Cover comment ｜ Diamond ring ultra -high gross profit margin is hotly discussed, marketing fairy tales will eventually be faked by value certificates

Jiang Yan

"Men can only customize one in their lives." Relying on true love marketing, DR diamond ring attracted tens of millions of young people to buy. Under the same carat, similar color and clarity, the DR diamond ring is thousands of yuan higher than the competitive product. For example, the Forever series of simple luxury models with the highest sales in the first half of 2021, the cost is only about 4,000 yuan, the price is as high as 15,000 yuan, and the gross profit margin exceeds 72%. The level of gross profit margin also far exceeds the jewelry brands such as Chow Tai Fook and Chow Tai Sheng. However, only one marketing routine can be customized. Some online shop owners say that 800 yuan can erase the DR diamond ring purchase record. (China News Agency)

The continuous DR diamond ring has been questioned. Such doubts can be attributed to two categories. First, it was questioned from the public. The "one life" gimmick that DR deliberately advertised, and the people's dislikes and rebounds were aroused. High gross profit margin, all of which make it "sustainable performance" is not favored by the industry. Combining with the latest signs, the above -mentioned questions seem to be accelerating a series of consequences. Many times, the collapse of consumer beliefs and investment beliefs has the same frequency resonance and strengthening each other. From true love to no sense, there is a thought.

Recently, DR diamond ring has become a hot topic on Weibo. Its direct fuse is undoubtedly "DR diamond ring related companies have been executed over 480,000", which was not a big deal. And this is the catalyst, which truly detonates this wave of public opinion, in fact, it is another report, "DR diamond ring 'true love lies': cost 4,000 sold 15,000, and only 9 people depend on marketing" ... In fact, these look at these views. The big news that seemed to be shocking belongs to the old news, and it is basically taken from the information disclosed by the DR listing prospectus in 2021. These data have been limited to the attention of the investment circle in the past. This "breaking circle" has aroused strong interest and strong indignation of netizens.

The gross profit margin is high, and the cost of controlling the inventory of foundry production and customizing sales models can originally regard the competitive advantage of a company. However, in the almost side of the public, the above -mentioned indicators have been given another way of interpretation, such as "cut leeks", "income of IQ taxes", "no originality and process guarantee" and so on. Under this emotional feedback model, the original point of DR fairy tales, also known as "men can only customize one in life," also became the object of being disassembled, laughed, and resisted. Once, I wanted to circulate DR, who loved men and women, and looked back, but found that I circled myself in.

Under the trading of commercial narrative, the binding of diamonds and love has annoyed some people's hearts. And the role of DR self -funding about "special enthusiasm" and "only", "monitoring people", has made many people feel moral abduction. Including diamonds, any commodity in the business society is an extension of human specific needs, and its value is mainly due to its functionality. Take care of this basic logic and make it difficult for the commodity people to be high or even sacred. The power savings and release of anti -bulling, fake value permit or even loss of value will inevitably occur, early or late.

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