the Fed's interest rate cut is expected to fall and will continue to have a negative impact on international gold prices in the short term, but as the growth pressure on major economies such as Europe and the United States continues to increase, the timing of monetary policy adjustment is approaching, and the hedging attribute of the first will be more prominent, and gold prices are expected to fluctuate higher.
Have you bought gold this Spring Festival?
*: China News Network.