Let me briefly introduce that Lydia Co., Ltd. was established on 20 10, mainly engaged in jewelry brand operation, customized sales and R&D and design, focusing on the marriage and love market. The products sold are divided into marriage proposal diamond ring, wedding ring and other accessories (including chains, earrings, bracelets, etc.). ). More than 420 offline stores are located in more than 150 cities around the world, such as Beijing, Shanghai, Guangzhou, Shenzhen, Hong Kong and France, and have more than 20 million fans on Internet platforms such as Weibo, WeChat, Tik Tok and A Auto Fast.
The actual controller of Di 'a shares is a Henan couple-Zhang Helu, both born in 1980s, who are EMBA masters in cheung kong graduate school of business and China Europe International Business School respectively. Zhang came to Shenzhen to start a business in his early years and founded Inset in partnership with friends to engage in marketing planning. But the progress was not smooth, so I had the idea of changing careers.
Because Luohu, where the company is located, is a well-known "jewelry distribution center", he contacted a large number of jewelry companies on weekdays and showed him the broad development prospects of this industry. 12 years ago, Inset transformed into the jewelry and diamond industry and changed its name to Dairui Jewelry. The name is transliterated from Darry, which means diamond+marriage (diamond+marriage).
In the domestic jewelry and diamond market, in addition to foreign brands such as De Beers, Van Cleef & Arpels and Cartier, there are also time-honored brands such as Chow Tai Fook, Zhou Shengsheng and Lao Fengxiang. It is not easy for Derry Jewelry to break through. At this time, Mr. and Mrs. Zhang came up with an amazing marketing concept: "Give only one person a lifetime."
The brand concept of "a man can only customize one piece in his life" accurately captures people's yearning for "loyalty", "uniqueness" and "true love". When customers buy DR marriage proposal diamond ring, they need the man to bind valid identity information and verify it. At the same time, they must sign a "true love agreement" and bind the name of the recipient. Repeated purchase is not supported.
With this unique marketing method, Dr. Diamond Ring quickly became popular and was recognized by many celebrity couples. Among them are Iola, Lang Langgina, Stephy, "Asian Flying Man" Su couple, diving queen Wu and so on.
In the first three quarters of last year, Dia achieved daily operating income of 34 1 1 billion yuan and net profit of 990 million yuan, up by 127.54% and 2 18.36% respectively, both significantly exceeding the annual level in 2020 (revenue of 2.464 billion yuan and net profit of 5.66%). In recent years, the company's gross profit margin has steadily exceeded 70%, far exceeding the industry average (about 40%).
Of course, Dia sharing is not secure. They do not produce processed products themselves, but mainly purchase according to the actual needs of consumers and outsource processing and production. This light asset model has laid a great risk for the quality of its products. In recent years, more than 156 complaints about "customers are not satisfied with product quality". At the same time, the company invested a lot of money in marketing, spending 843 million yuan in the first three quarters of last year. The sales rate has been maintained at around 30%, with a maximum of 40%, which is much higher than that of peers.
Last year 1 1 menstrual users revealed that DR diamond rings can only be purchased with ID cards, and without detailed verification, personal information will inevitably be applied. In addition, private information such as purchase records can be directly queried through the "true love verification query" system, and the user's consumption privacy cannot be guaranteed.