The young people who used to despise the rusticity of gold have finally reached the age of grabbing gold.
Last year, the country sold 1,121 tons of gold, a year-on-year increase of 36.53%. More than 75% of consumers are young people aged 25-35.
Diamonds out? Big-name jewelry is not fragrant? Why did you start buying gold overnight?
Young people buying gold is a new type of investment.
Recently, a new financial management method has appeared on social platforms - saving "Golden Doudou". This one-gram gold commodity suddenly became popular and became the financial goal of young people.
Jindoudou became popular because of its low threshold.
Young people want to buy gold, but investing in gold bars often starts at 50 grams or 100 grams, and the price is at least tens of thousands of yuan, which is obviously not affordable for ordinary people. In contrast, the total price of a one-gram golden bean is no more than a lipstick, and young people can easily enter the game.
Some people in the industry believe that the process of accumulating gold beans is similar to regular investment. Through long-term and stable investment, the risk of gold price fluctuations can be eliminated.
In the past two years, there seem to be fewer and fewer reliable financial management methods. You will lose money if you speculate in shoes and luxury goods, you will lose money if you buy foundations, and even bank deposits may explode. In contrast, gold, as a hard currency for thousands of years, seems relatively safe.
On the other hand, the marketing methods of merchants have also promoted the hot sale of one gram of gold.
Young consumers' pursuit of Golden Doudou is actually their pursuit of a "sense of ritual".
Click on the relevant entries on social platforms, and you can see copywriting everywhere such as "Save one for every anniversary", "Get married when you save 100", "Save gold beans for your daughter as a dowry from today".
In order to cooperate with such a "sense of ritual", merchants will attach some beautiful small bottles when selling goods, and use the concept of a piggy bank to cultivate the consumption habit of "saving Doudou for financial management".
The effect of this is also obvious. Gold, a precious metal, usually only sells well during the holidays, but the repurchase rate of Jindoudou can exceed 30%. Every month’s payday is a small peak season for sales. .
The threshold is low, the fun is strong, and there is a sense of ritual. The popularity of Jindoudou has attracted countless merchants to join.
There is a Shuibei Village in Shenzhen, where 80% of the country's gold products come from.
Thousands of small gold wholesale shops in Shuibei have recently turned to the front line and started selling gold beans. Within a year, nearly 1,500 merchants from the Shuibei Gold Market were added to Taobao.
Their daily trading volume is calculated in kilograms, and some shops can sell 1.7 million yuan a day, which is close to 5 kilograms based on the gold price at that time. In just one year, the cumulative transaction scale of these newly joined water shell merchants reached several billion yuan.
Not only mom-and-pop stores, big brands like Chow Tai Fook have also joined the ranks of "selling Doudou". Commodity forms have also become diverse: in addition to golden peas, there are also golden melon seeds, gold ingots, and small gold bars. What remains unchanged is the low unit price, cheap craftsmanship, and the ability to repurchase.
For merchants, Golden Doudou is a subdivision field hard drawn from the traditional investment gold track. It can not only satisfy the desire of consumption, but also a new way of managing money. This kind of financial product with symbolic meaning often drives the enthusiasm of young people more than those obscure professional financial knowledge.
What other examples have you seen of cultivating consumer buying habits like this?
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