As gold prices continue to rise and global demand increases, experts predict that gold will remain a popular investment option, especially amid ongoing economic and geopolitical uncertainties.

Chinese consumers' appetite for gold products remained strong throughout the weeklong Spring Festival holiday, which ended on Tuesday, and the momentum has continued even after the holiday.

At the Shuibei market, a gold jewelry manufacturing and trading hub in the south China metropolis of Shenzhen, a sales representative said that, on average, five to 10 groups of customers visit their store daily to purchase gold jewelry.
Meanwhile, a flagship store of Caibai Jewelry, a leading gold retailer in Beijing, has recently been bustling with consumers -- some trying on and purchasing items, while others inquired about the prices of gold bars.

"I want to stock up some gold at home, as I quite like it. I usually buy a few grams each year, generally under 10 grams, just to save a little," said Li Yaci, a customer.

Rising international gold prices have led to an increase in the retail prices of gold jewelry. Since the beginning of the year, the average retail price of gold jewelry in China has risen from 779 yuan (about 106.88 U.S. dollars) per gram to over 830 yuan (about 113.88 U.S. dollars) per gram by Feb 6, with some brands even surpassing 860 yuan (about 117.99 U.S. dollars) per gram.
According to the latest report from the World Gold Council, global demand for gold reached a new record in 2024, totaling 4,974 tons, a 1.5-percent increase from 2023.

Experts attribute this rise in demand to a mix of geopolitical conflicts, economic uncertainties, and increasing gold reserves by central banks worldwide. Additionally, central bank monetary policies are also influencing gold prices.

Experts recommend that consumers looking to invest in gold explore options beyond purchasing jewelry, such as funds, gold bars, and gold mining stocks. Each investment method has its own advantages and risks, so consumers should carefully consider their financial situation before making a decision.

"For ordinary investors, it's impossible to buy gold at the lowest point. Therefore, by gradually purchasing gold in batches, they can average out the price over time," said Li Yang, senior gold investment analyst at Caibai Jewelry.