Recently, the gold price has continued to remain high, and the end of the year is the peak season for gold consumption.
200 meters from the street 15 gold shops
Gold consumption in third- and fourth-tier cities is booming
In Quzhou, Zhejiang, the reporter saw that there were 15 gold stores on a street less than 200 meters long, and the person in charge of several stores told reporters that most of these stores had been opened in the past two or three years. In Badong County, Enshi, Hubei Province, Wuxia Road, known as the "Golden Street", there are 6 gold shops, each of which is less than 20 meters away.
Tang Zhengrong, general manager of a gold store in Badong County, Enshi City, Hubei Province: At present, there are two stores in Badong County, and the third store is being prepared to be built, with a store area of 600 square meters and an average daily passenger flow of more than 100 people at the end of the year.
The reporter found that in the third and fourth tier cities, including some county jewelry stores, the year-end promotional activities are more "down-to-earth", many stores have set up banners in front of the door to promote activities, and some stores have prepared gifts to give back to consumers.
Mao Xiaohong, manager of a jewelry store in Quzhou City, Zhejiang Province: Our promotion is to buy gold and get diamond coupons, and the diamonds at a fixed price were not discounted before, but now the diamond coupons can be deducted, and there are more customers who buy them.
The purchasing power of gold jewellery leads the country
The consumption potential of townships and towns continues to increase
With the increasing demand for gold jewelry from township consumers, a number of gold jewelry brands have also flocked to the township market.
According to the data, the per capita annual consumption level of gold jewelry in third-tier cities and below increased from 460.7 yuan in 2017 to 617.5 yuan in 2022, with a compound annual growth rate of 6.0%, exceeding the national average of first- and second-tier cities and the national average.
Zheng Rubin, the person in charge of a jewelry store in Badong County, Enshi City, Hubei Province: Two or three hundred people enter the store every day, and generally consume thirty or forty orders, and consumers in the county pay more attention to wedding jewelry. The continuous release of the consumption potential of towns and villages has also attracted more and more gold brand layouts.
Wang Ensheng, chief spokesperson of a gold brand: Generally speaking, we have stores in first, second, third and fourth-tier cities and towns. The proportion of stores in non-first-tier cities is about 60%. Gold brands are flocking to third- and fourth-tier cities, and competition for gold stores is intensifying. Experts remind that brands need to ensure that quality is not downgraded while pursuing sales, so as to truly build a solid township consumer market.
Wang Huiqun, Secretary-General of Shanghai Gold Jewelry Industry Association: The market in the county town and township is more distinctive, and consumers in the township like to buy gold for marriage and marriage. In the new market, brands should operate through their own characteristics, services, sincerity, and compliance.
According to CCTV Finance