Gold prices soar + Youth entering the market, gold consumption welcomes a new "gold rush" trend

The international spot gold price broke through $4500 per ounce on December 24, with a year-to-date increase of over 70%, driving domestic brand gold jewelry prices to rise simultaneously. Leading brands like Chow Sang Sang and Chow Tai Fook have gold prices exceeding 1400 RMB per gram, while Lao Miao Gold has reached 1800 RMB per gram, and Saturday Luck saw a daily increase of 80 RMB.

High prices have not dampened consumption enthusiasm, as gold themed for the Year of the Horse has already begun to seize the Spring Festival market. Lightweight "light gold" continues to be popular, with Pinduoduo's "Instant Cash Gold Keychain" selling over ten thousand, with a gold price calculated at 7850 RMB per gram, precisely hitting the emotional consumption demand of young people for "low-barrier gold ownership"; brands like Chow Tai Sheng and China Gold are also launching Year of the Horse gold bars, pendants, and other products, balancing investment and gifting attributes, with over a thousand orders for the "Instant Cash" themed bracelet during the Double 11 shopping festival.

It is worth noting that gold consumption is accelerating its transformation towards "youthful" and "luxurious" trends. Data shows that the 18-34 age group contributes over one-third of gold and jewelry sales, with platforms like Tmall and Pinduoduo adding high-craft gold and IP gold categories. The entry of young consumers and high-end consumer groups is reshaping the consumption pattern of the gold market, also opening up a new "gold rush" track for online platforms. $BTC #比特币与黄金战争