Young generation powering gold rush
Print Edition
Gold had once lost its popularity in China as mainstream consumers turned to diamonds and other gems due to changing consumption perceptions.
However, the precious metal has regained its lost glitter as a new gold rush is on, with China鈥檚 younger population leading the way.
According to China Gold Association, in 2023, the national gold consumption reached nearly 1,090 tons, an increase of 8.78 percent year on year. Of the total, the gold jewelry consumption hit 706.48 tons, a year-on-year increase of 7.97 percent, and the gold bars and coins saw 299.6 tons, up 15.7 percent year on year.
The young population aged between 25 and 34 became the main force of gold consumption, with their proportion up from 16 percent to 59 percent in 2023. In the future, consumers under the age of 25 will become new major gold buyers, said the association.
There are various factors at play behind the growing demand for gold among Chinese youth.
On the one hand, as the China Chic phenomenon resurfaces, jewelers go out of their way to create more fashionable gold jewelry infused with traditional Chinese esthetics and cultural elements, attracting more and more young consumers.
Young Chinese, on the other hand, see gold as an investment commodity thanks to the relatively bullish performance of gold in the capital market in recent years.
Gold rush
Ahead of the Spring Festival holiday, gold shops in the country have seen a large flow of consumers, many of whom are young people.
Wang Yinghao and Zhao Wenxiu, a couple in their 20s, spent more than 7,000 yuan (US$980) buying their parents a gold necklace and bracelet from a gold shop in Jinan, capital of east China鈥檚 Shandong Province.
鈥淭oday鈥檚 gold jewelry have delicate design styles. Our parents were very happy when I showed them the pictures,鈥 said Zhao.
According to Xia Liuxia, head of the gold shop, pure gold necklaces, bracelets, rings and other items worth between 2,000 yuan and 3,000 yuan are most popular among young consumers. The stylish and innovative designs are one of the major reasons that has caught their attention.
Besides the fashion identity, young Chinese consumers choose gold jewelry also for investment reasons.
Tang Gang, a 28-year-old man from southwest China鈥檚 Guizhou Province, got married in May. Prior to their wedding ceremony, he followed the traditional Chinese custom and bought his girlfriend a 鈥済old trio set鈥 consisting of a gold ring, bracelet and necklace, instead of buying a diamond ring.
鈥淚n recent years, the price of gold continues to grow. A 鈥榞old trio set鈥 generally costs more than 30,000 yuan, but the relatively high price has not hindered consumers鈥 enthusiasm as gold can maintain value over the long term compared with diamonds,鈥 said Xia.
China Chic
China Chic features fancy designs mixed with elements from the traditional culture. In recent years, the China Chic phenomenon has been warmly embraced by the younger generation.
As a result, a growing number of Chinese gold jewelers are joining the trend and designing jewelry products bearing traditional Chinese cultural elements to satisfy young consumers鈥 esthetics needs.
At the gold shop in Jinan, a lock-shaped gold pendant engraved with koi fish and lotus, two auspicious patterns in China, is one of the best-sellers and most popular gold jewelry items on Xiaohongshu, China鈥檚 leading lifestyle social platform, said Xia.
鈥淭he lock has an exquisite design and adopts an ancient engraving craftsmanship,鈥 said Xia. 鈥淏ut the price is not high. Many young consumers come to look for it.鈥
The upgrading of ancient Chinese gold craftsmanship such as 鈥済ufa gold鈥 and 鈥渉ard gold鈥 in recent years provides more possibilities for novel designs.
鈥淲e are actively engaged in exchanges and cooperation with universities, inheritors of intangible cultural heritages, and cultural and art institutions, to better explore the integration of traditional culture with innovation in gold jewelry designs and techniques, bringing vitality to the gold industry,鈥 said Ding Xiao颅kang, head of retail business of Shandong Gold Group.
In the not-too-distant past, gold symbolized the taste of older generations, but now it is a statement of Generation Z identity that represents both personal style and cultural loyalty, said Wang Zhongwu, professor of the School of Philosophy and Social Development at Shandong University.
Safe haven
Chinese people, particularly the younger generation, are embracing gold, with fewer fluctuations and lower risks, as a safe-haven investment.
Data from the Shanghai Gold Exchange show that the price for gold that is 99.99 percent pure or above closed at 479.59 yuan per gram at the end of December 2023, up 16.69 percent from the opening price at the beginning of 2023.
At an Agricultural Bank of China branch in Guizhou, a staff member was introducing the bank鈥檚 gold products to a female customer born in the 1990s.
According to Xiong Xiong, a wealth consultant of the bank, since 2021, the sales volume of gold products in the Guizhou branch has increased significantly, with sales of about 27.5 million yuan in 2022 and about 62.9 million yuan in 2023, more than doubling.
In order to cater to the gold consumption trend of young people, the bank launched small-gram-weighted gold products at the end of 2023, making them accessible even to those with limited budgets.
鈥淛udging from the current market performance, the price of gold is relatively stable and may continue to rise. Buying gold now is a better investment channel,鈥 said Liu Lianghui, a customer at the gold shop in Jinan.
Although he is only 23 years old and has just worked for more than a year, he already has a strong sense of financial management.
鈥淭here has been a structural shift in the consumption motivation for gold jewelry in recent years,鈥 said Ding of Shandong Gold, adding that the younger generation has a strong concept of investment and financial management and they turn to gold for its value preserving and low-risk attributes, which boosts gold鈥檚 popularity.
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