Currently, the pricing power of gold is mainly dominated by the European and American markets, denominated in US dollars, and the unit is ounces. The international gold price is not a fixed number. The main pricing center is the London Gold and Silver Market Association (LBMA), generally referred to as "London Gold", which publishes benchmark prices twice a day. Historically, the pricing model of London Gold has undergone important changes.

The pricing mechanism of the London gold market began in the early twentieth century. It was initially quoted by telephone and later held in an office of Rothschild Bank known as the "Gold Room". The pricing team is composed of five gold dealers who are members of the "market makers" of the London Gold Market Association. Rothschild Bank has always been the chairman unit of the pricing team, presiding over the pricing process. However, in 2004, Rothschild Bank withdrew from the pricing team, giving the seat to Barclays Bank. The chairman of the pricing team also changes annually and five pricing members take turns as dealers.

In March 2015, the above pricing method was finally replaced by LBMA, and the benchmark management organization under ICE was responsible for the operation of the pricing. Seven banks participate in the electronic bidding twice a day, including JPMorgan Chase Bank, Scotiabank, HSBC, Societe Generale, UBS, Barclays and Goldman Sachs. In 2016, Bank of China became the first domestic bank to participate in gold pricing.

Generally, China uses the closing price of London Gold as the pricing price for gold and silver coin exports, and ordinary consumers have difficulty buying gold at international gold prices.