On September 8th, the renowned brand "Liugufu" jewelry "modestly" announced that Wang Liko would be the new brand image ambassador. Since then, the "bare-faced goddess" has acquired a new title - "Yuegui Goddess"!
Apart from the official announcement made by the Sixguofu brand, observant netizens noticed that Wang Likon's Weibo also interacted with it at the same time.
Hehe, "Sheep got sheep". Wang Likun, the newly crowned "Yuegui Goddess" who wears the "Yuegui Fu" series necklace, called on everyone to "Witness the thousand-year glory of Yuegui together and jointly appreciate the 'Eastern Soul, Modern Beauty' of the great national brand." Social media was in an uproar...
With the introduction of a new brand image spokesperson, the company has also fully launched a series of "cultural marketing" initiatives centered around the new concept of "Six Guai charm, Guai is with you", aiming to enhance both business efficiency and brand momentum.
01 [Start]
From "Natural Beauty Goddess" to "Joyful Gu Beauty Goddess"
Wang Likon, who has been dubbed the "Natural Beauty Goddess" by the public, has portrayed numerous successful film and television characters since her debut. On the screen, she can be the stunning oriental beauty, the heroic ancient costume heroine, or the gentle, intelligent, independent, confident and fearless goddess who dares to take on challenges. In real life, she can be gentle and gentle, or strong and independent, graceful and lively, or able to cross the sea or brave the waves...
Recently, Wang Likun even served as a brand ambassador and attended promotional events for international brands such as Bulgari and Dior. Her popularity, topics and popularity have continued to rise.
The fact that it has gained the favor of luxury brands indicates that it possesses strong fashion potential and market appeal. And being able to stand out among many actresses, Wang Liko's success is not only due to her innate beauty and temperament, but also to the self-reliant and persevering Eastern female strength she embodies, as well as the versatile style symbolizing the new era's female "salt and sugar" nature. This is precisely the brand proposition and value identification that Sixgu Fu Jewelry, with the brand mission of "transmitting the six-century-old Guai spirit and creating Oriental cultural jewelry", intends to convey to the new generation of consumers.
In recent years, with the rise of feminism and the aestheticization of daily life, "masculine consumption" has become increasingly rampant. As a result, jewelry brands dominated by female consumers have largely abandoned female endorsers and turned to male endorsers instead. However, the reality is that as a source of popularity, male stars can temporarily boost the attention of female customers. But looking at the current entertainment industry, many male stars are embroiled in negative news and frequently encounter public relations crises such as personality collapse. Due to the "scandals" of individual celebrities, incidents where market resistance to their endorsements occur are not uncommon. This is equivalent to a "catastrophic disaster" for the brands they endorse. In contrast, female stars are more protective of their image and focus on influence. They rarely encounter such situations and are more conducive to the long-term growth of brand reputation. Therefore, with a strong emphasis on brand reputation, Liugufu, after careful and meticulous consideration, ultimately chose to continue using female stars as endorsers.
In the era of the flow economy, celebrities are no longer the traditional concept of artists. Instead, they are the carriers of the flow, playing a role in guiding public consumption. However, when brands choose their spokespersons, relying solely on the celebrities' flow is not enough. The compatibility between the spokesperson and the brand is even more important.
Wang Likon, who is older in age, chose to be the brand ambassador rather than choosing "iconic young beauties". This is partly due to the brand personality of Liugufu, which never blindly follows trends. It always adheres to its own independent and clear positioning and pursuit - Oriental culture jewelry. On the other hand, the brand culture of Liugufu, which has been formed through time and experience, requires the brand ambassador to have certain accumulation of life experience in order to better interpret the brand's texture. As a well-established and mature brand, Liugufu already has a relatively stable consumer group and age range. At this point, the brand ambassador must have similar temperament, style, and values in order to better deepen the brand proposition and showcase the grand beauty of Oriental culture jewelry.
From "the plain-faced beauty" to "the joyous Gu beauty", partnering with Sixuifu has been a period of growth and transformation for Wang Likun, both in terms of her appearance and her overall character and talent.
02 [Acceptance]
From "Six Auspicious Flowers Blooming Together" to "Six Splendid Achievements"
In recent years, when looking at the overall appearance of retail stores, an "orange wave" has swept across the scene. Several jewelry retail brands have upgraded their images, aiming for a more vibrant, fashionable, bold and eye-catching orange color scheme. However, diligent writers have carefully investigated and discovered that these brands that continue to use the orange/orange color scheme merely do so out of a preference for color, and have no connection with their brand culture or essence. It seems that they merely choose the trend just to follow the trend.
Looking at the latest brand image of Sixguofu Jewelry, it is striking to notice that it stems from "Gui" and is more loyal to it. The brand's unique new standard color - the color of fragrant osmanthus - is not only the color of the cultural symbol of Gui (the osmanthus flower), but also the exclusive color used by the royal family in traditional Chinese paintings. It symbolizes that Sixguofu inherits the court craftsmanship and presents an interpretation of Eastern culture in a contemporary manner.
"Since ancient times, passing the imperial examination has been regarded as achieving a victory. This practice has been adopted since the Tang Dynasty." During the imperial examination system in China, the provincial examinations were usually held in the autumn, around August, when the osmanthus flowers bloom. Therefore, those who passed the exam and achieved success were called "reaching the peak on the moon". According to historical records, during the Five Dynasties and Ten Kingdoms period, Wang Gandu, who held the position of a minister in the Min State, to avoid the chaos of the country, changed the surnames of his six sons: Hong, Jiang, Wang, Fang, Gong, and Wang. By the early years of the Northern Song Dynasty, the six sons "achieved double victories in the three exams", and were hailed as "six fragrant peaks blooming together", marking the beginning of the "six fragrant peak culture".
In 2006, Mr. Weng Guoqiang, a descendant of the Sixgui family, established the Sixgui Fu brand based on the family's legendary history, opening up a path filled with glory and dreams. Sixgui Fu has carried forward the six-century-old Sixgui culture and advocated the "Sixgui Spirit" of the new era - ranking at the forefront in strategic terms, seizing the initiative in brand terms, pursuing the best in service terms, and striving for the top position in performance terms. The Sixgui Spirit is the spirit of winning championships; this is precisely the unique vitality of the Sixgui Fu brand.
In 2021, Liugufu launched the 5.0 "New National Style" store concept, integrating traditional culture with modern aesthetics, the laurel tree symbol with jewelry texture, brand style with national trend, and creating a unique "five-sense six-perception" experience that led the industry to follow suit. "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. Guofeng, Guochao, GuoWu, these elements form the unique cultural identity of Liugufu, helping the brand become the top choice in consumers' minds. As a member of the great nation brands, Liugufu now has the confidence and ability to convey the infinite charm of Eastern culture to the world, and to push Chinese jewelry into a more beautiful and better era.
03 [Forward]
Oriental Garden, Fragrant for Ten Thousand Miles
From culture to life. With the mission of presenting the beauty of Chinese traditional culture and craftsmanship, the Liu Gui Fu jewelry brand has spared no effort in creating its brand IP products. As of now, the Liu Gui Fu brand has launched a series of products including "Fuyun · Forbidden City", "Fuyun · Dunhuang", "Fuyun · Chinese Cultural Relics", "Qindian Yuegui", "Oriental Garden", "Jin Gui Liangyu", and "Liu Gui Baby", covering various consumption scenarios and groups such as weddings, self-care, and gift-giving.
Among them, the "Gui Element" series of brand IP products, namely the "Oriental Garden" series and the "Love in Joy Gui" series, have achieved a closer emotional connection with consumers through their design. They have endowed Chinese cultural jewelry with a "cultural circle language", and this version has excellent appearance and high appeal. In terms of meeting the needs of young people, they have been handled extremely well.
Innovative craftsmanship ensures quality, we focus on exquisite techniques and offer sincere services. We adhere to the positioning of "National Creation Supreme Quality", introduce the product creation model of "Preserving Tradition + Innovation + Culture", focus on Chinese style and trend, making each product of Liugui Fu have culture, emotion and warmth. The beauty of culture is not limited to what is seen.
04 [Agree]
Cherished Selection: Gu Is With You
On September 8, 2022, the TV commercial of the new cultural blockbuster "Sixgui Huafan Chapter" starring Wang Likun was widely aired across the internet. By leveraging the influence of the celebrity and the topic, the brand received significant exposure, while Sixgui Fu also achieved the long-tail effect of content marketing and cultural marketing.
Love is embodied in jewelry, conveying beautiful blessings to every beloved one. This is not only the voice that Sixgufu wants to convey to consumers, but also the message that brand ambassador Wang Liko intends to convey to the vast number of fans. This collaboration with the brand's new spokesperson Wang Liko is not only a passionate selection of consumers for Sixgufu's iterative transformation, but also another milestone in Sixgufu's redefinition of the brand through culture and its new journey of renewal.
Eastern culture is the spiritual pillar that has sustained the Chinese nation for over five thousand years, and it is also the foundation and confidence that enables the Chinese nation to stand firm among the nations of the world. With the continuous rise and development of modern China, Chinese culture has been rejuvenated, and Eastern aesthetics has emerged. The Eastern culture jewelry path pioneered by Liugufu aims to seek and explore the way to reach the core of the Chinese nation's spirit, and to firmly establish the cultural confidence and brand responsibility that the industry should have. In the opinion of Wang Guoqiang, the chairman of Liugufu, capital can make a company grow larger, a brand can make a company stronger, and only culture can make a company last long.
Since its establishment, Liugufu has always adhered to the core values of "centering on consumers" and "with the 'three sameness and three benefits' as the value chain", and has been committed to building a "community of the same path, same creation, and same sharing" business entity, and creating a "development ecosystem that benefits consumers, partners, and society". On the 16th anniversary of the brand's establishment, Liugufu comprehensively reviewed its corporate culture, based on the cultural origin (Liugu Lianfang), cultural genes (Liugu culture + Fu culture), and cultural core (family culture), using the laurel tree as the cultural totem and the folding laurel as the cultural spirit, and expounded a new corporate vision (a world of happiness, a blessing for the world), corporate mission (transmitting the thousand-year Liugu spirit, creating oriental culture jewelry) and corporate spirit (the spirit of being an owner). The formation of the corporate culture thought tree of Liugufu has enabled the group to uphold cultural confidence in Eastern culture, depict the "century strategic map", establish business philosophy, and solidify the evergreen foundation.