--- title: "Gold prices have fallen for consecutive days, reaching a new low for the year, with retail observing upstream replenishment" type: "News" locale: "en" url: "https://longbridge.com/en/news/290774505.md" description: "London spot gold fell below USD 4,000 per ounce, and domestic brand gold jewelry prices were simultaneously adjusted down to a new low for the year, nearly 30% lower than the peak at the beginning of the year. Despite the decline in gold prices, retail consumers are maintaining a wait-and-see attitude due to the \"buy high, not buy low\" mentality and off-season factors, resulting in sluggish sales; meanwhile, upstream wholesalers are actively replenishing small quantities at low prices. Industry insiders believe that the correction in gold prices is accelerating the rational return of the market and industrial upgrading" datetime: "2026-06-25T04:13:13.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/290774505.md) - [en](https://longbridge.com/en/news/290774505.md) - [zh-HK](https://longbridge.com/zh-HK/news/290774505.md) --- # Gold prices have fallen for consecutive days, reaching a new low for the year, with retail observing upstream replenishment ![Image](https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OF1pRFEk1M3IVVWKpXQlPHJmWgqGJ5X240mP7l8nuCrlgAA/1000?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg) Gold prices continue to decline. After the London spot gold price fell below the key support level of $4,000 per ounce, the listed prices of gold jewelry in major domestic brand stores also weakened simultaneously. On the morning of June 25, the prices of 24K gold jewelry from several gold and jewelry brands were adjusted downwards compared to the previous day. Chow Tai Fook, Chow Sang Sang, and Tse Sui Luen reported prices of 1,222 yuan per gram, down 16 yuan from the previous day; Lao Feng Xiang quoted 1,215 yuan per gram, down 26 yuan; and Chow Sang Sang quoted 1,221 yuan per gram, down 19 yuan. Today, the listed jewelry prices of major brands also hit a new low for the year. A review of publicly available data by reporters found that at the end of January this year, the listed prices of 24K gold jewelry from several brands exceeded 1,700 yuan per gram, while the current listed prices have retreated nearly 30%. ![Image](https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/O4o6Y36_piwLCuDWkDDLenJUZX6jT1M6PoxVYCvORbCTkAA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg) However, the drop in gold prices has not sparked a consumption boom. Yesterday, reporters visited several offline stores of brand gold in Shanghai and found that the stores were relatively quiet. In conversations with some counter staff, reporters learned that although gold prices have been continuously declining recently, there has not been a significant increase in gold jewelry sales. "In the past few days, there have been a few people coming to inquire, but no one has placed an order; they are mostly just observing," a sales staff member told reporters. Many people tend to "buy when prices rise, not when they fall," and once gold prices drop, consumers become more cautious. Additionally, this is not traditionally a peak season for gold consumption, and combined with these factors, the lack of hot sales is expected. In contrast to the cautiousness at retail gold terminals, upstream wholesale purchasers are actively restocking in response to the price correction. According to a report by CCTV Finance on the 24th, during the previous phase of rising gold prices, companies strictly controlled inventory and were hesitant to make purchases. Recently, as gold prices have fallen, companies have accelerated their restocking pace. Purchasers heading to the Shuibei wholesale market generally adopt a strategy of small batches and frequent restocking to mitigate risks brought by price fluctuations. Regarding the current structural changes in the gold market, industry experts believe that the price correction is accelerating the rational return of the gold consumption market and industrial upgrading. 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