China Fund News reporter Wen Jing Partly compiled from China Economic Weekly, Sina Weibo and other
This afternoon, the cost of #DR 15,000 diamond ring was only 4,000#, and the news reached the top hot search on Weibo.
"Men can only customize one in their life." The DR diamond ring once relied on this advertising slogan to attract countless young people to buy it. After the news that "the cost of 15,000 diamond ring is only 4,000", some netizens called it "sarcastic profits, this is paying IQ tax"; some netizens said, "Once in a lifetime, I'm willing to pay for love."
Picture source: Sina Weibo
15,000 diamond ring is only 4,000 yuan
According to media reports, under the same carats, similar colors and clarity, DR diamond rings are thousands of yuan higher than competitors.
According to the comparison of the product price announced by DR in the prospectus, taking the 0.5-carat simple diamond ring as an example, under similar colors and clarity, the price of the competitor is 18,068-27,838 yuan, while the price of the DR is 25,449-32,889 yuan, thousands of yuan higher than the competitor. For example, the FOREVER series simple luxury model with the highest sales volume in the first half of 2021 was only about 4,000 yuan, but the price was as high as 15,000 yuan, and the gross profit margin exceeded 72%.
Image source: 2021 prospectus disclosed
data shows that from 2018 to the first half of 2021, the gross profit margin of DR was 69.82%, 70.21%, 69.37% and 70.00%, respectively, which is higher than the level of comparable companies in the same industry. In the first half of 2022, the overall gross profit margin of DR was 70.63%, an increase of 0.63% over the same period last year.
In comparison, the adjusted gross profit margin of Weekly Dafu in the fiscal year 2022 was 23.4%, a decrease of 4.8% from the fiscal year 2021; the gross profit margin of Weekly Dasheng in the first half of this year was about 22.16%, a year-on-year decrease of 18.3 percentage points, almost halfway.
When explaining why the gross profit margin is so high, DR said that the company's purchase rule of "only one person in a lifetime" fits well the pursuit of love loyalty among the marriage and lovers, and thus forms an effective separation from competitors, giving the company's products a certain premium space.
From the official label, DR is a romantic marriage proposal diamond ring brand, affiliated to Dia Co., Ltd. . The brand concept of "life, only, true love" is interpreted with the unique customization model of "a man can only customize one in his life". DR aims to provide every lover with the perfect diamond ring, leading the true love trend with a young, fashionable and light luxury brand style.
Image source: DR official website
"Only one in your life can be customized" record was revealed to be eliminated for 800 yuan
In May 2021, DR was exposed to forging dozens of false proposal cases on social platforms, fabricating a touching story copywriting with "I" as the first person, inducing consumers to believe it and achieve marketing purposes.
In October 2021, DR was also caught in the scandal of many traffic artists being impersonated to buy rings. Some netizens even revealed that DR purchase records can be eliminated by 500 yuan. Finally, DR turned off the True Love Verification Query System.
On Black Cat Complaint , many users also reported that the inability to unbind after purchasing DR has an impact on their lives. One of the users said that they bought a DR proposal ring a few years ago. When they were with their ex-wife, they hoped to live their lives. They also got the marriage certificate , but afterwards they found that it was not that beautiful, so they divorced peacefully. Now I hope to give my new partner a proposal ring, but the customer service said that there is a record that cannot be purchased. Even if I have divorced my ex-wife, I cannot delete or re-register to purchase. He believes this is an obvious overbearing clause.
However, DR says that it cannot be modified or deleted, and there are also vulnerabilities. According to media reports, a store on Taobao claimed that 800 yuan can eliminate DR orders and purchase records, and if it is expedited, it will cost 1,600 yuan.
: What DR said cannot be modified or deleted. The store owner bluntly said, "If the official said it can, how can the ring be sold." He said that the order can be deleted through technical means, and the records can be eliminated in one day, and then the identity information can be untied through appeals, and you can buy it again in more than two months. But he only called the "technical means" the specific method, and did not disclose it.
DR diamond ring affiliated company has been executed for more than 480,000
Tianyancha App shows that the DR diamond ring affiliated company is DiA Co., Ltd., which was established in April 2010 with a registered capital of approximately RMB 400 million. The legal representative is Zhang Guotao. The company is jointly held by DiA Investment (Zhuhai) Co., Ltd., Gongqingcheng Wendi No. 2 Investment Management Partnership (Limited Partnership) and other companies.
risk information shows that the company recently added a new information of the person subject to execution, with the execution target of more than 480,000 yuan, and the execution court is the People's Court of Jinshui District, Zhengzhou City.
The company has invested 37 foreign companies, all of which are in existence and open, including Shanghai Dairui Diamond Co., Ltd., Kaber Ouli (Shenzhen) Jewelry Co., Ltd., etc. The investment areas involve commercial management, diamond jewelry, etc. In addition, the company has 640 branches, of which more than 600 are in existence and open.
Edit: Huangmei
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