The Diamond Market Is Not Afraid Of Making Brand In Winter.

What is luxury? Luxury is unique, reliable source and quality guarantee.

Consumption has a certain rule, clothing fast products entered China for more than 20 years, and international top brands have entered China for 15 years, and with a sentence of "long distance from diamonds, a permanent spread" from the dbeers group, diamonds are the first to enter the eyes of the Chinese people in 1993.

"Diamond is the last luxury to enter China, and also the best quality product."

In March 2015,

Some European luxury brands, which represent some of them, have adopted a globally coordinated pricing strategy in China, which has lowered their prices in Europe and raised prices in Europe. Since China lowered tariff rates, cosmetics companies such as Estee Lauder also lowered the price of imported skin care products. Gucci also conducted a seasonal discount of up to 50 percent off in China in the two quarter of this year to boost its performance.

Liu Hangshu, President of Forevermark R, Asia Pacific region, said in an interview recently that whether the euro depreciates or the tax rate fluctuates, the impact of diamonds on this particular luxury can hardly be ignored, and the diamond market is still developing steadily.

Asked if he was worried about sales, Liu Hangshu replied with a smile: "not at all."

Liu Hangshu introduced that at present the Chinese market is many luxury brands in the world's first or second largest market, the international market.

The dependence on the Chinese market and Chinese consumption is increasing. Therefore, changes in the Chinese market, including exchange rate, tax rate and anti-corruption, may affect the global performance of luxury brands, and affect their overall development strategies, including marketing and pricing.

But for the diamond industry, the impact is not as big as that of some other products.

The most important reason is that diamonds are different from traditional luxuries. They do not need to follow the trend. They are little influenced by market changes and are not part of business gifts. In fact, they are the main gifts of a so-called important moment in life to commemorate a special occasion.

In terms of brand names, first of all, Forevermark R permanent imprint is different from general luxury goods.

The so-called customization is to meet the requirements of different consumers. It is also a pendant. There are 30 points to 3 carats, different products and services with different needs, and each Forevermark R has a unique identification number on the table of the permanent imprint.

Moreover, it stems from the brand's confidence and confidence in the Chinese market.

Liu Hangshu shared with you a group of diamond industry data in China: by 2015, China's diamond consumption accounts for 16% of the world's total, and the Greater China region accounts for 20%. By this speed and trend, by 2023, the Greater China region will account for 30% of the global market share, just as China is 25%.

By the year 2023, there will be more than two hundred and eighty million of the middle class affluent in China.

Although the market is large and the prospects are good, Liu Hangshu said: "we still have to make a commitment, making enterprises and making brands is the process of adhering to commitments."

Liu Hangshu believes that commitment has three meanings. First of all, it is the commitment of the Beers Group to the mineral kingdom (Botswana and Namibia), on the one hand, to the welfare of the local people, including the construction of schools, education, social welfare and public health; on the other hand, it is to restore the local natural ecology.

With the continuous exploitation, the pit is bigger and bigger, and the brand promises that the local government will help them recover and build it into a wild ecological reserve.

The two is commitment to shareholders and partners. When choosing diamond dealers to cooperate, there is a best practice principle, which is a criterion within the brand, which will be especially strict in many auditing aspects.

Then, when we choose retailers, the division of labor is very clear. We are responsible for the knowledge of diamond and diamond expertise. Retail brands such as Cai Bai or Zhou Dafu, their expertise in understanding consumers, will be more clear than what we would like to design consumers.

The three is the commitment to consumers. Only the well chosen and less than 1% natural diamond in the world is eligible to be imprinted on Forevermark R forever.

Every Forevermark R imprint is a promise that promises to be beautiful, rare and reliable.

Every diamond with Forevermark R eternal imprint.

From exploration to exploitation, every step has been carefully nurturing, and its cutting and polishing are entrusted to the world's top master craftsmen to complete their efforts, so as to let every diamond's natural charm and bright light bloom.

In the days to come, Forevermark R's eternal imprint will adhere to the promise of "beauty, rare and reliable source", and will continue to convey the power of "commitment" to all of us. We hope to inspire more people to share the commitment story together and fulfill their commitments with practice.