A new trend has emerged among young urban consumers: traveling to suburban areas to buy gold jewelry at lower prices. Mr. Huang, a resident of Jinan’s Licheng District, recently shared his experience of saving nearly 3,000 yuan by purchasing wedding gold—a bracelet, necklace, and ring totaling around 35 grams—from a store in Zhangqiu instead of downtown Jinan.

**Gold Prices Fluctuate at High Levels, Driving Price Sensitivity** Since September, major gold brands like Chow Tai Fook and Chow Sang Sang have seen significant price increases. On September 24, their gold jewelry prices reached 1,105 yuan per gram, and by October 30, Chow Tai Fook’s price rose to 1,179 yuan/gram, while Chow Sang Sang’s hit 1,175 yuan/gram.

Ms. Han, another shopper, traveled over 40 minutes to a suburban gold store in Zhonggong Subdistrict, attracted by lower prices. She planned to exchange old gold bars (purchased at 650 yuan/gram) for new jewelry. The store offered gold at 1,001 yuan/gram, with a promotional rate of 916 yuan/gram—significantly cheaper than downtown options.

**Suburban Stores’ Cost Advantages Attract Buyers** Price differences within the same brand can reach up to 46 yuan/gram due to location-based discounts, rent, and promotions. For example, on October 30: - Downtown Jinan (Quancheng Road Shimao branch): 992 yuan/gram (promo: 962 yuan/gram) - Shanghe branch: 992 yuan/gram (promo: 948 yuan/gram) - Zhangqiu Harmony branch: 992 yuan/gram (promo: 939 yuan/gram)

Ms. Han ultimately saved nearly 1,000 yuan by purchasing two bracelets and a ring (20.24 grams total), paying only an additional 1,380 yuan for the weight difference and labor costs.

**Market Update: Gold Prices Adjust** On October 31, international gold prices dipped slightly, with London spot gold at $4,033.69/oz (-0.07%). Meanwhile, Shanghai gold futures rose 1.62% to 925.04 yuan/gram. Major jewelry brands adjusted prices upward: - Chow Tai Fook: 1,198 yuan/gram (+28 yuan from previous day) - Chow Sang Sang: 1,203 yuan/gram (+28 yuan) - Lao Miao Gold: 1,192 yuan/gram (+20 yuan)

This suburban gold rush highlights consumers’ growing price sensitivity amid volatile gold markets.