Go back to 1990 to start a business

Shiyun suddenly felt ashamed and said softly: "I don't want the diamond ring anymore, don't be angry."

Xia Chuan chuckled and said: "Why am I angry? There is no need. Sooner or later, I will make the price of diamonds collapse. Otherwise, what will happen if I don't buy a diamond ring for my sister? It's very simple to collapse. You probably don't know that the raw materials for producing artificial diamonds are just Shit.”

Everyone trembled, it turned out that the collapse he mentioned was done by himself.

Shiyun was speechless for a while. The trouble she caused made her husband have one more thing to worry about.

Ran Hong said enthusiastically: "Tell us about the Oppenheimer family and the manipulation of diamonds?"

Xia Chuan took a sip of tea and said leisurely: "The Jews have a famous saying that monopoly is the only source of huge profits.

Among the richest people in the world today, there are only a few who have made their fortune through resource monopoly, and South Africa's Oppenheimer family is one of them.

The Oppenheimer family controls 90% of the world's diamond products.

This family is the richest family in South Africa, the richest family in Africa, and the seventh largest family in the world.

The wealth of this century-old family has been passed down to the current head, Nicky, who is already the third generation.

Nicky's son Jonathan is the best representative of the four generations. This man is studying at Oxford University, likes bungee jumping, and does not like to participate in family affairs.

Everyone in the Oppenheimer family understands that diamond resources are not insufficient, but a serious surplus.

Their purpose of acquiring diamond mines everywhere is not to make money, but to control those diamonds and prevent them from flowing into the market through channels other than their own. That will destroy their diamond pricing system and cause diamond prices to collapse. The consequences will be extremely serious, and may even cause They have nothing.

The previous generations of Oppenheimer family controllers have never encountered the problem that Nicky is facing now, which is: the quality of artificial diamonds has exceeded that of diamonds.

Where will he, the diamond monopoly, go from here?

The reason why diamonds can maintain this price now is due to the strict certification of pricing system.

In other words, no matter how good the man-made diamond is, if I don’t certify it for you, it will be fake and worthless.

But if a large number of natural diamonds are made into diamond jewelry by brainless businessmen and put into the market at a low price, this price system will soon be destroyed.

Therefore, wherever a diamond mine is discovered in the world, the Oppenheimer family must take the initiative to take control of it.

Even if a large diamond is found anywhere, the Oppenheimer family will buy it back to avoid overinvesting in the market, crushing the price, and losing monopoly profits.

What's even more deadly is that there are now two better alternatives to diamonds.

The first is artificial cubic zirconia.

Cubic zirconia can be polished to look better than real diamonds.A one-carat zirconia diamond polished with 8 arrows and 8 hearts only sells for 7 yuan.As long as the customer is interested, he can even customize a "super large diamond" one foot in diameter as a decoration.

The second type is artificial moissanite.

Moissanite is a large single crystal of silicon carbide.The price is less than one-tenth of diamond, and the hardness is 9.2, very close to diamond.Thermal conductivity and specific gravity are similar to diamonds, and can fool some diamond detection tools.

Even more amazing is that the refractive index of moissanite is higher than that of diamond, and its dispersion is larger than that of diamond.

Therefore, moissanite is brighter and more colorful than real diamonds, and more diamond-like than diamonds.Without using tools such as a magnifying glass to carefully observe its refraction of light, most people cannot distinguish moissanite from diamonds with the naked eye and simple tools.

If you just look at diamonds as jewelry, why should you care whether it is cubic zirconia or moissanite?

Anyway, both of these things can be polished to look better than diamonds.

But at present, these two kinds of stones cannot shake the status of diamonds, because: the Oppenheimer family binds diamonds and love together!

Diamonds are forever, one will last forever.After decades of investment in advertising, this sentence has become deeply rooted in the hearts of the people! "

Xia Chuan looked at Ran Hong meaningfully.

Ran Hong suddenly understood what Xia Chuan meant by asking her to continue advertising.

"Nicky's grandfather is called Ernst. I won't talk about his legendary experience in building a diamond empire. It is meaningless to you in a special era. I will tell you about his later years. It will be easier for you to read all the marketing studies. books, you will gain more.

First of all, do consumers need to be cultivated?

Ernst said: Not at all, consumers need education.

Only by elevating a commodity to the level of culture or even custom can you have religiously fanatical and devout believers.

When Ernst was 58 years old, oh, that was 1938. Under Ernst's instructions, he spent a huge amount of advertising money and began to create a diamond culture.

At that time, it was only claimed that hard diamonds symbolized faithful love, and only diamonds were the engagement gifts accepted everywhere.

Through various means of overwhelming advertising, the connection between diamonds and beautiful love is strengthened.

In the wedding photos, the bride is wearing a beautiful wedding dress, with a happy smile on her face, and the diamond ring on her hand dazzles everyone.

The effect was obvious, but it still did not satisfy Ernst.

Finally, when Ernst was 70 years old, that is, in 1950, he came up with an advertising slogan that really made the Oppenheimer family take off, which was the sentence: A diamond is forever, and a diamond is forever.

This is the most valuable sentence of this century.

The results of the advertising far exceeded the family's expectations.

Men all believe that only bigger and more beautiful diamonds can express the strongest love. A man in love will do anything for a woman, and buying diamonds is much lower than losing his life.

Women all think diamonds are necessary for courtship. You are not even willing to buy diamonds. How dare you say you love me?Do you think I'm interested in diamonds?What I like is whether you are willing to let it go!

Since diamonds represent eternal love, selling them is simply the greatest blasphemy against sacred love.

You see, the diamond is just locked in.

Even if she is divorced, unless a woman is estranged from her ex-husband, she will rarely sell her diamond ring.

And even if it is sold, it can only be sold to women. Will men buy it?But will women take over?That's your love, not mine!

It is precisely because of this that despite the continuous mining of diamonds, which have reached [-] million carats so far, the overall supply still exceeds the demand.

Locks down well.

So prices skyrocketed.

Only De Beers, controlled by the Oppenheimer family, can sell diamonds.

You think it’s enough to reach this level of marketing, but let me tell you, it’s far from it.

Ernst has studied women's psychology to the extreme: women's psychology is contradictory to luxury commodities like diamonds.

On the one hand, they have a natural possessive desire for jewelry, and on the other hand, they believe that taking the initiative to ask for it will bring about a sense of guilt in their conscience.

Therefore, the Oppenheimer family's advertisements began to emphasize that diamond rings should be combined with surprises.

A man silently buys a diamond ring and suddenly gives it away on a well-arranged occasion. This can resolve the ambivalence of women to the greatest extent. On the one hand, they have the extreme joy brought by the diamond ring, and on the other hand, they maintain the innocence of women.

As a result, under decades of advertising by the Oppenheimer family, diamonds have become more sacred and more expensive.

You see, this is education. It is nothing more than insight into human nature and grasping people's weaknesses, nothing more.

So I always feel that buying diamonds is as disgusting as drinking Ernst's foot wash. "

Xia Chuan's words made Shiyun's cheeks turn red.

She regretted not discussing this issue with her husband in advance. This completely confirmed what Ernst said. Women are embarrassed to mention it. It blasphemed love, but they were all looking forward to it. As a result, when Xia Chuan said that diamonds were a lie, she Angry.

Caught off guard.

Zou Fengcui looked at her daughter and finally felt relieved. She was afraid that her daughter would tolerate her grudges on the surface, but now Xia Chuan has spoken very thoroughly, frankly, and sincerely, and really does not mean to neglect her daughter.

Zuo Yiyang lamented in his heart that Xia Chuan usually didn't have to buy anything himself. Even buying a house was handled by his daughter, but this diamond ring could not be replaced. In the end, this one thing was what Xia Chuan hated the most.

Tang Wu and Chu Anning looked at each other and smiled bitterly. This made outsiders look like a son who was careless about his wife.

Ran Hong thought deeply and asked: "A man who can see women so clearly, does he believe in love?"

Everyone's hearts moved. It seemed that Xia Chuan had a thorough understanding of women.

Xia Chuan smiled and said leisurely: "I'll tell you what he did, you can judge for yourself.

When he was 53 years old, he fell in love with his niece-in-law Aina!

Oh, Ernst also has a brother, and their brother married a pair of sisters.

Aina is his brother's daughter-in-law and his niece-in-law.

That is, Ernst’s wife’s niece.

Ernst knew that this matter could not be made public. Even if he was the controller of the family, the resistance would be big enough to wipe him out.

Therefore, without even confessing his love to Aina, he launched a lightning-like action to remove obstacles.

In September 1933, Ernst's nephew died in an accidental plane crash, and Aina became a widow just after she got married.

Within a few months, Mary, his virtuous wife who had been with him through thick and thin for nearly 30 years, was diagnosed with a heart attack and left him.

A few days later, Mary's brother Leslie, the general manager of the Anglo-American Company, was diagnosed with pneumonia and died suddenly.

A few months later, Ernst's son Frank drowned.

Ernst’s son is also dead, don’t you understand?

I tell you why, his son wants to marry Aina.

No matter who it is, even his own son, if he stands in front of him, he will die!

In such a short time, Ernst's family was reduced to almost half.Then Ernst made the most surprising decision of his life.

The day after his son was buried, the man of Jewish descent was baptized and converted to Christianity.

Don’t you understand yet?Let me tell you, Ina is a Christian.

Women are always open to people who are going through similar experiences.

No one understood women better than Ernst.

So, he succeeded.

Ernst and his niece-in-law Ena slowly grew closer spiritually.

In June 1935, in front of the surprised eyes of the world, his niece-in-law became his wife.

The witness was none other than Aina's mother and Ernst's sister-in-law. "

After Xia Chuan finished speaking, everyone was so shocked that they all opened their mouths and stared like catfish out of the water.

This is more than just believing in love. Is he already crazy?