Just past 2019, it is a very important and special year for the gold jewelry industry. According to the industry's voice, the industry's situation is not optimistic, and the transformation of the industry has entered a critical period, according to data from the relevant listed companies disclosed in 2019, and data from the National Bureau of Statistics on the consumption of gold jewelry.
“In terms of sales for the full year, sales at several of the stores I'm responsible for have fallen by 30%." "Under the downturn of the industry, we painted a picture of the consumer group and found that the post-80s consumer appetite for gold jewelry was not high, and among the low- and middle-end consumer products, the post-70s buyers tended to have a higher unit price of gold products, and the post-90s tended to design low-end products such as color gold," the manager of a gold brand that operates six or seven stores in Beijing recently told the Securities Daily.
The “store used to sell a $10,000 bill as a big one, but now $5,000 is a big one." The operations manager told reporters in the securities daily that, on the whole, some franchisees already feel that business can be "leveled" is good, no loss is even win.
“Since last year, the average consumer gold product really hasn't sold, people are becoming more discerning and the level of consumption is not as high as it used to be." Due to the impact of the market environment, investment gold sales in 2019 are significantly better than accessories gold, many of the design of ordinary, low-value gold jewelry, although the price is more favorable, but sales are not good, according to the securities daily.
At the scene of the reporter's visit to the Beijing department store in the middle of last year, although it was not a weekend, there were still a lot more shoppers in the store than in the middle of last year. The salespeople said the price of gold had risen slightly in the last two months, and the consumer's psychology of buying or not buying has prompted many people to buy gold consumer goods, and it was the traditional peak season for gold jewelry before the Spring Festival, so customers felt more than usual this year.
The flow of people in the gold sales area appears to be more dense, especially the solid gold jewelry consumers stopped more, a consumer who is choosing jewelry told reporters, she is concerned about the recent rise in gold prices, friends also recommended to buy some gold jewelry as an investment, but not willing to buy gold bars, so retreated to choose to buy more heavy, more valuable solid gold.
But a gold jewelry brand salesman said overall,\" now consumers are becoming more rational about gold jewelry, and the distinction between investment jewelry and everyday jewelry is becoming clearer.\"
In response, xia fengguang, a private equity fund manager, told the securities daily that while 2019 is a big year of gold consumption, unlike the general perception, gold jewelry consumption and gold prices are not entirely positive, or even negative, and that there have been many times in history when gold prices have risen and jewelry consumption has declined, which is due to a certain inhibition of consumption after the rise in gold prices.
The 《 Securities Daily found that fewer people were shopping in the jewelry area and younger, with most jewelry counters using dazzlingly expensive jewelry as an important display, and shop assistants told reporters that most of the counters once occupied by diamond rings were now replaced by more stylish, lightweight accessories.
In addition, the head of a brand of diamond ring store told reporters that since last year, diamond ring orders to one carat and less than diamond, consumers are not interested in more valuable diamond category, merchants will also provide free ring care and various gifts to promote.
In the new world department store in the Chongwenmen business district, the Securities Daily reporter found that some consumers were picking out their products next to the sales counter of a gold jewelry brand with a new design. But the salesman told reporters,\" today's young people do not like the big diamond ring, but like small and delicate jewelry, they are not expensive, but also can adapt to a variety of occasions.\" the sales staff further said.
In this regard, summer fengguang analysis, as far as jewelry industry is concerned, wedding is the main need scene, last year marriage registration population fell sharply, industry impact is negative, and the overall economic environment also caused a certain degree of drag on the jewelry industry. (Securities Daily)