Page 20 - Bullion World Issue 11 March 2022_Neat

Bullion World | Issue 11 | March 2022

The per-gram pricing method, actually, for 24 karat
gold jewellery is more accepted by both retailers and
consumers. Currently, in China's retail market, nearly
half of the Chinese gold jewellery products, including
both 24 and 18 Karat gold is sold per piece, but many
retailers have shifted to adopt the per gram pricing
method, to further boost pricing transparency. Because
of the popularity of heritage gold, one positive side is
that even heavier products become more welcomed,
younger consumers recognize the financial value of
Gold.

Gold-driven Insurance Asset Management Fund

Source: Baidu, World Gold Council
A trend which lasted in past two years already and will
continue for the coming years was “The search for the
so-called Heritage gold jewellery.

“Guochao” in Chinese, meaning the favour of Chinese
National culture intensified more and more. Retailers
started to heavily promote the Heritage gold category,
especially appealing to the young consumers, Source: World Gold Council
surprisingly more than half of the current purchase of
Heritage gold jewellery comes from the new millenniums, 2022 Chinese Retail Investment Demand Outlook
who love this new category.

The Return of “Pergram Pricing” Further Boosts
Transparency

Source: World Gold Council

We have strong confidence in gold demand in China this
year through the combined efforts of local trade and the
work of WGC.

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