The advantage of the Chinese is that they learn quickly and imitate quickly. With the success of Blue Nile in the United States, many online diamond sellers appeared in China. Such as Diamond Bird, Nine Diamonds and Kelan Diamond have received venture capital, and they have rapidly developed into well-known online diamond brands with the help of online media publicity and hype. It is for this reason that many individuals and small and medium-sized diamond processors have entered the online sales field since last year, taking a share of the diamond sales online market. So what will be the future development trend of diamond online sales? Will the Blue Nile model be successful in China? This is an issue that we need to pay attention to and discuss.
First, price is no longer the core competitiveness
When diamond online direct sales first entered the Chinese market, they did have a great advantage in price. The biggest benefit of online direct sales to customers is the low and affordable prices. When one company was dominant, prices were opaque. However, now diamond online stores With so many companies developed at once, we can observe that the sales prices of larger diamond dealers such as Diamond Bird, Nine Diamonds and Kelan Diamonds are basically the same. According to insiders, since diamonds are basically a foreign monopoly, so Whether it is a jeweler in the traditional industry or an online dealer, it is impossible to get Warrior products at a much lower price than others. Once the price is transparent, this advantage is no longer the core competitiveness of our diamond online sales. The road of diamond online sales is getting better and better. difficult.
What are the advantages of the second brand?
Compared with traditional famous brands, do online diamond brands have any advantages? In my personal opinion, I don’t think so. Some well-known brands such as Tiffany & Co., Tse Ruilin, and Chow Tai Fook have been familiar and accepted by the general public. They have their own companies and are not a simple Physical processing stores, they have their own product design and R&D center to constantly develop styles that everyone likes. Their craftsmanship level is much higher than that of our ordinary diamond online sales stores. These are the diamonds we sell online. What cannot be done, if you can do it, you will be an offline enterprise, and your costs will be very high, and then the online store will no longer have real meaning. As we all know, a large part of the high-end Chinese people don’t care about the price. They only care about whether theirs is a famous brand. Just like clothes, shoes, and bags, why do big brands sell them so expensively and others still buy them? This reflects a market. Diamond Network Selling brands actually only have ordinary non-high-end people.
It is still early for the third party to expand the existing model.
"Blue Nile"'s sales model is to sell purely through the Internet, reducing marketing expenses, store expenses, and labor expenses. They have low costs and are successful because Americans have been exposed to online sales earlier than we in China. Their integrity system We have already done a good job, but what about us in China? It is a consumption concept where seeing is believing. You have to look at ordinary things before buying them, let alone diamonds that cost tens of thousands? So our diamond online store has received capital injection. Later, it expanded to various places to open experience stores. In this case, the so-called e-commerce is just a tool to promote the experience stores. The website is completely used to serve offline entities. The cost of adding experience stores is getting higher and higher. As a result of the competition between the major diamond websites, profits have almost returned to zero, and they are nothing more than just running around. If this continues, where is the real profit for the company? How can it grow bigger if there is no profit?
Here I just expressed my simple views on this subdivided industry. I feel that the road to China's "Blue Nile" is really long. Personally, I have met many sellers through the Diamond Information Network and often discuss with them. Some of them operate methods that I think are worth learning from. When they open online stores, they only sell large carat diamonds instead of small diamonds. Foreign countries directly buy rough diamonds for cutting. They wander among the high-end people around them and provide them with high-quality loose diamonds. In this way, as long as one person provides good service, others will introduce more people to the circle of high-end people. They are all high-end, and their profits are quite high. If you have different opinions, you can discuss them with me.