The cost is 4,000 sold for 15,000?DR diamond ring is questioned, are you willing to pay "true love marketing"?

Commercial Daily All -Media News (Coconut Network/Altitude journalist Zheng Saiwen Intern Reporter Niu Zhiyuan Photography Report) Recently, a entry called "DR diamond ring cost 4,000 sold 15,000" Under the conditions of carats, the same color and clarity, DR diamond ring is thousands of yuan higher than competing products, and its gross profit margin far exceeds a number of jewelry brands. From September 22nd to 24th, reporters from the International Tourism Island Business Daily found that DR "true love marketing" has many tricks, and 1 carat diamonds have a minimum of 80,000.

"You can only customize one life"

DR "Love" protocol has a lot of tricks

On the afternoon of September 22, the reporter came to a DR store on the first floor of Friendship Sunshine City. Sales staff told reporters: "Our ring has platinum and K gold. It can only be customized for a lady, binds each other, and cannot be modified. "Sales staff said that the DR ring adopts a real -name purchase method. The purchase record will be entered into the system. You can get a "True Love Agreement".

The reporter noticed that in addition to the names of the two parties signed the name, the "True Love Agreement" also needed handprints. The content includes "men can only customize one DR in their lives" and so on.

In addition to the "True Love Agreement", there are also "Couples Sleeping Agreement" and "Golden Wedding Promise". The "True Love Agreement" will be given away when purchasing the ring. The "Couple Question Agreement" does not have the purchase requirements and needs to make an appointment in the store.

Sales staff said: "Our 1 carat diamonds have a minimum of 80,000." Subsequently, the reporter visited several nearby jewelry shops to inquire about the relevant prices. Most of the jewelry shops had a minimum of 40,000 yuan in diamonds.

On the morning of September 24th, the reporter found on the official flagship store of an e -commerce platform DR that in addition to selling rings and necklaces in the store, they also sold bracelets and bracelets. It is a men's diamond necklace with a price of 102998 yuan; the lowest price is a ladies earrings, which is 1314 yuan. The highest sales volume is the "Snow Kiss 5 points" proposal diamond ring. With the different diamond scores and colors, the price is also different. The minimum price of this diamond ring is 3479 yuan, and the highest price is 4549 yuan. It is reported that this diamond ring can also be sold in a complete set, that is, the three rings of the proposal diamond ring and the wedding rings are priced at 9,857 yuan.

DR's official flagship store customer service said: "Proposal diamond ring can only be customized in a lifetime, can be upgraded to change money in the future, cannot be purchased for the second time, and the number of wedding rings can be purchased. Different, you cannot buy any goods again. If you have already purchased a proposal diamond ring, you cannot customize it again, but you can buy other products. "

Verification and query system deposit and leakage risk

"True Love" marketing gameplay is controversial

DR (Darry Ring) is an international high -end proposal diamond ring brand under Daa Co., Ltd. According to media reports, Daa Co., Ltd., which has frequently attracted attention with its unique marketing concepts, has received regulatory tickets due to advertising publicity.

On June 20, 2018, due to the inconsistent publicity of Dai Rui (predecessor of Daa's shares), the "Advertising Law of the People's Republic of China" stipulated that the Shenzhen Market and Quality Supervision and Administration of the Shenzhen Market Punishment of 414 yuan was made.

On October 17, 2018, the Daxing Branch of the Beijing Municipal Administration for Industry and Commerce imposed a fine of 30,000 yuan on Dai Rui Co., Ltd. The Seventh Branch of Beijing. We are expensive, and the global total accounts for only 0.0001%of all diamonds', which violates the "Advertising Law of the People's Republic of China".

Not only that, DR's "true love marketing", "true love agreement", "true love query" and other marketing gameplay are also controversial.

In May 2021, DR was exposed to falsify dozens of false proposal cases on social platforms to make up false story copywriting to induce consumers to believe it, so as to achieve marketing purposes.

The most well -known advertisement words in DR are "men can only customize one in their lives". When customers buy DR proposal diamond ring, they need men's binding effective identity information and sign a "true love agreement". Human name and claim that "purchase records cannot be deleted for life." DR sets up the "True Love Inquiry System" with the ID number as the core to certify that "you can only buy once in your life", as long as you enter your ID card, you can check it.

However, some netizens broke the news that DR orders and purchase records only cost a few hundred yuan to eliminate it. If they are in a hurry, they need thousands of yuan. According to reports, some Taobao shop owners claim that it is only 800 yuan to eliminate DR orders and purchase records, and it takes 1,600 yuan if it is urgent. Today, the brand's e -commerce customer service told reporters that it cannot eliminate orders and purchase records anyway.

It is understood that many star fans use this system to check the star purchase records to prove whether it is single. In October 2021, DR was caught in a scandal of a number of traffic artists who was taken to use identity information to purchase rings. Some consumers have questioned, "If you can use your ID number, you can just find information such as other people's names and purchase records. The "True Love Inquiry System" was turned off. In addition, some netizens found that after being registered with the real -name authentication of the real -name authentication as a user, using the other person's (men's) ID number to place an order to buy. Without the verification of the face or ID card, the page still shows that " True love verification ", complete the purchase. In this regard, DR customer service replies that you can buy it as long as you enter the ID number.

Choose a brand or choice?

The citizens have different opinions

Citizen Ms. Cheng believes that when buying jewelry, the brand concept is only one of the factors, because the brand concept is mainly based on marketing. "I remember that the star DR incident last year made a lot of trouble, so I couldn't like this brand, and I felt that it was always marketing." Ms. Cheng told reporters, "It is not necessary to buy a so -called marketing gimmick at high prices. Buying some gold jewelry, you may also preserve it. "

Ms. Cheng believes that many couples may go to that advertising word, which is followed by the trend. "There is a kind of thought that everyone wants to buy, but the buying jewelry still needs to start from their own actual situation, and consider economic factors. The cost -effectiveness is a bit unjust. "Ms. Cheng said.

Mr. Zhang, a citizen, believes that in the case of economic conditions, the ritual sense of diamond ring is more important, and the price is secondary. "To put it in white, you may buy it once in your life, so as long as the other party likes it, you will definitely buy it if you can afford it. However, when you hear a diamond ring with a cost of 4,000 yuan, it is still shocked. The key reason for the premium may still be marketing. , 'The view of love in my life' love is very useful, and because of this more valued brand choices, I unknowingly ignored its actual value. "Mr. Zhang said

Citizen Ms. Li said that in addition to material value, the diamond ring has an invisible emotional value. "To some extent, it is a kind of agreement and commemoration. When buying, you need to consider it carefully. Just buy it if you buy it. "Ms. Li said that don't feel that it must be good because of any brand popularity now. In fact, it is the best suitable for you.

The net profit of the first half of the year doubled

DR needs to re -examine or define "true love marketing"

Lu Na, director of the Department of Electronic Commerce of the School of Economics and Management of Hainan Normal University, said that the reason why the DR diamond ring is favored by many young people has a lot to do with the "true love marketing" it advocates. The pursuit of love for love for love has given the company a certain premium space for the company's products. Whether it is the brand concept or the product meaning given by it and the sense of ritual at the time of purchase, DR has taken the consumer's psychological psychology.

Lu Na believes that the reason why DR marketing has repeatedly turned over is not that the marketing itself is not feasible, but in the lack of integrity. The specific operations violate their own rules and make false commitments for profit. This is unacceptable to consumers that consumers cannot accept Essence

The financial report shows that the operating income of Daa's shares in the first half of this year was 2.085 billion yuan, a decrease of 10.13%from the same period last year; net profit attributable to 579 million yuan, a year -on -year decrease of 20.62%, and the net profit of revenue dropped.

The decline in DR sales is related to its marketing rollover and worse word of mouth, and it is also related to consumers' cognition of diamond ring. Although it represents special love, its depreciation speed is also very fast. Lu Na suggested that in the future development, DR needs to face up to his own problems, re -examine or define "true love marketing", improve product quality, recover the brand image, and use sincerity to move consumers with sincerity.

[Editor in charge: Long Yansing]

[Content review: Xie Qingpei]

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