In recent years, young consumers have increasingly shown interest in buying gold, not through large transactions but by choosing affordable, lightweight, and creatively designed pieces. This trend reflects a shift toward smaller, budget-friendly options that combine both aesthetic appeal and investment value.
For example, Sun, a young consumer, plans to gift a 2-gram gold pendant to a close friend, appreciating both the elegance and the thoughtful gesture behind such a present. She monitors gold prices and occasionally treats herself to small-weight jewelry, finding the accessible designs irresistible.
In Beijing, gold shops are seeing a surge in young buyers, especially in big brand stores where lightweight gold jewelry is sold at fixed prices. These pieces, although slightly more expensive per gram than heavier ones, are overall more affordable and cater to the growing demand for daily wear and personalized designs.
Gold phone stickers, weighing only around 0.1 grams and priced under 100 yuan ($13.73), have also become a popular trend. These stickers, featuring stylish Chinese designs, are a hit, especially during festive periods like the Spring Festival.
According to Wang Pengbo, a senior analyst from Botong Analysys, gold is considered a traditional safe-haven asset, which appeals to young consumers who see it as a sensible investment. This shift indicates not only the increasing desire for lightweight and fashionable gold items but also a broader preference for personalized, diverse designs.
As the market continues to grow, the variety of affordable and trendy gold jewelry options provides young consumers with plenty of choices, from subtle everyday pieces to fashionable accessories that can be mixed and matched.
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