China's Gold Jewelry Consumption Shifts Towards Self-Wear and Lighter Weights

China's gold jewelry consumption by volume dropped 30% year-on-year to 136 tonnes in the first half of this year, according to a recent report from the World Gold Council. However, total spending rose 5% to 143.7 billion yuan (approximately $21.4 billion). This 'volume down, value up' dynamic can be attributed to a shift in consumption scenarios.

The World Gold Council and the China Gold Economic Development Research Center conducted a joint survey of 744 gold jewelry retail practitioners. The results showed that self-wear scenarios accounted for 27% of gold jewelry consumption in 2024, rising to 37% in 2025 and climbing further to 44% in 2026.

With high gold prices suppressing consumer appetite for heavy-weight gold pieces, the demand for hard pure gold has increased. Hard pure gold combines lightweight construction with design flexibility, making it a key direction for gold brands adjusting their product mix.

Xia Hongchuan, director of Chow Tai Seng Jewelry Group, said that hard pure gold can achieve a Vickers hardness of 60HV or above. The World Gold Council has been promoting this category for four consecutive years, with the current marketing emphasis shifting toward everyday wear scenarios using personality tests as an entry point.