De Beers.

Anyone who knows a little about the jewelry industry should know this name.

The world's largest diamond supplier monopolizes 90% of the world's diamond production.

A black-hearted product monopoly company, a shrewd marketing scammer, a mastermind behind the cost of marriage, and a real creator of a diamond scam...

De Beers has too many names.

In McAdams' book "Game Thinking", he once discussed the "diamond scam" about De Beers.

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diamond.

Everyone is familiar with it.

Especially Su Qi, a "married person", of course he bought a wedding diamond ring.

Diamond is expensive and has always been bound to marriage, love, and romance.

Although it is a luxury, it has gradually become a necessary expense for every family and a "social habit" because of the custom of "diamond ring proposal".

But it is so romantic, symbolizing that love is stronger than gold and diamonds.

We took off his coat and went naked to see the truth behind it, but it was a marketing scam.

World-class marketing scams.

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Although diamonds are more expensive than gold with currency attributes, they are even extremely rare and expensive in many people's perception.

But in fact, this is not the case.

Diamonds are not rare, not expensive, nor have special currency attributes.

Not to mention that diamonds can be produced manually or artificially made of artificial diamonds with better texture, just natural diamonds formed naturally.

All the diamond mines on the earth are mined and distributed to everyone, and each person can be divided into several hundred carats at will.

Why can such an uncommon thing be bought expensively? It sells at a value?

...

Two reasons.

1. De Beers controls diamond mines, controls diamond output from the source, and engages in monopoly.

What does monopoly mean for business behavior? Naturally, there is no need to say more. Controlling output and free pricing are the biggest benefits of monopoly.

Scarcity is precious.

Under the antitrust law policy of the United States at that time, De Beers was cautious and walked on thin ice, and also wanted to control global diamond mineral output.

At that time, there were even exaggerated statements. In the morning, he heard that there was a new diamond mine, and in the afternoon, De Beers Company sat at the negotiating table discussing the purchase of diamond mines with the other party.

Why do you fight so hard?

Because once diamond mines flow out and the monopoly disappears, and the restrictions on production are lost, it may lead to price wars, price wars and price reductions, resulting in diamond depreciation.

Only when diamonds are in the hands of De Beers themselves can they control production and set freely.

Of course, De Beers is not always very good at hand and eyes, there will always be misses.

Nowadays, the price of diamonds has fallen and De Beers has begun to decline, which has a certain relationship with the breaking of monopoly. At the same time, coupled with the impact of artificial diamonds, it has shaken its position.

At that time, the Soviet industrial diamonds could be said to have exported the status of natural diamonds, because the component of diamonds is carbon, which can be artificially synthesized. The composition of artificial diamonds and natural diamonds is actually exactly the same, and the cost is extremely low.

This is also the reason why diamonds cannot become special currency like gold.

Of course, artificial drilling has also led De Beers to "teach" everyone how to "find different things" from two things that are exactly the same.

Forcibly distinguish false diamonds and artificial diamonds, which are different from real diamonds’ transcendent status and unshakable prices.

Although the essence is the same, the value is given by people.

Artificial, common, cheap, not worth buying.

Natural diamonds, rare...at least De Beers makes it produce less and expensive, and worth buying!

Although the two are essentially the same, expensive luxury goods are definitely worth buying, right?

This logic is strange, but it does exist in psychology.

The Veblen effect explains this "showing consumption". The more expensive the high-end luxury goods, the more attractive they often attract people to buy.

...

However, diamonds are luxury goods after all, not means of production for daily necessities.

Just a monopoly does not ensure its value.

So, besides monopoly, diamonds are expensive for the second reason for marketing advertising.

De Beers invested a lot of money in diamonds at that time and carried out promotion and marketing.

And very smart, I thought of an unreplicable world-class success idea

Put "diamond" and "love" together.

Diamonds are equivalent to love.

"Diamonds are forever, and one is forever passed down."

This meme will last for a hundred years after playing it.

Do you love her? Buy a diamond ring first.

Get married? Buy a diamond ring first.

At the same time, it satisfies the vanity of both men and women, creating a world-class marketing myth.

A world-class successful marketing case.

It took only ten or twenty years for diamonds to enter China to completely change the marriage market.

Before that, Chinese people got married and wore gold and silver, jade bracelets, which lasted for thousands of years.

But what about now?

No marriage without diamonds.

Because people's concepts have been subtly affected, marriage, proposal, and diamond rings are needed, which is a normal marriage ritual process.

Diamonds have changed from high-end luxury goods that ordinary people may not buy, to high-end luxury goods that ordinary people may also buy.

This change has distinguished diamonds from famous bags and watches, becoming a special luxury product that is both expensive and has sales volume.

You see, the rich are always smart people. The "meme" concept that has only emerged in modern times. A hundred years ago, smart people had already used their communication skills to make a lot of money.

Ordinary people can only pay a large amount of IQ tax.

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We always think that the people are smart, not ignorant, have the ability to think independently, and will not be so easily influenced by others.

In fact, we are still deceived, influenced our thinking, controlled consumption concepts, and shaped our three views without realizing it.

Everything seems to be back to that topic

mob.

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In this world, most people are always "led" by a few people, or... lead by the nose.

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It is even difficult for us to determine whether we bought a box of snacks online today because we really needed them, or because we saw a certain food broadcaster eating, and under the influence, we bought snacks.

Behind the food broadcast is the vendor that sells this advertisement and sells this snack.

Is the purchasing behavior we make ourselves need? Or is it manipulated?

In the great information age.

Our consumption concept is even intentionally controlled by others. Behind the scenes, it is like a pair of hands that are directly reaching into our wallet to take away our money.

Think about your hobbies, your hobbies circles, and the subculture and business changes that have emerged in recent years.

Sneaker collection, idol star chasing, internet celebrities selling goods, success studies courses, weight loss pills, housing prices...

There are even many scams that you and I don’t even realize.

Does the conspiracy trap behind the scenes affect your thinking and consumption concept?

Are you, the "mob" led by capital?

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If you ask what these are?

Answer, this is building a mystery.
To be continued...