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扫码加钉群 十万创业者 与你为伴

双11再掀「扫金热」:理财失败攒金豆,直

今年双11,金豆的销售仍然异常火爆。众多网友分享了“撸金豆”攻略,称其为理财新潮流。

“年少不知黄金香,现在越买越上瘾。”

“年少不知黄金香,错把黄金当俗物”,然而当下很多正值年少的90后、95后,却把这句话改为“年少不知黄金香,现在越买越上瘾”。

今年双11,金豆的销售仍然异常火爆。众多网友分享了“撸金豆”攻略,称其为理财新潮流。与此同时,以直播的方式销售黄金的比例增大,缺斤少两的低价“黄金”投诉事件也渐渐多了起来。

从6·18火到双11,“扫金热”没停过

小红书上名为“换个名字”发布了此前的618买金豆的攻略,教大家如何在直播平台首页领券购买黄金。离谱的是,仅用6.18元就可买一张61.8的折扣劵,最终两颗金豆的价格仅为六七百元。这一价格远低于市场定价。

而在正规金银首饰店铺中,大促期间虽有折扣,但不会“便宜的吓人”。一名周大福的店员告诉《财瞭》,今年618及双11期间,周大福也实行“10克以下一克黄金减15元、10克以上每克减20元,首克减40元。一口价买一件1000减120,买二件1000减150。”

“乱世黄金,盛世古董”,一位业内分析师刘同(化名)用这句话来解释当今大众热捧黄金的现象。“用黄金制品来做保值是国人自古以来的一种理财习惯,中国人的理财方式大体是长线的房地产、短期但风险大的股票基金和稳健的储蓄,例如黄金。”刘同表示,黄金虽然抗风险能力较强,但本身并没有很强的保值能力,并且黄金工艺品和金砖,也并不能划等号。

尚品新消费CEO张刚告诉《财瞭》,今年黄金相关的消费有所上涨,例如今年5月9日到20日,苏宁易购上黄金饰品的销售同比增长了236.5%,其中九零后成为这个黄金饰品的消费主力,消费人数占总体人数的75%。

世界黄金协会《2021中国黄金珠宝消费调查白皮书》显示,黄金珠宝的消费主力趋于年轻化。

张刚认为,其中一个原因是年轻人对国潮和国有品牌的喜好增多,因而选择在周大福等中国黄金品牌购买黄金,而不再追求国外的奢侈饰品。

中国黄金协会数据显示,2021年前三季度,全国黄金实际消费量同比增长48.44%。世界黄金协会数据显示,在2022年第一季度,黄金继上季度上涨后涨势依旧,最终涨幅为8%,3月末收盘报1942美元/盎司,是自2020年第二季度以来的最佳季度表现。

另外,由世界黄金协会发布的《2021中国黄金珠宝零售终端趋势洞察》显示,三分之一的受访零售商表示,2021年,25岁及以下消费者在其店铺的金饰消费高于2019年。

而如今,越来越多的年轻人开始选择以买金豆的方式理财,一方面相比较黄金基金等线上交易,金豆可以看到实物,让年轻人更有成就感,另一方面年轻人可以在攒够一定克数的金豆后去首饰店做成首饰,满足了爱美的需求。

90后的May称,其选择定期购买金豆一方面是出于理财的考量,“我平时不炒股也不关注基金,这几年爱买首饰后开始慢慢关注黄金。我认为相比较其它的投资方式,购买一克400元上下的黄金压力较小,而且刚好可以帮我攒钱。另一方面,金豆的克价比首饰类的克价低,也可以攒起来换款式。”

小红书ID为“换个名字”也表示,其买金豆纯粹就是为了积少成多,像是一种定期存款。

直播成主力卖场,39.9元黄金猫腻多

近年来,电商的影响力愈发增强,选择线上买金豆的人群比例也进一步增加,而金豆的售卖也选择了直播这一新兴的销售方式。

公开数据显示,线上珠宝销售规模的占比由2014年的2.6%增长至2019年的7.2%。根据《2020淘宝直播新经济报告》,珠宝品类的观看量排名第六。2021年 “双11” 大促期间,全网直播间卖出超过5万根金条。

而自去年618开始,金豆因特别的“攒钱”功能受到追捧。另据人民日报海外版报道,中国黄金协会早前发布的数据显示,2022年春节期间,中国黄金消费年比增长13%。

在中国黄金市场上占有龙头地位的周大福2021财政年内,黄金首饰及产品营业额,同比增长6.2%电商与O2O相关业务的零售值大幅增长91.8%。另据“新榜”统计,截至今年4月份,共有100余家黄金珠宝品牌入驻了抖音。

但直播也造成了一定的市场乱象。今年5月,抖音中国黄金旗舰店的直播间内出现了“39块9买 ‘黄金’ ,总裁夫人亲自下场带货的“闹剧”。

在直播中,一名女主播拿出印有“总裁夫人”字样的铭牌向观众展示并自我介绍到,其是中国黄金的总裁夫人。其在直播间售卖出了39.9元一件的黄金制品,价格相比较400元上下的黄金单克价相差10倍。

上述套路与今年“315晚会”报道的翡翠珠宝直播间的“套路”大同小异:珠宝主播编造身份,号称“家有珠宝工厂”并与货主表演“出血砍价”的双簧。在315的案例中,主播卖出的商品的进货价为88元,直播间“血亏”售价为198元,主播称商品市场价为4000多元。

但该类型直播仍然带来了不少的销量,带货数据显示,总裁夫人亲自下场带货的直播结束后7日内有24场直播带货,共上架1171种商品,总销量19.83万件,总销售额2561.22万元,场均销售额106.72万。

镀金是引流手段,真金不会破价

珠宝行业资深人士岳灵(化名)告诉《财瞭》,真正的黄金不可能破价做促销活动。“有很多金饰品牌在抖音等社交平台做直播,但是低价产品和黄金没有关系,只是用镀金产品做引流,没有黄金店铺用黄金做低价破价促销活动。就算不同品牌的类似款最低价大差不差。所以真金饰品一般不会有真正意义上所谓的破价。”

岳灵表示,如果是真正的黄金产品,价格便宜的话一定克重不足,虽然从价格上看占了便宜,实际上对比价格和克重就发现并没有很大的实惠。

正如岳灵所言,黑猫投诉上有大量关于中国黄金“缺斤少两”的投诉。一位网友匿名投诉中国黄金诱导购买一口价黄金且隐瞒克数及品类。该消费者称,其购买了价值近两万元的黄金产品6件,但中国黄金未明码标价,隐瞒了克重信息,并以18k金充当黄金售卖,未给予黄金产品的吊牌和证书。

无独有偶,“没有故事LLLLL”也在黑猫投诉上表示,其被引导购买一口价手链,期间多次询问克重均未被告知,购买一个半月后手链断掉。

2021年8月至今,快手发布了多次有关“仿黄金类饰品”的治理通知。2021年8月,快手称平台近期出现了大量外观似黄金的合金类商品,即“仿黄金类饰品”,为此开展“仿黄金类饰品”的治理,规范售卖该类饰品商户与带货达人行为。

公告中详细列出了售卖此类商品的标准,包括商品标题应写明为合金或普通金属,同时必需标注“仿黄金”或“非黄金”、商品详情页内必需声明其材质,不得运用易混杂的材质称号来误导用户(如宣称“镀X金”,“老金”、“合成金”、“3D平面合金”、“炉内软金”、“纳米金”、“泰金”、“沙金”等易混杂的称号等)、直播间放置公告板销售此类商品,必需在直播间显眼位置摆放公告板,注明该商品“非黄金“、公告板位置应显眼,直播过程中不得刻意遮挡等等。

今年2月,快手又发布了开展“黄金外观商品”升级管控专项治理的通知。

但毕竟年轻人已经成为了当代消费的主力军,这种39.9元的“黄金”并不能吸引到全部的年轻人,May表示,虽然其会选择优惠力度最大的平台购买,但不会选择直播。“黄金每日的克价都可以在网上查询到,直播平台上价格太低的其不会选择。”

另一名网友也表示,其不会选择在直播上买金豆,“毕竟自己不懂得如何验真假,低价金豆多半是坑。”