Recently, with the rising price of gold, more and more young people have joined the team of buying gold. 1g gold represented by “golden beans” has become a new investment favorite of young consumersP align = “center” Image Source: CCTV financial video screenshot
According to China Central Television finance and economics, golden beans weigh about 1g and generally sell for between 400 and 600 yuan. Searching on the e-commerce platform, many businesses are selling. Some businesses sell nearly 10000 pieces a month, and many buyers have unveiled their bean saving plans. According to the analysis of insiders, the process of saving gold beans is similar to regular investment. Usually, long-term and stable investment can eliminate the risk of gold price fluctuation. Industry insiders also remind consumers that when buying, they need to pay attention to the purity of gold and maintain rational consumption.
According to the Qianjiang Evening News in January, as a member of the “new force” of consumption, Xiaojie, a sister of the post-90s generation in Hangzhou, set herself a small goal for the new year – to save a “golden pea” every month. She said that saving peas made her understand the fun of her parents’ buying gold.
What is “golden beans”? Why are many people drying recently? And save one every month?
various reasons young people are obsessed with “saving beans”
According to the Qianjiang Evening News, Xiaojie is not the only one who saves “golden beans”. The reporter noted that on the social platform, many people drying out the new year’s wishes of “saving gold is as deep as the sea, and the more you save, the more lovely”, which are related to “golden beans” one by one.
New year’s Day holiday, as one of the new year’s consumption, gold commodities performed brilliantly. Among them, the young post-90s and post-95s are growing into a new group of “new forces”. They not only bring fire to “golden beans”, but also pursue elements such as “sprouting tiger” and “national tide”P align = “center” Image Source: screenshot of social platform
On the social platform, many netizens sun out similar transparent vials with “golden beans” inside. “Buying gold is seen by many as’ saving money in disguise ‘.” Xiaojie said that for some young people, buying 50g, 100g and other specifications of full gold at a time is more or less “stressful”. A “golden bean” weighs about 1g and sells for 300 or 400 yuan. “You can earn it by eating out a few times a month and drinking a few cups of milk tea.”
“Many people around save ‘golden beans’ for a variety of reasons.” Xiaojie revealed that a male colleague sent two or three to his girlfriend every month and joked, “save enough 50 for a gold ring”; Some girlfriends regard “golden beans” as financial products and quietly pay attention to the rise and fall of gold prices.
During the new year’s Day holiday, Xiao Jie went to the China National Gold Group Gold Jewellery Co.Ltd(600916) counter. The clerk told her that “1 gram of gold” similar to “golden beans” had been hot for a while and had been sold out. “Recently, many customers have come to inquire.” The clerk said, “we are also urging replenishment.”
Netizen “ad” also noticed this “saving beans” fever. “In some videos, the process of ‘golden beans’ itself is not complicated. Through cutting, weighing, reweighting and other steps, an average one weighs about 1g to 3G.” He admitted that we should not blindly follow the trend. We should not only listen to “gimmicks” when buying, but also choose formal purchase channels.
“afterwave” joined the consumption boom young market is rising
According to Qianjiang Evening News, many such messages can always be seen on social platforms, and more and more “back waves” have joined the gold consumption boom.
Vipshop’s recent sales data show that since December last year, the number of orders for gold jewelry (including K gold and platinum jewelry, the same below) has increased by nearly 80% year-on-year. Among them, the number of gold jewelry orders of the post-80s, post-90s and post-95s increased by about 72%, 80% and 105% year-on-year respectively. According to the data, on the day of vipshop Chow Tai Fook super brand day, the number of orders from the post-80s, post-90s and post-95s accounted for about 70% of the total orders.
In the view of the industry, as generation Z and millennials gradually become the mainstream of consumption, the self pleasing attribute of jewelry consumption will be further improved. It is reported that in recent years, major brands have made great efforts to make their products younger. Facing the changing needs of young people, taking Chow Tai Fook as an example, the company launched monologue, which focuses on the young market through cross-border cooperation with Jay Chou, Coca Cola and Disney.
According to the 2021 China National Gold Group Gold Jewellery Co.Ltd(600916) jewelry retail terminal trend insight report released in September last year, one third of the retailers surveyed said that consumers aged 25 and under (i.e. generation z) spent more gold in their stores in 2021 than in 2019.
