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depth coverage of investment weekly platinum jewelry on the market price difference phenomenon, caused by a high degree of concern in the industry. One gram of platinum jewelry, different brands of the price difference of more than $ 300, so many consumers are confused. Jewelery industry leader the CTF China general manager Chen Shichang exclusive meeting with the reporter, price formation on platinum jewelry, differences in market prices, platinum jewelry, positioning, launched an in-depth communication with this reporter.Chen Shichang belong precious metals, platinum Unlike gold, gold has a strong financial attributes, a lot of people to buy gold jewelry, more is based on the purpose of increasing the value of; platinum not have the financial attributes, Therefore, it is inappropriate to platinum jewelry as investment goods look, and should be used as a high-end consumer goods.
However, in the jewelry market, the price of platinum jewelry is still much higher than gold jewelry, which is what causes? Chen Shichang:different physical properties (platinum than gold hardness), platinum jewelry in the process, the amount of the loss is generally 7 to 10, this loss is much higher than the proportion of gold jewelry. This link, you determine the cost of production of platinum jewelry is far higher than gold jewelry; platinum jewelry production, on the other hand, need to go through the mold, grinding, polishing and other processes, complex process than gold jewelry takes large number of artificial, which also makes the platinum jewelry labor costs much higher than gold jewelry. In addition, the size of the platinum jewelry market is far less than the gold jewelry, compared to gold jewelry does not have the scale.
Therefore, even if the base metals market prices upside down, the price of platinum jewelry than gold jewelry is also reasonable. Nanfang Daily : the same platinum jewelry, large price differences between different brands by the gram to calculate the maximum gap of more than 300 yuan / g, this phenomenon, whether the platinum jewelry market is chaotic?Chen Shichang: platinum jewelry market exists between the different brands spread, this is a normal phenomenon. Platinum jewelry price formation, in addition to raw materials, process design, the labor costs of the production line, promotion, after-sales service, and many other factors, different brands of platinum jewelry, their level of service levels have large differences. The price of platinum jewelry, can not be used as a measure of base metals prices. Just as a leather bag, LV bag can sell tens of thousands, some low-end package only sell dozens of pieces of hundreds of pieces, you can not say the price of the bag should be as a measure of the prices of basic materials?Beijing, Shanghai, Guangzhou, Xi'an and other platinum jewelry market in different cities, the existence of price is not uniform, many brands with a product to sell different prices in different cities, causing the market confusion. This regard is the pricing strategy of the enterprise in question. Chow Tai Fook in the domestic market are the CTF also hope that the relevant enterprises and industry associations to act, to change this in different cities with huge price gap between the chaos and platinum jewelry market more orderly and more healthy. the platinum recoverychannels is far less than the goldNanfang Daily: sound kind on the market, platinum jewelry is hoped to take the development model of the gold jewelry, platinum jewelry as increasing the value of the investment goods look . Many brands when selling platinum jewelry, base metal prices as the basis for pricing, the base price on the basis of a floating charge fees and processing fees.
Many consumers tend to base metals prices as a reference obtained part of platinum jewelry (including CTF platinum jewelry), the high price of the conclusions of this phenomenon, and how do you see? Chen Shichang:indeed many companies as the basis for pricing, when sales of platinum jewelry, base metals prices. In the Chow Tai Fook, platinum and gold between the two are not comparable. Gold is a hard currency, increasing the value of recycling channels is developed. After a decade bull market, the price of gold the way up, the early years of holding gold jewelry, add significant value. But platinum is not hard currency, even if the price of platinum, platinum jewelry consumers want cash, can not achieve the purpose of value-added.gold price is 331 yuan / g recovery price at 315 yuan, the price difference between the two is 15 yuan, recovery is less than 5% of the fee; platinum does not have the financial attributes, now Shanghai Gold Exchange, platinum 9995 offer is 303 yuan / g, the realizable want consumers to buy platinum jewelry, under ideal conditions, can be sold for 270 yuan, a high number of recycling channels offer less than 250 yuan (platinum jewelry platinum content PT990, PT995, the price will be lower), and the recycling channels is far less than the gold. Therefore, at this stage, consumers to platinum jewelry as investment goods to buy, unless platinum price spikes, the general will be a substantial loss. Nanfang Daily .
This is not a means, the price of platinum jewelry and should not be the price of base metals of reference?Chen Shichang: In my personal opinion, short-term platinum is still difficult financial attributes, base metal prices as the basis of platinum jewelry pricing, positioning errors, can also mislead consumers. Platinum jewelry or should be positioned in the areas of high-end consumer goods. Platinum jewelry jewelry enterprises to push to the direction of investment goods is a short-sighted behavior. We do not focus on innovation in product design, shoddy consumers to buy platinum jewelry, both consumption purposes can not be achieved, and also reach investment objectives. The end result is that makes the platinum jewelry industry as a whole toward a vicious cycle, the market is getting smaller and smaller.
