【People's Livelihood Investigation Bureau】
Editor's Note:
Here is the People's Livelihood Investigation Bureau, which has never been seen before, investigating the changes in people's livelihood. Pay attention to what you want to pay attention to, what you don't pay attention to, investigate what you want to see and what you don't see.
Beijing, November 3 (Zuo Yukun) "Big gold chain small watch, three small barbecues a day." Once upon a time, "wearing gold" was still a symbol of old age, rusticity, upstarts, and social people. Today, more and more young people have begun to "shine with gold".
Swarovski's "Crystal Swan" which is comparable to the "fugitive princess foot gold version bow necklace" shiny, oxidation turned black Pandora beads how can have the preciousness of the gold pendant for a long time, "tiffany blue" for a long time is far inferior to the "golden candy" durable!
When did the young people who "did not know the golden fragrance" fall in love with this hard currency?
Gold walked into the shopping carts of young people
The annual "Double 11" shopping festival has arrived, some people are still thinking about how to buy more money, and some people have begun to think about how to buy things and "make money".
"Gold bars are better than gram gold, and gram gold is better than craft gold." After 95, the girl Wang Fei (pseudonym) is a "gold buyer", this "double 11", Wang Fei operated down, at an average price of 299.15 yuan / g to buy his favorite two full gold pendants, and the gold price of the brand that day was 477 yuan / g.
"A total of almost 900 yuan was saved, and the general idea is gold jewelry coupons + plus subsidy coupons + brand store coupons + official full reduction + some bits and pieces of small red envelopes." Wang Fei said.
It is not easy to pick up such a big bargain, before a month, she would go to the brand store every day to grab the "2000 minus 200" store coupons, "every morning at 10 o'clock in the store home page collar, at 10 o'clock in the evening live room collar." The closer the gold is to the 2,000 yuan threshold, the more suitable it is, and after choosing it, it will be combined with other stores to add subsidy coupons. ”
In fact, the "gold buying fever" has long spread from the shopping cart. According to a recent report released by the World Gold Council, global bar and coin demand grew year-on-year for the fifth consecutive quarter, with demand for gold jewellery growing 33% year-on-year, mainly from China, India and the Middle East.
According to the China Gold Council, in the first three quarters, the actual consumption of gold in the country was 813.59 tons, an increase of 48.44% year-on-year, an increase of 5.89% over the same period in 2019 before the epidemic. Driven by factors such as consumption promotion policies and tanabata and Mid-Autumn Festival consumption, gold jewelry consumption has recovered rapidly.
Gold is no longer soil, who can "withstand"?
"How nice it is to buy gold!" You can add some processing fees to the physical store to change jewelry, you can wait for the market to rise in price to sell to make money, you can also save up to play gold, or just put it on the watch, how good the gold can look! Wang Fei expressed his reason for buying gold.
Why are so many young people starting to like gold? They didn't say that five years ago!
According to the World Gold Council's 2016 "Insights into China's Jewellery Consumption Trends" report, most Chinese women are more willing to buy gold jewellery than the global level, but Chinese women aged 18-24 are not interested in gold, and the willingness to buy is only 16%, of which more than 50% of them explain it as: "Not in line with my style." ”
"Not in keeping with the style" is not difficult to understand. I believe that many people's initial enlightenment of gold began when they were young and they were forcibly pulled by their mothers to the gold counter on the first floor of major shopping malls. Mom is mesmerized by the gold ring of "Fu" and the gold chain of "Blossom rich" in a flash of gold, and you are overwhelmed and sleepy next to you.
Until you... It's time to get married.
"I've recently been obsessed with Sanjin, scouring various styles on social platforms every day. The diamond ring for marriage was bought by my husband casually, and the three golds were carefully picked by myself, and it cost more than thirty thousand. The same is the post-90s, Qiao Yang (pseudonym), who got married this year, felt, "Don't you all say that diamonds are marketing scams, now it may be mature, think that a bunch of carbon atoms how there is no gold real ah! ”
Of course, getting married isn't the only reason to buy gold. In this year, we must buy gold to "press a pressure", pay a salary to buy gold to "treat and treat", and buy gold to "commemorate" on important days, and gold has also become a way for many young people to please themselves.
"Jewellery demand has returned to pre-pandemic levels, largely due to lower gold prices and the emergence of new varieties." Wang Lixin, CEO of the World Gold Council in China, said.
"The feelings of these past few years can be described in one word as 'true incense.'" Jiajia (pseudonym), a teller of a gold brand, said that there are indeed more and more young customers in the store, and in communicating with them, the most heard words are "Before I thought that gold was my mother's and grandmother's hobby, now it is really fragrant." ”
The reason why young people buy gold, Jiajia believes that first of all, is the result of innovation and marketing of major brands. "Almost every day, young girls will take pictures from the little red book and ask if we have the same model, and bloggers will create a lot of ways to decorate gold jewelry, which makes us learn new tasks such as rope weaving skills in addition to our daily work."
The popular influencer style on social networking sites has made Jiajia and colleagues practice their rope weaving skills. Screenshots
"Older customers still recognize traditional brands such as Lao FengXiang, while brands such as Chow Tai Fook and Chow Sang Sang attract more young people." Jiajia believes that the rejuvenation of gold is also a clear trend.
According to her, new processes of gold are emerging in an endless stream. For example, 3D gold refers to the use of "electro-casting", which can make foot gold hard; the ancient law is to use the lost, tire, hammer, filigree, engraving, inlay, gold repair and other intangible cultural heritage methods of tempering, so that gold becomes matte; enamel gold is equivalent to adding several layers of paint to gold, so that the traditional golden yellow becomes brilliant.
"The current gold jewelry is not what everyone remembers, like my brand and Disney, Cherry Pills, Sanrio, Conan and other IP have been co-branded, launched a lot of cute and fashionable styles, young people like it." Jiajia said.
The water in the "golden pit" is also deep, and the "pit" should be cautious
In addition to the continuous renovation of styles, the channels for purchasing gold have long been not limited to offline gold stores, and online and live broadcasts have also reborn the "golden track". Taking the douyin anchor "Mr. Dong" as an example, his live broadcast room focuses on "fighting for low prices", as long as he cooperates with him to sell jewelry, or sells his jewelry, it is likely to be the first place in the day's Douyin daily list.
A few days ago, in the "Golden Jewelry Festival" special session of Li Jiaqi's live broadcast room, countless young girls waved "gold" like earth. "Originally buying gold has a feeling of 'money changing ways to accompany me', from the live broadcast room to buy and ship before the gold price fell to you to make up the difference, this is a capital-protected futures!" 」 Some netizens commented.
"Taking a gold bracelet with a hand price of about 12,000 yuan in Li Jiaqi's live broadcast room as an example, in my personal experience, the profit is also more than 1,000 yuan, which belongs to the very conscientious price in retail." Ms. Tang, who is engaged in the jewelry wholesale industry, told China News Network that gold is a more consumer-friendly category in the industry because of its transparent price.
"A lot of jewelry makes more than double the profit, especially like jade and other huge profit margins, many brand stores nearly 2,000 yuan cost to sell 10,000 yuan is normal." Ms. Tang said.
Of course, what saves money is not to save money is secondary, along with the "gold preservation" and "buy jewelry by the way investment" and other sayings, "buying gold is not spending money, is saving money" has also become the mantra of more and more gold buyers.
Ms. Tang particularly stressed that investing in gold and buying gold jewelry are two completely different concepts.
"Most of the traditional gold jewelry is priced according to grams, which is simply the number of grams + manual fees, and the style is relatively simple and simple. But now that young people are no longer blindly pursuing grams, the cost of brand investment in craftsmanship and design is high, which is why more and more jewelry is starting to sell at a price per piece. Ms. Tang said that the gold jewellery process is also calculated according to the gram weight when recycling, and it is inevitable that the realization will be bought at a high price and sold at a low price.
Of course, young people who really want to rely on gold to manage their finances also have their own methods. Tens of thousands of yuan a piece of gold bars can not afford to buy, Wang Fei will buy one or two 1 gram of "golden beans" every month.
"There is no manual fee, one is 300-400 yuan of gold, but it is also very rewarding to save, and you can also remind yourself to save money." There are also people around who will buy gold directly in the bank's mobile app, the sense of ceremony is not so strong, but if you save more, you can go to the business outlets to exchange for gold bars, and it is also very convenient to sell directly in the app. Wang Fei said.
Have you also begun to "really incense" gold? (End)