"Bubble Mom" told the Red Star Capital Bureau that all her diamond rings were bought from counters, and the rings with more diamonds were sold for more than 1.4 million yuan. Excluding the broken diamonds, the main diamond is about "30 cents". It said that it first consulted a gold recycling merchant, and the other party only gave 80 yuan the purchase price. "The ring bracket is 18K gold, and diamonds are worthless. What they want is a ring bracket, which is worth 80 yuan. " Later, "Paoma" released a video saying that she went to another goldsmith shop to make an inquiry, and the other party said that the two rings were worth 500 yuan.
↑ Screenshot from the video released by "Bubble Mom"
"Bubble Mom" also said that she consulted the diamond ring brand store and got the answer that diamonds below 1 carat were not recycled, so she could only add money for diamonds of larger styles. It is not convenient to disclose the diamond ring brand consulted.
The staff of the diamond recycling platform "Idle Diamonds" told the Red Star Capital Bureau that the GIA certificate is the first thing to evaluate the value of diamonds. It is understood that the GIA certificate of diamonds records the 4C grade of diamonds, namely the weight, clarity, color and cut grade of diamonds, which is the main criterion for judging the price of diamonds. Because "Paoma" said that her GIA certificate and receipt had been lost, the idle diamond staff said that it was necessary to conduct on-site appraisal of the diamond ring.
For some merchants to give the recycling price of 80 yuan, the idle diamond staff said after seeing the photo of the diamond ring of "Bubble Mom": "How is it possible, its withdrawal is not limited to 80 yuan, it is impossible."
Mr. Lin, the appraisal analyst of Jin Ju pawnshop, also thinks that 80 yuan is too low. Mr. Lin said that diamonds below 10 are worthless. If a diamond ring is only inlaid with broken diamonds, it will generally be recycled according to the value of the ring. They will weigh the whole ring and trade it in the market at the corresponding gold price. According to the caliber of Mr. Lin and idle drillers, if the retainer is Au750, the recovery price of 1g is about 200-300 yuan at present.
If the main diamond is greater than 10, Mr. Lin roughly estimates that the recovery price of a diamond ring with about 30 diamonds can be guaranteed at 2000 yuan, generally not more than 3000 yuan. If the diamond has more than 20 points, the recovery price of a diamond ring is more than 1500, and the recovery price of a diamond ring with more than 10 is less than 1000 yuan.
Regarding the investment value of diamonds, Mr. Lin is not optimistic: "As soon as diamonds come out of the counter, they are only 4.5 fold, and those below 10 are worthless."
It is understood that the brand premium of diamond products is generally high. A typical example is that companies that specialize in diamond products generally have high gross profit margin and high sales expense ratio.
Lai Shen Tong Ling, whose main business is diamonds and jewelry, has a gross profit margin of 58.28% and 57% in 2020 and 20021year respectively, and a sales expense ratio of 28.87% and 3 1.46% respectively, and the sales expense accounts for the second largest part of the total operating cost. Hengxin Heineken, which owns the diamond ring brand IDo, has a gross profit margin of 46.2 1 and 44.06% in 2020 and 202 1 year respectively, and a sales expense ratio of 28.8 1% and 28.96% respectively. The gross profit margin of Dia shares behind the diamond ring brand DR is around 70% for a long time, and the gross profit margins in 2020 and 20021year are 69.4% and 70.59% respectively. In 2020 and 20021year, Diya's sales expenses were 729 million yuan and 1.22 million yuan respectively, and the sales expense ratio was 29.58% and 26.35% respectively.
According to the idle diamond staff, diamond recycling only depends on the quality of diamonds, not the brand. "Diamonds are all the same. As long as they are not artificial, there is no brand," the staff said. "Every brand is priced according to its own operation and cost, which leads to the price difference between brands."
Consumers pay for the value of the diamond itself and the brand premium, while recyclers only look at the value of the diamond, which leads to the general "discount when it comes out of the counter" and the low price of diamond recycling.
Extended reading:
For the DR diamond ring of 65438+5000, only the purchase record of 4000 can be exposed to eliminate the cost.
China Economic Weekly-Economic Net News "A man can only customize one thing in his life." With this advertising slogan, Dr. Diamond Ring attracted tens of millions of young people to buy it. According to media reports, the price of DR diamond ring is several thousand yuan higher than that of competing products in the same carat, color and clarity.
According to the comparison of product prices announced by DR in the prospectus, taking a simple diamond ring weighing 0.5 carat as an example, the price of competing products is 18068-27838 yuan, while the price of DR is 25449-32889 yuan, which is several thousand yuan higher than that of competing products.
For example, the FOREVER series, which had the highest sales volume in the first half of 20021year, sold for only about 4,000 yuan, but the price was as high as 1.5 million yuan, with a gross profit margin of over 72%.
The data shows that in the first half of 20 18 -202 1, the gross profit margin of DR was 69.82%, 70.2 1%, 69.37% and 70.00% respectively, which was higher than that of comparable companies in the same industry. In the first half of 2022, the overall gross profit margin of DR was 70.63%, a year-on-year increase of 0.63%.
In contrast, Chow Tai Fook's adjusted gross profit margin in fiscal year 2022 was 23.4%, which was 4.8% lower than that in fiscal year 20021. Zhou Dasheng's gross profit margin in the first half of this year was about 22. 16%, down 18.3 percentage points year-on-year.
When explaining why the gross profit margin is so high, DR gave one of the reasons for the brand connotation. DR said that the company's "only one person in a lifetime" purchase rule fits well with the lovers' pursuit of love specificity, thus effectively distinguishing it from competing products and giving the company a certain premium space.
With the marketing that only one can be customized in a lifetime, DR diamond ring sold higher prices and profits than its peers. However, the marketing routines that can only be customized are constantly being subverted.
In May, 20021,DR was exposed to forge dozens of false marriage proposal information on social platforms, and fabricated touching story copy with "I" as the first person to induce consumers to believe and achieve marketing purposes.
On 202 1, 10, DR was caught in a scandal in which many traffic artists used their identity information to buy rings. Some netizens even broke the news that 500 yuan could eliminate the purchase record of Dr. Finally, DR closed the true love verification query system.
On the complaints of black cats, there are also many users' feedbacks, and they can't untie after purchasing DR, which has an impact on life. One of the users said that he bought a DR proposal ring a few years ago. When he was with his ex-wife, he hoped to live a lifetime and got a marriage certificate. But he found it was not so beautiful afterwards, so he divorced peacefully. Now I want to send a marriage proposal ring to my new partner, but the customer service said I can't buy it if I have a record. Even if you have divorced your ex-wife, you can't delete it and register again to buy it. He thinks this is an obvious overlord clause.
But what DR said can't be modified and deleted, and there are loopholes.
According to media reports, there are shops on Taobao claiming that 800 yuan can eliminate DR orders and purchase records, and it needs 1600 yuan if it is urgent.
For what DR said can't be modified and deleted, the store bluntly said, "If the official says yes, how much is the ring?" He said that the order can be deleted by technical means, the record can be eliminated in one day, and then the identity information can be unlocked through appeal, and it can be purchased again after more than two months. But he just called "technical means" a trade secret and didn't make it public.
In addition, DR disclosed in the prospectus of 202 1 that DR company is mainly engaged in research and development, brand operation and customized sales of jewelry. However, the data shows that in the first half of 20021,the company had only nine jewelry designers, mainly relying on hiring external design teams to develop new products and selecting funds from cooperative manufacturers. In the first half of 2002134 new models, only two of them were designed by internal designers, and the rest were designed by cooperative manufacturers.