De beers.

This name should be known to anyone who knows a little about the jewelry industry.

The world's largest diamond supplier, monopolizing 90% of the world's diamond production.

Black-hearted product monopolies, shrewd marketing scammers, masterminds behind driving up the cost of marriage, and the actual creators of diamond scams

De Beers has too many names.

In the book McAdams's Gambling Thinking, there was a discussion about De Beers' "diamond scam".

Diamond.

All are familiar with it.

Especially Su Qi, a "married person", of course he has bought a wedding diamond ring.

Diamonds are expensive and have always been associated with marriage, love, and romance.

Although it is a luxury, because of the custom of "diamond ring proposal", it has gradually become a necessary expenditure for every family and a "social habit".

But it is so romantic, symbolizing that love is stronger than gold, diamonds.

We peel off its coat and look naked to see the truth behind it, but it is a marketing scam.

World-class marketing scams.

Diamonds, although more expensive than things with currency properties such as gold, are even extremely rare and expensive in the perception of many people.

But in fact, this is not the case.

Diamonds are not inherently rare, inherently valuable, or possess special currency properties.

Not to mention that diamonds can be artificially produced, and man-made diamonds with better texture can be artificially made, let's talk about those natural diamonds that are naturally formed.

All the diamond mines on the earth are mined and distributed equally to each person, and each person can also share a few hundred carats at will.

Why can such a thing that is not rare, be able to buy it at such an expensive selling value?

Two reasons.

First, De Beers controlled the diamond mines, controlled the output of diamonds from the source, and engaged in monopoly.

Monopoly, what does it mean for business behavior, naturally needless to say, controlling output and free pricing is the biggest benefit of monopoly.

Scarcity is expensive.

De Beers, under the antitrust law policy of the United States at that time, was cautious and walked on thin ice, and also controlled the global diamond mineral output.

At that time, there was even an exaggeration to say that in the morning when news of a new diamond mine had been discovered, in the afternoon De Beers sat down at the negotiating table with the other party to negotiate the purchase of diamond mines.

Why fight so hard

Because once the diamond mines flow out and the monopoly disappears, the loss of control over the restriction of production may cause a price war, a price war to reduce the price, and cause the value of diamonds to depreciate.

Only when the diamonds are in De Beers' own hands can they control production and set prices freely.

Of course, De Beers doesn't always have hands and eyes, and there will always be something missing.

Now, a hundred years later, the price of diamonds has fallen, and De Beers has begun to decline, which has a certain relationship with the breaking of the monopoly, and at the same time, coupled with the impact of man-made diamonds, has shaken its position.

At that time, the Soviet industrial diamond could be said to have exported the status of natural diamonds, because the component of diamonds is carbon, which can be synthesized artificially, and the composition of artificial diamonds and natural diamonds is actually exactly the same, and the cost is extremely low.

This is also the reason why diamonds cannot be a special currency like gold.

Of course, artificial drills have also made De Beers begin to "teach" everyone how to "find the difference" from two things that are exactly the same.

Forcibly separate fake diamonds from man-made diamonds, distinguishing them from real diamonds with a transcendent status and unshakable price.

Although the essence is the same, the value is given by people.

Artificial, common, cheap, not worth buying.

Natural diamonds, rare at least De Beers make it scarce, expensive, and worth buying

Although the essence of the two is the same, but expensive luxury goods are definitely more worth buying, aren't they?

This logic is strange, but it is true that this conclusion exists in psychology.

The Veblen effect is to explain this kind of "conspicuous consumption", for high-end luxury goods, the more expensive they are, the more attractive people tend to buy.

However, diamonds are a luxury after all, not a means of production for the necessities of life.

It's just a monopoly and doesn't guarantee its value.

So, in addition to monopoly, diamonds are expensive for the second reason marketing advertising.

De Beers invested a lot of money in the diamond at the time, and it was promoted and marketed.

And very smart, came up with a world-class successful idea that could not be replicated

Put "diamonds" and "love" together.

Diamonds are equivalent to love.

"A diamond lasts forever."

This stalk, once played, is a hundred years.

Do you love her, buy a diamond ring first.

Do you want to get married, buy a diamond ring first.

A brilliant idea that satisfies the vanity of both men and women, creating a world-class marketing myth.

A world-class successful marketing case.

It only took 10 or 20 years for diamonds to enter China and completely change the marriage market.

Before that, Chinese married but wore gold and silver, jade and jade bracelets, which lasted for thousands of years.

But now

No diamond, no marriage.

Because people's concepts have been imperceptibly affected, marriage, marriage proposal, need a diamond ring, this is the normal marriage ceremony process.

Diamonds, from a high-end luxury that ordinary people may not buy, to a high-end luxury that ordinary people will also buy.

This change has made diamonds different from famous bags and watches, and has become a special luxury item with high prices and sales.

You see, the rich are always smart people, and the concept of "memes" and "memes" that has only emerged in modern times has been used by smart people to make a lot of money a hundred years ago.

And ordinary people can only pay a large IQ tax.

We always think that people are smart, not ignorant, have the ability to think independently, and will not be so easily influenced by others.

In fact, we are still deceived without realizing it, our thinking is affected, our consumption concepts are controlled, and our three views are shaped.

Everything seems to be back to that thesis

The rabble.

In this world, the majority is always "led" by the few, or led by the nose.

It's even hard for us to determine whether we bought a box of snacks online today because we really needed them, or because we saw a certain food broadcast eating and bought snacks under its influence.

Behind the mukbang is the supplier who placed this advertisement and sold this snack.

Do we make purchases that we need or are manipulated?

In the big information age.

Our view of consumption is even deliberately controlled, and it is like a pair of hands behind the scenes, reaching directly into our wallets to take our money.

Think about your hobbies, think about your hobby circle, think about the subcultures that have emerged in recent years, the changes in business.

Sneaker collection, idol chasing stars, Internet celebrities bringing goods, success courses, diet pills, house prices

Even a lot of scams that you and I don't even realize about.

The conspiracy traps of the people behind the scenes, whether it affects your thinking and consumption view

Are you the "rabble" who are led by the nose under the traction of capital

If you ask what these are

A, that's the building mystery.

One, control a "monopoly" thing.

Second, through imperceptible "operational means", manipulate and change the living habits of a group, form a connection with your "monopoly" things, and provide you with money, benefits, traffic, anchoring and any other benefits.

The mystery of the times is a luxurious enhanced version of the large-scale mystery, and the mystery itself, in Su Qi's view, has always been an enhanced version of the "scam".

The case of the diamond marketing scam is clearly a successful case of mystery building.

If it is someone who has created this miraculous "diamond scam", it is a mystic, a mystic person who is a mystic person of the "god-making anchoring method".

Well, this diamond scam is a terrifying anchor harvester.

From diamond monopoly control, to marketing methods.

All aspects of the arrangement and preparation have done this scam of the century, a well-planned large-scale mystery.

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