Major announcement! The white paper of the Liugufu jewelry brand, "The Offensive and Defensive Strategy" 2.0, has been launched
1In recent years, many established brands have chosen to adopt the strategy of brand upgrading during the process of cycling through periods and generational transitions, in order to adapt to the constantly changing market demands and maintain the vitality and competitiveness of their brands.
Recently, as the pioneer of the "Chinese Fortune Jewelry" category - Liugui Fu Jewelry, on November 22nd, at the "2024 Brand Gala", it also announced its brand positioning and strategic upgrade plan. With the theme of "Mindset Warfare", it explored how the brand can differentiate itself to find new anchors in the emerging market, break through various limitations, achieve brand transformation and upgrading, and cope with future challenges.
Since its establishment in 2006, Liugufu Jewelry has rapidly expanded its business across the country by combining tradition with innovation and inheriting culture and craftsmanship. To date, it has over 900 terminal retail stores, covering more than 20 provinces, cities and autonomous regions, and has become a significant force in the jewelry industry. As a large-scale jewelry retail group integrating jewelry design and development, wholesale and retail, and franchise operations, Liugufu Jewelry consistently ranks among the leading brands in the industry and conveys the style of a national brand.
At the 2024 Brand Gala of Liugufu Jewelry, the latest version of the brand white paper "The Art of Attack and Defense" (the first edition was released in March 2023 and was co-authored by Mr. Weng Guozhang, the chairman of Liugufu Group, and Mr. Chen Fei, the vice president of the group) was unveiled. It starts from seven dimensions: cultural genes, mission and vision, strategic goals, five senses and six perceptions, display of props, renewal actions, and terminal empowerment. The entire book presents its content in a creative question-and-answer format. With 36 questions and 36 answers, it aligns with the "36 Stratagems". The 2.0 version retains the expression system of the entire book while presenting brand culture iteration and upgrade in a comprehensive manner, including brand positioning (Chinese Fortune - Liugufu), brand proposition (Chinese Fortune Accessories - Adding Happiness with Love), and brand belief statement (The Pioneer of Chinese Fortune Accessories). In addition, the brand strategic map - the 360° brand ecosystem - has been fully updated, and the terminal space images such as "Flowers, Scenery, Snow and Moon" and "Eastern Garden" have been released for the first time.
What is particularly important is that the book also fully includes the significant article drafted by Mr. Weng Guoqiang, titled "Mindset Warfare: A Differentiation Strategy for Competitive Advantage", which comprehensively discusses the systematic solution that Liugufu has developed to deal with industry competition.
The differentiated competition strategy is a systematic project for the brand "Liugufu" to achieve a leapfrog upgrade. It involves six dimensions of coordinated transformation: language reinforcement, visual symbol, trust pledge, scenario hook, communication anchor, and retention pool.
Language Tip: Establish a new cultural positioning (brand positioning of "China Fu and Liugui Fu");
Visual Stimulation: Creating a New Terminal Image (VI + SI + PI)
Trust Letter: Re-defining the product (achieving the connotation definition and product matching of "Chinese Fortune Jewelry" through "Life Hexagram")
Scene Hook: Constructing a New Marketing Ecosystem (Centered on family ties, friendships, and love, and covering self-fulfillment, investment and other needs, with 6 major dimensions and nearly 30 specific scenarios, forming a closed-loop "scene marketing" new ecosystem)
Communication Anchor: Seize the New High Ground of Creativity (Cultivating Culture + Planting Creativity + Weeding Brands)
Retention Pool: Build a New Member Circle (Centered around the store, with the region as the radius, and guided by culture, establish "Guakehui" and other city brand circle bases).
From this, it is evident that Sixguofu has continuously driven brand transformation through its differentiated positioning strategic approach, and has formulated a clearer and more accurate plan for future brand development. It is about to enter a new stage of development.
In industries and fields where products, images and cultures are increasingly becoming homogenized, how to compete differently is a common issue that brands will have to face in the future, and it is also an important factor determining whether a brand can achieve sustained growth. Liugufu Jewelry has attempted to carve out a differentiated brand development path by deeply exploring and innovatively interpreting the Chinese Fu Decorative Culture.
Let's all look forward together, with the company's vision of "working hard to bring fortune jewelry to thousands of households" and the strategic determination of "long-termism", to see what kind of innovations the Liugui Fu jewelry company will make in the integration of fortune jewelry and culture in the future.