Mature foundries have long been well versed in the mystery of big-name business. As long as you take out the product drawings, a piece of jewelry that is "real" will be shipped from Dongguan after only 15 days. If you still want to engrave a big-name logo, just You have to bear hundreds or even thousands of "risk fees".

Dongguan Star Harvest Jewelry was first named after undertaking the diamond jewelry OEM industry in Hong Kong, China. At the same time, many independent jewelers have been born here, which has also made the domestic jewelry market more and more fragmented, with international big names and domestic small and medium-sized brands. The melee never stops.

If it is said that "glossy and dazzling" is the A side of the diamond jewelry industry, then in Dongguan, you can get a glimpse of the B side of China's diamond jewelry industry - Dongguan's jewelry business has become the "shadow" behind the national market, and even let The outside world raised doubts that "Dongguan has no brand".

As we all know, the tradition of the diamond jewelry industry mainly lies in its asset-heavy model. Jewelry suppliers need huge amounts of money when purchasing precious raw materials such as diamonds and gold. supply chain is extremely complex.

In addition to the big chain brands, the business model integrating raw material procurement, design, production and sales is difficult to get through, and the jewelry supply chain involves many links. For ordinary jewelers, it is completely possible to find suitable supplies upstream and downstream. Business partners to cooperate to reduce costs and achieve the best combination.

As a result, the high degree of fragmentation of the domestic diamond jewelry market is obvious to all.

Retail jewelry contains not only the brand premium, but also the added value and social attributes that the brand brings. And the advanced design level and processing technology of big brands are also difficult to match for custom jewelry. ' Situ added.

When a luxury brand's product premium is much higher than its cost value, it can also make consumers feel angry. "Recently I bought a pair of Chanel pearl earrings that cost several thousand yuan as a gift, but later I found out that it was using 'fake' pearls, which made it hard for me to accept." This is the distress of a male consumer .

"In fact, the materials of big-name products do use cheap gems and jade. For example, four-leaf clover necklaces generally use chalcedony, black onyx, mother-of-pearl and other materials. Consumers do need to pay a premium for the high production process and brand." Hong Tao said.

On the other hand, economic benefits are the focus of luxury brands. "Luxury classic series products are highly recognizable and use a lot of materials. If they use particularly rare materials, the loss is amazing; but if cheap gems are made into industrialized products, tens of thousands of pieces can be produced to maximize profits." Situ analyzed.

The core behind the game between product cost and retail price is still brand building. This also explains why consumers choose domestic brands to give priority to the preservation of jewelry, and are more willing to pay a premium for international luxury brands with stories and culture.