"Mastering the Game with 'Mind Warfare': The Breakthrough Strategy of Weng Guoqiang, the Chairman of Liuguifu Jewelry"
"Differentiation is a systematic project for brand advancement and expansion. It involves six dimensions of coordinated transformation: language reinforcement, visual focus, trust-building, scenario hook, communication anchor, and retention pool. The differentiation strategy is not only a high-dimensional cognitive theory but also a high-level methodology, and it is the key factor determining the overall success or failure."
-- Chairman of Liugufu Jewelry Group, Wang Guoqiang
As the light snow fell, the weather grew slightly colder. But the gathering brought warmth to everyone's hearts. On November 22nd, the "Mindset Battle: Sixguofu Jewelry 2024 Brand Gala" concluded successfully at the Nongjin Hotel in Beijing. At the gala, Mr. Weng Guoqiang, the founder and chairman of the Sixguofu Jewelry brand, delivered a keynote speech titled "Brand Differentiation Competitive Strategy", comprehensively presenting a systematic solution to address future challenges.
At the meeting, Mr. Weng reviewed the achievements of the "Two Five-Year" strategic goals and the "Six Transformations and Six Upgrades" system reform, and emphasized: "During the brand creation stage, we stressed the 'standardization' of the terminals; during the brand expansion stage, we emphasized the 'scale' of the stores; and during the brand ascension stage, we should emphasize the 'differentiation' of the system."
In 2024, it will be the "finishing year" of the first five-year plan for Liugufu, and also a "key year" that bridges the two five-year strategic plans. How to launch a "cognitive battle" through a differentiated competitive strategy? Chairman Weng elaborates comprehensively on this from the following six dimensions of collaborative transformation:
Language Nail: Establishing a New Cultural Positioning
In 2024, Liugufu launched a new brand positioning (Chinese Fu - Liugufu), brand proposition (Chinese Fu Decor - Adding Happiness with Love) and brand trust statement (The founder of Chinese Fu Decor), setting the direction at the cultural peak and establishing a differentiated cultural voice for the brand, as well as opening up a clearly positioned competitive track for itself.
Based on the new positioning and new proposition of the brand, Liugufu is launching a comprehensive and multi-dimensional communication campaign -
(1) Update all outdoor advertisements, including those at airports, high-speed rail stations, and in urban vehicle bodies, as well as those inside and outside shopping malls and on terminal display boards, creating a visual impact that progresses in a step-by-step manner from "nation-wide" to "city-wide" to "shopping district-wide" and finally to "store-level".
(2) Publish over ten thousand brand promotional articles, covering national authoritative media and jewelry industry platforms, optimize search results on the internet, and attach a distinct label to the brand;
(3) Strengthen the cultural marketing and brand seeding of new media, accelerate the all-media mass dissemination, and in the process of enhancing interaction with consumers, amplify the brand's visibility.
(4) In the product development process, focus on and highlight the "Fu Shi Culture" in terms of concept, story, design, manufacturing process, and the underlying cultural connotations.
(5) In the process of terminal implementation, gradually update the brand packaging, display props and the creation of the terminal atmosphere, forming a closed circle with the Huaxing decorative culture...
Visual Reinforcement: Creating a New Image for the Terminal
At the market level, brand image is the "first impression" that wins consumers' recognition. Liugufu has incorporated the brand image strategy into the scope of the group's strategic transformation. From VI (Image Identification System), SI (Terminal Identification System) to PI (Packaging Identification System and Display Props System), it regularly checks, optimizes and upgrades, establishing a brand image in the industry that is friendly, recognizable and prestigious.
Trust Letter: Re-defining the Product
The craftsmanship is always evolving, and the names keep changing. However, only the sentiments and emotions it carries are the direction we should persistently pursue. Every product of Liugufu should not only have the "beauty" value inherent in jewelry, but also the "beauty" brand value that we have bestowed upon it.
Liugufu was the first in the industry to propose the brand proposition of "Chinese Fu Decorations - Adding Blessings with Love". By integrating all its IP products under the concept of "Six Aspects of Life" (Feng, Lu, Shou, Xi, Cai, Yun), Liugufu defined the connotation of "Chinese Fu Decorations" and matched the products accordingly. This made it easier to express and understand, providing a trust endorsement for "The Creator of Chinese Fu Decorations".
Scene Hook: Constructing a New Marketing Ecosystem
Evoking empathy is the eternal marketing secret. The key to evoking empathy lies in constructing "marketing scenarios" and delivering the "emotional value" that consumers are most concerned about at present. For chain brands with their core channels being offline stores, the "scene" in the "person - goods - scene" is the marketing scenario, also known as the "consumer's mental scene".
Based on the product culture ecosystem of the "Life Hexi" series, Liugufu focuses on family ties, friendships, and romantic relationships as its core elements. It divides the jewelry consumption market into nearly 30 specific scenarios from 6 dimensions, covering needs such as self-entertainment and investment, and builds a closed-loop "scenario marketing" new ecosystem, providing consumers with "emotional value" in an all-round manner.
Communication Anchor: Seizing the New High Ground of Creativity
In the face of the emergence of new consumer groups, while promoting the brand, we adhere to the dissemination strategy of "cultivating culture" and "planting creativity". Liugufu uses new media as the dissemination platform and actively explores the way to make the brand more youthful:
Taking culture as the foundation - establishing a unique cultural marketing path; Adopting strategy to clarify the direction - implementing a dual-track strategy of new media dissemination and traditional media; Adopting system reform - continuously building a comprehensive communication matrix; Employing creative techniques - extensively exploring new creative thinking, shaping brand differentiation, and enhancing the recognition of communication; Utilizing interactive tools - delivering emotional value to young people and opening up a new online front for the brand.
Retention Pool: Creating a New Circle of Members
"Centered on consumers and focusing on franchisees", we will make every effort and work continuously to strengthen the brand, empower the team, and benefit the terminals. This is the unchanging business philosophy of the group headquarters.
Sixguofu has established "Gu Guest Club" and other urban brand communities as bases. By doing so, it has transformed the store members into a higher-level brand community, and has converted the common "member benefits" into exclusive "community value".
Unlike traditional member marketing, brand-level circle organizations possess the characteristics of high quality, high net worth, high stickiness, and high premium. The brand circle established by Liugufu not only becomes the "circle of friends" for members, but also serves as the "life circle" for them to expand their network, the "business circle" to boost their careers, and the "ecosphere" to gather resources.
At the meeting, Mr. Weng stated: "In the current situation where the industry is filled with a sense of hesitation, we remain steadfast in our belief of moving forward, upward and towards a positive direction. Up to now, the Beijing-Tianjin-Hebei region has exceeded the target of 'having over a hundred stores' ahead of schedule, which has verified the forward-looking nature of the group's strategic transformation and the feasibility of the channel transformation. We should capitalize on this momentum and push the strategic transformation to the forefront of the market, and carry out the terminal renewal initiative to the end!"
On the road ahead, encountering wind and rain is the norm. President Weng believes that as long as one adheres to the value concept of "altruism", the competitive strategy of "differentiation", the strategic determination of "long-termism", the business direction of "high-quality development", and upholds the mission and anchors the goals, one will surely be able to weather the cycles and achieve greater victories.
