Market research: Diamanta in China

06Feb2013

Diamanta is a brand from Paris that sells luxury products including rings, pendants, earrings, bracelets and diamands. Its products cover a wide range of consumer needs, with prices from hundreds of euros to thousands of euros. It is still in its developing period, but it is still working to become an established name in the luxury market.

Market research on the luxury goods market in China

According to China market research, the country now places much more importance on luxury and the luxury goods market is set to continue growing. The British “Financial Times” reported that by the year 2015, China’s luxury goods market will account for about 29% of total global luxury goods sales. So far, almost all of the top brands in the world have set set up branches in China. Louis Vuitton also said that over the next 20 years, China will become their biggest market. China is a golden place for luxury brands and this may be a great chance for Diamanta in its future development.

Diamanta’s Main Competitors: Van Cleef & Arpels, Boucheron, Cartier

Diamanta biggest competition in China will come from other French luxury goods manufacturers, especially Van Cleef & Arpels, Boucheron, and Cartier. All of these brands are extremely popular jewelry brands not only in France but throughout in the entire world as shown by mystery shopping in China. As a lesser known brand, Diamanta does not really have the brand reputation to rival these brands, but still aims to target the same customer base in its expansion into China.

Over the course of its century-long history, Van Cleef & Arpels has provided legendary clients with unique pieces that defy time: each piece has an extraordinary story to tell. For over a century, Van Cleef & Arpels has been combining unparalleled craftsmanship, technical prowess and innovation in all of its creations.

Boucheron is a French jewelry brand under the Gucci Group Company. In 1858, 28-year-old designer Boucheron set up his own brand and opened a fashionable boutique at the Royal Palace in Paris. He designed many precious jewelry, watches and perfumes. The exquisite cuts, designs, and impeccable gem quality of its products have made Boucheron world-famous.

The Cartier legend began in 1847. 29-year-old Louis-Francois Cartier took over a jewelry store located in Paris 29, Rue Montorgueil from his master Adolphe Picard. In 1846, Louis-Francois, using his own name initials L and C to deliberately form a diamond-shaped logo, registered Cartier which represented the official birth of Cartier, a legendary love story and the beginning of the Kingdom of luxury.

Daxue consulting China

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