In recent days, the gold price has repeatedly hit new highs, and "small and beautiful" gold jewelry products have risen along with the "gold concept". In addition to new products such as mini gold ingots and gold beans that have become popular due to their affordable prices, another type of mini, compact, and lightweight gold sticker has also won a wave of purchasing power with various New Year colors. A reporter from Beijing Youth Daily noticed during a market visit that while this type of gold product is popular, some consumers also question its investment value and suspect it of being an intelligence tax. Gold stickers have become a hot search term on online shopping platforms as the price of gold continues to rise. Compared to traditional gold jewelry, gold stickers have become the choice of many young people due to their small size and low price. A reporter from Beiqing Daily found in the market that most of the hot selling gold stickers are "visually appealing", with the most common being traditional auspicious items such as the God of Wealth, Lucky Cat, and Koi. They even closely fit the aesthetic preferences of young people and incorporate some popular elements in their designs, such as incorporating emotionally valuable internet buzzwords like "Princess, please get rich", "God of Wealth and Prosperity", "Good Persimmons Happen", and "No Anxiety". In addition to various "good color head" styles, many gold stickers also collaborate with many well-known IPs, such as the collaboration between Chow Tai Sang and Wong Tsai Milk Candy, the collaboration between Chow Tai Sang and Sanrio Family, the collaboration between Chao Hong Ji and Doraemon, and the collaboration between Man Ka Long and "Empress in the Palace". They also firmly grasp the psychology of young people paying for emotional value. According to public data, over 200000 pieces of gold mobile phone stickers have been sold on Taobao, mainly targeting young women aged 25-30. In addition to personal use, the consumer army also gives them as gifts to family and friends. For example, at the Zhou Dasheng Tmall flagship store, the 138 yuan "Princess Please Get Rich" and "Splashing Fortune" gold stickers have sold over 20000 units. A gold sticker is just a thin layer of gold foil, but it's still gold no matter how light it is, and it's not as painful to buy Consumer Xiaomi said that she has recently researched many golden phone stickers, which appear to have a shiny appearance. The weight is generally around 0.01 to 0.2 grams, and usually does not exceed 0.5 grams. The prices range from tens of yuan to one or two hundred yuan, and even online merchants sell stickers for more than ten yuan, claiming that they can also carry certificates. Two cups of milk tea money for a good New Year's luck. "A reporter from Beiqing Daily found that on multiple online platforms, the topic of" how to stick gold stickers to look good "has become a hot topic, and many young consumers share their purchasing experience of gold mobile phone stickers. Some grass planting platforms display over 6 million notes, and various DIY gameplay is emerging. In addition to commonly sticking them on phone cases, they can also be attached to laptops, bags, and car keys. Many consumers buy four or five of them and only give up after covering the phone case. After converting a single piece into real gold, it is not cost-effective. A reporter from Beiqing Daily searched multiple online platforms and found that the popularity of gold stickers has led to a huge price gap. As low as 9.9 yuan, one can buy gold stickers that claim to be 999 full gold, contain 2 milligrams, and come with a certificate. The high ones range from tens to hundreds of yuan. Many consumers have doubts about how deep the "water" of gold stickers is. Although the price of gold stickers may seem cheap, their unit price is often much higher than the market gold price when converted by weight. For example, a 0.2 gram gold sticker from a certain brand is priced at 580 yuan, equivalent to 2900 yuan/gram, while the market gold price has been around 830 yuan/gram recently. This high premium makes some consumers feel 'not worth it'. Some netizens roast that such a calculation is too heartfelt, but many netizens also said that even so, looking too cute still couldn't help but want to buy. Compared to the booming sales on online platforms, recently, reporters from Beiqing Daily visited multiple offline gold stores and found that there are not many physical stores selling this type of gold sticker. In the gold jewelry sales area of Pinggu Wanda, brands such as Liufu Chiba, Chaohongji, and China Jewelry have launched this type of gold sticker. The person in charge of the gold category introduced: "Indeed, there have been many people inquiring about gold stickers recently, including several brands. Some even label them with the words' 999 full gold ', with a maximum weight of 0.1 grams, but they are only sold as gifts. In addition, in the Wangfujing Gongmei Gold Sales Zone, multiple brands have also launched gold thin sheets that are easy to clip into phone cases. This type of gold sheet is priced at the current gold price per gram. "The salesperson explained that compared to stickers weighing less than one gram, this type of gold sheet is more genuine, more valuable in terms of preservation and recycling. Consumers complain about counterfeit gold stickers. A reporter from Beiqing Daily found multiple complaints about gold stickers on the Black Cat complaint platform. A black cat user posted that on January 5th, they purchased a mobile phone patch with a clear label of 999 gold pieces and 0.2 grams from a jewelry store on a certain platform. The product description and detailed product introduction pictures clearly show that the back of the product has the full gold 999, 0.2g logo. However, after I received the goods, there was no full gold logo at all. "After this user complained to the platform, the robot replied that the processing has been completed. But when I went to see the merchants, they continued to hang fake links and were not affected at all. No matter how much I consulted, the robot customer service replied that it had been processed and refunded without returning the goods. This fake product is still being sold openly. "Many consumers also left comments in the discussion of golden phone stickers, saying that these stickers are small and exquisite, but there are many counterfeit products without gold in the market. They confuse authenticity with falsehood, making it difficult for consumers to guard against. The consumer claimed to have almost been hit, but fortunately discovered it in time. According to an investigation by a reporter from Beiqing Daily, some of the gold stickers currently on sale are labeled as gold foil, while others are labeled as metal stickers. On online platforms, several industry insiders operating in the Shenzhen Shuibei market have revealed that some of the gold stickers are not made of gold, and some are even mixed with plastic. A merchant claiming to be from Laoshuibei Market left a message saying that they should not buy a 2mg gold sticker, as it is purely an intelligence tax. If they want to buy it, they should buy a 0.1g one. After burning it inside, they can get about 90% pure gold, and the local retail price is between 88-99 yuan. Some merchants have also released test videos on online platforms to distinguish the authenticity of dissolved gold stickers. Usually, these videos show burning stickers with fire, burning off the surface adhesive, peeling off the gold pieces and weighing them to prove that their own stickers indeed contain 0.1 grams of gold. According to multiple consumers sharing their purchasing experience, to avoid buying counterfeit gold stickers, one must first be wary of low price temptations. If the price is unreasonably low, it is likely to be counterfeit. It is necessary to choose legitimate products with certificates and support for recycling. "Some consumers said that when choosing gold products, they should first ask whether they have certificates and whether they can be recycled. In addition, authenticity can also be verified through methods such as burning. A reporter from Beiqing Daily consulted a merchant on a certain platform for a "Chow Tai Fook 12 Zodiac Full Gold 999 Gold Mobile Phone Sticker" priced at 28 yuan. The customer service representative said that it comes with a "national inspection" certificate, but when asked how the certificate appraisal fee covers the cost, the customer service representative no longer answered. Experts remind that gold foil products do not retain their value and should be purchased through legitimate channels. Industry insiders say that if you only want to buy them as decoration, then 2mg to 10mg of gold phone stickers are enough, with affordable and attractive prices. But if you want to buy it as a gold jewelry, then you have to choose a 0.1 gram and sufficient weight one, which is more valuable for collection. Lai Yang, Executive Vice President of the Beijing Society of Business Economics, believes that the current consumer trend revolves more around self pleasure, interests and preferences, emotional value, and social attributes. Young people tend to create a trend when consuming based on a certain theme. For example, the recent rise in gold prices will correspondingly drive this consumption heat. Although gold foil has a low gold content, it symbolizes the wealth concept of gold and expresses a positive meaning. Golden stickers integrate traditional cultural elements and modern design, meeting consumers' needs for cultural identity and emotional expression, while also possessing social attributes, becoming one of the topics for young people to share and communicate on social media. In addition, the circulation of these small and heavy gold products, combined with the integration of IP elements, brings new vitality and changes to the gold market, which is not only an innovation in the gold market, but also a breakthrough in traditional gold consumption concepts Lai Yang mentioned that the popularity of gold stickers reflects young people's exploration of lifestyle, and also broadens the consumer group of gold, which helps businesses research trend trends and develop more products that cater to consumer hotspots. For consumers, Lai Yang suggests that although gold itself has value preservation properties, many gold jewelry also exhibit characteristics of daily consumer goods. Gold foil products themselves do not retain their value. When purchasing, you can choose legitimate channels and reputable merchants to ensure the quality and authenticity of the products. (New Society)