Core Viewpoint - The rise of cultivated diamonds from Henan, China, is significantly impacting the global diamond market, challenging the dominance of De Beers and reshaping consumer perceptions of diamond value [1][3][8]. Group 1: Market Dynamics - Henan's Zhecheng produces 6 million carats of cultivated diamonds annually, accounting for nearly half of global production [1]. - De Beers faces a crisis with a 60% drop in net profit for the fiscal year 2024 and $2 billion in inventory, leading to plans to split its diamond business [1][3]. - The cultivated diamond market in China has seen a retail market size growth from over 10 billion yuan three years ago to an expected 30 billion yuan this year, indicating substantial market potential [8]. Group 2: Consumer Trends - The price of cultivated diamonds is approximately 10% of that of natural diamonds, making them more accessible to consumers [3]. - Local brands like Zheguang have gained popularity, with a reported 400% increase in sales within a month due to consumer interest in large carat diamonds [3][5]. - The shift in consumer perception is evident as cultivated diamonds are increasingly viewed as legitimate alternatives to natural diamonds, supported by endorsements from high-profile brands like Pandora and Swarovski [8]. Group 3: Industry Implications - The emergence of cultivated diamonds is breaking the monopoly previously held by natural diamond suppliers, leading to a democratization of diamond ownership [8]. - The concept of "diamond freedom" is becoming ingrained in consumer culture, emphasizing quality, aesthetics, and affordability [8]. - The technological advancements in diamond cultivation are not only enhancing product quality but also challenging traditional notions of value based on scarcity [8].

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]