欧美钻石还是出事了！中方出手后破产只是开始，外媒：根本防不住

Core Insights - De Beers has announced a complete halt in the production of lab-grown diamonds, aiming to return to the "authenticity of natural diamonds" to recover market share, but this move appears to be overshadowed by the rise of lab-grown diamonds from Zhecheng County, China [1][3] - The natural diamond inventory of De Beers has reached $2 billion by 2024, with a 21% year-on-year revenue decline in the first half of the year, indicating a more severe situation than during the 2008 financial crisis [3] - The Federal Trade Commission (FTC) in the U.S. recognized lab-grown diamonds as real diamonds in 2018, which has significantly boosted their popularity and led to a decline in the perception of natural diamonds [3][8] Market Dynamics - Zhecheng County has produced 6 million carats of lab-grown diamonds, leading to a significant impact on the market, with lab-grown diamonds priced at only 10% of natural diamonds, promoting the concept of "diamond freedom" [3][6] - The trend shows that 78% of Generation Z consumers believe that paying a premium for natural diamonds is not worth it, challenging the traditional marketing narratives of brands like De Beers [8] - Lab-grown diamond orders priced over 500,000 yuan have surged by 420% in 2024, with 80% of buyers having prior experience purchasing natural diamonds [5] Competitive Landscape - De Beers has attempted to counteract the market pressure by adjusting prices twice a year, with reductions of up to 80%, but still struggles with declining revenues [6][11] - Zhecheng's companies have innovated by offering "memorial diamonds," incorporating personal DNA information into the diamond-making process, which has resonated with consumers [6] - The competitive advantage of Zhecheng's lab-grown diamonds lies in their significant price difference compared to De Beers, with similar quality products priced at a fraction of the cost [8][9] Consumer Behavior - High-net-worth individuals from major cities in China are increasingly opting for lab-grown diamonds due to their cost-effectiveness and quality, contributing to 90% of Zhecheng's order performance [5][9] - Despite De Beers' recent efforts to promote lab-grown diamonds with the slogan "Shine Bright Spend Less," the long-term impact on consumer sentiment remains uncertain [11]