AGENDA

SWOT Analysis

Japan

China

East Asia

What can we do

SWOT Analysis

SWOT Analysis

JAPAN – Customer behavior

Women rarely wear diamond rings

Young people against formal traditions

Old Generation

Influenced by Yui-no customs

Customs/traditions are adhered by families

New Generation

“A meaningful symbol of the true, everlasting feelings for her”

Wedding Rings

JAPAN – Customer behavior

Age of 35 -54: buy more expensive pieces

Age of under 35: buy cheaper stones for adorment.

Perfection is more important than size or ostentation

Jewellery

“Simple Diamond: Diamonds could be worn everyday”

CHINA – Customer behavior

Wedding tradition is ingrained

Broadly rejected the idea of love

Need to express perfection

Wealth is the key criterion for judging success

"The symbol of our enduring commitment, to build a future of harmony, brightness, success and happiness"

Wedding Rings

China – Customer behavior

80% are married women

Manager of the household finances

Diamond is status of demonstration

Jewellery

"Xing fu - Complete woman"

S.East Asia – Customer behavior

Korea

Store of wealth

Centre of weddings

Thailand

Store of wealth

Diamonds as adornment

Prefer local delicate stones

Singapore

Less “showy” in wealth and demonstration of status

Cosmopolitan and influenced by international events

S.East Asia – Positioning

Young women

Symbol of LOVE

Married women

The diamond dream

WHAT CAN WE DO?Highlight fashion elements in design of diamond jewellery for young women in Japan.

Fashionable design $1000

$860

WHAT CAN WE DO?The population of Japan is ageing rapidly ,this is a trend and also an important potential market in near future.

create the new concept: diamand for old people

Gift for wedding anniversary

Gift for birthday adornment

Create deman

d

WHAT CAN WE DO?Looking for strategic cooperators for developing Chinese market of male consumers together.

Thank you