China Gold is the jewelry and retail brand operated by China National Gold Group Gold Jewellery Co., Ltd., a specialist gold and jewelry producer and seller and a subsidiary of China National Gold Group. The company develops products that combine precious materials, traditional Chinese culture and contemporary design. Its collections include gold jewelry, investment products, wedding and celebratory pieces, silver jewelry, watches, gifts and high-end collectibles. Named ranges include Chengfu Gold, Linglong Gold, Kπ Gold, Palace Museum Gold, Guobao Gold and Zhen Ru Jin. Some collections draw on heritage crafts, museum objects and stories from Chinese history, while others feature pearls, 18-karat gold and diamonds.

China Gold also offers high-end jewelry, special-technique, branded-gold, corporate-gift and collectible customization. Customers can shop through its Tmall and JD.com flagship stores, WeChat mall and gold recycling platform. With physical retail outlets and online channels, the brand serves both everyday jewelry customers and those seeking investment, gifting or commemorative products. Its range reflects a focus on gold craftsmanship, cultural storytelling and varied occasions.