Core Insights - The current consumer behavior is heavily influenced by emotions, with social sentiment playing a significant role in purchasing decisions [1][4] - DR, a jewelry brand focused on true love and relationships, has seen a shift in its customer base towards younger couples, particularly those involved in marriage and proposals [3] Group 1: Market Trends - The number of marriages in China has declined significantly, from over 9 million annually a few years ago to around 6 million, indicating a market contraction of approximately one-third [3] - Despite the decline in new marriages, there remains a substantial market for anniversaries and other relationship milestones, suggesting that the overall customer base for DR may not necessarily shrink [3] Group 2: Consumer Preferences - There is a noticeable shift in consumer preferences from traditional diamond jewelry to alternative materials such as ancient gold and IP-related products, reflecting a broader change in material consumption [4] - DR has proactively adapted to these changes in consumer preferences, aligning its offerings with the emotional themes of love and relationships [4]