Recently, a consumer raised questions regarding the material composition of a足金 (pure gold) product sold by CHOW SANG SANG, drawing market attention. On February 5, CHOW SANG SANG (China) Commercial Co., Ltd. issued an official statement announcing test results and reiterating its commitment to quality.
The statement indicated that after receiving consumer feedback, CHOW SANG SANG immediately communicated with the customer and cooperated with market regulatory authorities to send the product in question to a designated third-party testing institution. The test results confirmed that the product's gold content complies with the national standard GB11887 (Regulations for Purity and Naming of Precious Metal in Jewellery) requirements for defining "足金" (pure gold).
CHOW SANG SANG reiterated in its statement that, as a fully directly-operated jewelry brand with over ninety years of history, the company consistently adheres to a business philosophy of "quality as the foundation, integrity in business." All products must pass multiple quality inspections covering raw materials, the production process, and finished goods before leaving the factory.
The dispute originated with a consumer from Qingyuan, Guangdong. Ms. Li reported to media that her newly purchased CHOW SANG SANG pure gold fortune bag pendant showed scratches and white marks on the surface after just one day of wear. After failing to reach a return agreement with the store, she went to a local gold recycling shop for a spectroscopic test. This preliminary test reportedly showed significant variance in gold content at different points on the pendant, with a high of 99.99% and a low of 64.37%, a maximum difference of 35.62%. Photos of the initial report also suggested the presence of other metallic elements like iron, silver, and palladium in the pendant's composition.
Previously, it was reported that the Qingcheng District Market Supervision Administration in Qingyuan had accepted the dispute concerning the gold jewelry from the CHOW SANG SANG store. As the consumer questioned the product's quality, both parties agreed, through negotiation, to have the administration send the item to a qualified third-party institution for testing.
Legal experts had previously noted that if authoritative testing ultimately determined the product's composition did not match its labeling, the seller's actions could potentially constitute consumer fraud, allowing the consumer to pursue legal rights. The official test result confirming "足金" (pure gold) status has eliminated this potential legal risk.
In recent years, with sustained growth in gold investment and consumer demand, sensitivity towards product purity, weight, and brand credibility has increased significantly. The process from the initial质疑 to the announcement of test results highlights the importance of brand transparency and the credibility of quality inspection in the current consumer environment.
Analysis suggests that gold jewelry represents high-value, high-trust merchandise. A brand's prompt response and the involvement of authoritative testing not only help protect consumer rights but also serve as public oversight for the industry's internal quality control and standard enforcement. Particularly in the digital communication era, a company's crisis response and communication strategies directly impact brand reputation and market confidence.
CHOW SANG SANG stated that "consumer trust is the brand's most valuable asset" and pledged to use this incident as an opportunity to refine service details and enhance the consumer experience. The company emphasized its continued commitment to strict product quality control, upholding honest business practices, and providing customers with safe and reliable products and services.
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