The true love line of 800 yuan breakdown DR diamond ring

Do you think you are buying a diamond ring? It tells you that you buy a love attitude. But the DR diamond ring selling love turned over.

"Men can only customize one in their lives." Relying on this selling point and gimmick, the DR diamond ring has attracted tens of millions of years of light people to buy, but recently, some media reports that the cost of DR diamond ring is 4,000 yuan for 10,000 yuan. The DR diamond ring has been in The gross profit margin is around 70%. On the other hand, the average gross profit margin of Lai Shen, gentleman, Chow Tai Sheng, Saturday, and Saturday, the gross profit margin of the DR diamond ring is about 30 percentage points higher than the peers.

However, the following news broke the image of the DR diamond ring brand, and there were rumors that "800 yuan can be deleted to buy records." In this regard, on September 25, the DR diamond ring officer issued a statement on the incident of "800 yuan to delete the purchase records", saying that the rumors of the DR diamond ring can be deleted from the purchase record are not true.

▲ Figure: DR diamond ring reply 800 yuan to delete records

This is not the first time the DR diamond ring turns over. Even if the foundry model was questioned and the price was higher than the old peers jewelry, the love trading of the DR diamond ring was not obviously impacted, and it was still full of money.

However, more than one industry insiders analyzed the incident that the DR diamond ring recently successively broke down its "true love" brand feelings. The quality of the model is generally bundled in the form of purchase. Now even "the identity symbolizes the uniqueness of love is also invalid", a large wave of DR diamond ring loyal users have begun to "get rid of powder."

This is worth studying: the DR diamond ring that has been leaked, and now it is deeply trapped in the "800 yuan to delete the purchase record" vortex. In the past, how did the DR diamond ring realize the brand premium? In the future, DR diamond ring can also repair the "love" network, and continue to fish for men and women from the diet that falls in love?

01

800 yuan oolong

A demonstration of purchase of true love

For the "loyalty" of love and lover, this purchase demonstration is precisely grasped by DR diamond ring.

However, the window paper was broken by the "good thing". The saying of "800 yuan can be deleted to buy records" on the Internet. But an unquestionable fact is that netizens want to collect hot search on DR and strip the "bottom pants" of DR diamond ring.

"800 yuan can be deleted to buy records", which triggered the last psychological defense line of consumers to declare the sovereignty of true love to DR diamond ring. Ben's joy paid the premium for "true love", and the filter that never wanted to "love only one person in his life" was shattered. Netizens talked about it: coax me to pay for "true love", but unexpectedly I could buy "true love" at 800 yuan. At this moment, I am not only a leek, but also a grievance.

This is not the first time the DR diamond ring turns over. If the time is pushed forward, the DR diamond ring has been in a real -name purchase controversy because the fan has successfully purchased it with an artist ID card. The DR diamond ring officially claims that you can buy it after the face recognition verification is passed. As a result, the personal ID number is reported to the personal ID number, and you can easily buy it.

▲ Figure: DR offline store store

In addition, high premium is also a slot that users have long criticized for a long time. DR, which is positioned "only true love", is the highest -selling diamond ring in the first half of 2021 -Forever series simple luxury models, selling as high as 15,000 yuan, but the cost is only about 4,000 yuan, the gross profit margin exceeds 70%, far surpassed exceeding, far exceeding exceeding exceeding 70%. Other brands in the industry.

The brand premium itself does not have a slot. One penny and a penny. Consumers are purchased far more than the price of the same brand, but the future dissatisfaction is that it fails to enjoy the quality of the better product quality or more humane after -sales sales. Serve. On the black cat complaint platform, it can be found that users have talked about the DR diamond ring "return and refund forced deduction", "personal information is used to buy", "real objects do not match the samples" and other issues.

The business of the diamond ring is very special, and the repurchase needs are very low. Many people only buy one diamond ring throughout their lives, but it has a high profit and is the business of many jewelry brands. Whether it is online channels or offline stores, few people ask for discounts. After all, true love cannot be discounted. For a long time, DR diamond ring has re -marketing light products, which has worked hard to establish a high -end brand image and raise the unit price of DR diamond ring.

However, the brand businessman will be useless to tell stories, and you have to do practical things.

02

You are not buying a diamond ring

Is an advertisement

This young diamond ring brand has been proud of the spring breeze since its establishment in 2010. It can be called "diamond ring marketing ceiling".

Several people, especially women, said that two slogans will be directly flashed in the mindset. One is "the diamond is long -lasting, a forever spread", this advertising word preach the diamond symbolizes loyal love, and was rated as one of the 20th century classic advertising ideas by the "Advertising Age".

The second sentence is that "men can only customize one DR in their lives" earned enough sounds, such as "the Civil Certification Bureau dare not guarantee" true love ", DR can realize" controversy. However, it is also in a question that the DR diamond ring has maintained the topic of the topic for a long time, and by the way, the leek harvesting worth 42 billion is completed.

"Scenes of Jianyou" are the magic weapon operated by DR diamond ring. By creating a romantic space such as the true love museum, the user who attracts "for love" is attracted through the scene, and the brand image and concept are spread through the power of private domain flow and word of mouth. Essence

For example, DR Guangzhou Beijing Road store has a small true love museum, displaying the DR true love agreement of the couple, and the Beijing Intime IN88 store has transformed into a romantic and happy true love venue. ▲ Picture: attractive slogan slogan

In order to drain customers and increase romantic aura, DR conducts more accurate focus on the needs of target consumers. Among them, DR True Love Experience Store = church, clerk = true love ambassador = true love witness, creating a dreamy love scene for each couple who arrives at the store.

In addition to the offline scene out of the circle, the "not selling" online marketing concept of DR diamond ring is also in the comments of everyone's scolding and scolding.

Most of the diamond rings brands are dug out, calling you to "buy and buy", and the logic is nothing more than "taking her to buy a diamond ring", which basically continues the concept of "diamond represents loyalty love". At present, the domestic market is self -proclaimed with innovative diamond ring brand advertisements.

The DR diamond ring does not take the common path. Through the top ten "not selling" advertising blogging, on the DR diamond ring social platform account, it shows a short drama of "not selling". High degree, impressive. For example, the parties who bought the DR diamond ring came to buy DR and were rejected by the cabinet sister.

In order to make everyone believe in the dream of DR diamond ring, the DR diamond ring adopts the "brainwashing" star endorsement strategy, Wu Jingxie Nan, Langlang Gina, and even sports star Su Bingtian have advertised DR.

How to prove your "only"? The DR diamond ring immediately played the role of "true love" detector. At first glance, there are some traces of PUA.

In fact, you do not pay for DR diamond ring, nor do you pay for true love, but to pay for advertising naked. The heart of DR diamond ring knows all passers -by, and recently "pierced" again.

03

Consumers are not easy to deceive

The core of PUA -style marketing is that they are willing to fight and be willing. Therefore, the DR diamond ring strives to build a "true love" fantasy castle, acting as "true love" testing tool, continuous advertising brainwashing, but today consumers are not good for "cheating".

From the perspective of the industrial chain, downstream companies such as DR diamond ring depends to a large extent on the brand premium of the retailer, and the benchmark line and primary premise of brand premium -at least tell the brand story well. Love".

This is also the reason for the first time the DR diamond ring responded to "spending money to eliminate the purchase record", but he did not reply to the reason for "the brand's high premium question".

On the one hand, the brand premium has financial reporting and data evidence, which is an irreplaceable real hammer message; on the other hand, spending money to eliminate the rumors of purchasing records, knocking on the defense line of DR brand feelings, once the line of defense collapses, the DR diamond ring will be related to the DR diamond ring. Life and existence.

Aside from factors such as brand premiums, why are there a lot of brands that have been pulled down in the altar in the short term this year? For example, the ice cream assassin Zhong Xuegao, a stroke of 55 yuan of Chenguang stationery, and the beast -like perfume single bottle of the beast -like perfume bottle of the picked and Mingchuang Youpin fascinating perfume, which sells for 55 yuan. It is not a sudden price increase this year, but the coupling is that they are collectively picked up this year.

Even more straightforwardly, today's consumers have begun to pay attention to consumer calculations. The original wealth consumers may now start to play abacus, or flow to more cost -effective brands. The price is the sensitive nerve of tingling consumers at the moment. Once any brand's premium is exposed, it is easy to form a trend of "10,000 people pushing".

At present, consumers are holding their wallets, spending more and more reason, more picky about products, and particularly sensitive to prices. Seeing this, we advise smart branders to do not anger consumers easily.

Author ｜ Tong Sisi

Edit ｜ Hu Zhanjia

Operation ｜ Chen Jiahui

Produced ｜ Zero -state LT (ID: lingtai_lt)

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