Gold and silver jewelry and high-end cosmetics are luxury goods, not necessities of life, and the consumer groups are relatively small. If the merchants make small profits but quick turnover, even if the price is reduced, the sales volume will not increase much. Secondly, if the price is reduced, the brand value of the goods is likely to be greatly reduced, which is not conducive to profitability in the long run. Finally, luxury goods have a large profit margin, and the profit of selling one piece may exceed that of selling ten pieces at a low price. To sum up, many businesses rarely choose small profits but quick turnover.