De Beers Group held an industry cocktail party in Beijing, and the official announced further cooperation with the national jewelry inspection

On December 14, 2023, De Beers Group invited the development of natural diamond industry Important partners and media held a "big day" in Beijing ž A thank-you reception with the theme of "Brilliant Together" In the near joyful atmosphere, all parties joined forces to welcome the return of the classic slogan "A diamond will last forever", opening a bright new chapter in the industry. De Beers Group has made great achievements since it launched the special dissemination of natural diamonds in September this year Progress: Recently, Wen Yongshan, a well-known actress, has been officially announced by the Group as the natural diamond ambassador of De Beers Group in Asia Pacific. She was present at this event and shared the story of natural diamonds with guests; The event unveiled the next phase of diversified natural diamond promotion plan, including Diamond Research Institute of De Beers Group and authoritative jewelry appraisal agency National Jewelry&Jade Jewelry Inspection Group Co., Ltd. ("National Jewelry Inspection") cooperates to produce a series of natural diamond knowledge and science popularization programs.

(The first row is from left to right: Deputy Sales Officer of De Beers Group Mr. Lin Weixiong, President, and Vice President of the Brand Construction and Cultural Innovation Department of China National Jewelry Inspection Group Ms. Guo Xing, Director, China National Jewelry Inspection Group Mr. Liang Zhenjie, General Manager, Chairman of the Board of Supervisors of China Treasure Association, and Executive Deputy of De Beers Group President and Chief Brand Officer, Natural Diamond association Mr. David Prager, Chairman, Ms. Wen Yongshan, Natural Diamond Ambassador for Asia Pacific Region of De Beers Group, Natural Diamond Association Business Ms. Xu Yilei, Director, Business Operation in Asia Pacific Region of De Beers Group Mr. Wu Feng, Director, Asia Pacific PR of Natural Diamond Team of De Beers Group Ms. Li Cuihua, Director; The second row: Chow Tai Fook, Chow Sang Sang, Liu Fook, Chow Tai Sang, Diamond Family, Kimberley Diamond, Darring Ring, Ganlu Group, De Beers Group executives and artist Mr. Justin Y Justin)

Cooperate with the national inspection of jewelry to release popular science videos to meet multi-level requirements Chinese consumer demand

De Beers Group's thank-you reception was held in Beijing Jiade Art Center, and De Beers Group's Executive Vice President President and Chief Brand Officer, Natural Diamond association Mr. David Prager, Chairman, China National Jewelry Inspection Group Mr. Liang Zhenjie, General Manager and Chairman of the Board of Supervisors of China Treasure Association, shared his views on promoting the sustainable development of the natural diamond industry and the popularization of natural diamond knowledge with the guests present; At the same time, natural diamonds association Senior executives in China, as well as eight natural diamond industries including Chow Tai Fook, Chow Sang Sang, Liu Fook, Chow Tai Sang, Diamond Family, Kimberley Diamond, Darring Ring and Ganlu Group Executives of important retailers also attended the event to show their confidence in the industry prospect and their determination to work together to improve the reputation of natural diamonds.

(Executive Vice President of De Beers Group President and Chief Brand Officer, Natural Diamond association Mr. David Prager, Chairman, introduced the special communication achievements of the Group)

David Prager, chief brand officer of De Beers Group, said: "It's a great pleasure to come to Beijing and have such close exchanges with jewelry inspection, industry partners and media friends. Since De Beers Group launched a special communication activity on natural diamonds in September this year, feedback from the industry and consumers has excited us. 'A diamond will last forever' reflects the emotional and substantive value of natural diamonds. In the future, we will link with the industry Important forces to The form of communication that Chinese consumers are willing to accept will create a deeper connection with them and satisfy their love and pursuit of natural diamonds. "

De Beers' latest Insight Report on Natural Diamonds in 2023 pointed out that, China has become the second largest diamond jewelry demand country in the world The share of total demand value is 10%. Natural diamond jewelry pair Chinese women Sex still has a strong attraction and is still one of the most desirable gifts for them - ranking third in the list of the most desirable gifts in 2023. In the most wanted ten thousand yuan the people Up to 70% of rich women on the list of luxury goods with a price of more than $1400 Sex consumers (family monthly income is 30000 yuan the people ) put diamonds and jewels first

In order to grasp De Beers Group has been actively embracing the trend of the Chinese market Chinese consumers should maintain the value of natural diamonds and satisfy consumers' desire for natural diamonds. To this end, the Diamond Research Institute of De Beers Group (DBIoD) cooperates with the authoritative jewelry inspection agency, the National Jewelry Inspection Group, to carry out offline natural diamond knowledge popularization courses for consumers, media and network experts. Through diamond grading and evaluation education, the public's knowledge about diamonds is constantly deepened, and the precious and endless charm of natural diamonds is transmitted. At the event, Diamond Research Institute of De Beers Group and China National Jewelry Inspection and Quarantine Bureau announced that their cooperation will be upgraded again. This cooperation will make full use of the new media of China National Jewelry Inspection and Quarantine Bureau flat With the advantage of Taiwan, we invited leading talents in the industry to produce a series of popular science videos about natural diamonds from multiple perspectives, and exceeded 200 We Media in the national jewelry inspection flat Spread on the stage to lead consumers to have a comprehensive understanding of natural diamonds.

(China National Jewelry Inspection Group Mr. Liang Zhenjie, General Manager, said on the spot that he would continue to support the popularization of natural diamond knowledge)

China National Jewelry Inspection Group Mr. Liang Zhenjie, General Manager, said:“ The reason why China's diamond market can become an eye-catching cultural consumption highland cannot be separated The orderly development of China's jewelry industry is inseparable from the vigorous rise of cultural consumption and the escort of jewelry testing. Therefore, the joint efforts of De Beers and the jewelry inspection group, as well as the coordinated promotion of industry partners, will lead and help The high-quality development of China's jewelry industry has improved consumers' scientific judgment, thus making it more objective Sexual consumption choices. "

Blending with art and culture, resonant interpretation of the bright charm of natural diamonds

(David Prager presents Wen Yongshan with the finger painting work "Brilliant" specially created by the artist Justin Y Justin)

(Artist Justin Y Justin shows four finger paintings inspired by natural diamonds at the reception)

At the scene, an immersive short film guided by Wen Yongshan, the natural diamond ambassador of De Beers Group in Asia Pacific, introduced the guests to the wonderful world of natural diamonds, and she also shared the story of her fate with natural diamonds. At the same time, Mr. David Prager, on behalf of De Beers Group, presented Wen Yongshan with a finger painting work created by the well-known artist Justin Y Justin as a New Year gift. This work, named "Bright", was specially customized by Mr. Justin for De Beers Group. The painting was designed to be polished diamond shaped, showing the different states of bare diamonds and polished natural diamonds on both sides, "A Diamond is Forever" written in English. At the reception, Justin also exhibited four finger paintings inspired by natural diamonds. These works are from the recent "Natural diamond" opened in Hong Kong and sponsored by De Beers Group ž In the "Shining" art exhibition, the artist himself was also present to explain to the guests how to interpret the eternal diamond dream with artistic language.

(Wen Yongshan, Natural Diamond Ambassador in Asia Pacific Region of De Beers Group)

(David Prager introduces the Group's contribution to sustainable development to Wen Yongshan)

Wen Yongshan, the natural diamond ambassador of De Beers Group in the Asia Pacific region, has been associated with De Beers for many years. She once shot advertising blockbusters for the brands under the Group. In recent years, Wen Yongshan's acting career has been brilliant and colorful, and she has been sought after by countless fans by creating many deeply rooted and charming characters. She said: "I really appreciate the tenacity and rarity of natural diamonds. As an actor, I hope my career can be as long and shining as natural diamonds. After years of association with De Beers Group, we will work together in the future to let more people understand the brilliance of natural diamonds."

(The slogan "Seize the Day" of De Beers Group shows the rare nature of natural diamonds)

(De Beers Group adheres to the strategy of "creating and abiding by eternity" and spares no effort to promote the sustainable development of local communities in mining countries)

(Poster of "Seize the Day" of De Beers)

("Seize the Day" outdoor advertisement of De Beers in Wangfujing Commercial Street, Beijing)

De Beers Group has announced in September that it will Invest 20 million dollars to carry out special marketing activities in the United States and China, and respond to the focus and values of a new generation of consumers through a more modern form. This reception is part of the natural diamond communication activities of De Beers Group in Greater China. Previously, the Group has formulated a communication plan for Greater China, including offline activities, advertising and industry cooperation. In addition to the reception in Beijing Hong Kong sponsored the "natural diamond, shining debut" art exhibition inspired by natural diamonds; Synchronizing offline advertising, the Group cooperates with online celebrities and artists at different levels to create more popular topics about natural diamonds; At the same time, the group and the well-known jewelry brand Chow Tai Fook held the "Under the Earth" Chow Tai Fook natural diamond African traceability live broadcast program during the Double 11, which showed the transformation process of natural diamonds from mining to polishing by going deep into Botswana and visiting the diamond mining area. The number of live viewers exceeded 1.7 million, significantly improving the online sales of the brand's natural diamond category. In the future, more projects will be launched, including the natural diamond series science popularization program cooperated by Diamond Research Institute of De Beers Group and China National Inspection and Quarantine Bureau of Jewelry, to further enhance the reputation of natural diamonds.

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