企业策略 JNA November/December 2022 | 39 “De Beers does not sell natural diamonds; De Beers sells De Beers natural diamonds. A recent study showed that 79 per cent of millennials trust brands when it comes to luxury spend. You cannot reach that audience with generic marketing,” Jacheet explained. “De Beers is also the only luxury brand in the world with a full, credible link to the source. So we market natural diamonds through the De Beers brand.” While De Beers’ marketing strategy is more brandcentric than category-centric, it is essentially brand marketing serving the category’s interest. The link to the source is a reassurance of quality, not provenance for provenance’s sake. And as female self-purchase of diamonds has risen, branding revolves around the notion of femininity and how women feel when they wear De Beers natural diamonds. These are all embodied in the group’s new global campaign, according to Jacheet. Consumer values De Beers also keeps a close eye on the end-clients of tomorrow – the generation of digital natives who place greater emphasis on what brands do and the impact they have on society. Bringing trusted brands to new generations in a digital age requires being relevant on their platforms. Emerging trends include the gamification of content, with Jacheet citing gaming app Roblox as a growing channel that luxury brands will eventually need to tap. Younger generations also place a premium on ESG and brand values. According to the 2021 De Beers Sustainability Survey, 68 per cent of millennials and 75 per cent of Gen Zs are more willing to buy products with ESG credentials. In addition, 59 per cent of older millennials would choose to buy a sustainable natural diamond over one with no sustainability assurances. The survey also found that 75 per cent of people who bought a sustainable product in recent years paid more than they would have for a regular product. At least 60 per cent were willing to pay at least 10 per cent more for a sustainable item. These sensibilities are addressed by De Beers’ programmes such as Building Forever, which highlights the impact of the business on local communities in producing countries, and Code of Origin, a customised code unique to a diamond that assures it is conflictfree and discovered by De Beers in Botswana, Canada, Namibia or South Africa. Diamond narratives In the retail scene, the movement is towards experience. “Retail is going from product-centricity to client-centricity. A retail point should offer more than pure transactions that can be achieved from the comfort of one’s home. Stores should provide an experience that is emotionally engaging,” Jacheet said. Traceability plays a pivotal role in this storytelling journey. De Beers’ Tracr is the only proprietary blockchain technology that is linked to the source and at scale. Jacheet disclosed, “Over the coming years, we will provide more client-facing content powered by Tracr. Not only does it provide full traceability from mine to finger with the reassurance of provenance and quality, Tracr will be a powerful platform to deliver content. This will not be limited to the 4Cs – it can include a diamond’s rarity 6 7 5 (1) ‘Enchanted Lotus’ diamond ring; (2) Lupita Nyong’o for De Beers; (3) Paul Rowley, executive vice president of Diamond Trading for De Beers Group; (4) Actress Lupita Nyong’o is De Beers’ first global ambassador; (5) Marc Jacheet, CEO of De Beers Brands; (6) Lupita Nyong’o in De Beers’ ‘Where It Begins’ campaign; (7) De Beers’ RVL collection (1)“情迷莲花”钻石戒指；(2) Lupita Nyong'o为戴比尔斯代言；(3) 戴比尔斯集团 钻石贸易部执行副总裁Paul Rowley；(4) 女影星Lupita Nyong'o成为戴比尔斯公司的首位 全球形象大使；(5) 戴比尔斯品牌首席执行官Marc Jacheet；(6) Lupita Nyong'o在戴比尔斯 的“Where It Begins”广告中亮相；(7) 戴比尔斯的RVL系列
RkJQdWJsaXNoZXIy NjAxOTU=