Jiu Jiu Jin Group Launches Global Strategy at 11th Anniversary Event in Shenzhen

Jiu Jiu Jin Group recently held its 11th anniversary celebration and global strategy launch in Shenzhen, formally kicking off its global expansion. Chairwoman Lan Wenjuan proposed a "globalization" strategy, making the promotion of China's gold-recycling standards worldwide the core goal of the next phase. Jiu Jiu Jin started in Shenzhen in 2015 and, after 11 years of development, has served more than 9.9 million users, covers over 70 cities nationwide, and operates 395 stores. The company uses a recycling service standard summarized as "one look, two inspections, three melts, four tests" and has built a full digital recycling traceability system, making every gram of gold traceable, open, and transparent, and advancing the standardization of the gold-recycling business.

General Manager Liu Yajian began by reviewing the brand's development over the past 11 years. Citing public data from the World Gold Council, he noted that global central banks made net gold purchases of 289 tonnes in the second quarter of 2026, up 62% year on year and a high for the period in recent years; industry institutions estimate that China's domestic gold-recycling market reached about RMB 310 billion in 2026. On the global layout, Liu said the company will proceed in three steps: first, using the landing of a Hong Kong licence as the axis to drive expansion in Southeast Asian markets; then extending to the Middle East, South Asia, and Latin America; and finally building a global gold-recycling network. Liu said Jiu Jiu Jin's long-term vision is to improve industry recycling standards and, once policies become clear, to seek investment, financing, or listing opportunities, promoting Chinese standards in the global market.