In the romantic capital of France, Chinese cultural elements have amazed the world.
At the beginning of March, DR, a Chinese jewelry brand under Dia Holdings, joined hands with Vivienne Tam, a world-renowned Chinese designer, to launch a contemporary Chinese bridal series of jewelry, which was officially released at the VIVIENNE TAM brand's 2024 autumn/winter fashion show and landed at Paris Fashion Week.
In recent years, it is no longer a "miracle" that traditional Chinese cultural elements such as Hanfu and ancient Chinese musical instruments have come out of the circle and attracted global attention, but it may be the first time that Chinese culture has appeared in Paris Fashion Week, a top global fashion event, and even led the world fashion trend.
Take a look at the regulars at Paris Fashion Week – Chanel, LVMH, Hermès, Valentino, Givenchy, L'Oreal, ...... Which one is not famous, and which one is not the top fashion? This year, the Chinese jewelry brand DR broke into the scene and took a lot of attention.
In the past, European jewelry brands went to China to occupy the market in one direction, and now Chinese jewelry brands have begun to reverse the "strategy" of Europe, which itself is a bit unusual.
Chinese elements are stunning and fashionable
France is the birthplace of fashion and luxury, and local fashion brands are world-famous. According to public data, France has nearly 200,000 luxury-related employees, and attracts millions of tourists every year, supported by industry activities such as haute couture, jewelry, perfumes, and leather goods.
Paris is the "base camp" of fashion brands in France and even in the world, with three-quarters of French luxury companies headquartered here, and among the world's five largest luxury groups, LVMH, Chanel and Hermes are headquartered in Paris.
In such a concentration of fashion and luxury brands, what products has Dia shares come up with to conquer the discerning audience and practitioners in the global fashion industry?
The DR diamond ring of Dia shares is well-known to the public for its love concept of "one life, one and only true love" and the purchase rules of "men can only customize one DR proposal diamond ring in their life" and "only one person in their life". In this Paris Fashion Week, the appearance of Dia shares is still based on the theme of "love" and "wedding culture".
During Paris Fashion Week, DR diamond rings joined hands with Vivienne Tam, a well-known Chinese designer, to release a contemporary Chinese wedding series of jewelry based on the concept of "cultural harmony, love is born from this", and the contemporary Chinese wedding series jewelry and the contemporary wedding dress of the "Chinese bride" as the carrier.
The DR x VIVIENNE TAM contemporary Chinese bridal series includes dragon series, gold and diamond series, including wedding rings, earrings, necklaces, bracelets, bracelets, etc., which can meet the dual needs of the younger generation of consumers for traditional Chinese wedding accessories and fashionable contemporary aesthetics.
Juliette Binoche, a French national treasure, Karen Mok, Yang Lan, a well-known Chinese media person, Hong Huang, a well-known Chinese media person, Sonia Rolland, a French actress, and many other representatives of the Chinese and French performing arts and cultural circles, as well as a number of government representatives of the Chinese Embassy in France, witnessed the release of the DR x VIVIENNE TAM contemporary Chinese wedding series products. Chinese host and actor Shen Mengchen, Chinese actor and model Chen Ran, and well-known Chinese model CiCi Xiang Yijing attended and performed.
It can be said that in the fashion capital of the world, DIA shares and VIVIENNE TAM have jointly created a cultural feast.
Chinese Jewelry Brand "Breakout"
The launch of the DR x VIVIENNE TAM Contemporary Chinese Wedding Collection coincides with the 60th anniversary of the establishment of diplomatic relations between China and France and the Sino-French Year of Culture and Tourism. Chinese elements swept Paris Fashion Week, reflecting both the inclusiveness of Paris, the fashion capital, and the ambition of Dia shares.
Many people's first impression of DR diamond rings is the concept of true love of "only one person in a lifetime", because they choose DR diamond rings because they agree with the culture of true love. The DR diamond ring has successfully come out of the circle, but it has also overshadowed the brilliance of DR's other products to a certain extent.
In fact, DR's product matrix is far richer than the outside world knows, including engagement diamond rings, proposal rings, anniversary gifts, wedding gold and other series.
During this Paris Fashion Week, DR Chinese Bridal Contemporary Chinese Wedding Series continued the previous product matrix, dragon series, gold and diamond series covering wedding rings, earrings, necklaces, bracelets, bracelets and other accessories, which can meet consumers' personalized and diversified choices.
As a direct-to-consumer brand, product development and design is the main advantage of DEA shares, the company has set up a design center in Paris, and its products are created by world-renowned jewelry designers. According to the disclosure, in 2022 alone, the design team of Dia shares has won the IDA International Bronze Award and Honor Award, MUSE Design Gold Award, ELTE Platinum Award and Gold Award, and the first prize of the Global Auspicious Zodiac Design Competition (Year of the Rabbit).
It is worth mentioning that DR's appearance in Paris this time is not a "crowd-like" performance, but a clear cultural proposition with Chinese characteristics, injecting new elements into the global fashion industry.
The jewelry industry has long been guided by Western wedding culture, and Dia shares have observed the upsurge of new Chinese style and new national style among young people in recent years, and put forward the cultural strategy of "taking Chinese wedding culture as the core".
Under the guidance of the above strategy, the DR x VIVIENNE TAM products have been designed to integrate the past and the present, inherit and innovate, and create a new national style jewelry that integrates Chinese and Western characteristics, and DR has become the first wedding theme to exhibit at Paris Fashion Week and the first jewelry brand to promote Chinese wedding culture to the world.
DR's reinvention of traditional Chinese wedding culture has successfully allowed traditional China and modern China to collide and merge, forming a new fashion trend and cultural trend.
In terms of the market, Dia opened a flagship store in the Louvre Museum in France as early as 2019, and established an international business department to carry out North American business, accumulating rich experience in going overseas.
Southeast Asia and the Middle East, as important population gathering places and consumer markets in the world, are very likely to become the next stop of Dia's overseas business. It is understood that Dia shares have started the construction of business structure in Singapore. Whether it is the domestic or overseas market, there is no strong brand and strong product of wedding jewelry, and the increase in market concentration is a high probability event.
The diamond industry has been under pressure for two years, and has now reached the bottom of the industry, according to the general law, the industry bottoms out and rebounds after the first to benefit must be the leading companies. The latest data shows that the funds (including monetary funds and transactional financial assets) available at any time on the account of Dia shares exceed 5 billion yuan, and even if all liabilities are deducted, there are still close to 4 billion yuan of "activity funds".
The current price-to-book ratio of Dia shares is only 1.6 times, which is extremely undervalued for the asset-light business model. The company has a thicker safety cushion downwards, and upwards can restart the pace of expansion at any time.
CICC recently released a research report predicting that Dia's revenue in 2024 will increase by 4% year-on-year to 2.35 billion yuan, and the net profit attributable to the parent company will increase by 191% year-on-year to 310 million yuan. Judging from this, Dia shares have shown very high investment value.