Recently, the continuous rise in gold prices has sparked widespread discussion online with the topic #GoldPricesNearingHistoricHighs#. It's reported that the price of gold jewelry in some branded stores is approaching 650 CNY/gram. Despite the rising gold prices, consumers' enthusiasm for buying gold remains strong. Data shows that since March, the transaction volume for gold investment bars on JD.com has increased by 100% compared to last week, and the transaction volume for gold jewelry has surged by 120%.
A procurement and sales representative from JD.com's Gold and Jewelry department commented, "In the past, people preferred buying gold from physical stores, but data from the last few years show an increasing number of consumers purchasing gold online, especially since 2023. There's a noticeable increase in younger users investing in gold, with small gold nuggets becoming a favored form of gold investment among them. Particularly with the current rise in gold prices, many young consumers feel their purchase was 'extremely worthwhile', leading to a high rate of repeat purchases."
As International Women's Day approaches, gold jewelry has become a popular choice on the gift list for the holiday. At JD.com's gold event, there are multiple benefits like billions in subsidies and direct discounts on hot items, allowing consumers to buy gold at great value. For example, the best-selling Baqing Yilou ancient method solid gold bracelet weighing 28.7g, normally priced at 18,729 CNY, was available for just 14,924 CNY on March 6th with the subsidy, making the price per gram only 520 CNY, effectively providing a subsidy of nearly 4,000 CNY. Besides jewelry, investment gold bars, which offer both investment value and savings due to lower craftsmanship and per gram costs, are also hot sellers on JD.com. For instance, Shandong Gold's investment gold bars were available for only 502 CNY per gram after subsidies on March 5th, close to the market price of gold, making them an excellent choice for investment and collection.
The procurement and sales department of JD Gold & Jewelry shared, "Influenced by International Women's Day, there's been a notable uptick in consumer interest in gold jewelry items like bracelets, earrings, and pendants recently. Gold ornaments featuring traditional techniques, filigree, and colorful enamel are particularly popular due to their exquisite craftsmanship and fashionable designs, leading to a steady increase in sales. For instance, the China Gold 5G Filigree Embroidery Ball Gold Pendant, with its delicate filigree and classic elegance, symbolizes 'everything coming full circle'. Additionally, Zhou Dasheng's Petite Fairy Butterfly Gold Pendant, meticulously carved in detail to capture the butterfly's graceful dance, exudes a magical charm and has become a preferred gift for the holiday season, enjoying a surge in sales on JD recently."
It's worth mentioning that the online gold shopping experience is a key factor influencing consumer decisions. JD's own gold service is backed by both JD and top gold jewelry brands, offering consumers a dual assurance of quality. Moreover, with the recent surge in gold prices, the demand for gold buy-back services has skyrocketed. JD's online gold buy-back service allows consumers to easily complete the gold redemption process online without the need to compare prices at different gold shops, greatly simplifying the gold recycling process.
During International Women's Day, by searching "gold tasks" on JD, you can directly access the gold event page. Whether you're buying gold jewelry or stocking up on gold bars, whether for personal use or as a gift for someone else, you can enjoy a rich selection of high-quality gold products and a one-stop, efficient, and convenient gold purchasing experience on JD.
