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- Source/Night Deep Finance
- Author/Night Deep Finance
Introduction: Once upon a time, there was such a golden sentence popular on the Internet: "Moscow does not believe in tears, and Beijing, Shanghai and Guangzhou do not believe in love." ”
Nowadays, not only in Beijing, Shanghai and Guangzhou, love has almost disappeared from the Internet context, and even Korean dramas, the originator of idol dramas, have begun to abandon love and indulge in crazy revenge.
Contemporary young people can't love it, and the consumerism that can bend and stretch naturally can't sit still.
The design of "divorce diamond ring" came into being, the law of true love marketing has failed, and the brand marketing of diamond ring has entered the next level.
1
Most people only know about "Proposal Rings", have you ever heard of "Divorce Rings"?
Recently, Emily Ratajkowski, a well-known American model and actress, posted a special photo on social media, generously showing the two large diamond rings she was wearing, with the text "Divorce Diamond Ring", which caused heated discussions among netizens.
Source: Little Red Book
Sharp-eyed netizens found that this was transformed by her former "proposal diamond ring", and the two diamonds that were originally clinging to the ring were disassembled and set on the two rings and turned into a new ring.
Source: Little Red Book
LATER, SHE WAS INTERVIEWED BY VOGUE AND RESPONDED, "A WOMAN SHOULD NOT BE DEPRIVED OF HER RIGHT TO OWN AND ENJOY DIAMONDS BECAUSE SHE LOSES A MAN" AND "A RING THAT UNABASHEDLY SHOWS SOME WONDERFUL MOMENTS IN A PERSON'S LIFE".
It is not difficult to see that the "divorce diamond ring" is endowed with a special emotional value, which is a commemoration of the past and a longing for a new life.
Emily Ratajkowski's photo of the "divorce diamond ring" has received millions of likes, and has sparked many netizens to imitate it, setting off a wave of reinvention of the "proposal diamond ring" on social media.
The former love token has become a "historical problem", new consumer demand has emerged, and jewelry brands have responded and immediately launched diamond ring remodeling-related services.
In March of this year, the official website of fine jewelry brand Lylie appeared in a redesigned service column to provide a diamond ring facelift service for divorced people.
Source: The brand's official website
Chupi, an Irish fine jewelry brand, bet on the "divorce" business earlier, not only with a facelifted design, but also with a special "divorce diamond ring".
Because insight research found that most middle-class customers disdain to wear the diamond ring given by their ex, "sister deserves better".
Source: The brand's official website
As the saying goes, the world is a circle, and the trend is common and inclusive.
Coincidentally, there are also brands in China that have captured the new concept of "divorce diamond ring".
On Women's Day this year, the diamond ring brand YIN announced the launch of the "Rebirth Diamond Ring", which is a holiday gift from girls to commemorate their farewells.
Source: Little Red Book
In terms of design, inspired by the ancient breakup token Yujue, it subverts the traditional meaning of "the full is the ring, and the missing is Jue", and redefines the separation.
Source: Little Red Book
The "opening" design, which can be adjusted at will, not only echoes the "notch" shape of Yujue, but also carries the meaning of "farewell", implying a special rebirth.
Interestingly, the theme of this divorce diamond ring series is "Ideal Love", which conveys the ideal life of bidding farewell to the complicated past and regaining the initiative.
Source: Little Red Book
In addition to the concept of "divorce diamond ring" in the 38th Festival, YIN has put "rebirth" throughout the entire brand marketing action, and launched the "diamond ring transformation plan", where users in need send the diamond ring to the brand, and the brand will clean, disassemble and transform the main stone into a new style of ring, necklace or bracelet.
Of course, the transformation of conventional diamond rings is not new, and YIN Yin casts the magic of emotional marketing, collects "happy divorce" stories, integrates them into product design, and touches the heartstrings of users.
For example, the attitude declaration of "From now on, every rainy day is free", you can get a glimpse of the breath of freedom that escapes from the heavy suffocating relationship, and explores the path of women's growth.
Source: Little Red Book
The marriage proposal diamond ring could not be sold, and the brand's reverse marketing "divorce diamond ring" was questioned by netizens about a wave of leeks cutting back and forth, which served the magical brain hole of consumerism.
Although there are constant doubts in the comment area, the bright sales that are almost "sold out" are enough to prove that divorce is good business.
Source: Little Red Book
2
After the myth of love was shattered, the diamond ring was "unsalable".
With the title of the king of Chinese diamond rings, DR diamond rings have been the dreams of countless couples, and its unique promise of "only one in a lifetime" has not only captured the hearts of countless consumers, but also led the parent company Dia shares to successfully ring the bell of listing and create a diamond ring empire.
Source: DR official blog
However, when young people are no longer obsessed with "love", the life of the diamond ring king is becoming more and more difficult.
Recently, Dia shares released a 2023 performance forecast, DR diamond ring operating income fell by 37.83% to 43.75% year-on-year, and the net profit of the parent company plummeted by 87.60% to 91.72% year-on-year, and it is expected to lose 98.306 million yuan to 129 million yuan.
In fact, the performance of DR diamond rings has long been declining.
There's no denying that DR Diamond Ring's marketing strategy has been successful, creating a unique brand story by connecting diamonds to a once-in-a-lifetime love commitment through emotional marketing.
But he also dug a "huge hole" for himself: when love is gone, where will the diamond ring go?
Two years ago, in order to continue and deepen the brand concept, DR released an advertisement of "Ten Don't Sell Declaration", which was complained and questioned by the whole network.
In the advertisement, DR positioned himself as a "true love guardian" and formulated a "ten do not sell" guideline:
Those who are indecided, DR does not sell
People who weigh the pros and cons, DR does not sell
People who have another name in their hearts, DR does not sell
For underage people, DR is not sold
People who are impulsive, DR does not sell
People who marry for the sake of getting married, DR does not sell
Buy to give it to your own people, DR does not sell
For those who do not want to use real-name authentication, DR will not be sold
For those who want to delete custom records, DR does not sell
If it is given to the second person, DR does not sell
Reading between the lines, it is committed to further improving and enriching its adherence to the brand values of perfect loyalty and love, and it is bound to carry out true love marketing to the end.
DR hasn't changed, but consumers have changed, and sober netizens in the world have revealed the truth in one word-
True love in the world cannot be defined by these ten narrow criteria.
"Ten Don't Sell Declaration" failed to PUA the audience, but exposed the disadvantages of DR true love marketing, double standards for men and women, didacticism, marketing gimmicks greater than reality, disrespect for the concept of multiple love, etc......
What was once a marketing myth has become a popular joke.
3
As a symbol of love, why can't diamond rings sell?
First, the values of marriage and love have changed in the times, and the unique beauty has become a new fashion item.
At present, the Internet environment has fallen into a strange circle, and people cast "loving" eyes on the phenomenon of showing affection and cheering for the return to singleness.
Domestic entertainment female stars announced their divorce, fans were excited to draw lotteries, passers-by's favorability skyrocketed, and their careers were visibly getting better with the naked eye is the best example of evidence.
People no longer pursue love, and there is no need for diamond rings to witness love.
Source: Little Red Book
Second, the rise of artificially cultivated diamond rings has punctured the "scam" of diamond scarcity.
In the past, diamonds were defined as a "scarce resource", creating a high value proposition.
The fact is that the international diamond giants have joined forces to control the supply of diamonds, mining only a small number of diamonds each year, deliberately creating the illusion of "scarcity" of diamonds, so as to grasp the pricing power and make high profits.
De Beers also deeply bound "love" and "diamonds", with a classic advertising slogan of "diamonds are eternal, one will remain forever", so that customers dare not resell second-hand diamonds.
This year, Harbin exploded, and Henan Cultural Tourism followed closely behind, giving away free diamonds at the high-speed rail station, which attracted the attention of the whole network.
It turns out that in the corner that no one cares about, Henan has already silently won more than 50% of the world's man-made diamond market, and is the world's largest man-made diamond production base.
Following Henan's "free delivery", netizens were surprised to find that there is not much difference between man-made diamonds and natural diamonds, but the prices are very different.
If you don't have a certificate with you, you won't be able to tell which is a natural diamond and which is a lab-grown diamond.
The emergence of man-made diamonds has broken the "love myth" of natural diamonds.
When the love attribute and scarcity positioning are broken one by one, the diamond ring economy will naturally not be able to cut consumers.
Therefore, the diamond ring brand also had to "betray love" and find another way in marketing.
Whether it is a "divorce diamond ring" or a "leadership diamond ring", they are all new explorations of marketing strategies.
It's not diamonds that last forever, it's marketing.
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