Brand Introduction
Liu Guifu Jewelry was founded by Weng Guoqiang, a descendant of the Liu Guifu family, in 2006. Its headquarters is located in Shenzhen, China.
Since the establishment of its own brand, Liugufu has linked historical culture with contemporary spirit, and has set the corporate mission of "passing on the six-gui spirit for thousands of years and establishing a brand of auspicious decoration culture" as well as the corporate vision of "striving to bring Chinese auspicious decoration into thousands of households". During the brand building process, Liugufu has constructed a differentiated and matrix-like brand moat by systematically improving brand elements such as Chinese golden-ash culture, the six-gui spirit of thousands of years, the romantic laurel totem, the colorful laurel terminals, and the top-quality Chinese auspicious decoration through continuous refinement.
As of now, the total number of employees of the Liugufu Group has reached over 20,000, and it has nearly 1,000 chain stores, covering more than 300 major cities across China. It has also expanded its online channels to include platforms such as Tmall, JD.com, and Weipin. After more than a decade of steady development, Liugufu has grown into a large-scale jewelry group that integrates various aspects of jewelry development, including research and development, design, customization, wholesale, retail, and franchise operations. It has successfully ranked among the leading brands in the industry.
Basic Information
Company Name: Sixguifu Foreign Name: LIUGUIFU JEWELRY
Establishment Date: 2006
Headquarters Location: Shenzhen, China
Business scope: Jewelry production and processing, etc.
Brand positioning: China Fu, Liugui Fu
Brand proposition: Huaxingfu Accessories - Bringing good fortune to love
Strategic Goals: Five years ago, ten years ago, five years ago
Development History
In 2006, the first store of Liugufu opened in Harbin. Within a few years, it spread throughout the key commercial areas of Heilongjiang Province.
In 2008, it rapidly entered the northeastern market and the number of its direct-operated stores expanded rapidly to 60, thereby becoming the leading jewelry chain enterprise in the northeastern region.
In 2009, Liugufu Jewelry was awarded the title of "Famous Brand in China's Jewelry Industry", and the first "Happy Wedding Jewelry Festival" in the industry was grandly launched.
In 2012, actress Lin Xinyu enthusiastically endorsed it; the Jilin branch of Liuguifu Company was established. In the same year, it was awarded the title of "China Famous Trademark" enterprise. The Central Street No. 1 store of the Harbin Jewelry Exhibition Hall was inaugurated.
In 2013, Liugufu fully entered the Liaoning market and successfully established an integrated operation model covering the three northeastern provinces.
In 2015, the Zhejiang branch and the Guangdong branch of Liugufu Company were established successively, and the number of national terminal retail stores exceeded 350.
In 2016, the headquarters of Liugufu Jewelry moved to Shenzhen's Shuibi area, establishing a base in the jewelry capital and expanding its business across the country.
In 2018, the group's standardized and regulated management reform was further advanced. The "two five-year" strategic plan was formulated and implemented. There were 10 provincial companies and over 700 retail outlets at the terminal level.
In 2019, Liugufu Jewelry collaborated with the Palace Museum's cultural products to jointly create the "Feng Yun Ancient Craft Gold" series. Popular actresses Zhu Yin, Li Nian, and French beauty Sophie Marceau wore and showcased them with great enthusiasm.
In 2020, Liugufu entered into a strategic partnership with CCTV's "Great Brand" program, promoting the core content of the brand at a high level, and continuing to write the legendary story of Eastern culture with the spirit of craftsmanship. The same year, it collaborated with the Dunhuang Museum to launch the "Fuyun Dunhuang" ancient gold series.
In 2021, a brand new logo was launched, along with a new 5.0 version of the SI terminal image system. Immediately after that, a franchisee summit and new product launch event with the theme of "A New Chapter for the Nation, Accumulating Power and Empowering" was held, initiating a new round of channel upgrades.
In 2022, we sincerely invite the renowned actress Wang Likun to serve as the new brand ambassador. We will also launch a new brand image campaign titled "Six Guai Hua Bian". The Fu Yun - Chinese Cultural Heritage series has been fully launched, once again presenting the "Eastern Spirit and Modern Beauty" through outstandingly created Chinese products.
Corporate culture
Cultural Origin: Six Fragrant Orchids Together Bloom
Cultural Spirit: Triumph
Core of culture: Family culture - Liugufu corporate culture
Corporate Vision: Strive to bring Chinese Fu Decorations into every household.
Corporate Mission: Preserving the six-hundred-year-old Guai culture and establishing a brand that benefits the decorative arts industry.
Core values: Three Consistencies and Three Benefits
Corporate spirit: Sense of ownership
Brand positioning: China Fu, Liugui Fu
Brand proposition: Huaxingfu Accessories - Bringing good fortune to love
Brand Value Chain: Centered on Consumers and Based on Franchisees
Cultural DNA: Liugui Culture + Fu Shi Culture
Brand symbol: Osmanthus flower
Inheritance: Six Auspicious Flowers Bloom Together
Passing on the Art: Fourth Generation Succession
Innovation and Creation: The Six-Rhythm Ancient Method
Dissemination: Cultural Terminal
Transmit: Cherished Selection
Eternal Legacy: Supreme Creation of the Nation
Brand logo
The logo of Liugufu:
① Graphic: The new graphic logo of Liugufu features the shape of an osmanthus flower, derived from the brand's unique golden osmanthus cultural symbol. It conveys the auspicious meanings such as prosperity, success, and love in traditional Chinese culture. The lines in the internal design are evolved from the cursive script of the character "six", resembling a meandering river. This not only reflects the long history of the six-gui culture but also interprets the inheritance path of the founding family's century-old craftsmanship. The central circle is both the form of a brilliant gem and symbolizes the rising sun on the river, presenting the thriving development trend of Liugufu.
② Color: The LOGO of Liugufu adopts the traditional Chinese color of fragrant osmanthus as the base color. Fragrant osmanthus is not only the color of the cultural symbol of Liugufu (the osmanthus flower), but also the main color of imperial Chinese paintings. It symbolizes that Liugufu inherits the court techniques and presents and interprets Eastern culture in a contemporary way, creating high-quality and high-grade national creations for consumers, and highlighting the noble and elegant unique temperament of the brand.
③ Pinyin: In 2021, Liu Gui Fu changed its original English transliteration "LUK KWA IFOOK" to the Chinese pinyin "LIU GUI FU". This not only reflects the group's commitment to cultural confidence and the responsibility of building a national brand, but also demonstrates Liu Gui Fu's determination, ambition and confidence to be rooted in China and bloom worldwide.
Terminal image
Liugufu is committed to preserving the Chinese Fu decoration culture. The new terminal image integrates the "New National Style" concept into the creative design, blending traditional culture with modern aesthetics, the laurel tree totem with jewelry texture, brand style with national trend fashion, to create a distinctive "five-sense six-perception" terminal cultural atmosphere. "The five senses" are aimed at providing a spiritual experience, allowing consumers to truly feel a sense of respect, nobility, security, comfort and pleasure. "Six senses" lies in creating an environment, providing consumers with a cultural terminal that offers a comprehensive experience encompassing visual, auditory, tactile, olfactory, gustatory and perceptual aspects. The two complement each other, providing consumers with a warm experience that is immersive and mentally stimulating.
Sixguofu continues to upgrade and optimize its store image, providing consumers with a better shopping experience. With the "Dan Gui Guo Shi" 5.0 store image being rolled out nationwide, Sixguofu simultaneously launched two new cultural and creative store images, namely "Feng Hua Xue Yue" and "Oriental Garden", enhancing the completeness of the store image in higher-level markets while offering consumers a richer and more exquisite exclusive experience.
The store image of Oriental Garden
The store's image of "Flowers, Scenery, Snow and Moon"