The World Gold Council and twelve retail brands released the 2026 China Gold Jewelry Retail Trend Insights, highlighting ongoing structural changes in China’s gold jewelry market. Wang Lixin, CEO of the World Gold Council (China), said hard pure gold remains at an early growth stage with significant room for expansion. China’s gold jewelry market is showing a pattern of rising prices and falling volumes. Gold jewelry consumption in the first half of 2026 dropped 30% year-on-year to 136 tons, while total spending rose 5% to 143.7 billion yuan. Store consolidation continues, and demand for self-wearing and self-pleasure has increased for three consecutive years as consumption shifts from “important moments” to “every moment.”