Why are young people enthusiastic about accumulating "golden beans"?, Xiaokezhong's Gold Products Are Popular: Melon Seeds | Young People | Gold Price | Gold Bean | Consumers | Gold Bean | Gold | Products
Young people nowadays are enthusiastic about a new way of financial management - investing in small gram heavy gold products, and gold jewelry brands have also launched small gram heavy products such as "mini gold", "gold beans", and "gold melon seeds". Industry insiders remind that saving gold beans can be seen as an investment opportunity, but if consumers purchase for investment purposes, they need to be careful to avoid risks.
In the seventh lunar month, Chinese Valentine's Day is approaching, and businesses are starting to promote various gifts. Gold jewelry brands have begun to launch small weight products such as "mini gold," "gold beans," and "gold melon seeds." A reporter from the Workers' Daily visited and learned that young people are enthusiastic about a new way of financial management - investing in small weight gold products.
"Every month, I buy a few hundred yuan worth of gold beans and save them. As long as the price of gold rises, I can earn money." "Saving money is not as good as saving money, buying gold beans is like managing finances." On social media platforms, young people have sparked a trend of saving money, and searching for related posts provides many sharing and insights. There are online posts specifically introducing the most suitable way to buy gold, which mention that in addition to buying gold plates and investing in gold bars, it is strongly recommended to buy gold beans and gold melon seeds.
Gold jewelry is favored
On August 13th, when visiting a gold jewelry store on the first floor of Tianya Jewelry City in Beijing, the reporter noticed that despite the recent increase in gold prices, there are still many customers in the store who are choosing gold jewelry, with the majority being young people. Apart from couples preparing for marriage who come to buy gold, some groups of friends who come together prefer plain gold bracelets or small weight gold jewelry. According to Tianyancha data, there are over 75000 gold and silver jewelry related enterprises in China, of which 38.5% were established within 5 years.
A salesperson at a gold shop told her that "the pricing of gold jewelry is equal to the basic price of spot gold plus the cost of manual labor. Depending on the craftsmanship, the price of manual labor varies." Ms. Zhang explained that in recent years, more and more consumers have purchased plain gold products, and "most consumers believe that products without manual labor costs are more worth buying."
Ms. Zhang said that "saving gold beans" is a new type of financial management method that young people are enthusiastic about. Buying 1-3 grams per week or month can not only serve as a mandatory savings measure, avoid "moonlight", but also allow consumers to experience the pleasure and satisfaction of shopping. In addition, using the saved gold beans and melon seeds to make jewelry is cheaper than directly purchasing jewelry.
In response to this, some gold merchants have launched small weight gold products, not only gold beans and gold melon seeds, but also various shapes of products such as small gold ingots, small corn, golden rice, and small lucky bags. "Buying gold melon seeds on anniversaries can both be kept as a souvenir and increase in value." Ms. Zhang said that currently, "gold beans" weighing around 1-3 grams are selling well, and small grams of heavy gold products have become a new favorite for young people's financial management.
Young people love small and heavy gold products
The reporter searched the flagship store of a certain brand in real time, and found that the product "9999 Gold Bean 1g with Certificate Comes in Bottles" is priced at 465 yuan, while 3g is priced at 1386 yuan. The price range is acceptable for young people, making it a relatively good entry-level gold product. No wonder it is loved by young consumers.
According to the 2021 China Gold and Jewelry Consumption Survey White Paper, the proportion of customers aged 25 to 35 in the gold store consumer group has exceeded 70%. Among them, social media and e-commerce platforms play a crucial role in marketing, and e-commerce platforms have become important channels for young people to buy gold. After the popularity of Xiaokezhong's gold products, many jewelry platforms have launched products such as "golden beans" and "golden melon seeds" in official flagship stores opened on platforms such as Taobao and JD.com, and collaborated with anchors to promote and sell them in live streaming rooms.
At Lingfeng Gold's Taobao flagship store, the introduction of "9999 Gold Bean 1g Birthday Gift" states "Recyclable" and "Free Glass Bottle upon Order". This product has a monthly sales of over 10000 and over 60000 reviews, and many consumers are repeat customers. In the flagship store of Lingfeng Jin on JD.com, the sales of similar products have reached over 100000.
Such a popular small gram heavy gold product has also caught the attention of banks. In mid July, China Merchants Bank launched a single 1-gram "Gold Bean" and a single 3g "Gold Melon Seed" product.
Several banks have also launched gold medals and other products for Xiaoke Heavy Gold products. For example, Industrial and Commercial Bank of China is launching "Ruyi Growth Gold" gold medals ranging from 1 gram to 18 grams for customers to choose from; Construction Bank has launched a 5-gram "Jade Rabbit Donation Treasure" gold medal and other products.
Attention should be paid to avoiding risks
However, it is worth noting that if consumers purchase for investment purposes, they need to avoid risks. An industry insider in the gold industry told us that "in addition, there are some operational risks associated with accumulating gold beans. For example, investors need to have certain professional knowledge and skills in selecting channels for purchasing gold beans, identifying the authenticity of gold beans, storing and preserving them." The insider said that some young consumers are now regretting accumulating gold beans and even thinking that they have been "cut off", most likely because they did not pay attention to avoiding risks when making purchases.
The reporter found on Xiaohongshu that a blogger gave a detailed introduction on how to purchase gold bean products that can truly "appreciate": first, the purchasing channel should avoid brand premiums. Similarly, for 9999 gold bean 1g, large brands will be 40 yuan/g more expensive than small brands specializing in gold bean products. Secondly, not all gold stores support repurchase, and some gold recycling stores do not support the recycling of gold beans. However, stores that can recycle gold beans generally treat them as gold jewelry, with a recycling price slightly lower than that of gold bars, and may also be tens to hundreds of yuan lower than the daily gold price.
Industry insiders suggest that accumulating gold beans can be seen as an investment opportunity, but investors need to have a certain level of financial knowledge and risk awareness, and also need to carefully choose the appropriate time and method for investment. Consumers should not be deceived by some so-called "gimmicks", especially the purity of gold, which is related to the realization of gold in the future. It is important to pay attention to repurchase channels and requirements, as well as factors such as fluctuations in gold prices, and not blindly follow the trend in purchasing.
