半年卖了1000万，贵妇们为什么抢着给柘光钻石“送钱”？

Core Viewpoint - The article emphasizes that the value of diamonds is not determined by price, and premium pricing should not define the diamond industry. Lucas, the founder of Zheguang Diamonds, challenges the traditional luxury brand pricing model and aims to make high-quality diamonds accessible to consumers [1]. Group 1: Market Positioning - Zheguang Diamonds has achieved over 10 million in sales in the first half of the year, with more than 90% of sales coming from custom orders, indicating a strong market presence [1][3]. - The brand has attracted a significant number of high-end consumers, with over 70% of its customers having a history of purchasing luxury brands [8]. Group 2: Value Proposition - Zheguang Diamonds breaks the traditional luxury brand premium pricing model by offering high-quality diamonds at competitive prices, such as 8,000 yuan for a 1-carat diamond, compared to over 150,000 yuan for similar products from luxury brands [5][6]. - The brand's strategy aligns with the current trend of rational consumption among affluent consumers, who prioritize product quality and value over brand prestige [7]. Group 3: Customization and Emotional Connection - The brand focuses on emotional expression through its customizable services, allowing customers to create unique pieces that reflect personal significance [10]. - Zheguang offers a comprehensive customization process, including the ability to replicate celebrity designs and incorporate personal elements, enhancing customer engagement [11][14]. Group 4: Quality Assurance and Brand Trust - Zheguang Diamonds emphasizes quality control, employing rigorous standards in diamond sourcing and craftsmanship, which helps build consumer trust [17][18]. - The brand's commitment to quality is reflected in its high customer retention rate, with a 55% repurchase rate, significantly above the industry average [20]. Group 5: Future Challenges and Growth Strategy - Despite its success, Zheguang faces challenges in expanding its brand recognition beyond niche markets to a broader audience [22]. - The company plans to enhance its market presence by opening new physical stores in major cities and investing in innovative product development, such as diamond engraving and detachable jewelry [24].