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The potential of artificial diamonds to grab the jewellery market is huge
What changes will the diamond market bring when diamonds can be cultivated in batches? This year's Morgan Stanley report analyzes, “In the diamond industry, laboratory diamonds do not completely replace natural diamonds. The report points out that laboratory diamonds will find the right market position and enhance the jewelry market. Overall sales volume." The market for listed companies increased the number of synthetic diamonds. Recently, Liu Yongqi, the general manager of Zhengzhou Huajing Diamond Co., Ltd. (Yu Diamond), the largest synthetic diamond manufacturer in China, publicly stated that the company’s large single crystal project is continuing to advance, and the performance contribution of large single crystal products will be Gradually highlighted. According to relevant information, Zhengzhou Huajing Diamond Co., Ltd. is a brand with more than ten years of history in the industrial diamond manufacturing industry, and landed on the GEM in 2010. In the following years, due to the intensified competition in the superimposed market and the slowdown in macroeconomic growth, the gross profit margin of industrial diamonds shrank, and the profit of Yu Diamond declined. Since 2014, Yu Diamond has gradually transformed into a consumer-grade synthetic diamond. And in November last year, it issued a total of 527 million shares, raising 4.567 billion yuan for the annual production of 7 million carats of gem-quality diamond projects and supplementary liquidity. In terms of sales channels, Yu Diamond will produce some synthetic diamonds such as loose diamonds and group inlays in addition to the synthetic diamond wool produced at home and abroad. In order to better facilitate downstream enterprises and luxury The market is close, Yu Diamond also set up the Mutika Jewelry Experience Center at the beginning of this year, including nearly 100 pieces of necklaces, rings, earrings and other diamond jewelry products. For this transformation, the relevant person in charge of Yu Diamond told reporters that “the company itself started from industrial diamonds. In 2014, after the breakthrough in product technology, it has the opportunity to start engaged in consumer-grade diamond related business. From the diamond industry chain, we In the early stage, it was in the upstream enterprise, and the manufacturer mainly provided synthetic diamond wool. The proportion of finished diamonds was not large. Starting from the second half of this year, I hope to be able to move to downstream enterprises on the basis of producing wool. The final expectation is that the products are closer to the terminal. Consumers.†In addition to some domestic companies engaged in industrial diamond production turned to the production of consumer-grade synthetic diamonds, there are many companies in the market that are mainly engaged in the design and manufacture of synthetic diamonds. The potential for great prospects can be seen in the jewelry market, and the Swarovski model has been successful. For a long time, Swarovski has been cultivating many years of market, with its unique design and exquisite cutting technology to make artificial crystals such high-cost lead glass, which is not expensive, become the darling of the luxury market, not only the price of many natural jewelry Unexpectedly, many terminal jewelry companies will use Swarovski crystals as an important part of their product mosaic. The appearance of artificial diamonds has brightened people's eyes. Its hardness, shape, purity and luster have obvious advantages over artificial crystals. It is expected that synthetic diamonds will have an impact on Swarovski crystals. In the early stage of growth, synthetic diamonds require relatively complex processes during synthesis, and the price is higher than that of artificial crystals. The market share in the luxury market is currently not meeting expectations. Wang Jieming, founder of Totwoo Smart Jewelry, said: "In the choice of gem types in the product, I have thought about replacing the Swarovski crystals with artificial diamonds. I also went to a factory in Hong Kong that produces synthetic diamonds. The phosphorescent effect of synthetic diamonds is indeed very good, but considering the relatively high cost of synthetic diamonds, the relatively unfamiliarity of domestic consumers, and the fact that people’s concept of diamond consumption still stays on 'marriage', they finally gave up. Artificial diamonds have chosen Swarovski crystals." Of course, with the improvement of people's living standards, the improvement of economic strength and the public's change of the concept of diamond consumption, it is only a matter of time before artificial diamonds become the darling of the jewelry market. Regarding the current status of the jewelry market occupied by artificial crystals, the relevant person in charge of Yu Diamond said, “We never thought about competing with artificial crystals, just hope to promote the quality and culture of diamonds, because artificial diamonds have more than natural diamonds. A large price advantage, in the past only a small number of consumers have access to diamonds, with the emergence and popularity of synthetic diamonds, ordinary consumers can also have the opportunity to wear diamonds. Low recognition Consumers misunderstand artificial diamonds Many artificial diamonds are half the price of natural diamonds, but consumers have a misunderstanding, and many consumers think that synthetic diamonds are fake diamonds. He Zhihong, a senior appraiser and appraiser at Peking University Gemological Appraisal Center, told reporters that natural diamonds and synthetic diamonds are composed of carbon atoms and are arranged in the same crystal lattice, so they have the same physical properties. Only natural diamonds are naturally produced underground for billions of years. Artificial diamonds simulate the underground environment and conditions in the laboratory and are generated in months or even days. Professional appraisers are also difficult to distinguish with the naked eye and require a very high specification of professional identification instruments to identify them. Such synthetic diamonds are fundamentally different from “fake diamonds†made of glass. In addition, the current consumption habits of Chinese consumers in jewelry also remain in the pursuit of materials, and there is a rejection of synthetic jewelry. Often, they prefer to be able to purchase some natural, value-preserving jewellery for passaging and cashing. In the West, when people buy jewelry, they first consider whether it is beautiful and the experience is good. Therefore, artificial diamonds that are much cheaper than diamonds and can achieve the diamond phosphorescent effect have been widely recognized. With the blending of Eastern and Western cultures, the lifestyle of consumers dominated by young people is gradually opening up, and the acceptance of consumption habits and consumption concepts in the West is gradually increasing. It is foreseeable that in the jewelry market in the near future, synthetic diamonds will be a blue ocean.