How do lab-grown diamonds win over young people? How can the industry become bigger, stronger and better? On September 20, at the 6th Abrasives Grinding Exhibition and 2023 Diamond Industry Conference, the reporter interviewed Wang Tao, vice president of China Gold News.
Photo by Li Xinhua
"To make lab-grown diamonds enter the hearts of young people faster, it is necessary to deeply study the lifestyles, life scenes and consumption habits of young people. Whether it is design or publicity, it must be combined with its own brand positioning, tell a good diamond story, and impress young people with emotions in order to enter the hearts of young people. Wang Tao said.
Photo by Li Xinhua
He analyzed that young people pay more attention to the spiritual experience brought by the object, pay attention to the national tide culture, pay attention to experience, please themselves, like products with a strong sense of emotional substitution, and have high requirements for the originality, interest and diversity of products, enterprises can only quickly occupy the young consumer market by understanding the consumption psychology of young people, providing customized services according to the preferences and needs of young people, and designing cultivated diamond jewelry that meets their aesthetics and needs.
Photo by Zhou Yong
Video and personalized push is the main way for young people to obtain information, in terms of publicity, it is recommended to make full use of Douyin, WeChat and other social media platforms where young people gather to strengthen interaction, through short videos, live broadcasts and other forms to show the beauty and uniqueness of lab-grown diamonds, to attract young people's attention.
How does the lab-grown diamond industry go from big to strong? Wang Tao suggested that the development of the lab-grown diamond industry is the need to cultivate and expand strategic emerging industries. As an emerging industry, lab-grown diamonds need to improve the modernization level of the industrial chain and supply chain, and focus on promoting the complementary and strong chain of the lab-grown diamond industry in order to seize the lead in international competition.
Photo by Li Xinhua
"We should not only continue to promote the quality and efficiency of front-end research and development, but also think about how to transfer the cutting and consumption of the lab-grown diamond industry to China." Wang Tao said that China Gold and Yuyuan are both leading enterprises in the jewelry industry, and under the impetus of the goal of cultivating and expanding strategic emerging industries, the leading enterprises have reached a consensus to enter the new track of lab-grown diamonds.
He further explained that leading enterprises can better expand the industrial chain and play a channel synergy by opening up the lab-grown diamond market. For example, China Gold has reached strategic cooperation with Jingtuo Diamond through the establishment of the Laboratory-grown Diamond (New Material) Promotion Division, China Gold has laid out a new track for lab-grown diamonds with the concept of "environmental protection, science and technology, fashion and national tide", and Yuyuan Co., Ltd. launched the Lu Brilliant Lab-grown Diamond brand, all of which help to form a strong lab-grown diamond industry chain.
Positive news reporter Wang Zhanlong