The gold consumer market is entering a traditional peak season. The reporter visited a number of gold stores offline and found that in the context of the recent high level of gold prices, consumers' purchasing preferences are quietly changing. Unlike bulk-heavy gold bars being sought after at the beginning of the year, lightweight, small-gram heavy gold products are gradually becoming a new favorite in the market, and gold consumption is showing the characteristics of “declining weight and unabated demand.” Recently, many gold stores have taken advantage of the popularity of Tanabata to launch promotions to attract consumers to buy gold jewelry. The reporter visited a business district in Beijing and found that Chow Taifu introduced a 10% discount on price-priced gold jewelry, Lao Fengxiang offered an 80 yuan discount per gram on priced gold jewelry, while Chaohongji introduced a 15% discount on a single item and an 8.3 percent discount on two pieces of price-priced gold jewelry. “Taking advantage of the Tanabata promotion, quite a few young consumers have recently visited the store to buy small-weight IP co-branded gold pendants and bracelets; among them, the Line Puppy and Sanrio series are very popular.” A store clerk at Acer Chao revealed.

The gold consumer market is entering a traditional peak season. The reporter visited a number of gold stores offline and found that in the context of the recent high level of gold prices, consumers' purchasing preferences are quietly changing. Unlike bulk-heavy gold bars being sought after at the beginning of the year, lightweight, small-gram heavy gold products are gradually becoming a new favorite in the market, and gold consumption is showing the characteristics of “declining weight and unabated demand.” Recently, many gold stores have taken advantage of the popularity of Tanabata to launch promotions to attract consumers to buy gold jewelry. The reporter visited a business district in Beijing and found that Chow Taifu introduced a 10% discount on price-priced gold jewelry, Lao Fengxiang offered an 80 yuan discount per gram on priced gold jewelry, while Chaohongji introduced a 15% discount on a single item and an 8.3 percent discount on two pieces of price-priced gold jewelry. “Taking advantage of the Tanabata promotion, quite a few young consumers have recently visited the store to buy small-weight IP co-branded gold pendants and bracelets; among them, the Line Puppy and Sanrio series are very popular.” A store clerk at Acer Chao revealed.