Do you know the "giant" behind the world diamond industry?
De Beers Group, the world's largest supplier of diamonds and diamonds, and a global diamond mining and sales company, implemented a new marketing strategy in 2003. The Central Sailing Organization (CSO), which has been in operation for more than 100 years, has been renamed the International Diamond Trading Company (DTC, Diamond Trading Compan. In fact, it is not a seller facing the end consumer, but De Beer Professional distribution and promotion agency.
Cso has dominated more than 95% of the world's diamond blanks during the most glorious period, but it was hit hard by the withdrawal of Australia and other countries in 1997 from a single supply channel. At the end of the 20th century, DTC also claimed to control 70% of the world's diamond blanks. But in fact it may be less.
The existence and successful operation of DTC has made the supply and demand of the diamond market worldwide basically balanced and orderly. In London, the most important role of DTC is to distribute rough diamonds. Its customers are called "seekers." Each year, 93 sightholders from around the world travel to London and Johannesburg to attend ten sightings a year. Among them, the spectators from China include a few jewellery manufacturers such as Chow Tai Fook and Chow Sang Sang, and the rest of the companies or individuals who fail to obtain the Sightseeing Qualifications cannot purchase diamonds directly from DTC.
DTC's goal is to promote and increase consumer demand for diamond jewelry, and through the more effective cooperation within the industry, to jointly strive for the success of the diamond industry, thus creating huge business opportunities for the entire diamond industry. And with the popular topic of creating diamond jewelry. Promote the activity of the sales market. To this end, DTC will continue to invest in the world with a total investment of US$180 million per year.
The promotion of diamond advertising, public relations and international brands, and local brands will help jewelers develop effective marketing strategies, increase sales of diamond jewellery and increase profitability.
DTC launches a new collection of diamonds every year. Lead the direction of the entire design and advertising strategy. Even the trade name has been registered as a trademark, but since DTC is not a manufacturing unit and a direct sales point, but is completely in the role of counseling jewelers and promoting diamonds, all goods can only pass through the general jewelry store. Selling.
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