Regain the pursuit of eternity
The atomic number of gold is 79, and there are two ways to form it. One is the death of supermassive stars. Stars that have existed since the beginning of the universe, thousands of times more massive than the Sun, will end their lives at the last moment of their lives through an incomparably brilliant supernova explosion, from which the element of gold was born. There is also a merger of neutron stars, which have a density of more than 100 million tons per cubic centimeter. Two neutron stars intertwined and rotating, staring at each other in time beyond time, approaching little by little, and finally exploding at the moment of touching each other, the black hole was born, and the gold element larger than the mass of the earth would be produced in this process, and sprinkled into the endless cosmic space, after a long wandering and wandering, a small part of it accidentally fell to the earth. So, when you see the gold jewelry in the window reflecting the light, it is recreating the afterglow of the ancient stars.
It echoes with the Bactrian gold, Scythian gold, Babylonian gold leaf, Egyptian gold mask in West Asia, and even resonates with the gold worship of civilizations in the Americas before the geographical discovery. All this shows the important position of gold in the history of ancient human civilization. The eternity and mystery of gold attract millennials to regain the pursuit of humanity since ancient times. At the same time, for young people with strong spending power, gold has a different circulation and appreciation value than other jewelry, and also adds fuel to the revival of gold. Gold jewelry inspired by traditional Chinese symbols such as dragons, phoenixes and peonies and combined with simple and modern design styles has been popular in the consumer market, and sales have increased significantly. Coupled with the prosperity of e-commerce and the rise of national pride, it is also constantly stimulating the demand for traditional gold jewelry, and the ancient gold that requires complex craftsmanship is 20% premium to ordinary gold jewelry, or even more. This all shows that young consumers' preferences for gold are shifting.
Self-expression in an introverted culture
At present, the mainstream consumer population of the domestic gold and jewelry industry continues to iterate, and the "post-90s" have gradually become the core consumption force. As a young consumer group with great personality and innovative spirit, they have a higher quality and personalized demand for jewelry. This may also be a major reason why the current gold jewelry products are "more beautiful" and "more exquisite". Gold jewelry is also more "national style", of which ancient gold is one of the more popular categories in the market in the past two years.
At the China (Shenzhen) International Jewellery Show in September 2021, the ancient craftsmanship of gold jewelry was particularly eye-catching, and the simple design coupled with the stable texture of matte was just in line with the "low-key luxury" style loved by the current young group. In terms of product design, under the modern design ideas, more excellent traditional culture is integrated, and gold jewelry is made into Chinese style jewelry with stories and profound meanings. For example, the combination of gold and fashionable diamonds shows the simple and straightforward contrast of Western culture with the introverted and deep contrast of Eastern culture.
Chao Hongji bamboo series
From the key words of "self-pleasing", "national tide", "culture" and so on, it is not difficult to find that the consumer demand for gold jewelry has long changed from the psychological needs of a single value preservation and appreciation in the past to a deeper psychological satisfaction. As a result, upstream production manufacturers are also looking for ways to create more innovative cultural gold jewelry from the aspects of culture and design to meet the needs of consumers, especially young consumers. The culture of gold jewelry in the mainland is in line with Chinese culture. The inheritance of traditional Chinese culture on gold jewelry is intuitively expressed in the application of traditional elements and traditional patterns, patterns and structures in gold jewelry in chinese dynasties. In the process of transforming traditional elements, we must not only pay attention to the inheritance of their "charm", but also fully consider the use of modern people, the environment, and aesthetic characteristics, so as to inherit, refine, decompose and reorganize the elements.
Old Temple Gold Series Design
The subtlety, atmosphere or elegance revealed by the national style gold jewelry is the embodiment of the "decorative metaphor" of the Chinese elements in the product, and the Chinese elements are deduced in the products to produce the Chinese beauty of "only the ineffable", and it is also the subtle and unobtrusive temperament performance in the bones of Chinese culture. Therefore, the design of modern gold jewelry products is more based on the deep understanding of traditional culture, not only the need to design "shape", but also the design of "charm, wind bone", and it is urgent to inherit innovation and design.
Shouyi seeks change and seizes the market
When it comes to the development path of Guochao Gold, we can find ideas from the experience of changes in the cultural design concept of luxury brands. After the industrial revolution, based on the high cultural quality education level and the developed capitalist economic stage, a large number of luxury brands characterized by luxury handicrafts and brand culture have been bred. The first condition for a luxury brand to succeed is that it has a deep cultural accumulation as the cornerstone. Through the inheritance of traditional handicrafts, reflecting taste, persistent details, and emphasizing materials, luxury brands continue the emotion and soul of the products that are difficult to replicate on the production line and are exclusive to manual craftsmanship. At the same time, combined with modern developments, new processes are used to improve product quality, such as Cartier and Tiffany's use of CNC machinery to produce jewelry, the use of three-dimensional lithography and other cutting-edge technologies to achieve mass production.
In terms of culture and craftsmanship, the mainland gold market has certain advantages. From the analysis of the traditional gold jewelry process in the mainland, there are nine traditional gold crafts of hammering, engraving, casting, beading, filigree, lace, wrong gold, gilding, and diancui, which are passed down from generation to generation in the study and innovation of traditional craftsmen, presenting the meticulous process, complicated tools and rich craftsmanship in production. From the perspective of international exchanges, the exchange and mutual influence of handicraft techniques have made the pattern design blend with each other, and the broader vision has contributed to a new gold aesthetic.
Luxury brands began to draw on traditional Chinese culture for design, such as Dior's autumn 2021 fashion with reference to the elements of the Chinese zodiac, and Kirin Jewelry successfully used Chinese aesthetic design in the shape of a gourd to rank among the international fine jewelry brands. At the same time, mainland independent design is also deeply influenced by modernist design, and the shape gradually tends to be abstract. Therefore, the long-term aesthetic form has affirmed the status of gold, but new technologies, new designs and new materials have gradually led the chinese people's preferences to a new direction.
Therefore, in the future, under the premise of giving full play to its unique cultural charm, combined with the development of modern new technology and the Internet era, Guochao Gold will integrate the unique culture of China's excellent traditions, the unique craftsmanship of craftsmen, and the fashionability of refracting modern lifestyles into the works, and constantly open up new paths for development, meet the different challenges and opportunities brought by different eras, and always stand at the head of the tide.