Narrative of the gold industry chain is now diverging: upstream is enjoying the benefits of high gold prices, while downstream is working hard to create premium products.

When the unit price of gold jewelry approaches 1500 yuan per gram, the traditional sales model based on weight pricing is facing a test of price sensitivity. However, gold jewelry represented by the "fixed price" model, which integrates ancient craftsmanship and cultural empowerment, is becoming popular among young consumers. From the long queues outside old gold shops to the launch of fixed-price products by brands such as Chow Tai Fook and Chow Sang Sang, a transformation in consumer behavior from "weight pricing" to "value pricing" is spreading in the gold jewelry market. At the same time, upstream enterprises directly benefit from the rise in gold prices, and profits are expected to be fully realized.