"Give only one person in a lifetime", cost 4,000 yuan for 15,000 yuan?

Author:Shanxi Evening News Time:2022.09.23

#DR.5,000 diamond ring cost is only 4000#

The news rushed to Weibo hot search first.

"Men can only customize one in their lives." The DR diamond ring once rely on this advertising word, attracting countless young people to buy. After the news of "15,000 diamond ring costs only 4000" was exposed, some netizens called "huge profits, this is the IQ tax"; some netizens said, "once in a lifetime, willing to pay for love."

Picture source: Sina Weibo

The cost of 15,000 diamond rings was only 4,000 yuan

According to media reports, DR diamond ring is thousands of yuan higher than competing products under the same color and clarity.

According to the product price comparison published by DR in the prospectus, taking a simple diamond ring of 0.5 carats as an example, under similar colors and clarity, the price of competing products is 18068-27838 yuan, and the price of DR is 25449-32889 Yuan, the price of thousands of yuan higher than the competition. For example, the Forever series 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%.

Data show that in the first half of 2018-2018, DR's gross profit margin was 69.82%, 70.21%, 69.37%, and 70.00%, respectively, higher than the comparison company level in the same industry. In the first half of 2022, the overall gross profit margin of DR was 70.63%, an increase of 0.63%over the same period last year.

In comparison, the gross profit margin after adjustment in the fiscal year in 2022 was 23.4%, a decrease of 4.8%from the 2021 fiscal year. In the first half of this year, Chow Tai Sheng's gross profit margin was about 22.16%, a year -on -year decrease of 18.3 percentage points, which was almost cut.

When explaining why the gross profit margin is so high, DR said that the company's purchase rules for "only one person in a lifetime" fits well in the pursuit of love of the love of love, and then form an effective distinction with the competing products, which gives it given to the competition, and given it to the competition, which gives it given to the competition, and gives it given to the competitive product, which gives it to the competition, and gives it given to the competitive product, which gives it to the competition, and gives it to the competitive products, and gives it given to the competitive products, which gives it to the competition, and gives it to the competitive products, which gives it an effective separation and given it. The company's products have a certain premium space.

From the official label, DR is a romantic proposal diamond ring brand, which is affiliated to Daa Co., Ltd. The brand philosophy of "a lifetime · unique love" is interpreted with the unique customization model of "men's life can only customize one". DR aims to provide a perfect diamond ring for each lover, leading the trend of true love with young, fashionable, and luxurious brand style.

"You can only customize one in your life" record

It can be eliminated at 800 yuan

In May 2021, DR was exposed to falsify dozens of false proposal cases on social platforms, and fabricated the story of the first -person story with "I", induced consumers' faith and achieve marketing purposes.

In October 2021, DR also fell into a scandal of a number of traffic artists who was taken to use identity information to purchase ring. Some netizens broke the news that 500 yuan could eliminate DR purchase records. In the end, DR closed the true love verification and query system.

In the black cat complaint, there are also many users who feedback. After buying DR, unbinding cannot have an impact on life. One of the users said that I bought a DR proposal ring in the past few years. When I was with my ex -wife, I wanted to live for a lifetime and also received a marriage certificate. Now I hope to give the new one of the new proposal rings, but the customer service says that there are records that cannot be purchased. Even if they have divorced their ex -wife, they cannot delete and register to buy. He believes this is an obvious hegemony clause.

However, what DR said cannot be modified and deleted, and there are also vulnerabilities. According to media reports, a shop on Taobao claims that 800 yuan can eliminate DR orders and purchase records. If you are in a hurry, it takes 1,600 yuan.

Regarding what DR said cannot be modified and deleted, the owner of the shop bluntly said, "What can the ring sell?" He said that he can delete the order through technical means, and you can eliminate the records in one day, and then use the complaint to decompose the identity information. After more than two months, you can buy it again. But what is the specific method of "technical means" mentioned, he is just called commercial secrets and did not disclose.

DR diamond ring associated company has been executed over 480,000

Tianyancha APP shows that the DR diamond ring related enterprise is Daa Co., Ltd., which was established in April 2010 with a registered capital of about 400 million yuan. The legal representative is Zhang Guotao. Qingcheng Wendi 贰 Investment Management Partnership (Limited Partnership) and other companies co -shares.

Risk information shows that the company has recently added a new person's information to execute more than 480,000 yuan, and the execution court is the People's Court of Jinshui District, Zhengzhou.

The company has invested 37 companies in foreign countries, all of which are durable and opened, including Shanghai Laurui Diamond Co., Ltd., Kobali (Shenzhen) Jewelry Co., Ltd., etc. The investment field involves commercial management and diamond jewelry. In addition, the company has 640 branches, of which more than 600 are the state of storage and opening.