Young people are keen to "strike gold".
"Cost-effective" has become a new consideration for consumption.
The goldsmith carved the pattern in the breeze.
Customized jewelry pattern molds.
Before and after the Spring Festival, the ** sales counters of major shopping malls ushered in a wave of customers. Buying gold jewelry for family members, buying gold bars for investment, and young people saving "gold beans", * consumption is booming. At the same time, the "gold-struck" industry that was popular in the last century has returned to people's field of vision again, and with the current personality style, it has gained the praise of "affordable" and "cost-effective", and has also realized the "two-way running" of traditional skills and young people.
1. Young people fall in love with "striking gold" The business of the gold striking shop is booming.
"Striking gold", simply put, is processing with incoming materials, after the consumer selects the style, the first raw materials are handed over to the gold craftsman to make the finished product. At 3 o'clock in the afternoon, the reporter came to the light breeze ** studio located in Lanzhou Old Street, more than 30 square meters of shop, in addition to the jewelry display counter, the wooden jewelry processing table is particularly conspicuous, and from time to time there will be the sound of metal utensils clanging.
This is the gold ring I bought when I got married, as well as some small pendants that I bought in bits and pieces in the past few years, and I want to make a gold lock and give it to my baby who is about to turn one year old. A young mother in the store told reporters.
I want to give myself a new bracelet, is this style okay? In another corner of the store, the "post-00s" Xiaoyu and her mother compared their favorite bracelet style** and communicated with the goldsmith of the store. Xiaoyu's mother said that this year is Xiaoyu's natal year, and she just took out the gold bars she bought before to make a bracelet for the child, "The girl's liking is the most important, and it is also commemorative." ”
In the past six months, the business has been relatively good, in addition to the introduction of old customers, more is brought by the traffic of social platforms. The goldsmith Qingfeng said that at the end of 2021, he opened an account on Xiaohongshu and other platforms, posting information about handmade jewelry, goldsmithing process, etc., and accumulated a lot of potential customers. Since the second half of last year, many newlyweds who are going to get married have brought gold bars to play the "three golds" and "hardware", and some young people have brought old gold and saved gold beans to play their favorite jewelry. "Now our store has 7 online fan groups, 500 people each, and 2 masters are responsible for fixing payments and striking gold. Light Breeze said.
Also thriving is the handmade jewelry studio. "It was popular to save gold beans before, and I saved a lot. Followed the studio online. Citizen Li Jing said as he flipped out a gold bracelet saved in his mobile phone**. Li Jing did a good job of tackling a jewelry processing store in an office building near the customs - Fanzhu Jewelry Studio. Different from ordinary jewelry stores, this studio is an experiential shop that combines metalworking forging with in-house design of silver jewelry. "I want more people to participate in the joy of handicraft, and to put the feelings they want to express and the things they commemorate into their own works. The owner Peng Shengwu said.
2. On-site viewing, zero loss The gold shop focuses on high cost performance.
It's not that you can't afford a bracelet, but it's that gold bars are more cost-effective. The reporter searched for "Lanzhou gold" on social platforms, and many netizens exchanged their experiences and strategies for using gold bars to hit jewelry, and the most concentrated reason for gold striking was "cost-effective, independent customization". For example, some citizens said that they had calculated an account: buying a 20-gram pure gold ancient bracelet in the brand's ** store, plus 720 yuan of labor costs, ** is 13,439 yuan. Take the 20 grams of investment gold bars bought by the bank, and go to the gold store to process them into Suquan ancient bracelets, the overall ** is about 10,220 yuan, and the difference between the two is more than 3,000 yuan. In this regard, the gold striking master Qingfeng explained that the cost of gold striking includes gold bars, processing fees, and gold mining losses. According to the complexity of the style and process, the labor cost per gram ranges from 15 yuan to 80 yuan, and the total price is naturally lower than that of brand stores. There are also many young people who take a fancy to the purity of gold bars launched by banks, "The purity of physical gold bars sold by banks is generally 99."99%, playing jewelry is more assured". Xiaomei, who plans to get engaged in the second half of the year, recently took a fancy to a bank's investment gold bars, which were 496 yuan per gram**, and she wanted to wait for the gold price trend to consider whether to start.
In addition, on-site observation and private customization are also the main reasons why young consumers choose to "strike gold". "Generally, our model is that customers make an appointment on the first day, communicate the time, basic style, and gram weight to the store for processing. "Molten gold, hammered, sawed, welded, ......Light breeze holds welding torches and pliers, and introduces while working. "If you are in a vegetarian circle, it will be done in about two hours. As he spoke, a long ** had formed a circle under his polishing, and its brilliance gradually appeared. In front of the operating table, several waiting customers watched and discussed with curiosity and expectation, and everyone said frankly: "Watching the scene is more down-to-earth." ”
On the homepage of Qingfeng's social platform, the most liked and ordered is an auspicious cloud lock. Qingfeng said that this was originally a customer's order from a picture, and later the details were modified. The shape of the auspicious cloud lock, the difficulty is to have the realism and agility of the cloud, which can only be completed by hand. Qingfeng carefully shaped the auspicious clouds, carefully carved, and every detail of the production process he had to repeatedly ponder back and forth and revise dozens or even hundreds of times. After a series of complex production processes, a creative and unique auspicious cloud lock was finally presented.
Everyone has done their homework and has their own ideas. For example, the popular loach back, cat's paw style, and some will be engraved with the words "An" and "Shun", putting some wishes, blessings and expectations into jewelry and wearing on the body. Master Peng Shengwu of the Fanzhu Jewelry Studio said that young people will find the best style they like in advance, and then communicate with the master on the spot to strike gold. The stores are also using short** and social platforms to break the circle, and the gold price continues to exceed 620 yuan grams, and the "affordable" gold strike has become a flat consumption choice for young people.
3. Pay attention to value preservation Before "striking gold", you need to think twice.
The same is **, the investment gold bar of one of the raw materials is much lower than that of jewelry, this is because the processing technology of gold bars is simpler, and the gold bars are mainly fluctuating around the international gold price, and the **jewelry** contains factors such as brand premium and manual costs. Industry insiders said that as a kind of scarcity and preservation of value, it has always been loved by consumers and investors. Recently, domestic gold prices have risen one after another, mainly due to the recent decline in the exchange rate and the approaching peak consumption season. He believes that, overall, the gold price is likely to maintain a strong trend in the future, and young people can indeed hold some of the best. However, investors should note that the gold bars launched by banks are originally made for value preservation, and if the finished jewelry is repurchased for a second time, there may be a certain loss of value. Here, we also remind the public who are interested in buying gold bars to "strike gold":
1.To buy gold bars, you must go to a reputable gold seller or bank to buy them; 2.Ask whether the gold bars sold can be repurchased, that is, liquidity, some merchants have harsh requirements for repurchase, such as invoices, shopping receipts, and packaging can not be damaged when repurchase. 3.Rational "gold", choose a "gold" store with good qualifications and high credibility 4It is best to weigh first and then go to the processing shop to re-weigh, and discuss with the "gold" merchant in advance how to calculate the loss and understand the range of normal loss.
Lanzhou **Shequan**Reporter Zhang Dan Wentu.