R Diamond Ring Private Domain Disassembly, the world's number one engagement diamond ring brand, what is so good about its private domain?

In just a few years, DR has become the "world's number one engagement diamond ring brand". What are its highlights and features? This article will analyze the private domain operation of DR diamond rings. Let's take a look.

In recent years, the global engagement diamond ring market has tended towards personalization and customization, and consumers have more diverse choices for engagement diamond rings. According to Sullivan's statistics, sales in the Chinese market will reach 1.54 million pieces in 2022, and the growth momentum is obvious.

The financial report shows that in 2022, DR's engagement diamond ring business revenue reached RMB 2.902 billion, and DR diamond rings have ranked first in global sales of engagement diamond rings for three consecutive years.

In fact, in the jewelry industry that emphasizes heritage, DR’s history is not long. The brand was founded in 2010.

However, in just a few years, DR has become the "world's number one engagement diamond ring brand." In 2022, DR's engagement diamond ring business revenue was RMB 2.902 billion, accounting for nearly 80% of its total revenue.

Today, we will analyze the private domain operation of DR diamond ring for you and see what its highlights and features are.

The contents of this article are as follows:

1. Case Background
2. Traffic channel analysis
3. Private IP Disassembly
4. Marketing activity breakdown
5. Membership system breakdown

01 Case Background

1. Brand Introduction

DR engagement diamond ring is the "world's No. 1 engagement diamond ring brand" under Dia Co., Ltd. DR advocates the true love value of "loving one person for a lifetime".

At the beginning of the brand’s establishment, a globally unified romantic rule was formulated: a DR diamond ring can only be customized for one person in a lifetime with an ID card, which means "one true love in a lifetime".

At present, DR Diamond Ring has more than 600 direct-operated True Love Experience Stores around the world, covering Paris, France, Hong Kong, China and about 200 cities in mainland China. In the future, DR will maintain a rapid growth in the number of experience stores to provide high-quality and romantic True Love services to more consumers.

2. Market size

The global engagement diamond ring market is a dynamic and evolving jewelry market. In recent years, as society moves toward personalization and customization, consumers' choices for engagement diamond rings have become more diverse.

Data shows that in 2023, the sales volume of China's engagement diamond ring market will reach approximately 1.54 million pieces, with a compound annual growth rate of 9.7%.

3. User portrait

DR's customers are mostly couples aged 20-35. The average customer unit price of ordinary products is 3,000-5,000 yuan, and the average customer unit price of engagement diamond ring products is 10,000-30,000 yuan.

4. Highlights

One of the highlights of DR diamond ring is that it redefines the meaning of diamond.

DR requires men to bind their ID cards before they can purchase diamond rings. When purchasing, customers need to sign a true love agreement, which cannot be deleted once entered, in order to ensure the promise of "only one can be customized in a lifetime."

Not only that, DR's "true love marketing" is also reflected in celebrity endorsements.

Wu Jing and Xie Nan used DR diamond rings when they got married, and celebrities such as Jiang Chao, Medina, Chen Zihan, Dai Xiangyu, Xu Mengtao, Wang Xindi, Zhao Shuai, and Zheng Shuyin also chose to buy its diamond rings. This has a certain guiding effect on mass consumers.

02 Traffic Channel Analysis

DR Diamond Ring has established a private domain matrix with channels such as "official account + mini program + corporate WeChat + community" as the core, and has made use of popular public domain platforms such as Douyin, Xiaohongshu, Weibo, etc. to achieve public and private domain traffic conversion and help the brand expand its voice.

1. Private Domain Platform

1) Official Account

After following the "DR Diamond Ring" public account, the welcome message introduces the brand characteristics, welfare activities and a jump link. After clicking the link, users can register to become a brand member.

Specific path: Follow the official account – Automatic welcome message – Scan the QR code to add the WeChat account

2) Mini Programs

Enter the mini program [DR Diamond Ring] and you can find the touchpoints for DR Diamond Ring’s corporate microblog traffic.

Specific path: Homepage – True Love Consultant – Scan the QR code to add WeChat account

2. Public Domain Platform

1) Video Account

The video account [DR Diamond Ring] mainly uses brand promotion, situational dramas and other content. The homepage sets up touchpoints for public accounts and corporate WeChat to attract traffic, and users can jump into the private domain by clicking.

2) Tik Tok

DR Diamond Ring has 2.875 million followers on Douyin and received 44.773 million likes. The account content mainly focuses on brand introduction, product promotion, and celebrity endorsements.

The homepage sets the traffic paths for stores and mini programs, and you can jump to purchase products by clicking.

3) Xiaohongshu

DR Diamond Ring’s account on Xiaohongshu has 219,000 followers and 128,900 likes and favorites. The account mainly posts content such as brand activities and products.

4) Weibo

DR Diamond Ring has 387.5w followers on Weibo, and 2785.2w likes and comments. Weibo will share content such as rewarded interactions, event promotions, and product introductions.

The homepage sets up touchpoints for the fan group. Users can apply to enter after following the account and becoming loyal fans of the account.

03 Private Domain IP Disassembly

DR Diamond Ring has carefully designed its customer service WeChat account and positioned its brand IP as an ambassador of true love.

Below is a detailed analysis using the corporate IP I added as an example.

1. Personal positioning

Nickname: DR Diamond Ring-True Love Ambassador Snor

Avatar: Brand LOGO

Role positioning: Ambassador of true love

2. Automatic welcome message

After adding WeChat, the account will notify users of the brand’s latest activities from time to time.

3. Moments content

Content frequency: 3 pieces per day

Release time: 8pm mostly

Moments content: mainly welfare activities, product promotions, etc.

04 Marketing Activities Disassembly

Promoting activation is the most core task in the entire user operation process. If you only attract users but fail to promote their activity, there will be no good sales conversion.

DR Diamond Ring chose a simple and crude way - marketing activities. Through marketing activities with different themes and forms, it attracts users to participate and enhances user stickiness. The following are examples of the three platforms of Xiaohongshu, WeChat official accounts, and Weibo.

1. Xiaohongshu

DR Diamond Ring regularly carries out welfare activities on its official account on Xiaohongshu, usually without setting a participation threshold, to maximize user participation. Take the most recent activity as an example:

How to participate: Click "Limited-time lottery | Participate now" Winning rules: Random draw

Number of winners: 5

Event prizes: BYD concept car model, DR necklace

2. Official Account

Compared with Xiaohongshu, DR Diamond Ring has more frequent marketing activities on official accounts.

In the official public account, the official will frequently launch welfare activities, and you can participate by leaving a message. Take a recent event as an example:

Participation method: Leave a message at the end of the tweet Winning rules: Random draw

Number of winners: 3

Activity prize: Baisong series porcelain wine

3. Weibo

The official DR Diamond Ring website will hold lucky draws on Weibo from time to time to increase brand exposure and fan stickiness.

Participation method: Comment @Friends Winning rules: Random draw in the comment area

Number of winners: 1

Event prizes: Guangzhou Sunac Park single ticket + customized calendar

05 Membership System Analysis

DR Diamond Ring has established corresponding membership systems on both the mini program and e-commerce platform, focusing on growth-oriented members. The mini program membership system is broken down below.

1. Mini Program Membership

DR Diamond Ring has established a complete growth membership system, dividing members into 5 levels: V1 member, V2 member, V3 member, V4 member, and V5 member. The higher the level, the higher the rights and interests you enjoy.

Taking V5 membership as an example, users need to spend a total of 208,000 yuan to upgrade to this level, which can enjoy exclusive salons, new product reminders, lifetime free maintenance services, unlimited diamond upgrades, etc. Among them, unlimited diamond upgrades are V5 level privileges.

summary

Finally, let’s summarize the highlights and shortcomings of DR Diamond Ring in private domain operations:

1) Rich multi-platform touchpoints: DR has set up accounts on various platforms, using content to attract user attention, and multiple touchpoints to quickly lead target users from the public domain to the private domain.

2) “True Love Marketing” Positioning: Another highlight of DR is its “True Love Marketing” positioning. By binding ID cards when purchasing diamond rings and inviting a large number of celebrities to endorse their products, it has formed its own differentiated advantage.

3) The membership system needs to be improved: The only drawback is that DR's membership system needs to be improved. Specifically, the growth value membership is relatively simple, the membership rights are not prominent enough, and there is no point mall of its own.

Author: Yan Tao; WeChat public account: Yan Tao Sanshou