The price of non-spot gold is the same, such as futures gold, the price is internationally unified, and the price of gold bars purchased in banks is similar. If the gold bars purchased by brand stores belong to jewelry gold, the price is different, and the price of jewelry gold is also different.

Second, gold jewelry has a brand premium.

Everyone has a different brand of gold jewelry. For example, Chow Tai Fook and Zhou Shengsheng are good gold and jewelry brands in everyone's mind. In addition, there are jewelry brands such as Laofengxiang, Winning Number, Chaohongji, Laomiao and Liu Fu, and even some local brands and private gold shops. Different brands lead to different prices of gold jewelry.