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Diamond business under the dual model development
Guide: In China, with the advent of the first synthetic diamond, the diamond, which is worshipped by people, has an industrial legend. Countless entrepreneurs have begun to explore the field of industrial diamonds. However, in the past few decades, almost no domestic company has been able to combine the synthetic diamond business for industrial applications with the jewelry market in natural diamonds. Anglo American has a 45% stake in De Beers, the world's leading diamond company. Other De Beers shareholders include Central Holdings Ltd (40%) and the Botswana government (15%). De Beers, through its subsidiary Six Elements, is the world's leading producer of synthetic industrial diamonds. As a market leader, Six Elements operates worldwide and has 10 manufacturing facilities and an extensive global sales network. De Beers is a leading global diamond company with a joint venture partner in more than 20 countries on five continents with approximately 15,000 employees. Based on value estimates, De Beers produces 40% of the world's rough diamonds in mines in Botswana, Canada, Namibia and South Africa. Through the Diamond Trading Company (DTC) and partners in Botswana, South Africa and Namibia, De Beers offers its customers rough diamonds that meet specific cutting and polishing needs. De Beers has established a high-end jewelry retail joint venture with Debbies Diamond Jewelry (DBDJ) and Louis Vuitton (LVMH) in the most fashionable regions of the world's leading cities such as New York, Los Angeles, London, Paris, Tokyo and Dubai. Open a store. In 2009, in response to the worst and long-term downturn in the diamond industry that has not happened for decades, De Beers took decisive action to maintain profitability in the lower sales levels and to profit from the final economic recovery. Good preparation. Its strategy focuses on reducing production to accommodate the sharply reduced demand of sightholders, advocating cost savings and efficient operations throughout the company, and seeking ways to stimulate consumer demand. As a result, De Beers diamond production (23.5 million carats) was reduced by 49% in 2009 compared to 2008. This reduction was achieved through increased holidays and extended maintenance shifts in mines in Botswana, South Africa and Canada in the first half of 2009. In 2009, De Beers continued to drive demand through a series of marketing campaigns that have attracted a lot of attention in the US and Asian markets. De Beers supplied diamonds to Chinese customers through its Hong Kong and UK companies in the 1950s. In 1984, De Beers began discussions with Chinese partners to explore China's diamond resources. In 1986, it conducted its first diamond exploration investment in Shandong, Liaoning, Hunan and Guizhou. In 1995, De Beers and the Ministry of Geology and Minerals negotiated and reached an agreement to establish a joint venture with the Provincial Bureau of Geology and Mineral Resources in Hebei and Sichuan for exploration. The investigations in the two places were completed in 2000 and 2001 respectively. Not long ago, De Beers also expanded its business in China by establishing an industrial diamond manufacturing plant in China through Six Elements. Since 1987, De Beers has actively developed the diamond and diamond jewellery market through television and print advertising, and has established diamond promotion centers in Shanghai, Beijing and Guangzhou. In November 2008, the Forevermark Chinese company was formally established in Shanghai and began to enter the Shanghai and Beijing markets. On April 7, 2009, the world's first forever imprint concept store was unveiled at the Caishikou Department Store in Beijing. Since July 2009, Everlasting Seal has been opened in six cities including Nanjing, Hangzhou, Wuhan, Chengdu, Tianjin and Shenzhen.