dr red gold store opens with a splendid opening, marking a new milestone in brand strategy
2024-08-31
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in the chinese market, dr is known as the rolls-royce of wedding jewelry.
according to statistics, as of the second quarter of 2024, dr diamond ring has more than 400 true love experience stores around the world.its first benchmark store, red gold store, was unveiled in shanghai new world daimaru department store, adding a touch of luxury and romance to this international metropolis.
stepping into the brand new space of dr, you will immediately feel like you are in an elegant and romantic red and gold hall. here, the red color, which symbolizes the only true love and passionate love, warmly surrounds every guest who enters the door, just like the joy of marriage and love. just as all major luxury brands have their own iconic colors - tiffany blue, hermès orange, valentino pink, bottega veneta green... in dr's red and gold store,a touch of dr red became the main theme. this red is the red of chinese wedding culture, and it is also the red of true love that "love one person for a lifetime".
「dr true love red gold store is more than just a jewelry store」
in the high-end luxury industry, terminal stores have long been more than just sales channels for brands, but also physical containers for brand concepts.for dr, the "true love experience store" has always been more than just a place to buy jewelry, but a physical space that provides users with "true love experience" services, and it is also a sacred temple that witnesses true love.
dr shanghai damaru red gold store created the first"love nest"the concept of "marriage" is adopted, and the brand's exclusive colors red and gold are used as the main colors to create an atmosphere full of love. it is divided into five major theme areas: [romantic wedding], [oriental wedding], [love anniversary], [proposal ceremony] and [true love experience].
according to the true love ambassador of dr red gold shop,romantic wedding areait brings together all the carat diamonds cut on the market, and each shape contains its own definition of true love, such as dr's iconic heart-shaped diamond symbolizing "unreserved love", and the classic european round diamond means "eternal and perfect love commitment". at the just-concluded paris olympics, huang yaqiong, a member of the chinese badminton team's mixed doubles team, won the gold medal in the final and was proposed to by her boyfriend liu yuchen with a dr diamond ring. he chose the dr heart engagement diamond ring.
oriental wedding areathe show presents dr's ingeniously crafted wedding gold, including the same model that was shown at the paris fashion week this year. at the paris fashion week, dr and the famous chinese designer vivienne tam worked together to create a chinese high-end wedding jewelry series, combining oriental wedding elements with western aesthetics, allowing dr's concept of true love to transcend time and space and boundaries. the host and actress shen mengchen and the model xiang cici both wore the series on the catwalk."golden bouquet"it is also displayed in this area, priced at nearly ¥520,000.
love anniversary zonedr has unprecedentedly exhibited the most complete series and styles of anniversary gifts, from necklaces to bracelets and earrings, from diamond series to pearls and colored gemstone series. dr believes that true love is not a moment, but a lifetime, so users are encouraged to send dr to their loved ones at important moments in life to express their "one-in-a-lifetime" feelings. in addition,the [proposal ceremony] and [true love experience] areas are undoubtedly the most special features of dr's offline experience store.looking at the entire store, dr's iconic "true love agreement wall" is in the visual center, surrounded by well-arranged rose art, creating a romantic atmosphere to the extreme. the "true love post office" and "red envelope wall" are on both sides of it - when customizing dr, the promiser can put the handwritten confession letter into the mailbox, and when the dr customization is completed, the true lovers can read the true love oath to each other here.
dr red gold shopmore thanit is a shining stage for the display of its high-end wedding jewelry masterpieces.it is a romantic space that combines love stories and humanistic feelings.it is also a carrier for 30 million "dr people" to share the same brand concepthere, every diamond ring tells of an eternal promise.here, users can experience the complete true love journey from proposal to engagement, from confession to anniversary.
「dr diamond ringstore renovation and business district optimization are long-term strategies.
for dr who insists on long-termism,image iteration and site optimization of offline experience stores are key parts of brand strategyit is essential to strengthen the brand's influence in the field of high-end wedding jewelry and deepen the emotional connection with users.
since 2024, dr diamond ring has continuously released news about store renovations and new store openings.according to reports, dr plans to renovate 46 stores throughout the year, including 18 [red gold] stores, 2 [black gold] stores and several [diamond light] stores. as of now, dr has more than 400 offline true love experience stores around the world. it is worth mentioning thatdr is also the first jewelry brand to be invited to the world's top museum, the louvre in paris, france.the store pays tribute to the art palace with magnificent decorations and witnesses eternal love with its collection of jewels. in addition, many dr stores, such as the shenzhen true love castle store and the ningbo heyi avenue pink hall store, have won international awards such as the muse creative, experience and immersive design award and the dna paris design awards.
while promoting the optimization of space image with new forms such as "red gold store" and "black gold store",another dr strategy is to enter the top business districts and seize high-quality sales channels.this year, dr has opened several new stores in high-end shopping malls such as chengdu ifs, xi'an skp, and changsha guojin ifs, which shows its ambition to build city benchmark true love experience stores. from the overall data, dr has opened or renovated stores in well-known city-level benchmark project commercial centers in more than 210 cities around the world, of which 25 are located in mixc, 4 in ifs, and 2 in skp. the remaining dr stores are also mostly distributed in well-known commercial areas.
in the era of short videos, offline retail spaces have surpassed their original functions and are no longer just places for displaying and selling goods. instead, they have evolved into a deeper cultural carrier and a bridge that carries brand concepts and conveys brand stories.dr advocates that, compared to the virtual world of flickering screens,offline stores canprovide users with a profound true love experience- for example, dr red gold store has prepared a "proposal booth" equipped with flowers for users, where they can complete the proposal ceremony. the boy puts a veil on the girl and puts on the only eternal ring in his life. such a moment of true love is worth cherishing for a lifetime and allows users to directly feel the charm of the brand.
in this era of change, dr diamond rings, with its unchanging purchase rule of "only one person in a lifetime" and ingeniously crafted jewelry works,building a true love utopiait is not only a jewelry brand, but also a carrier of true love belief, a symbol of commitment and a guardian of true love. dr's brand strategy is always consistent with its brand mission."help more people express their love and make love happy and long-lasting"we are optimistic about the future of dr, which is bound to lead the true love culture in the world and let more people feel the power of true love.
*source: frost & sullivan survey completed in july 2023 based on global market engagement diamond ring sales from 2020 to 2022. professional diamond ring brands are defined as professional diamond jewelry brands that do not rely on precious metal sales as their main source of revenue.
