China Gold
China National Gold Group · China
China Gold is a Chinese gold jewellery brand operated by China National Gold Group Gold Jewellery Co., a state-owned company founded in 2006 and based in Beijing. It sells gold, platinum and silver jewellery, gold bars and gem-set pieces through franchise and company-run stores.
| Operator | China National Gold Group Gold Jewellery Co. |
|---|---|
| Founded | 2006 |
| Headquarters | Beijing |
| Listing | Shanghai Stock Exchange, 2021 |
| Stores (2021) | 2,688 franchise, 80 direct |
| Website | chnau99999.com |
What is China Gold?
China Gold is the jewellery retail brand of China National Gold Group Gold Jewellery Co., Ltd., a subsidiary of the state-owned China National Gold Group. The company was established in 2006 and is headquartered in the Beiji Building in Dongcheng District, Beijing.
Products and positioning
The brand covers a wide range of precious metal products:
- Gold jewellery and gold bars
- K-gold, platinum and silver jewellery
- Diamond, pearl, jade and coloured gemstone pieces
- Gold and smart wearable watches and commemorative coins
It also offers recycling of old gold and silver and precious metal storage services.
Distribution
China Gold relies heavily on franchising. At the time of its Shanghai Stock Exchange listing in January 2021, the company had 2,688 franchise stores nationwide and 80 directly operated stores, and it planned to use most of the listing proceeds to open more company-run outlets. Products are also sold online.
Why it matters
China Gold is one of the largest gold jewellery networks in mainland China, competing with Hong Kong groups such as Chow Tai Fook, and shows how franchise models drive scale in the Chinese jewellery market.
Frequently asked questions
Who owns China Gold?
China Gold is operated by China National Gold Group Gold Jewellery Co., whose parent is the state-owned China National Gold Group.
Where is China Gold headquartered?
The company is headquartered in Dongcheng District, Beijing.