In terms of fashion orientation, such as Swarovski and Pandora, they actively embrace and cultivate diamonds, but only participate in the jewelry market. Cultivate diamond start-ups, such as Ai Rui in the United States, Xiao Bai Guai in China and Kelly. Actively lay out the marriage and love market. The main players in the retail market-natural diamond leaders, such as De Beers, only make ornaments, aiming at cultivating diamonds and natural diamonds at low prices. High-end jewelers, on the other hand, maintain brand tonality and do not participate in cultivating diamonds. In the wedding market, we can pay attention to cost performance and publicize and consume consumers with low budget and low price sensitivity.