"As soon as I came here, I felt like I was going to get married, full of ceremony!" A netizen wrote on social media.

上海外灘邊，南京東路核心商圈，世界奢牌聚集地大丸百貨。在這樣的商業地標，2024年7月，全新升級的DR上海大丸紅金店鋪一亮相便成為大丸百貨的又一流量高地。

This is the latest "fall" of the DR pipeline upgrade strategy. As the main brand of the listed jewelry company Dia Co., Ltd., DR adheres to and transmits the brand concept of "life, one, true love", and forms a unique brand advantage in the field of marriage proposal diamond rings.

In the adjustment period of offline retail reshuffle and jewelry industry restructuring, DR took the initiative to seek change, and focused on channel burden reduction and potential energy improvement with reform courage and business vision, focusing on the improvement of efficiency in the city dimension. Within two years, a number of high-potential stores represented by DR Shanghai Damaru Hongjin Store began to emerge, and achieved good business results, verifying the initial success of the strategy.

The luxury of the red gold store has been renewed, and the average monthly store efficiency has returned to the peak

Walking into the DR Shanghai Damaru Red Gold Store, a dazzling "DR Red" greeted you, which was more enthusiastic and unrestrained than the previous white-toned stores. The store integrates the wedding ecology and light French romantic design style to create a more immersive, textured and brand-specific true love experience space.

DR's high-end and fashionable red gold store style matches the high-end positioning of Shanghai Daimaru Department Store, and the two complement each other.

According to the manager of the Shanghai Damaru Hongjin store, the Hongjin store is one of DR's latest upgraded store models. In terms of site selection, priority is given to the core business districts of first-tier or new first-tier cities, adjacent to high-end shopping malls, five-star hotels or cultural landmarks; In terms of differentiated positioning, the red gold store is positioned as a "benchmark store for high-end wedding jewelry", focusing on full-cut carat diamonds, gold wedding series and limited editions; In terms of space design, the Hongjin store adopts heart-shaped design elements and divides into theme areas such as "Romantic Wedding" and "Oriental Wedding".

In the Chinese-style Oriental wedding area, combined with the gold preference of consumers in recent years, Shanghai Damaru Red Gold Store has the most unique style of gold jewelry, as well as a limited number of gold bouquets. The store also has a global area, including popular ring styles from all over the world such as France, Italy, Japan, etc.

In fact, before the renovation, DR Shanghai Daimaru stores also experienced a trough period, and the average monthly store efficiency had dropped from one million yuan at the peak to a low level.

DR零售業務負責人介紹道，去年7月煥新後的DR大丸門店，實現了空間、產品、服務等多位一體的零售體驗。紅金店擁有更完善的激勵機制和優先配貨權，沉浸式真愛體驗空間讓顧客停留時間增長，成交率提高，進而推動業績增長。

Such a high-potential store quickly achieved high output. "The number of monthly store entrants, conversion rate and customer unit value have achieved a qualitative leap, and in the fourth quarter of last year, it returned to the effect of one million stores, and recently won the title of 'Most Influential Brand First Store' issued by the local government." The person in charge said.

Immersive True Love Experience Dig deep into the emotional value

At DR Shanghai Damaru Hongjin Store, every detail of service and experience is filled with a strong atmosphere of love and emotional value.

For example, the water served by the staff is called "love water", and the snack is hidden with a small note that reads, "I will always be on your side unconditionally". When you walk into the store, you enter the theater of love.

Looking along the red heart-shaped floor and white heart-shaped ceiling, the eye will fall on the huge red roses on the wall, and on the wall is a "true love agreement": when I give you a DR that can only be customized for one person in my life, it means that you are the only true love of my life......

Each diamond ring also has its own story: the ring of sincerity, the ring of destiny, the ring of consummation, etc., have different meanings, and the staff will help guests choose the ring that is more suitable for their love story.

DR will also help customers prepare for the marriage proposal ceremony at the store, and the upgraded Damaru Red Gold store will witness the marriage of thirty or forty couples every month, and the veil and roses are always ready for the store to be prepared.

Just like the slogan on the wall of the DR store, "Only one person will be given in a lifetime". In an era when most people are chasing novelty, DR admires "uniqueness". Diamonds are not sold here, but each heart is verified by reciting a love vow that belongs only to two people over and over again during the ceremony.

How to provide emotional value to each pair of true love customers? The manager said that in DR's brand concept, jewelry is not only a commodity, but also an emotional carrier. Through the three dimensions of "uniqueness" (identity authentication), "customization" (exclusive design) and "ritual sense" (marriage proposal scene), Hongjin Store binds products to consumers' emotional memories. This is where DR's core competitiveness lies.

而DR對真愛體驗的重視，與創始人夫婦的愛情觀有關。DR創始人、迪阿股份董事長張國濤出生於1985年5月20日，深圳大學畢業后，2010年為向初戀盧依雯求婚，創立了DR品牌。長期以來，他一直在思考如何在家庭幸福領域推動社會進步，致力於讓更多的夫妻幸福相愛一生。在迪阿股份擔任總裁的盧依雯，與丈夫在工作和生活中的默契配合，成為員工口中的佳話。她主導了DR將線下體驗店打造成愛情童話樂園的過程，為用戶創造夢幻而難忘的美好體驗，例如設置求婚亭、DR真愛協定牆等體驗空間。

"We are different from other jewelry brands, who may display their products more in stores, but DR's space and services are all centered around the process of true love, deeply integrating the brand's true love concept of 'love for a lifetime'. This is influenced by the concept of our founders and their husbands, and it is constantly passed on to employees and consumers. The head of DR's retail business said.

The strategic adjustment has shown initial results, and the same-store sales of prototype stores increased by 6.0% year-on-year

Upgrading and building a red gold store is the epitome of the strategic adjustment of Dia's channel channels. In the past two years, DR has taken the initiative to adjust the number of stores, and the quality and efficiency have been continuously improved, with the goal of reducing the burden on channels and focusing on resources.

Since 2023, DR has focused on the improvement of efficiency in the city dimension, and comprehensively promoted the upgrading of channel space image, product model and service experience.

Specifically, DR's pipeline strategy adjustment is a two-step process. According to the person in charge of DR retail, first of all, it will focus on the head shopping malls in the first and second-tier cities, build large stores and high-end stores, and close some inefficient stores. For example, in Beijing, some stores in suburban counties have been closed, and high-end shopping malls such as SKP have been entered. Secondly, the cities below the third tier were inventoried and calibrated, and the opportunity cities were sorted out based on indicators such as population and purchasing power, such as Yiwu, Langfang and Datong.

To this end, the company set up a special team for prototype stores, focusing on building urban benchmark stores. In 5 years, Dia shares successfully landed in 0 red gold and black gold prototype stores. It is reported that in 0 years and 0 months ~ 0 years and 0 months, the same-store sales of 0 prototype stores increased by 0.0% year-on-year, and the revenue of Damaru Hongjin stores increased by 0.0% year-on-year in the same period, and the store efficiency was significantly improved.

At present, DR has completed the renovation of 7 stores, including 0 red gold stores and 0 black gold stores, covering most of the first-tier and new first-tier city stores, and opened 0 stores in the high-end shopping mall MixC and 0 stores in SKP and IFS luxury shopping malls.

In fact, DR's channel optimization strategy focusing on high-potential traffic entrances is also in line with the trend of the entire jewelry industry and even high-end retail. At present, the consumption scene is undergoing reconstruction, the offline retail space is transforming from a "trading place" to a "cultural experience space", and high-end brands are gradually turning to attract high-net-worth individuals and enhance brand value through cultural premium and differentiated positioning.

"Mass demand is weakening, but high-end purchasing power remains. As a global high-end bridal jewelry brand, DR adheres to the concept of true love as its brand value. As long as true love is recognized by the majority of consumers, we are less likely to worry about not having a market or falling into homogeneous competition. "At present, our new store model has been run through in pilot stores, and the profit growth is very good, which supports our confidence in continuing to invest in channel upgrades in the future." Text/Wang Xin

National Business Daily