戴比尔斯集团发布2018年钻石行业洞察报告

       qianxiyidaizhanquanqiuzongrenkoude29%，shidangqianquanqiuzuidadezuanshixiaofeiqunti。2017nian，tamenbaolanlemeiguojihu60%dezuanshishoushixiaofei；zaizhongguo，zheigebilijiejin80%。zshidaishigengdadexiaofeiqunti，tamenzhanquanshijiezongrenkoude35%，zaijinhouyiershiniannei，jiangchengweizuanshixiaofeideshenglijun。jinguanzshizaicaiwuchengshuqianhaiyouhenzhangdeluyaozou，dantamenyijingzaizuanshishichangchulufengmang，qunian，18-20suidenianqingxiaofeizhebaolanlequanmeiguo5%dezuanshishoushixuqiu。

消费种类

       youyuqianxiyidaiyuzshidaiderenshengchengzhangjinglibutong，zuanshipinpaihelingshoushangbixuyouqubiediyinghezheilianggequnti。baogaotuxianletamendezhuyaoyitongzhichu。liru，qianxiyidaiyibanbuqingyixiangxinshangjia，pinpaibixushouxianyingdetamendexinren，caiyoujihuishixianfazhan。xiangbizhixia，zshidaijiaoweiwoxingwosu、tianxingleguan，xiwanghuodegezhongchanpinlaidazaozijidegexingpinpai。

     ;  zheilianggequntizhijianhaiyouyixiezhongyaodexiangsizhichu，baokuokanzhongaiqing、ziyoujiushuxishuziwangluomeiti、guanzhushehuiwenti、zhongshibenzhenheziwobiaoxian。zaiquedingzheixieyitongzhihou，《2018nianzuanshixingyedongchabaogao》qiangdiaolezheiliangdainianqingxiaofeizheweizuanshixingyedailaidesandajihui。

       机会1：这两代人对待爱情和承诺有自己的看法，他们的需求亟待满足

       langmandeaiqingrengranshiquanqiuzuanshishoushixiaoshoudeguanjianqudongli，qianxiyidaihezshidaidoufeichangkewangbulibuqidelianaiguanxi。raner，tamenduibiaodahexiangzhengaiqingdetaiduzhengzaibuduanyanbian。tandaoaiqinghehunyin，jinguantamenhenduorenrengranxiwangzunxunchuantong，dantamenyuelaiyueguanzhugexinghuachanpinheqingsongtiyan，yifanyingtamendegerenjiazhiguanhepianhao。hunjiashichangrengranzhiguanzhongyao，zhanzhuyaozuanshixiaofeiguojiazuanshishoushixuqiude27%zuoyou，danzhiyinzhenshiaiqinghuolangman（yuhunyinwuguan）erzengsongzuanshizuoweiliwu，yeshinianqingyidaixiaofeizhexuqiudezhongyaozuchengbufen。2017nian，zheibufenxiaofeizhanzongxuqiude12%。yinci，zuanshipinpaihelingshoushangbixutuichugengduokedingzhidexiaozhongchanpinlaibuchongchuantongdezuanshishoushichanpin，yiyinghenianqingxiaofeizheduiaiqingyuchengnuodegengguangyidequanshi。

全球钻石珠宝增长

       机会2：根据两代人的自然行为和偏好，定制广告、信息和媒体宣传方式

       zheiliangdairenzixiaojiushulianshiyongshuziwangluomeiti，tamendouchiyizhong“yongyuanzaixian”detaidu，tamenderenshengzhexueshi“xiangmaijiumai，buyaoliyou”。zailejiechanpinxinxifangmian，zaixiangouwuheshejiaomeitiduiyuzheiliangdairenlaishuoyushitilingshoudianyiyangzhongyao。daduoshu（60%）18zhi39suidemeiguonvxingzaigoumaizuanshizhiqianhuishangwanglejiesheji、zhiliang、dingjiahepinpai。zaizheigenianlingqunzhong，nianqingdegengyoukenengbinianzhangdezaigoumaizhiqiancongshejiaomeitishangxunzhaolinggan。zaizhongguo，19-29suinianlingduandejihusuoyouren（98%）zaigoumaiqiandouhuitongguoyigehuoduogequdaolejiechanpindexinxi。youyutamenmeitiandeshenghuodouwufengguanchuanyuxianshanghexianxia，yincitamenyetongyangxiwangzaigoumaichanpinshihuodequanqudaotiyan。omnichannelquanqudaocelveshiyuanshengde、zhenshide、youmode，shiyizhongchuangzaoxingsiweifangshi，yincinenggouyuzheixiexiaofeizhechanshenggongming。danshi，lingshoushangxuyaolejietamensuoqinglaidebutongqudao。zuishouzshidaihuanyingdeshejiaomeitipingtaishiinstagramhesnapchat，erfacebook、twitterhepinterestbeirenweishilaoyidaidemeiti，zshidaiduitamenxingquxiangduijiaoxiao。

       机会3：公司和品牌的目标以及社会承诺应与这两代人的关注重点看齐

       qianxiyidaihezshidaidoujuyouqiangliedeshehuizerengan，zhixuanzelaiyuankekao、yifuzerendefangshicaigoudechanpin。yinci，zuanshipinpaihelingshoushangxuyaogengjiajijizhudongdixuanchuanzuanshiweishijiegedidailaideyichu，yijigepinpaiduizhongyaoshehuishiyezuochudegongxian。renwei，qiyeguanghui“jianggushi”haibuzuyidadaotamendeyuqi，tamenxiwangpinpainengyishijixingdongzhichengzijidedaodegaolun，zaidaodecaigoufangmian，yaocong“shuojiwoting”guodudao“zuojiwokan”。yinci，xiangqukuailianzheiyangnenggouzhuizongshuzihuazichandejishubiandegengjiazhongyao。

       De  Beers戴比尔斯jituanshouxizhixingguanbruce cleaverbiaoshi：“qianxiyidaihezshidaixiaofeizherenshuzhongduo，goumailiqiangda，tamenweizuanshixingyedailaileguangfandejihui。suiranzheiliangdairenyutamenzhiqiandeshidaiyiyangdoukewanghuodezuanshi，danhaowuyiwen，yixiexindeguannianzaiyingxiangzhetamen：tamenkanzhongdezuanshikenengjuyoubutongdesheji，xiangzhengxindeaiqingbiaodafangshi；tamenyehuiyibutongdefangshigoumaizuanshi，yiqingzhurenshengzhongdebutongshike。

       “2017nian，quanqiuzuanshishoushixuqiuchuangxialishixingao。raner，jianyunianqingxiaofeizheyekewanghuodezuanshisuodaibiaodegezhongmeihaoshiwu，baokuoaiqing、renmai、zhenshixing、dutexinghejijideshehuiyingxiang，ruguowomennengzhuazhujihui，zuijidongrenxindebianhuayidingzaiqianfangdengzhewomen。”