Old Phoenix two months fixed price of gold bullion investment or high disk

    

● jewelry gold pricing by a few corporate monopolies;

 

● "Today, the price of gold," two months does not move, gold shop to purchase gold is not an investment;

 

● The current system also there is a risk of the enterprise;

 

subject to downward adjustment of the international price of gold since the Spring Festival constant flow of people, many of them have a "buy the dips" mentality. Entered the shop, the customers looked up to see a large LED screen display with four red paint words of gold today. Clerk and will not take the initiative to inform them of this gold today is not changed in the past month - this means that the average consumer willingness to "buy the dips" in gold shop, in fact, on the day into a "high disk" .

 2 months

through gold today "

 

February 17, postganglionic second working day. After 10 days, the RMB price of gold fell to 319 yuan from 331 yuan / g / g. But hanging in the the old Fengxiang total store the gold today, but to maintain 418 yuan / gram is not strong.

 

clerk said the price now for a month without making adjustments. A price "to maintain for two months."

 

reporters both inside and outside the shop stop for 20 minutes, to this consumption more than the crowd of tourists and middle-aged persons. Interview, many people said that it saw a decline in value of the news media gold, and only want to take advantage of the buy low. "Compared to other jewelry, gold, somewhat increasing the value of the role."

 the

gold market trends firm, Old Phoenix is ​​not alone. Reporters on the same day removed the old temple in Shanghai more than well-known gold shop, counter electronic display marked "Today, the price of gold is 418 yuan / gram. In the same day, the same lot, the Chinese the gold and Yongan gold counters, marked the bullion price of 325 yuan / gram, jewelry gold price of 375 yuan / g.

 the gold bars

the Shanghai jindian sales and jewelry, than those of banks, gold counters real-time quotes 30-40 yuan higher per gram.

 

the price of gold by the industry associations discussed and decided, "

 

most young consumers, the price of gold is not a commercial secret. The then Shanghai jindian during the Spring Festival Adversity high gold prices come from?

 the Old Phoenix

a senior manager said, the price of 418 yuan / gram is determined by the state; another clerk said, is given by the China Gold Association. , The old Fengxiang News spokesman Wang Ensheng denied: "The price is a guide price set by the Shanghai Gold Jewelry Industry Association and linkage with the international price of gold, but not the same.

 

public information display, the Shanghai gold jewelry industry associations and private institutions, its member units, including the old Phoenix, the old temple of gold, Chenghuang jewelry, sub a gold shop in Shanghai major gold shop; Association unit to become enterprises annually. required to pay a membership fee of 60,000 yuan. As a private association, the development of industry rules is not equivalent to "national regulations".

 

Secretary-General of the Industry Association Cast - explained to People's Daily, the price of gold floating, the member companies regularly meeting to "discuss" a guide price. If the business is higher or lower than the guide price 5% of sales of products, to be declared. Member companies to store gold consists of three parts: the basis of the gold price, taxes, and brand value.

 The first two factors

constitute the price of gold is no different from gold shop everywhere, so the gold price differences caused by fundamental reasons, only the "brand value".

 

Old Phoenix said, Cartier, Tiffany products of these enterprises, the precious metal cost only a few thousand dollars, and the price was as high as tens of thousands of dollars. "But consumers will be unhappy."

 

"gold bars are collectibles, not investment goods

 In actual consumption, customers buy gold jewelry still need to pay "processing fees". Old Phoenix seems, this is another manifestation of the gold shop "brand value" and "cultural values".

 Old Phoenix gold jewelry to buy a 50 g

to an example: February 17, consumers outside Excluding payment of 325 yuan / gram basis of the price of gold; need to pay extra to include 5% consumption tax, and 77 per gram Yuan "brand value" and 82 yuan per gram (labor charge, hit 8-fold), "cultural values".

 

rough estimate, the sum of the latter two, equivalent to 50% of the basic price of gold.

 

compared to gold jewelry, gold bullion relative to a single work. But consumers buying gold bars many gold shop in Shanghai, and still have to pay for the "culture":

 The China Gold Construction Bank counter offer

17 May: investment gold bullion gold price of 325 yuan per gram ($ 10 per gram of physical gold to pay transaction fees, account gold without pay). Shanghai many of the gold bars, gold shop offer is 366 yuan per gram.

 the

this regard, the Old Phoenix, has been designed after the gold bars have the appreciation and collection value, and therefore can not simply think that gold bullion is the investment goods.

 

"Conventional wisdom is that gold bullion investment products, zodiac gold bars, gold shop sales year bullion has the added value of buying gold bullion gold investment" can not be equated and Cast - said.

 

but reporters saw a number of gold shop in Shanghai Nanjing Road is another scene: the shuttle in front of the counter, the clerk is trying to convince customers: "bullion investment goods against inflation, the future can be made of gold The shop is responsible for repurchase.

 tell consumers when a reporter

in gold shop outside day, the international gold price is 325 yuan / g, and they expressed surprise: "buy gold bars original intention is to invest in gold shop to conceal the true price of gold, the practice of high-priced gold is difficult to agree" .

 

win-win or lose-lose?

 

reporter learned that, gold, silver and jewels belong to the same industry, but it is very different operating characteristics. By increasingly violent fluctuations in the price of gold, gold shop in the purchase of raw gold, in fact bear some risk.

 old

Fengxiang 2011 filing shows the company's total annual sales income of 210 billion yuan, net profit of 680 million yuan. Subject to market fluctuations, the year produced 41 million yuan trading losses of financial assets. (According to Wind Data)

 

"gold price volatility in recent years, large gold shop in raw material procurement chain risk year increase," the industry source said.

 

fact, in jewelry in the jewelry industry, the profits of the gold and silver products always remain low. "China Economic Weekly" published an article refers to diamond jewelry loose diamonds only sells a profit as high as 300-400%. A $ 100,000 loose diamonds, the actual cost is only around $ 30,000. Informed sources revealed that, compared to the People's Daily, emerald, jade, agate, pearls and other jewelry profits even more shocking.

 

by the above two factors, the Shanghai gold shop to take the led by industry associations, "BaoTuan pricing", hoping to resist the gold price fluctuation risk, improve profits. However, analysts believe that, the practice of jindian challenges:

 

the one hand, gold consumption and investment channels are becoming increasingly diverse, many banks in outside sales account gold, investment in gold bullion, to enter the field of gold jewelry; bank mastered the natural channels of high-end customers, jindian traditional strengths is gradually lost.

 

On the other hand, a young gold consumers know how to use the Internet to check real-time gold price. Gold shop gold sales at high prices in the practice, which means they are losing a new generation of customers. "Just go to the gold shop around, it is not difficult to find that their customers are concentrated in the elderly."

 

the transformation barrier traditional jindian

 

to face the challenges of the new consumer environment as well as the bank's strong, gold shop in the past two years is also actively seeking transformation:

 the

the Wangen Sheng told reporters: gold jewelry industry, the future goal is "to pieces of fixing prices" rather than "fixing prices in grams. This means that consumers buy gold is no longer the investment behavior, but luxury consumption and collection behavior. "If grams Lunjia Old Phoenix designer, technicians, experts and 100 years of brand value how embodied? Now we have a luxury, not a luxury brand."

 

Wangen Sheng's point of view, to get the support of the Shanghai Gold Jewelry Industry Association.

 

However the old Fengxiang competitors, being taken very far apart method to cope with the transformation: a lot of Hong Kong capital shop has to follow the diamond industry to start B2C strategy, its online sales of gold bars and gold jewelry prices more transparent; while the number of field gold shop is also a pilot to carry out "gold savings" business and consumers to buy the investment in gold bullion and stored in a designated bank will earn interest on a regular basis.

 the

and compared of these practical innovation, Lao Feng Xiang and Shanghai jindian "Cartier" road worth the wait.