The seven-day National Day holiday has always been the best time to travel and visit shopping malls, and it is also the peak period of domestic shopping and consumption, and it is also the golden week of gold, silver and jewelry consumption. During this year's National Day holiday, the most impressive thing is that it is difficult to grab parking spaces in shopping malls around the country, and each reminder board shows that the underground garage is full, and it is forced to park on the street next to it. In a 4-5 storey shopping mall, thousands of customers gather to consume, and people can't help but sigh, is consumption picking up? Will the gold and jewellery stores in the mall be crowded this year, and will there be new data in the sales market? On the one hand, how has the gold jewellery market been this year? Which products are more popular? How are the sales?
During the National Day holiday, the reporter of China Gold and Jewelry magazine visited offline gold jewelry retail counters in Shenzhen, Beijing, Tianjin, Xuzhou and other places and found that the number of people consulting gold jewelry during the National Day holiday plummeted under the background of the international gold price approaching US$2,700/ounce and the domestic gold jewelry price approaching 800 yuan/gram. During the visit, the reporter noticed that although most jewelry brands will give consumers certain discounts on the basis of the listed price of gold jewelry, the preferential strength is limited in the context of high gold prices, consumers have a strong wait-and-see mood, and the wedding just needs to be traded dominantly.
Beijing Tongzhou Wanda Plaza
The price of gold is approaching 800 yuan per gram
Gold shops are busy with promotions
In the gold jewelry market around the country, Shuibei, as the largest gold jewelry trading and distribution center in China, has performed relatively well during this National Day holiday. Before the National Day holiday, a number of merchants said that due to the high price of gold, which has exceeded 600 yuan per gram, the sales of gold jewelry fell by about 20% year-on-year. However, during the National Day holiday, boosted by local buyers and consumers who came to Shenzhen for tourism, the Shuibei gold consumption and recycling market was hot. Some merchants said that the transaction volume increased by about 40% compared with the pre-holiday period, and the customer flow also increased by 30%. At the same time, many consumers who hold gold in hand choose to sell gold to earn the difference, and a number of gold recycling agencies in Shuibei said: "Consumers may feel that the current recycling is more cost-effective, so this holiday, their business volume has also increased significantly." Recycling has increased by 60% compared to the same period last year. ”
Shuibei No. 1 negative first floor
The reporter visited Beijing Chaoyang Heshenghui, Joy City, Youtang Shopping Center, Tongzhou Wanda, Tongzhou Vientiane Hui and many other brands offline retail counters found that the listed price as an example, Chow Tai Fook, Lao Fengxiang, and Liuliufu were 768 yuan / gram, and Lao Miao Gold, Zhou Shengsheng, and Caibai jewelry were 767 yuan / gram, 766 yuan / gram, and 748 yuan / gram. Among them, the price of gold jewelry after the discount of the old temple gold is 681 yuan / gram, Lao Fengxiang is 40 yuan / gram and 50 yuan / gram on the basis of the listed price, Caibai jewelry is 20% off the manual cost of gold jewelry, Chow Tai Fook is 25 yuan / gram, 40 yuan / gram and 50 yuan / gram according to the number of grams purchased on the basis of the listed price, and the Saturday Fu launched a full 1000 yuan minus 200 yuan activities In addition, repeat users have a shopping coupon of 50 yuan for every 2000 yuan, which can be used for the deduction of the second piece of jewelry.
Tourists buy gold ornaments for weddings
In Tongzhou Vientiane Hui, the reporter found that a Chinese gold direct store had just opened. Through the store staff, I learned that the discount of the opening gift is very large, 4 9 investment gold bars deduct 3 yuan, and gold jewelry priced by grams is 50 yuan / gram. The first piece of ornament products is 30 yuan/gram, and the second is 50 yuan/gram, in the face of such a discount, there are still many consumers who enter the store to understand, but the sharp rise in gold prices still leads to many consumers being discouraged. A jewellery salesman said: "There are fewer customer inquiries during the holidays, and customers who come to the store will also complain that the current gold price has risen too high, and they have not bought early. In contrast, the "trade-in" activities in many brand stores have attracted many consumers and the number of transactions is also high, especially for jewelry with small gram weights, which are widely welcomed by the public.
China Gold Tongzhou Vientiane Hui Store
Qian Jin, president of Tianjin Gold and Jewelry Industry Association, said in an interview with reporters that before the National Day holiday, the sales of gold jewelry in Tianjin were affected by the price of gold and the performance was not satisfactory. During the eleventh day, Tianjin held the "Golden Autumn Shopping Festival", the city's business and trade field launched more than 360 activities to promote consumption, major gold jewelry brands also launched preferential activities, the price after the discount is between 650 yuan/gram and 720 yuan/gram. "After counting the discount of the event, our gold price today is 619 yuan/gram, and the event will end after the National Day holiday." On October 7, in a gold jewelry store in Tianjin, the sales staff told reporters that a large number of consumers came to the store to buy gold jewelry during the National Day holiday, and many of them were engaged and married to buy gold jewelry. At the same time, there are many customers who come to trade in the old for the new.
Consumers in Tianjin Golden Kirin · Kirin Ruixiang store
In order to promote consumption and attract consumers, the brand held a number of special promotions this year to boost the gold jewellery market, but sales still fell compared to the same period last year. Among them, in addition to the traditional discount reduction activities, the local brand Golden Kirin · Kirin Ruixiang also carried out the reduction and exemption activities of rolling broadcast of labor fee coupons on online platforms such as Douyin, which effectively increased consumers' willingness to buy.
Tianjin Golden Kirin Bracelet Products
During the National Day holiday, in order to attract consumers, major brands in Xuzhou have launched preferential activities, and the preferential range is generally 60-100 yuan per gram. In Baoqing Yinlou Gupeng store, 0 discount, 0 increase in gold and 0 loss, 100 yuan per gram of gold, 599 yuan for the first gram and other promotional activities were temporarily launched. However, judging from the reporter's holiday visit, compared with the "lively" marketing atmosphere, the customer flow in the store is not much, and even a little "deserted", and some sales staff said that the sales data fell by more than three percent year-on-year. However, there are also outstanding brands, such as Lao Fengxiang, who launched preferential group purchases through live broadcasts and short videos, and only on the seven days of the National Day, Lao Fengxiang's live broadcast exposure on the Douyin platform was as high as one million times, and the sales conversion rate was considerable.
Xuzhou gold jewelry market during the National Day
Wedding just needs to be still optimistic
Gold jewelry has a variety of shapes
The reporter learned from the interview that Shuibei, as the largest gold jewelry trading and distribution center in China, is becoming more and more famous. The National Day holiday is also the peak wedding season, so in the gold jewelry shop in Shuibei, Shenzhen, the shops involving wedding products are extremely popular. A number of Shuibei wholesale merchants said that although the price of gold is at a historical high, most people who just need to buy for weddings will still choose to come to Shuibei to buy "relatively cheap" "three gold" and "hardware".
During the reporter's visit, he met a lady who was engaged in gold purchasing, who had been busy taking pictures of customers and picking up goods. She said that this holiday, the number of wedding jewelry purchases has increased significantly. At the same time, a salesperson told reporters that as an "immigrant city", many consumers who return to their hometowns for the New Year will also choose gold jewelry as a "gift", which also constitutes a certain rigid sales.
During the National Day holiday, consumers who come to Shenzhen to travel have also become the main force of gold consumption, and some wedding gold jewelry is loved by consumers. The reporter interviewed several foreign tourists, and learned from their interviews that the main reason for coming to Shenzhen on the National Day was for tourism, and at the same time, I heard that Shenzhen Shuibei was much cheaper than the gold jewelry usually bought in the store, and even the manual fees were cheaper than those in Hunan, my hometown. So I also came to buy gold jewelry and prepare some gold for the wedding. Ms. Liu, who specializes in wedding gold jewelry in Shuibei, said: "Wedding gold jewelry is just needed, no matter how expensive it is, people who get married will still come to buy it." It's just that now that the price of gold has risen, the number of purchases will be less when the budget is fixed. For example, I originally wanted to buy 'hardware', but now I can only buy 'three gold', and even switch to buy others. ”
In the Beijing Caibai General Store, the big word "Xi" is placed in front of the counter, and next to the counter is a bridal model carefully decorated with various gold jewelry. The person in charge told reporters that although the international gold price is running at a high level, the sales of wedding products such as necklaces and earrings are still optimistic due to the impact of wedding demand. During the visit, the reporter also found that due to the high international gold price, many gold merchants have "broken into zero" gold jewelry with large gram weight and launched small gram weight products, which has attracted many consumers. In order to meet the diversified gold needs of consumers, fashion has become the main focus of this year's National Day gold market. Integrating traditional elements and using modern craftsmanship to launch trendy gold jewelry, it is dizzying.
Caibai jewelry storefront
Although the overall sales of gold jewelry in the Tianjin market have declined, the wedding crowd continues to grow, Qian Jin said that although the international gold price is now running at a high level, but affected by the demand for weddings, the sales of wedding products remain stable. In the sales of the National Day holiday, the traditional "three gold" and "hardware" sets, with a beautiful meaning of the phoenix hairpin and other jewelry, are still loved by consumers.
In addition, the sales of colored gemstones, jadeite, and gold-inlaid jade jewelry during the National Day also increased compared with the same period last year. Affected by the high gold price, many wedding consumers have replaced the "three golds" with the "three treasures", such as buying diamond rings, necklaces and earrings for rubies, which are atmospheric and have the function of maintaining value. In addition to the strong sales momentum of traditional ancient gold jewelry, gold inlaid jewelry that adds emotional culture has gradually emerged, and during the National Day, the sales of gold and jade products of Golden Kirin · Kirin Ruixiang performed outstandingly.
Golden unicorn gold inlaid jade jewelry
The emotional value is prominent
Pleasing oneself consumption should be paid attention to
"I want to express my heart, and I want her to feel meaningful, preferably fresh and happy." During the festival, Miss Liu, a citizen of Xuzhou, bought a birthday gift for a friend, "her name has a lotus character, so she chose a small lotus, and then matched with two small ingots", under the introduction of the clerk, she decided to buy a hand-woven combination of gold bracelets. Hand-knitted jewelry brings new fashion, and emotional value is the driving force behind the scenes. The clerk told reporters, such as the zodiac, the God of Wealth, these jewelry with a sense of culture and beautiful meaning are loved by young consumers, and the name homophonic animals and plants are also favored, when the jewelry is endowed with emotion, can link various scenes, it is no longer just the value of wearing, multi-level consumer experience can bring more satisfaction and pleasure to customers.
Xuzhou gold jewelry market during the National Day
In addition, in the counters of brand stores around the country, the reporter also saw many innovative design products that integrate diamonds, pearls, enamel, luodian, jade, dotted cui and other materials. Qian Jin said that the consumption of gold jewelry is subdivided into several categories, and consumers' personalized needs, self-pleasing life, and emotional resonance are becoming more and more intense, forcing gold jewelry brands to reshape product logic and channel reconstruction. Du Huhai, general manager of Xuzhou Lao Fengxiang, believes that with the continuous change of consumer aesthetics, consumer demand is more diversified. Specialized, differentiated products will emerge in the gold market, and continue to give birth to more and more diverse new styles of jewelry such as national culture, fashion and national tide, and 3D three-dimensional.
At present, self-pleasing, has become an important driving force for consumers to buy gold jewelry, and products that can provide emotional value have gradually become a new trend in the market, while "small but fine" products can make consumers pay more. Gold is not only an ornament, but also a carrier of emotions. In modern society, gold jewellery is a symbol of personal taste and social status, infused with personal stories and emotional sustenance. In addition, "national tide" jewelry will also have greater consumption potential. Rooted in tradition, it is organically integrated with contemporary aesthetics, refining the contemporary value and world significance of China's excellent traditional culture, and expressing the "national tide" jewelry of Chinese culture to the world. For example, traditional Chinese crafts such as ancient gold, enamel, and luodian crafts, or gold and jade, Hetian jade and other jade with Chinese characteristics, have both heart and tradition, and have become the favorite of major brands.