In the process of comprehensively advancing the great rejuvenation of the Chinese nation through Chinese-style modernization, "we must firmly uphold cultural confidence and promote the creative transformation and innovative development of excellent traditional Chinese culture", "we should extract and showcase the spiritual symbols of traditional Chinese culture, and extract and showcase the cultural essence of traditional Chinese culture that has contemporary value and global significance."
-- Excerpted from the 20th National Congress Report of October 2022
Jewelry products inherently possess cultural attributes. In the new era, how to innovatively integrate excellent traditional culture, break away from the old patterns, old thinking, and old frameworks of "valuing and considering the West", "considering the West as beautiful", and "following the West blindly", and then explore a distinctive development path that combines excellent traditional culture, industry characteristics, contemporary aesthetics, and consumer demands, is a topic that ethnic jewelry brands should and must consider.
Looking at the jewelry industry, the unique "Dan Gui Guo Se" model created by Liugufu Jewelry has achieved a new breakthrough. Relying on dimensions such as Chinese rich-gui culture, thousand-year guai spirit, Eastern moon-gui totem, Dan Gui Guo Se terminals, and domestically-created guai series products, it has systematically improved and achieved a differentiated position in the industry competition. Its strategies, paths, methods and results are worthy of comprehensive exploration and reference.
【Taking Advantage of the Situation: Preserving the Fu Gui Culture】
The jungle rules of business competition have repeatedly proven that trends are the ultimate advantage. Only by foreseeing, understanding and seizing the trends can one form an advantageous oligopoly in the future market. In today's era of the rise of Eastern culture, the company Sixguofu, founded in 2006, carries the genes of the "Rich Gui Culture" of China. It has taken the lead in occupying the position and is impossible to be replicated or replaced.
The person who bestowed the name "Gui" upon it was Fu Gui. The Gui tree gets its name because its veins resemble the jade珪 (pronounced guī， a ceremonial jade object held by emperors or feudal lords) of ancient times. Since the Han and Jin dynasties， people have associated the Gui tree with the moon and created many beautiful legends such as Wu Gang's cutting of the Gui tree in the Moon Palace. Therefore， the Gui tree is also called "Moon Gui".
In folk culture, "gui" is pronounced the same as "gui" (meaning "valuable"). "The laurel tree" symbolizes "the noble among people". Since ancient times, countless nobles, officials, and literary figures have been passionate about planting laurel trees, collecting laurel flowers, brewing laurel wine, composing laurel poems, and creating laurel paintings, in order to express their aspirations for a prosperous home, the value of harmony, and having a son of noble birth, among others.
The best culture is that which is inherent in the brand itself.Sixguofu inherits the long-standing Fu Gui culture of China, integrates the spirit of the times, and distills the brand vision of "A Wonderful World, Blessing for All", transforming it into oriental culture jewelry to create beauty for people and benefit society.
[Explanation: Promoting the Six Gems Spirit]
Once you find the right path, you won't be afraid of the distance. Facing future competition, Liugufu will integrate the "Fugui Cultural Gene" and the "Thousand-Year Liugufu Spirit" into one. In the current situation where "Fuloveganism" and "Mr. Zhou" can be found everywhere, Liugufu has opened up a brand-new track for its own development and that of the industry, through a dual-track cultural marketing approach.
As is well known, "Liugufu" originated from the historical event of "Liu Gui Lian Fang". According to historical records, during the Five Dynasties and Ten Kingdoms period, Weng Gandu was appointed as the official of the Min Kingdom and married Chen Shi, having six children: the eldest son Quohou, the second son Quongong, the third son Quiyi, the fourth son Quopa, the fifth son Quanli, and the sixth son Quxiu. Later, in order to avoid the chaos of the country, Weng Gandu and his family retired to the North Gao Town in Putian and changed the surnames of their six sons: Hong, Jiang, Weng, Fang, Gong, and Wang.
After the unification of the Northern Song Dynasty, all six sons of Weng Gandu were successively admitted to the imperial examination and won the top honors in three consecutive exams. This was recorded as "The Six Wengs Achieving Distinction in the Imperial Examination and Their Noble Family Virtues Flourishing Together". Emperor Zhenzong of the Song Dynasty ordered the construction of the "Six-Golden-Blossom Lane" and inscribed a plaque by hand to praise the family virtues of the Weng family, thus initiating the development of the Six-Golden-Blossom culture.
Six clans coexist, each spreading their branches and continuing their lineage. The family spirit endures. Although each branch has its own variations, they all honor the ancestors of the Six Guai. They adhere to the ancestral teachings, do not forget their roots, and each branch shows filial piety towards parents and respect for teachers, passing on literature and classics, cultivating virtues, establishing careers, and serving the world. Their family traditions are prominent, and numerous talents emerge, ranking among the prominent families in China.
Since modern times, the people of the Liugui ethnic group have moved from government service to business, traveling far and wide or venturing across the ocean. They have made their homes all over the world, thus spreading the Liugui culture to the entire globe. To this day, Liugui clan associations are present in various parts of the world, with nearly 200 branches established globally, becoming an important force in promoting the cause of national reunification and promoting Eastern culture.
Preserving tradition while also creating innovation. The founder of Liugufu, Mr. Weng Guozhang, thus established a lofty mission for the brand - "Preserving the thousand-year-old Sixgu spirit and creating oriental cultural jewelry". What is the "Sixgu spirit"? He summarized it as "the spirit of winning championships" - achieving leadership at the strategic level, taking the initiative at the brand level, striving for the best at the service level, and striving for the top position at the performance level.
Based on the "Six Rites Spirit" of the new era, he carefully planted a "cultural laurel tree" for the brand -
[Excellent Surgery: Creative Laurel Totem]
Walking through the garden of Eastern culture, various flowers bloom in profusion, each emitting its own fragrance. Among them, the laurel stands out as the only one that combines romance and glory. It "dominates the autumn season, overshadowing all other flowers." The romantic imagination of the Moon Palace, Chang'e, laurel, and the jade rabbit, as well as the supreme honor of "winning the laurel and ascending to be the top scholar with red flowers," has become increasingly beautiful throughout history.
In 2021, Liugufu launched a brand new visual identity, integrating the Eastern laurel totem into the brand logo. From the creative design of the graphics, the meticulous selection of colors, and the conversion of English to pinyin, it conveyed the ambition of "creating Oriental cultural jewelry".
Graphic: The logo of Liugufu is shaped like an osmanthus flower, derived from the unique cultural symbol of the brand. It conveys the beautiful meanings such as prosperity, success, and love in Chinese traditional culture. The lines in the interior design are evolved from the cursive script of the number "six", like a winding river. This not only reflects the long history of the six-gu culture passed down through generations but also interprets the spirit of inheriting craftsmanship for four generations by the founder,翁国强 (Weng Guoqiang). The center circle is both the form of a brilliant gem and symbolizes the rising sun on the river， presenting the thriving development trend of Liugufu.
Color: In its logo, Liugufu adopts the traditional Chinese color of lotus-scented osmanthus as the base color. The color of lotus-scented osmanthus is not only the color of the cultural symbol of Liugufu - the lotus flower, but also the exclusive color used by the royal family in traditional Chinese paintings. It symbolizes that Liugufu inherits the court techniques and presents the Eastern culture in a contemporary way, creating high-quality and high-end national creations for consumers, and highlighting the brand's noble and elegant unique temperament.
Pinyin: The original English transliteration "LUK KWAI FOOK" has been changed to the Chinese pinyin "LIU GUI FU", which reflects the group's patriotic sentiment of upholding cultural confidence and building a national brand. This also indicates the determination and confidence of Liugui Fu to be rooted in China and bloom worldwide.
"Transformation: Golden Osmanthus Colorful Terminal"
In modern business competition, one must conquer territory and face opponents in narrow paths. Not only does one need courage, but also wisdom is essential. One must adapt to changes and innovate to achieve victory. Looking back at the process of color changes in the terminal stores of the jewelry industry, it has gone through 1.0 red, 2.0 gold, 3.0 plain colors, and up to the current variety of colors. In 2021, Liugufu launched the 5.0 "Lotus Scented Color - New National Style" terminal stores. Once launched, it sparked a wave of the "Lotus Scented Color" trend, quickly leading to industry follow-up.
The uninitiated merely watch the show, while the experts delve into the details. The essence of "Dan Gui Sui 5.0 'Gan Gui Color - New National Style'" lies not only in its pioneering application of the "Gan Gui Color" in the design of physical stores, but also in integrating traditional culture with modern aesthetics, combining the laurel tree icon with jewelry texture, and blending the brand style with the trend of national culture to create a unique "Five Sensations and Six Feelings" cultural terminal system.
"The five senses" are aimed at providing a spiritual experience, allowing consumers to truly feel a sense of respect, nobility, security, comfort and pleasure.
Respect: Provide considerate and attentive service to meet the primary need of consumers for "being respected"
Elegance: Genuine praise, heartfelt appreciation, meeting the psychological needs of consumers, and appropriately expressing their unique taste.
Sense of security: Warm, considerate and attentive services that enable consumers to experience a sense of ease and harmony akin to that of being with a family member.
Comfort: Light, shadow, shape, color, meaning. The spatial layout is reasonable, the details are perfect, creating a comfortable and pleasant shopping environment.
Pleasantness: With gentle speech, proper behavior, and appropriate greetings, it enhances the consumer's sense of happiness.
"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.
Visual: The eyes are the canvas of the visual experience. From large spaces to small scenes, the brand-exclusive dark cinnamon color stands out prominently.
Sensory perception: The ear serves as the medium for sound. The harmonious Eastern music with five tones calms the mind.
Tactile sensation: As a tactile experience, an immersive spiritual encounter, achieved through the ancient six-tone craftsmanship, it is highly tactile and touchable.
Sensation: The nose is the realm of fragrance. The fragrance of osmanthus permeates the heart and soul, allowing one to recognize the six types of osmanthus.
Taste: The tongue represents the taste experience. Osmanthus pastries and beverages bring culture not only to the eyes but also to the taste buds.
Perception: It refers to the state of awareness. By providing high-quality products and services, we aim to achieve the perceived value for customers.
【Powerful Tool: Guixi Products of Guozhuang Group】
In the current era where products and culture are highly homogenized, how to create domestic-created jewelry with unique cultural connotations and creative designs has always been a topic that Liugui Fu has been pondering. To address this, Liugui Fu has focused on developing distinctive "Gui System IP" product series, aiming to create jewelry with stories, warmth, and emotions for consumers, and to convey beauty, love, and happiness to their beloved ones.
"Oriental Garden" Series: The Soul of the East, Modern Beauty
Carrying forward the unique Eastern essence of osmanthus, by skillfully utilizing the lines of the petals, it depicts the beauty of the form. Each flower emits a faint fragrance, presenting a delightful and pleasing sight. Eastern jewelry, with its profound connotations; Eastern women, growing with confidence. Sixgu Fu Jewelry encourages every woman to "Let both the human heart and the osmanthus heart be fragrant", undaunted by the storms, blooming in the wind.
"The Love in Yuegui" Series: As the Yuegui flowers bloom, my love for you is forever sealed in this life.
One chrysanthemum represents a heart, and in the chrysanthemum forest, a lifetime is sealed. Compared to the thorny rose, chrysanthemums better represent the reserved and affectionate "courtship culture" of the Chinese people. The Six-Gu Fu jewelry brand takes the "flower god" - chrysanthemum as the design inspiration, creating the "Love in Joy Chrysanthemum" series. The brilliant diamonds bloom splendidly, witnessing eternal vows. May all lovers in the world have love like the fragrance of chrysanthemums always accompanying them, and love as boundless as the universe.
"The Golden and Graceful Destiny" Series: From now on, prosperity will last for generations in the family
In traditional customs, during the wedding ceremony, lotus flowers are cut and placed on the bride's head, symbolizing auspiciousness, purity and having a son soon. Based on this concept, "Golden Lotus Good Fortune" series of gold wedding gifts are created by Six桂Fu， to witness a happy marriage and convey the blessings of "harmonious family, promoting family traditions and inheriting family businesses".
The "Six Precious Babies" series: From childhood with "six precious blessings", to adulthood as "the most precious among people"
From ancient times to the present, people have always had high expectations for their children's descendants. Based on the brand symbol "the lotus in the tree, the noblest among humans", Sixguofu has extracted the "six major auspicious events" that children go through from birth to achieving success, and created a new series of children's gold jewelry. Born with noble qualities, they will surely bring prosperity to the family. Believe it and you will see.
But pioneering is not the role of a teacher. In today's world where cultures are in constant interaction, the trend of "Western influence moving eastward" has reversed to "Eastern influence surging westward". We have every reason to expect more national brands that uphold cultural confidence and cultural self-reliance to stand firm in the world, with distinct Chinese characteristics, Chinese style, and Chinese demeanor.
Looking at the world today, "Chinese-style modernization" is comprehensively advancing the great rejuvenation of the Chinese nation with unprecedented momentum. "Discovering the roots of national jewelry and representing Eastern culture" - Liugui Fu responds to the call of the times, pays tribute to the great China, motivates itself with the spirit of "winning the championship", pioneers a new path for the jewelry industry with "creating the best national products", and sets an example for the national brand with "the elegance of Liugui". Liugui Fu is confident and capable of conveying the infinite charm of Eastern culture to the world, and promoting Chinese jewelry to enter a more beautiful and better era.