Diamonds last forever, and one will always circulate. What kind of ad slogan is it?
In 1951, the Thomson Chicago Company at the time began to create the classic work of De Beers-shaped "diamonds that last forever, and one is forever passed on".
The ad slogan "Diamonds are forever, and one is forever" caused controversy
Because the diamond dealer De Beers applied for trademark registration, but the domestic jewellery industry considered this to be a foreign business's arrogant practice, how can the famous advertisement be used as a trademark?
At the same time, it pointed out that the old version of the Trademark Law clearly stipulated that this ad word could not be used as a trademark, but the new version has deleted it. If De Beers does not make concessions, they will go to the end of the lawsuit.
"Diamonds are forever, and one stays forever" makes everyone catchy, and you can’t use it casually in the future, because it has been registered as a trademark by DEBEERS, a leader in the global diamond market, but it also makes the domestic jewelry industry popular. Indignation, in addition to the arrogant De Beers who believed that it was because of them, he also questioned the process of trademark registration.
Xu Lunhua, chairman of the Taiwan Gold, Silver and Jewellery Association, said that De Beers suddenly applied for trademark registration with the Bureau of Intellectual Property with "Diamonds are forever DEBEERS." Advertising, De Beers now uses this sentence to register a trademark, and the jewelry associations in 13 counties and cities across the country have filed trademark oppositions. The North County Jewelry Association is the first case to enter the administrative court.
Indeed, in the operational points of trademark laws and regulations issued in November 1989, it was clearly stated that "diamonds are forever, and a diamond is passed down forever" as an advertisement, which cannot be used as a trademark application. In one case, De Beers, which had applied for many years, obtained trademark rights at the end of 1992.
Hong Shumin, the deputy head of the Trademark Rights Group of the Smart Bureau, pointed out that "Diamonds are forever and everlasting" is derived from the English trademark "ADIAMONDISFOREVERDEBEERS" of De Beers. The company has used this sentence as an advertisement since 1990, so Yesterday, the Taipei High Administrative Court ruled that the trademark registration was legal, and the Beixian Gold, Silver and Jewelry Association lost the case. There was no ambiguity.
Although the Intellectual Property Bureau denied that it helped De Beers to open the door to convenience, the domestic jewelry association said it would continue to appeal. The trademark war that detonated the famous advertisement may continue to be passed on.
Diamonds last forever
In 1947, in order to promote diamonds, De Beers published the world-famous brand slogan "Diamonds are forever, and a diamond will last forever."
A diamond lasts forever. (De Bierres)
In 1951, Zhiwei Thompson Chicago Company created De Beers’ English advertising slogans, and the Chinese advertising slogans were successively launched in Greater China. I don’t know who translated it so perfectly. The artistic conception is straight up to the peak of Chinese literature. Poetry.
South Africa's De Beers Jewelry Company is the predator of diamond prices-De Beers. Some economists believe that the price of diamonds has been artificially increased and is not determined in accordance with the relationship between supply and demand in the market. The price of diamonds is naturally a monopolist like De Beers.
Since its establishment in 1888, De Beers has become synonymous with diamonds.
De Beers also conducts diamond valuations and sells most of the world's uncut diamonds to diamond cutting centers, which cut and polish these diamonds so that they can be used in jewelry.
De Beers is the leader in the global diamond mining industry. It operates 19 diamond mines around the world and produces more than half of the world’s diamonds. Diamonds mined from these mines and diamonds obtained from other sources are all made by De Beers. Sold by a central sales agency based in London.
In fact, the U.S. Department of Justice once sued De Beers for monopoly crimes. Now the company’s senior executives generally dare not set foot on the United States, otherwise they may receive a court subpoena at the airport.
It is undeniable that De Beers does control the market price of diamonds by controlling the supply of diamonds.
De Beers only allowed 125 jewellery cutting companies to directly purchase rough diamonds from it. All of these 125 diamond cutting companies are customers of the De Beers central sales agency. People in the industry call them "De Beers 125". ".
The central sales agency of De Beers organizes 10 diamond appreciation events every year, selling uncut rough diamonds to the customers of the central sales agency. At the same time, the central sales agency of De Beers often maintains with the major diamond cutting centers around the world. Close connection.
The selling price is entirely determined unilaterally. De Beers sells diamonds in combination. Diamonds of different sizes and qualities are placed in sealed plastic bags with prices on them.
"De Beers 125" has no right to bargain, they can only decide whether to buy or not.
Only when the weight of a single diamond is more than 10.8 carats, there is very little room for bargaining.
In doing so, De Beers actually controlled the price of diamonds from the source.
In the past, some small companies attempted to sell their own rough diamonds, but they were madly retaliated by De Beers. The method of retaliation was simple. De Beers only required its central sales agency to release a large amount of diamonds in a short period of time. With diamond reserves, the price of diamonds will fall sharply, and small companies simply cannot afford such a price war.
But now, diamond miners are gradually starting to contend with De Beers. These companies mainly concentrate on mining diamond mines in Africa, Australia and Canada, and their business is booming day by day.
All the diamonds that Carbinkiel acquired in Angola were sold to an Israeli diamond tycoon who started 30 years ago. Now this diamond dealer has completely squeezed De Beers out of Angola's door, and at the same time began to threaten De Beers to drill the Russian mine. Traditional control rights.
In order to regain its absolute monopoly position, De Beers began to use the trick of amplifying transaction volume. Between 1999 and 2000, De Beers suddenly launched a diamond inventory worth US$5 billion to the market. The market price fell sharply, but There is no complete collapse, which proves that the relationship between supply and demand can still restrict the price of diamonds. At the same time, De Beers’s competitors are not what they used to be, and they are gradually growing.
De Beers himself tasted the bitter fruit of arbitrarily manipulating prices. In 2000, the company faced the problem of insufficient rough supply and had to activate its emergency reserves.
Global attention “blood diamonds” diamonds have been associated with blood and war at many moments. As early as in ancient times, tribal leaders in southern India started the worst civil war in early India in order to compete for the ownership of diamond mines there.
The most famous diamond war is the Lebanese Civil War from 1970 to 1980, which was secretly funded by Lebanese dealers and Sierra Leone diamond smugglers.
In the 1990s, the civil strife in Angola was still caused by diamonds. Angolan diamond tycoon Jonas Savimbi formed his own army to fight against the government with the goal of seizing the country's diamond-rich areas.
In 1992, Jonas Savimbi reached a ceasefire agreement with the government. In the following seven years, he hired more than 100,000 semi-slave diggers to work for him. The total value of diamonds mined in the seven years was approximately 4 billion. Dollar.
There are also some African rebels who used bloody means to start a civil war to seize the origin of diamonds, illegally mine and sell rough diamonds that are unprocessed or simply cut and only partially polished to raise military expenditures.
The diamonds flowing into the market from their hands are called "blood diamonds."
The international community has now launched the "Kimberley Process Rough Diamond International Certificate System" that prohibits the flow of "blood diamonds" into the market, and it has been officially implemented in 39 countries and regions, including China.
This system stipulates that the exporter must issue an official certificate for the exported rough or semi-finished diamonds, and the certificate shall indicate the value, quantity, weight, grade, etc. of the diamond.
The importer can only approve the import after verifying that the official certificate of the exporting country is correct.