China
China is a market of active retail investors with a strong affinity to gold. And there is a sizable pool of potential new investors. Our unique insights reveal opportunities for the gold investment industry to reach this audience, grab their interest and expand the market.
online interviews with investors in cities across Tiers 1 to 4
Simplicity and reassurance are the top two drivers for investing in gold, underpinned by its accessibility and the belief that it offers protection against inflation. Clear messaging around these aspects of investing in gold should help to protect its favoured position in Chinese investment portfolios.
29%Simplicity
18%Aspirational
16%Long Term Finance
11%Reassurance
28%Simplicity
16%Reassurance
15%Long Term Finance
10%Aspirational
24% of retail investors have never invested in gold but say they would now consider doing so. To help encourage these investors, the gold industry needs to take action to address key barriers identified in our research.
Considering buying gold
Never bought in the past
Considering buying gold
Has bought in the past
Won't consider buying gold
Trust is a barrier to investing in gold for
Of Chinese considerers
Trust issues are a clear barrier to investing in gold: 44% of those who have never bought gold say they worry about buying fake or counterfeit gold, while 35% say they are put off by the purity not being guaranteed.
We found a gap in understanding around the availability of gold investment products, including entry price points and how gold is valued: 29% of potential investors say they don’t understand what drives the price of gold.
Education
Of Chinese considerers do not understand what drives the gold price
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