1. As Wu said, the cost of human resources and venue rent are higher in urban areas than in urban areas.

2. Urban areas are generally gathering places for big brands, such as Chow Tai Fook, Zhou Shengsheng, Lukfook Jewelry and Weidong Jewelry (of course, this price is lower); The brand joining fee is a fixed cost, and the city cost is mostly small-scale operation without the big brand joining fee;

3. The only advantage of urban areas is that the purchase price of pure commodities is lower than that of cities and towns, and the sales volume of cities and towns is lower, so the purchase price of pure commodities is higher than that of urban areas.

4. To sum up, the average gold price in urban areas is indeed higher than that in cities and towns;

5. By comprehensive comparison, the price of gold in urban areas is higher, but because of the protection of brand reputation, the risk of purity of thousands of gold is lower, and the probability of buying fake and shoddy goods will be reduced (we can't guarantee that we will never buy goods that may have problems, but the probability of buying brand thousands of gold in urban areas is really low); Cities and towns have less supervision in this respect, so the chances of buying problematic goods are correspondingly higher. Of course, first of all, we believe that merchants are much kinder, and no one should intentionally give you goods with quality problems, but there is no guarantee that the upstream will not tamper with these people when supplying them, because the bargaining power of retail investors is weak. Of course, we still have to believe that there are still many people who do business seriously, and it will be a bit bad if we meet them.