The Way of Six Transmissions

Inheritance Chuan Yi Chuan Chuang Chuan Song Chuan Di Chuan Shi

Inheritance·Liu Gui Lian Fang

    "Since the Tang Dynasty, passing the imperial examination has been metaphorically referred to as 'plucking a branch from the osmanthus tree in the moon'." In imperial China, the provincial-level exams were typically held in the autumn month of August, coinciding with the blooming of osmanthus trees. Thus, successful candidates were described as having "plucked an osmanthus branch from the moon."Historical records recount that during the Five Dynasties and Ten Kingdoms period, Weng Qiandu, who held the position of Langzhong in the Min Kingdom, changed the surnames of his six sons to avoid political turmoil. The six surnames were: Hong, Jiang, Weng, Fang, Gong, and Wang.

    By the early Northern Song Dynasty, these six brothers achieved remarkable success, with "three lists witnessing twin triumphs," an feat that earned them the celebrated title "Liu Gui Lian Fang" — which translates to "The Six Osmanthus Branches, United in Fragrance." This marked the origin of the Six Osmanthus culture.In 2006, Mr. Weng Guoqiang, a descendant of this lineage, founded the brand Liuguifu, inspired by this legendary family heritage, embarking on a path filled with glory and dreams. Liuguifu inherits this millennia-old Six Osmanthus culture and champions a modern-day "spirit of seizing the laurel," —Securing a leading position,Daring to capture the initiative,Pursuing nothing but the best,Striving relentlessly for excellence.


Chuan Yi · A Legacy Four Generations in the Making

    In the late 19th century during the Qing Dynasty, the Yangxin Dian Imperial Workshops recruited artisans from across the nation. Weng Yasi (Great-grandfather of Mr. Weng Guoqiang, founder of Liuguifu, and a 30th-generation descendant of the Weng lineage) was selected to join the Jade and Gold Atelier. He was entrusted with the complete supervision of creating gold and jade jewelry, vessels, and artifacts for the imperial household. This role allowed him to master and synthesize the pinnacle of Eastern courtly jewelry craftsmanship, ultimately developing a distinctive style of his own.The social upheavals of the late Qing Dynasty led to the dispersal of imperial artisans. Weng Yasi returned to his hometown, passing the courtly techniques down to his descendants. Following the establishment of the People's Republic of China, this heritage was inherited by Mr. Weng Guoqiang. Across a century and four generations, this legacy has been transmitted—an unbroken chain of knowledge passed hand-to-hand, heart-to-heart, preserving this artistry to the present day.

    Since founding the Liuguifu brand, Mr. Weng Guoqiang has dedicated himself to inheriting his family's craftsmanship. By building upon this foundation and incorporating new ideas, he is determined to forge a new path for Chinese jewelry of blessing.

Chuan Chuang · The Six-Rhythm Ancient Art

    From culture it comes, into life it goes. Liuguifu is committed to showcasing the beauty of traditional Chinese culture and craftsmanship, dedicating itself to the research and development of high-quality ancient-art gold jewelry.With every strike of the hammer, the culture of blessed adornment is forged into being, enduring and vibrant. With every polish and grind, the jewelry gleams, nourished by this very culture.Each masterpiece from the "Liuguifu · Fu Yun" collection undergoes the meticulous Six-Rhythm Ancient Art, a process comprising six time-honored techniques: Lou Tai (Sheet Forming), Chui Ye (Hammering & Forging), Xiu Jin (Metal Finishing), Zan Ke (Chasing & Engraving), Hua Si (Filigree Wire Work), and Xiang Qian (Inlaying & Setting). Through this refined craftsmanship, Liuguifu presents consumers with the breathtaking artistry of the imperial court.

    Driven by Chief Designer Mr. Weng Guoqiang, Liuguifu adopts a product creation model of "Preservation + Innovation + Culture." Through more sophisticated designs, a stronger "Guochao" (China-Chic) aesthetic, and more advanced techniques, Liuguifu ensures that the culture of blessed adornment truly comes from culture and integrates into modern life, thereby "honoring the ancients while bequeathing a legacy to future generations."


Chuan Song · The Five Senses & Six Perceptions

    In 2021, Liuguifu launched its 5.0 "Osmanthus Color · New Guofeng" terminal stores. These stores seamlessly integrate traditional culture with modern aesthetics, osmanthus totems with jewelry textures, and brand style with national trends. Their unique "Five Senses & Six Perceptions" cultural terminal concept has sparked follow-up within the industry. The "Five Senses" focus on the spiritual experience, allowing consumers to truly feel a sense of respect, nobility, security, comfort, and pleasure. The "Six Perceptions" lie in scenario creation, establishing a cultural terminal that provides consumers with a comprehensive enjoyment of sight, hearing, touch, smell, taste, and perception.

    "In spring, hundreds of flowers bloom; in autumn, the moon is bright. In summer, cool breezes blow; in winter, snow blankets the scene." In 2023, Liuguifu also launched its Guochao Store 1.0. Using a peach color, a blend of its brand color osmanthus orange and youthful pink, it aims to create a national creative space for consumers filled with the cultural essence of "Wind - Flowers - Snow - Moon" (Auspicious National Style, Wonderful Years, Highbrow Art, Colorful Clouds Reflecting the Moon).

    Inheriting national artistry, innovating national products, and spreading national trends together form Liuguifu's unique cultural label, helping the brand become the top choice in consumers' minds. As a member of major national brands, Liuguifu has the confidence and capability to convey the infinite charm of Chinese fu ornament culture to the world, promoting Chinese jewelry into a more beautiful and better era.


Chuan Di · The Six Joys of Life

    Liuguifu, with the Osmanthus as its core and Blessing as its foundation, listens to the most genuine aspirations of the Chinese people and understands their deepest emotions. Through the six dimensions of Fu (Blessing), Lu (Prosperity), Shou (Longevity), Xi (Joy), Cai (Wealth), and Yun (Fortune), it has established the brand positioning of "China's Blessing, Liuguifu."

    With a pious heart, fulfilling the wish of prayer—this is the Fortune of Prayer.With achievements and success, fulfilling the wish of honor—this is the Fortune of Prosperity.With physical and mental joy, fulfilling the wish of long life—this is the Fortune of Longevity.With mutual affection, fulfilling the wish of union—this is the Fortune of Joy.With virtue accumulating potential, fulfilling the wish of flourishing—this is the Fortune of Wealth.With a turning point, fulfilling the wish of smooth sailing—this is the Fortune of Fortune.Bestowing Osmanthus bestows blessing and nobility.

    Liuguifu uniquely embodies Osmanthus culture and creatively interprets Blessing culture; it transmits China's blessing, showcasing Eastern charm.

Chuan Shi · Chinese Adornments of Blessing

    "Dedicated to bringing Chinese adornments of blessing into every household" is the enduring corporate vision of Liuguifu. With deep affection for jewelry, the brand conveys heartfelt wishes to every beloved individual.To date, Liuguifu's portfolio encompasses series such as "Fu Yun · Imperial Court," "Fu Yun · Dunhuang," "Fu Yun · Museum Collection," "Fu Yun · Qin & Han Dynasties," "Golden Osmanthus Union," "Colorful," "Blissful Osmanthus Bond," "Oriental Garden," "Century Classic," "Cherished Love," "5Gx," "Liugui Baby," "Heartbeat," "Radiant Gold 5G," "Little Happiness," and "Collection of Blessings." These product lines cater to diverse consumer scenarios and demographics, including wedding celebrations, self-appreciation, gift-giving, and investment.

    Liuguifu is committed to crafting jewelry with warmth, narrative, and emotion. Through intelligent manufacturing with artisan quality, a focus on exquisite craftsmanship, and the delivery of sincere service, the brand is dedicated to transmitting love, beauty, and happiness for its cherished customers.


Corporate Culture Thought Tree

Development History

  • 2024
  • 2023
  • 2022
  • 2021
  • 2020
  • 2019
  • 2018
  • 2016
  • 2015
  • 2012
  • 2009
  • 2008
  • 2006

"China's Blessing, Liuguifu" New Brand Positioning

Established the new brand positioning of "China's Blessing, Liuguifu" and the new brand proposition of "Chinese Adornments of Blessing, Enhancing Love with Fortune";

Honored with the "2024 China's Top 500 Innovative Brands" and "Industry Leadership Award · Top Ten Leading Brands";

Corporate culture core philosophy upgraded to version 2.0;

Launched the "Wind-Flower-Snow-Moon" Guochao Store 1.0;

Hosted the "Mindshare Battle: Liuguifu Jewelry 2024 Brand Gala".


Top Ten Influential Jewelry Brands in China

Hosted the "Rising Strong, Breaking Through" franchisee summit and new product launch event;

Released the second volume of the corporate culture series, "The Art of Attack and Defense: The White Paper of the Liugui Fu Brand";

Received the titles of "Top 10 Influential Brands in China" and "Super Yue Influential Enterprise Brand".


Sixth Glory and Splendor

We sincerely invite the renowned star Wang Likun to serve as the brand ambassador. A brand-new promotional video featuring the "Six Guai Hua" image concept has been launched. 

The "Fuyun · Museum Treasures" and "Fuyun · Qin and Han Emperors" series have been fully launched. Once again, they showcase the "Spirit of the East, Beauty of the Modern Era" through outstanding domestic creations.


Brand image upgrade

Launch a brand-new VI system and a brand-new 5.0 version of the SI terminal image system; 

We held the "New Chapter of the Nation, Accumulating Strength and Empowering" franchisee summit and new product launch event, initiating a new round of channel upgrade.


Strategic Cooperation between Major Brands

Established a strategic partnership with CCTV to promote the core content of the brand at a high level, and with meticulous craftsmanship, continue to write the legendary story of Eastern culture. 

In the same year, they jointly launched the "Fu Yin · Dunhuang" ancient craftsmanship cultural gold series with the Dunhuang Museum.


Collaborate with the Palace Museum to launch "Fuyun Ancient Craft Gold"

Hand in Hand Palace has jointly created the "Fuyun · Palace of the Forbidden City" ancient craftsmanship cultural gold series. Popular actors Zhu Yin, Li Nian, and French beauty Sophie Marceau, among others, wore and showcased them with great enthusiasm.

The number of retail stores has exceeded 700

The group's standardized and normalized management reform has been further advanced, and the "two five-year" strategic plan has been formulated and implemented. 

There are 10 provincial companies and over 700 terminal retail stores.


The headquarters has been relocated to Shenzhen

The headquarters has been relocated to Shenzhen's Shuibi area, with a strategy of establishing a presence throughout the country based on the status of Shenzhen as a jewelry capital of China.

Advance southward and march across the country

The Zhejiang company and the Guangdong company were established successively; the number of national terminal retail stores exceeded 350.

Lin Xinruo takes on the role of a passionate spokesperson

Film and television star Lin Xinyu is enthusiastically endorsing; 

Liugufu Jilin Company was established; 

Has been awarded the title of "China Famous Trademark Enterprise"; 

The exhibition hall for jewelry in Harbin, located at No. 1 Central Street, has been inaugurated.


Renowned brands in China's jewelry industry

Has been awarded the title of "Famous Brand in China's Jewelry Industry"; 

The first "Happy Wedding Jewelry Festival" of the industry was grandly launched.


Chain operation expands rapidly

With a rapid pace, it entered the northeastern market and the number of its direct-operated stores expanded rapidly to 60, quickly becoming the leading jewelry chain brand in the northeastern region.

Dreaming and Setting Sail - Harbin

The first store of Liugufu opened in Harbin and within a few years, it has spread throughout the key commercial areas of Heilongjiang Province.

《攻守道》

《六桂福是奋斗出来的》