Take the opportunity to start the diamond and shine the light of the nation
In May 2018, the world's natural diamond giant De Beers quietly threw a blockbuster, and its Lightbox Jewelry brand entered the diamond industry. The sound of the industry, the industry is bleak, and the “controversial†cultivation of the diamond industry has attracted worldwide attention. At the other end of the world, the world's major authoritative media have come together to bring together Huajing Diamond Co., Ltd. (hereinafter referred to as “Yu Diamondâ€) in Zhengzhou, Henan, China, to unveil the mystery of cultivating diamonds for the public.
The jewelry exhibition hall on the first floor of Yu Diamond, located in Zhengzhou City, is playing an interactive report on the cultivation of diamonds. With the title of "World Trends, Rising Diamonds", Japan TV has carefully created the world's first documentary film on cultivating the diamond industry, as well as the industry reports that France TV and Xinhua News Agency issued "Let everyone's diamond dreams at your fingertips". As a symbol of China's cultivation of diamonds, Yu Diamond has frequently appeared in the industry, constantly refreshing the public's impression of cultivating diamonds.
The world-famous Yu Diamond “Cultivating Diamond Factoryâ€
The massive exposure of many media has made China's Henan Province, which was originally obscured by the global diamond map, famous. For a time, he had the reputation of “cultivating diamonds to see China and Chinese diamonds to see Henanâ€. In fact, by the end of 2017, China accounted for more than 90% of global diamond production, most of which was concentrated in Henan, and Yu Diamond, an industry leader, completed the mass production of diamonds as early as 2014, actively promoting peace with natural diamonds. Symbiosis, effectively promote the healthy development of the diamond industry.
Unexpectedly, the diamond balance that has been dominated by the West in the past 100 years has undergone subtle changes. The Chinese cultivating diamond power from the East has begun to rise. Yu Diamond also launched the light luxury jewellery brand Brisa & Relucir in the same year as Lightbox (Chinese name: Polinque Lin), pointing to the younger generation of fashion diamond consumer market, has opened a new chapter in the global diamond era.
Cultivate the rise of diamonds
The diamond industry, which has attracted attention due to the cultivation of diamonds, has a long history in China. In the 1960s, China entered the field of cultivating diamonds, but it could not reach the gem-grade colorless and transparent state in color. The cultivated diamonds produced were mostly yellow and brown, mainly used in industrial and technological applications. After Henan Diamond realized the industrial production of gem-quality products, it actively invested in the cultivation of diamonds. Unlike foreign CVD technology (chemical vapor deposition), Henan Province cultivates the diamond industry with HPHT technology (high temperature and high pressure method). This technology simulates the natural production environment of natural diamonds and has the characteristics of high investment, high output and large scale. And advantages.
Liu Yongqi, general manager of Yu Diamond
“Cultivating diamonds is exactly the same in nature and composition as natural diamonds, just like the ice in the refrigerator and the ice in the river.†Liu Yongqi, general manager of Henan Diamond, told reporters that “Hua Jing has been advocating as a promoter of China’s diamond industry. Cultivate diamonds and natural diamonds to coexist peacefully and complement each other to achieve sound development of both sides."
However, emerging is bound to represent the establishment of a new order, and the process is not smooth. The cultivating diamond industry, which originated from the wisdom of human beings for more than half a century, once fell into a "true and false dispute" and could not be named for itself. In the early days, the cultivation of diamonds was once called "artificial diamonds", "synthetic diamonds", etc., and was even mistakenly defined as "fake diamonds". It was regarded as the same kind of jewelry as Mosang stone and zircon. It was once mistaken for disturbing the existing The "flooding beasts" of the market are so evasive.
Yu Diamond has the qualification to cultivate diamond quality inspection laboratory
In 2015, De Beers teamed up with six world-class diamond giants to form the Diamond Manufacturers Association (DPA) and launched the promotion project “Real is rare, Real is diamond†(real is rare, real is diamond), with emphasis on The true diamond nature of the diamond is directed at cultivating the identity of diamonds, and has repeatedly claimed that its diamond production company, ElementSix (Element Six), which was established after the Second World War, produces diamonds for industrial use only. .
Unexpectedly, just a few years away, the trend of cultivating diamonds has become a headline in the global jewelry industry. With the changes in the global consumer environment and the growth of new generation users, the year of lab-grown diamond in 2018 goes down in history, cultivating diamonds to an unprecedented development. De Beers launches Lightbox to cultivate the diamond brand and announces that it will invest $94 million in the next four years to build a new plant; diamond manufacturer Diamond Foundry enters the terminal; Warren Buffett, Twitter founder Evan William and other celebrities start Investing in the cultivation of diamonds, even Airbnb, known for its travel folklore, has invested $70 million in this area to build a diamond factory.
The good news came one after another, and the overwhelming cultivating diamonds finally ushered in a name. The US Federal Trade Commission (FTC) has issued a new guide that says that laboratory diamonds are also diamonds because they have not found any difference between “mined†diamonds and cultivated diamonds. The guide believes that the traditional mining and diamond industries The term “synthetic diamond†used will make consumers think that the diamonds grown in the laboratory are not real diamonds, making them feel cheated. The FTC redefines the definition of “natural minerals†in the definition of diamonds to “minerals†and makes a clear distinction between nurturing diamonds and imitation diamonds (eg CZ, Moissanite).
Under the raging wave of cultivating diamonds, the strength of cultivating diamonds from the East cannot be underestimated, and it has the power to influence the future global diamond cultivation pattern. It is reported that taking Henan Diamond as an example, it has completed the cultivation of diamond industrialization in China. In 2016, it raised about 4 billion yuan for the cultivation of diamond production. "Cultivating the diamond industry will become a banner for China's jewellery and diamond industry to move toward a higher position in the world." Liu Yongqi said, "Yu Diamond, as an active promoter of the industry, has always advocated that 'peers are partners, not competitors', will open The spirit of inclusiveness and self-discipline strives to promote the development of the industry, work together with the industry, and ignite the national light of the Chinese fashion industry with innovative diamonds that unite national wisdom."
Independent beauty, let young people fall in love with cultivating diamonds
A Diamond Is Forever (Diamonds are long-lasting, one is forever). Under the popular slogan of the population, it is the diamond empire that De Beers spent over a hundred years, and it is also a natural diamond culture and symbol that is deeply rooted in the hearts of the people. “Natural diamonds have unique and profound emotional values. In contrast, cultivating diamonds focuses on beauty and self, returning to the most authentic attributes of jewellery, born for the younger generation.†Liu Yongqi further elaborated, “unlike natural diamonds that are rare, Every cultivating diamond produced by HPHT with Chinese characteristics is transformed from seemingly ordinary graphite. They can withstand high temperature and high pressure in a very short time, and finally become a smashing diamond, just like every pursuit. Independent self, the new generation of self-transcendence under pressure, this is the essence of cultivating diamonds."
Yu Diamond Diamond Processing Workshop
This is a long-term basis for the accurate capture of the value of diamonds. According to relevant data, the United States, China, India and Japan have been promoted to the world's four major diamond consumer markets, accounting for 73% of the global total. Among them, the number of millennials (post-80s and post-90s) (including men and women) is close to 1 billion people, of which more than 220 million people have reached the level of affluence, spending a total of 26 billion US dollars to buy diamonds, occupying these four markets. It is 45% of the total retail sales. China's millennial generation occupied the first place in the local market with a 68% share, followed by India 47%, the United States 41%, and the lowest Japan 29%, demonstrating strong consumption potential.
This powerful new force does not stop there. The Z generation (post-95s) is a larger consumer group, accounting for 35% of the world's total population, and will become a new force in diamond consumption in the next decade or two. Last year, young consumers aged 18 to 20 took over 5% of the diamond jewelry demand in the United States. Although these two generations are as eager to acquire diamonds as their predecessors, there is no doubt that some new ideas are influencing them: unlike the traditional diamond consumption concept that focuses on marriage, the younger generation’s attitude towards expression and symbolism is Constantly evolving, more and more attention to personalized products and easy experience.
Compared with the young consumer demand with great potential, it is a hidden hidden danger of natural diamonds. According to Rapaport, natural diamond mining will reach its peak in 2019, and global diamond rough mining will decline slowly from 2019 to 2030. According to a report released by Bain Consulting, the decline rate will be between 1% and 5% per year.
From this point of view, for the younger generation, diamonds are no longer limited to wedding consumption, but also gradually upgraded to personalized consumption of fashion. Comparing the quality of natural diamonds, richer colors and styles, better consumer prices, and continuous production and technological advantages, there are indications that the market for cultivating diamonds is broad enough, especially in the Chinese jewelry market with over 700 billion shares. .
“Compared with natural diamonds, cultivating diamonds has its own clear advantages and positioning, and it has become another emerging category. Huajing is a diamond industry, which is a supplier and service provider of the superhard materials industry. Cultivating diamonds is an important strategic segment. Constantly improve the technical advantage." Liu Yongqi said. It is reported that Yu Diamond adheres to the innovation-driven strategy, leads innovation with innovation, continuously increases research and development on products, technologies and processes, and continues to explore the industrialization of diamond products in emerging applications. In 2018, the company's annual R&D expenditure was 53524490.34 yuan. The company has obtained 351 patents, including 76 invention patents. By the end of 2018, the company's total assets were 9.593 billion yuan, an increase of 5.51% from the beginning of the year.
Blingbling The magical kingdom of a diamond mermaid
In fact, taking advantage of the trend, Henan Diamond, which actively explores and promotes the development of diamonds in China, has long been active. In 2017, its light luxury jewellery brand Brisa & Relucir (Chinese name: Pauline Klein) came into being.
In the brilliance of the diamond industry, a purple-red mermaid floated from the Baltic Sea 90,000 miles to the surface of the sea, fluttering with long waves like waves, squinting with a pair of slender eyes, hands on the hips watching the breezy sea, cloth The diamond-tailed fishtail is commensurate with the sparkling sea. This is the source of inspiration for the Pauline Crane brand. The seemingly cumbersome name is really interesting and memorable. Pauline is a "blingbling" diamond onomatopoeia. Kline comes from the English word "clean", meaning clean green diamonds, while "Brisa" and "Relucir" describe The scene of the sea breeze sparkling.
"After the young consumers listen to blingbling, they will think of this diamond mermaid called Pauline Klein," said Huang Mao, director of the Huajing Brand Center and founder of the Brisa & Relucir brand. "Almost 80% of the world is covered by the mysterious sea. We want to tell the user a mysterious story in the sea. Pauline Klein is the protagonist of the story."
Unlike the little mermaid written by Danish Andersen, Pauline Klein reinvents the daring to break through the traditional imprisonment, redefine the charm of the new mermaid, and demonstrate the new youth spirit of "mystery, boldness, self, wisdom": unwilling to be traditional, not trapped in love, Not afraid of prejudice, born for the younger generation. Its SLOGAN is a profound interpretation of the spirit of cultivating diamonds: it is inherently different and young is unstoppable.
As a young, fashionable and personalized luxury jewellery brand, Pauline Klein is positioning young consumers, colorful diamonds and a variety of designs, rich in style and easy to consume, bringing “fashionable diamonds†to every young person. The way to create a variety of product lines, such as jewellery, gift customization, and peripheral products featuring nurturing diamonds, to meet the demand for diamond jewelry consumption in young businesses such as business, home, workplace, and tourism.
In addition, Pauline Klein tailored the “Diamond Xinghai Experience Space†for the 80s, 90s and 95s. Inspired by the sparkling light of the sea diamonds, the mobile lighting is used as the theme material to completely break the traditional jewelry space design form. Young people wearing nurturing diamonds have become a much cooler thing.
“A good diamond that everyone can afford is a new choice for Polin Kline for every young user,†Huang Mao said. “We want more people to understand the cultivation of diamonds and let more young people choose to cultivate diamonds. This is the birth value and brand vision of Pauline Klein. At the same time, Yu Diamond, which is responsible for the development of the industry, will drive more power to join and promote the development of China's diamond market."
Compared with the cultivating diamond jewellery market in Europe and the United States, the domestic jewellery market for jewellery is still in its infancy. On the other hand, with the growth of emerging users in China, the traditional jewelry market is facing the phenomenon of upgrading, innovation, product homogenization, etc., which creates a good opportunity for the development of diamond diamond jewelry. From the history of the development of China's jewelry market, compared with foreign countries, China's diamond diamond jewelry market will also have the characteristics of late start and rapid development, and the growth of the young user base.
Diamonds have always been imported from the West, and natural diamonds dominated by the West have a very mature and mature development system. With the upgrading of the market environment and user environment, the cultivation of the diamond industry will usher in a very powerful period of strategic opportunities. The Chinese “intelligence†represented by Yu Diamond will break the monopoly of the industry and is expected to stand on the same starting line with the world diamond giants. And have the opportunity to lead the world and establish China's right to speak in cultivating the diamond market. At the same time, from the current point of view, including industry standards, marketing, supporting systems, industry awareness, etc., is also a challenge in the development of China's diamond industry, Yu Diamond is also actively working to promote the industry's orderly health development of.
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