Diamond consumption shifts to network.

In foreign countries, online diamond and jewelry sales, search engines and online travel are listed as six successful cases of Internet e-commerce. In the United States, since the online jewelry websites such as BlueNile were listed on Nasdaq, their sales performance and influence have far surpassed those of traditional jewelers. However, in China, online jewelry retailing is far behind other industry websites. The online jewelry and gift mall in China always seems to be tepid. However, all this will face a turning point this year.

Online sales of diamonds have gradually taken shape

According to domestic media reports, China is now the largest diamond consumption market in the world, second only to the United States. In 25, the market share of diamonds in China Mainland has exceeded 1 billion yuan, and it is growing at a rate of not less than 2% every year. As a kind of luxury goods, diamonds have an absolute price advantage after saving the traditional high store fees, which is the biggest feature of buying jewelry products such as diamonds online and the most powerful magic weapon to attract consumers. Some experts predict that online jewelry sales in China will enter a blowout period in 27.

retailers in the online jewelry market can be said to have caught up with the golden age of the market. IDC, a world-renowned market research organization, firmly believes that the online jewelry market will not only grow faster than the consumer e-commerce market, but also grow faster than the American Internet application market, which will be fully reflected in the online jewelry market in China in 27. At present, in addition to comprehensive e-commerce websites such as Taobao, eBay and Paipai.com, professional online jewelry sales websites such as Jiuzuan.com in Shanghai and Babai.com in Beijing all express that they want to learn from foreign BlueNile model to build the first fashion jewelry mall in China. "Jiuzuan. com" launched the "personalized customization" service in an ingenious way to satisfy the appetite of discerning fashionistas, and took the opportunity to launch a special area specifically for the college students' market to cut into the growing college fashion consumer market at ultra-low prices.

The cost advantage surpasses the traditional format

Chen Bin, CEO of Jiuzuan.com, the first diamond sales network in China, is busy selling diamonds online every day. The reason why he dares to retail expensive diamonds online is entirely due to the influence of BlueNile, an online jewelry website in the United States. This emerging online jewelry retailer in the United States has sprung up under the pressure of Bulgari, Cartier and Tiffany, and successfully listed on Nasdaq in May 24, becoming a famous growing small and medium-sized enterprise in the United States for three consecutive years. Because there is no expensive store cost, its price is more than 3% cheaper than that of traditional jewelry stores. In a few years, its sales exceeded Tiffany's, the largest jewelry retailer in the United States with a history of more than 17 years.

According to reports, the biggest difference between buying diamonds online and traditional shops is that the diamond rings of Jiuzuan Net are sold separately from bare diamonds and ring holders, which greatly reduces the cost of pressing the goods of Jiuzuan and gives consumers a completely different shopping experience. Chen Bin said that the biggest advantage of this professional retail network is its low cost. The diamonds sold by Jiuzuan.com mainly come from De Beers, the world's largest supplier of original diamonds, and each diamond has an international professional jewelry quality appraisal certificate. At the same time, he said: "In the late 199s, the first batch of young people who were familiar with online shopping have now reached the age of marriage and family. They have purchasing needs and online shopping habits. Jiuzuan. com has only been established for two years, but its sales are growing at a double-digit rate every month. This in itself shows that this model has been more and more recognized. At present, the biggest competitor of the website is traditional shops, which is a competition between two sales models. "

Of course, Jiuzuan.com is slightly different from BlueNile. Jiuzuan.com has opened two physical stores in Jianwai SOHO office building in Beijing and Ganghui Plaza in Shanghai. "Some consumers are still used to seeing is believing." Chen Bin regards these shops as important display windows of the website.

There are two major doubts in the industry

The person in charge of a jewelry company that has been engaged in jewelry business in Beijing for more than 1 years said that the price reduction factor mentioned by Jiuzuan.com can win 2%-3% price reduction space at most, and the 7% price reduction range is a bit unbelievable. "If you follow normal procedures, there is no money to earn except taxes. Unlike other jewels, diamonds are still monopolized by international companies such as De Beers. This person is worried that the credibility of international certificates for online sales is not high. Jiuzuan. com promises that all products will show the appraisal certificate of the national authoritative department and provide formal sales invoices; Unconditional return of all products within 15 days after sale; False one is punished by ten; Invite experts from the Association to identify the authenticity; All products have international certifications such as GIA/HRD.

"In addition to international certification, the certification report produced by the Quality Supervision Bureau is more convincing." The source said that diamond appraisal is highly professional. Traditional shops sell diamonds under the close supervision of the national quality supervision department, and there are quality inspection certificates recognized by the national quality inspection department. Some so-called international certificates actually have higher moisture content. Selling diamonds online is a new model, and there is still no authoritative and effective supervision. Consumers need to be cautious.

In addition, among the four elements of diamond evaluation, only cutting is directly affected by human factors. It is understood that some merchants in Shanghai once launched a low-priced diamond price of 999 yuan, but after investigation, most of the diamond cutting work belongs to industrial-grade cutting work, rather than the traditional gem-grade. "Because of the different cuts, it may lead to a large difference in prices."