JNA January/February 2023 | 39 JNA 40周年 hubs for rough and polished diamonds. It is also growing in prominence for coloured gemstones and lab-grown diamonds. The Dubai Diamond Exchange sees strong demand from companies hosting tenders and auctions. And next year, the UAE will chair the Kimberley Process. 迪拜正在加强其作为毛坯和抛光钻石的 主要贸易中心之一的地位，在彩色宝石 和实验室培育的钻石方面的地位也越来 越突出。迪拜钻石交易所注意到很多公 司对主办招标和拍卖会有强烈需求。明 年，阿联酋将担任金伯利进程主席。 22Omnichannel strategies 全渠道战略 Online and offline synergies apply to retail, B2B connections and every sales and marketing effort worth its salt. Physical stores were once forecast to lose relevance in a digital world. This however discounted the value that shoppers place on human interaction and the joy of beholding one’s purchase in all its glory. Online channels and e-commerce, for their part, are convenient and provide valuable information prior to purchase online or at stores. The two worlds now co-exist and rightly so. 线上和线下的协同适用于零售业和B2B 联络。实体店曾经被预测会在数字化世 界中失去意义。然而，这低估了购物者 对人与人之间互动的重视，以及看到自 己购买的物品的喜悦。同时，线上渠道 和电子商务提供了便利和人们所需的 信息，使他们对购买有信心。这两个世 界现在和谐共存。 23Trade fairs 商贸展 While online platforms and digital events kept communication and trade lines open during lockdowns, the Covid-19 pandemic underscored the importance of in-person trade shows. There is simply no replacing the faceto-face business discussions, product examination, personal connections and trust-building interactions afforded by physical fairs. 虽然线上平台和数字化活动在封城期 间保持了沟通和贸易线路的畅通，但新 冠疫情强调了宝石和珠宝行业的实体 商贸展的重要性。面对面交易、产品看 货和实体展会提供的交流机会是无法 取代的。 24Digitalisation 数字化 The Covid-19 pandemic accelerated the industry’s digital transformation. This is likely to continue in the post-lockdown era as digital solutions keep on powering businesses and offer new channels of trade. 新冠疫情加速了行业的数字化转型。随 着数字化解决方案不断为企业提供动 力并提供新的贸易渠道，这种情况可能 会在后疫情时代继续下去。 25Phygital future 线上线下融合的未来 Jewellers are exploring the metaverse, which merges the physical and digital worlds, with NFTs (nonfungible tokens). This gives rise to valuable standalone NFTs and phygital collections in various forms – either full counterparts or some representation in each realm. Further progression into Web3 – the decentralised, token-based iteration of the Internet – opens up more growth avenues for the gem and jewellery industry. 珠宝商们正在用NFT(非同质化代币)探 索融合了物理世界和数字化世界的元宇 宙。这就产生了有价值的、独立的NFT和 各种形式的线上线下融合(phygital)收 藏—要么是完全对应的，要么是在各自 领域的代表。进一步发展到Web3—互联 网的去中心化、基于代币的迭代—为宝 石和珠宝世界开辟了更多的增长途径。 26Branded jewellery 品牌珠宝 Brands transform products into aspirations. They tell the story of a journey, a lifestyle, a concept, an emotion, an ambition. Consumers gravitate towards the narrative that appeals to them most. Research by De Beers Group found that branded diamond jewellery represented two-thirds of all diamond jewellery purchases in the US in 2021 and almost 80 per cent of all sales by value. Gen Z led other consumer segments in opting for branded items. China is also enamoured with brands, with consumers placing a premium on welldefined labels. 品牌将产品转化为渴望。它们讲述历 程、生活方式、概念、情感和抱负。消费 者青睐最吸引他们的叙事。戴比尔斯集 团的研究发现，在2021年，品牌钻石首 饰占美国所有钻石首饰购买量的三分 之二，按价值计算占所有销售额的近 80%。 Z世代在选择品牌商品方面再次领 先于其他消费群体。中国也同样迷恋品 牌，消费者对定义明确的品牌非常重视。 27Branded diamonds 品牌钻石 Branded diamonds, most often with patented cuts supported by enchanting narratives, feed into consumers’ desire for prestige and exclusivity. Such efforts are paying off, with companies building brands around their diamonds that people align with for greater traction in the market. 品牌钻石，通常有专利切工，并有迷人 的叙事支持，满足消费者对尊贵和排他 性的渴望。这种努力正在得到回报，公 司围绕其钻石建立品牌，以获得更大市 场牵引力。
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