Recently, international gold prices have continued to rise. Spot gold has broken through the 4,600 US dollars/ounce mark in one fell swoop. Since August alone, the increase has exceeded 13%, directly driving the popularity of the offline gold consumer market. Recently, the reporter went to Shenzhen Shuibei Market and several branded gold jewelry stores separately and saw that many consumers stopped to buy gold jewelry. This past weekend, the price of gold jewellery in Shenzhen rose back to around 1,170 yuan. Since August, the price of gold jewellery in the Shuibei market has risen by nearly 120 yuan. The price of pure gold jewelry from many brands such as Chow Tai Fook and Lukfook Jewellery has stabilized above 1,380 yuan per gram, and “the price of gold jewelry is approaching 1,400 yuan per gram” has also been hotly discussed on social platforms. However, the reporter discovered in Vientiane City, Shenzhen, that many branded jewellery stores have launched discount campaigns. Some staff said that marriage demand has become one of the few supporting forces in the jewelry market. Currently, it is also a low season for gold consumption. In addition, the previous round of gold price drops gave consumers a reminder — the price of gold has not always risen unilaterally; consumers have clearly become rational and cautious in their purchasing mentality. Brand merchants also hope to use this market window to leverage small sales spikes through promotions.

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