When Hu Yiming talked about this, he made a joke and said: "People who have sold second-hand goods will probably know that as long as your things are sold as second-hand, they are basically the price of cabbage." ”

There was laughter from the audience again.

Hu Yiming continued:

The principle of quotation of this diamond buy-back company is not more than 90% of the wholesale price of comparable diamonds. It is usually lower because the setting needs to be removed manually and there are also possible errors in the evaluation, especially if the diamond is fixed to the setting. After the diamond jewelry is recovered, the base is sold as scrap metal and the diamond is resold to wholesalers.

In this process, consumers need to bear a huge price difference, and some estimate that the recycling price of a half-carat diamond ring is less than 1/3 of the retail price. Diamond appraisers inspect thousands of diamonds every month, but rarely come across very high quality diamonds, which are generally flawed in one way or another, faded, or commercial-grade in their own right. Women buy diamond rings are mainly concerned about the size, not the internal quality, even if they want to pay attention, they can't figure it out.

And jewelry settings are often used to disguise a diamond's imperfections and create new ones. That flawless, investment-grade diamond can't be used in jewelry. Many of these old ladies are worried that the jewelry is not safe to keep around, and they are afraid of stealing and robbing for fear of being remembered.

But it's harder for thieves to sell diamonds, and if someone can touch them, they're usually called the police. There was once a young man with a bag of diamond jewelry, saying it was a family heirloom, and when the appraiser pointed out that several of them were fake diamonds, the man threw them into the wastebasket without thinking about it, and then was called to the police.

There are underground recycling points that specialize in the collection of diamonds from unknown sources, but the price is even lower, and if the quantity is large, it will be less than 1% of the retail price, because the goods are not easy to digest. At the same time, however, it is common to see stories in the media about the huge profits made from reselling diamonds.

It can't be said that these stories are all made up, but that they are not ordinary diamond jewelry at all, but really rare diamonds, and the person who sells them or claims to want to sell them is a movie star, and on some obvious PR occasions.

One of the most legendary diamonds is called "Elizabeth Taylor", pear-shaped, cut and polished weighing 69.42 carats, ranking 56th in the world by size, and one of the few large-cut diamonds kept in private hands. Aside from the fact that it's also called a diamond, it has little in common with the millions of small stones on the engagement ring market every year.

After the story was told, Hu Yiming concluded: "What I told today, the story of diamonds, mainly contains several points. ”

First, diamonds are not a tradable commodity gemstone, but an integral part of courtship and married life, sacred, forever, and should not be resold. The so-called diamond is eternal, and a diamond lasts forever.

Second, if you want to sell a melee diamond, say that "quality, color, and cutting are more important than size." If you want to sell big diamonds, you should say that big diamonds are more valuable.

Thirdly, when a man gives a woman a diamond, it should appear in the form of a surprise. In this way, it is more natural for women to accept it.

Fourth, controlling the total amount ensures that the selling price does not fall, but makes the second-hand diamond worthless.

So, I'm going to talk about what hype means in terms of communication and marketing. The meaning is, what marketing needs to achieve, the hype will cooperate to achieve this goal!

After Hu Yiming finished speaking, the audience burst into thunderous applause.

Hu Yiming is ready to end this lecture happily.

Who knows, at this time, a boy ran up to the stage and said, "Mr. Hu, I still have questions for you." ”

Hu Yiming frowned, feeling that if this continues, the lesson will be over. So, Hu Yiming said loudly into the microphone: "Okay, it's not early today, this is the last question." ”

The boy took the microphone and asked, "Mr. Hu, your story is very good, and the reason is also very good." After all, your previous hype was all Internet celebrities, and the Van Ke body only increased the popularity of Van K, and did not change Van K's company. ”

When the students in the audience heard this question, they also looked at Hu Yiming with their eyes.

Hu Yiming didn't expect that it was going to be over, and he met such a tricky guy. However, at this time, you must not be cowardly. So, Hu Yiming said lightly: "What's so difficult about making hype for a company, it's just that there has to be a suitable company looking for me." Even if there is another diamond company, I can make a new height on the basis of history. ”

When Hu Yiming talked about this, he made a joke and said: "People who have sold second-hand goods will probably know that as long as your things are sold as second-hand, they are basically the price of cabbage." ”

There was laughter from the audience again.

Hu Yiming continued:

The principle of quotation of this diamond buy-back company is not more than 90% of the wholesale price of comparable diamonds. It is usually lower because the setting needs to be removed manually and there are also possible errors in the evaluation, especially if the diamond is fixed to the setting. After the diamond jewelry is recovered, the base is sold as scrap metal and the diamond is resold to wholesalers.

In this process, consumers need to bear a huge price difference, and some estimate that the recycling price of a half-carat diamond ring is less than 1/3 of the retail price. Diamond appraisers inspect thousands of diamonds every month, but rarely come across very high quality diamonds, which are generally flawed in one way or another, faded, or commercial-grade in their own right. Women buy diamond rings are mainly concerned about the size, not the internal quality, even if they want to pay attention, they can't figure it out.

And jewelry settings are often used to disguise a diamond's imperfections and create new ones. That flawless, investment-grade diamond can't be used in jewelry. Many of these old ladies are worried that the jewelry is not safe to keep around, and they are afraid of stealing and robbing for fear of being remembered.

But it's harder for thieves to sell diamonds, and if someone can touch them, they're usually called the police. There was once a young man with a bag of diamond jewelry, saying it was a family heirloom, and when the appraiser pointed out that several of them were fake diamonds, the man threw them into the wastebasket without thinking about it, and then was called to the police.

There are underground recycling points that specialize in the collection of diamonds from unknown sources, but the price is even lower, and if the quantity is large, it will be less than 1% of the retail price, because the goods are not easy to digest. At the same time, however, it is common to see stories in the media about the huge profits made from reselling diamonds.

It can't be said that these stories are all made up, but that they are not ordinary diamond jewelry at all, but really rare diamonds, and the person who sells them or claims to want to sell them is a movie star, and on some obvious PR occasions.

One of the most legendary diamonds is called "Elizabeth Taylor", pear-shaped, cut and polished weighing 69.42 carats, ranking 56th in the world by size, and one of the few large-cut diamonds kept in private hands. Aside from the fact that it's also called a diamond, it has little in common with the millions of small stones on the engagement ring market every year.