Company Overview
Liugufu is a Chinese oriental jewelry brand. It was founded in 2006 by Weng Guoqiang, a descendant of the Liugu family. The company's 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 a systematic enhancement.
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.
Company Profile
Liu Gui Fu Jewelry is deeply rooted in the thousand-year-old Six Gui culture and inherits the essence of century-old imperial craftsmanship. The company is committed to integrating Eastern culture and aesthetics into jewelry design. By blending traditional craftsmanship with modern technology, it creates innovative Chinese-style jewelry that conforms to the aesthetic standards of the times. With the spirit of winning the laurel, it upholds the inheritance of cultural arts, and with the dedication to craftsmanship, it conveys beautiful blessings.
Development History
In 2006, the first store of Liugufu opened in Harbin.
In 2007, franchise operations were opened up to the entire Heilongjiang Province.
In 2008, it was the first in the industry to obtain the ISO9001:2008 international quality management system certification. It also passed the "Product Quality Guarantee Insurance of the People's Insurance Company of China" and was recognized as a "Famous Brand in China's Jewelry Industry".
In 2010, it was awarded the title of "Outstanding Enterprise for Establishing Chinese Jewelry Brands".
In 2011, we undertook the renovation and repair project of Building 1 on Central Street in Harbin.
In 2012, the headquarters was relocated to Building 1, Central Street, Harbin; the Jilin branch of Liugui Fu was established, piloting the "provincial agency model"; the renowned film star Lin Xiren enthusiastically endorsed it.
In 2013, the core values of "three sameness and three benefits" were established; Liaoning branch of Liugui Fu was established, and the integration of the three northeastern provinces was planned.
In 2014, efforts were made to enhance the communication channels between Heilongjiang and Jilin provinces; the Zhejiang branch of Liuguifu was established.
In 2015, the Guangdong company was established successively, and the number of national terminal jewelry retail stores exceeded 350.
In 2016, the operation headquarters was relocated to Shenzhen's Shuibi area. Based in the jewelry capital, it implemented the "national unified plan" strategy and embarked on the "second entrepreneurship" journey; it exclusively sponsored the CCTV program "Opening Day Greetings", initiating a top-level media brand promotion strategy across the country.
In 2017, the group company was established, and its terminal channels covered 15 provinces and cities.
In 2018, the "Four Transformations and Four Upgrades" initiative was launched to enhance the group's standardized and regulated management; there are now 10 provincial companies and over 700 retail outlets at the terminal level.
In 2019, in collaboration with the Palace Museum, we jointly launched the "Fuyun - Palace Museum" ancient craftsmanship cultural gold series. This product received attention from both domestic and international celebrities. Leading actress Li Nian and French beauty Sophie Marceau wore the Sixguifu jewelry.
In 2020, the "Two Five-Year" strategic plan was initiated; in collaboration with the Dunhuang Fine Arts Research Institute, the "Fuyun·Dunhuang" ancient craftsmanship cultural gold series was jointly created to restore the splendor of Dunhuang through the dedication of craftsmanship; a strategic cooperation was initiated with CCTV-1's "Dai Guo Pingxing" program, marking a new stage in the brand's development.
In 2021, a new brand VI and the "Dangui Guoshi" 5.0SI image were launched; in Shenzhen, the "National Innovation Chapter - Accumulating Strength and Empowering" franchisee summit and new product launch event were held, and the industry's first corporate culture book, "Sixguifu Is Achieved Through Struggle" (one of the cultural series), was released.
In 2022, we sincerely invite the renowned actress Wang Likun to serve as the brand ambassador and launch the "Sixgui Huafu" brand image promotional video; together with the China Cultural Relics Exchange Center, we jointly create the "Fu Yun · Museum Treasures" ancient craftsmanship cultural gold series.
In 2023, we will collaborate with the Xi'an Qin Brick and Han Tile Museum to create the "Fuyun · Emperor Qin and Emperor Wu" ancient craftsmanship cultural gold series; in Harbin, we will hold the "Rising Strong and Reaching New Heights" franchisee summit and new product launch event, and officially release the industry's first brand white paper titled "The Offensive and Defensive Way" (the second book in the Cultural Series); we will establish a strategic partnership with the Natural Diamond Association and jointly convey the value concept of "Giving the One You Love a Real Diamond".
In 2024, in collaboration with IPTV, the "Fuyun·Natural Treasures" series made its debut on the New Year's Eve programs of four major TV stations in Hunan, East China, Jiangsu, and Beijing. In Beijing, the "Mind Battle: Sixgui Fuyou Brand Gala" was held, where the new brand positioning (Chinese Fuyou, Sixgui Fuyou), brand proposition (Chinese Fushi jewelry, adding blessings with love) and brand trust certificate (the founder of Chinese Fushi jewelry) were announced, establishing the "Differentiation Competition Strategy" system. New terminal images of "Fenghua Xueyue" and "Eastern Garden" were released, enriching the completeness of the terminals and achieving store iteration and upgrade. The internal magazine "Xiang Shang" was published, comprehensively presenting the cases of dozens of first-line celebrities wearing the Sixgui Fuyou diamond series products.
Corporate culture
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 a systematic improvement process.
Cultural Origin: Six Fragrant Orchids Together Bloom
Cultural Spirit: Triumph
Cultural Core: Family 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 for love
Brand Value Chain: Centered on Consumers and Focused 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 Ancient Six-Rhythm Method
Dissemination: Cultural Terminal
Transmit: Cherished Selection
Eternal Legacy: A Supreme Creation of the Nation
The logo of Liugufu:
① Graphic: The design is modeled after the shape of an osmanthus flower, drawn from the brand's unique cultural symbol, symbolizing auspicious meanings such as wealth, success, and love. The internal lines are derived from the cursive script of the number "six", like a meandering river, interpreting the brand's enduring craftsmanship spirit across generations. 。 The center circle is not only the form of a brilliant gemstone, but also symbolizes the rising sun on the river, expressing the vision of China creating and going global;
② Color: It adopts the traditional Chinese color of lotus fragrance as the base color, symbolizing the inheritance of palace craftsmanship of the six auspicious blessings, and highlighting the noble and elegant Eastern temperament.
③ Pinyin: "LGF", represents the group's commitment to cultural confidence and the pursuit of creating a national brand, demonstrating its patriotic sentiments. It also indicates the determination and confidence of Liugufu to be rooted in China and bloom worldwide.
Corporate Culture Story
"Six Gu Culture" According to historical records, during the Tianfu period of the Later Jin Dynasty,翁干度 (Weng Gan Du)， who held the position of a magistrate in the Min Kingdom， in order to avoid the chaos of the country, changed the surnames of his six sons to: Hong, Jiang, Weng, Fang, Gong, and Wang. During the Northern Song Dynasty, the six sons achieved "double first places on three lists"， and were hailed as "the glorious presence of the Weng family in the entire empire". Emperor Zhenzong of the Song Dynasty ordered the construction of "Six Gu Lane" to commend the family virtues of the Weng family， and since then， the Six Gu culture flourished.
Since the Ming Dynasty, the Ong family's gold and jade jewelry craftsmanship has been passed down from father to son, generation after generation. During the Qing Dynasty, the 96th generation of the Ong family, Ong Yat-sing, was appointed to work in the Golden and Jade Department of the Imperial Ancestral Palace Workshop in the Forbidden City, responsible for supervising the production of imperial gold and jade jewelry. Since then, the "Six Guai Spirit" has been integrated into the character of the court artisans, and the Ong family's gold and jade crafting skills have become renowned throughout the world.
Weng Guoqiang, the 99th generation descendant of the Weng family, inherits the century-old court craftsmanship and integrates modern technology to create exquisite jewelry with "court heritage and outstanding craftsmanship". Upholding the long-standing culture of the six-ruyi region for thousands of years, he has established the six-ruyi culture jewelry brand - Six Ruyi Fortune.
Terminal image
Liugufu is committed to preserving the Chinese decorative culture. The new terminal image integrates the concept of "New National Style" 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. "Five senses" refer to the spiritual experience, allowing consumers to truly experience a sense of respect, nobility, security, comfort and pleasure. "Six perceptions" refer to the creation of scenarios, creating a cultural terminal that offers consumers a comprehensive experience of vision, hearing, touch, smell, taste and perception. The two complement each other, bringing consumers a warm experience of immersive scenarios and spiritual pleasure.
The store image of Oriental Garden
Sixguofu continuously upgrades and optimizes 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's image featuring "flowers, snow, and moon"
Its affiliated brands
Liugufu Jewelry
Liugufu Jewelry is dedicated to integrating Eastern culture and aesthetics into its jewelry designs. It draws inspiration from traditional elements and cultural symbols, imbuing each product with rich cultural connotations and emotional depth. By blending traditional craftsmanship with modern technology, it creates innovative Chinese jewelry that meets the aesthetic standards of the times.
The company's products
Liugufu is committed to integrating Chinese Fu culture into jewelry design. It draws inspiration from traditional elements and cultural symbols, infusing each product with rich cultural connotations and emotional depth. By blending traditional craftsmanship with modern technology, it creates "Chinese Fu jewelry" that meets the demands of the times.
Fuyun - Natural History Collection Series
Sixguofu has collaborated with the China Cultural Relics Exchange Center. Drawing on the ingenious designs of national treasures and applying ancient gold-making techniques, they have created the finest products of ancient gold. Each piece originates from a national treasure and embodies exquisite craftsmanship and charm. It can be regarded as "collectible 'Chinese cultural relics'".
Fuyun - Dunhuang Series
Sixguofu has collaborated with the Dunhuang Fine Arts Research Institute. With the design concept of "Western Wind and Eastern Sentiment", the manufacturing technique of "Six Rhythms Ancient Method", and the highlighting feature of "Enamel Craft", they have recreated the thousand-year-old charm, making one feel as if they were in a magical realm.
Fuyun · Emperor Qin and Emperor Wu Series
Sixguofu has collaborated with Xi'an Qin Brick and Han Tile Museum to innovate and recreate artistic masterpieces, conveying the ancient and elegant style, beautiful and refined taste, and praise for excellence of the Qin and Han periods, and delivering "the blessings from the 'King'".
Fuyun - Court Series
In the past, the imperial court was renowned for its exquisite craftsmanship. With innovative ideas and creativity, it created the trend of Chinese fashion. Selecting precious treasures from various dynasties, and integrating the "Six Rhythms Ancient Method", it created "the traditional ornaments of the imperial court" and offered "the bestowed happiness".
Court Bridal Series
Adhering to centuries-old etiquette, it brings about the prosperity of the imperial court and secures a good marriage for this generation. This imperial wedding ceremony is a grand occasion that brings happiness to ordinary families.
Jin Gui Liang Yuan Series
Transmit the golden and plum blossom blessings, witness the happy marriage, pass down the precious jade to future generations, and also sincerely hope that "from now on, prosperity will last for generations in the family."
5G Series
Light fashion, soaring spirit. Through diversified techniques such as CNC precision engraving and diamond inlay, it portrays the new era women's attitude towards life of "fashionable, confident, unrestrained, happy and free".
Yaojin 5G Series
My personality is ever-changing and multi-faceted. My style can be expressed in countless ways. Show off your true self and unleash your true charm.
Six Precious Baby Series
The plum blossom among trees, the noblest among humans. Combined with Chinese family education culture, we have distilled six major blessings for children's growth and success. We wish every baby "to have good fortune from a young age".
Jiufuji Series
What a wonderful blessing! "Collecting Blessings". With the ancient craftsmanship of string weaving, we continue the essence of the traditional Chinese culture of collecting blessings. Collecting blessings, longevity, happiness, wealth and fortune, the five blessings come to your door, bringing joy and happiness.
Colorful Series
Selecting rare precious stones from the world, with the master-level exquisite craftsmanship, we create magnificent masterpieces, radiating diverse charm.
"Love in Yuegui Series"
The osmanthus flowers are in full bloom, and our love is forever sealed. Drawing inspiration from the traditional Chinese flower representing love - osmanthus, we have created the "Love Orchid" series of diamond wedding gifts.
Eastern Garden Series
Utilizing the lines of the petals to outline the beauty of the form, each flower exudes a faint fragrance, presenting a delightful and pleasing sight. These Eastern jewels possess unique connotations, while Eastern women grow with confidence.
Century Classic Series
Smart women always prefer classic styles. Times are changing, but only classics remain timeless. Only true love can withstand the test of time and remain deeply connected for a hundred years.
The Beloved Series
With exquisite craftsmanship, let love shine brilliantly. By employing patented techniques, the diamonds are made to radiate even more dazzling brilliance, creating a fashionable and luxurious style of diamond rings.
The Heartbeat Series
looking for her for thousand times in the crowd. The "Fluid Patent Technology" is deeply integrated with diamond design to create exquisite and fashionable diamond jewelry, interpreting the dynamic, free-spirited and confident elegance of contemporary women.
The Little Happiness Series
Small happiness, great satisfaction. Targeting the psychological needs of contemporary consumers, it features trendy elements and fashionable designs, satisfying the bohemian style of every sophisticated girl.
Corporate Honors
The Fourth "Top Five Chinese Jewelry Brands" Outstanding and Honest Brands
Member units of the "Chinese Jewelry, Gemstone and Jewelry Brand Cluster"
China's Leading Certification Unit for Honesty and Integrity in the Jewelry, Gemstone and Precious Metal Accessories Industry
Top 100 Gold Stores in China
National Chain Recommended Brand Award
ISO9001-2008 International Quality Certification System Certification
3.15 Quality Integrity Commitment Unit
National Excellent Enterprise for Quality and Service Integrity
National Model Enterprise for Quality and Service Integrity
National Consumer Quality and Credit Guarantee Products
A leading brand in the national gold jewelry industry in terms of quality
Top 10 Influential Brands of Chinese Jewelry
Business activities
In 2016, the headquarters of Liugufu Jewelry moved to Shenzhen's Shuibei area, establishing a presence in the jewelry capital and expanding its business across the country. In September of the same year, Liugufu Jewelry...
The grand opening ceremony of Baoguo's national headquarters was held in Shenzhen with great pomp. Leaders from the Shenzhen municipal government, the Shenzhen Gold and Jewelry Association, relevant leaders from CCTV, the film star Lin Xiren, and thousands of jewelry industry professionals from all over the country gathered together to witness the opening of Baoguo's national headquarters.
In 2020, Liugufu Jewelry collaborated with the Dunhuang Museum to launch the "Fuyun - Dunhuang Ancient Craft Gold" series on August 16th at 20:00 in the live streaming room of the New Culture and Innovation Pavilion on Tmall. On the evening of August 16th, Liugufu Jewelry and the inheritor of the Dunhuang colored sculpture craftsmanship, Teacher Du Yongwei, jointly conducted a live stream on the Tmall New Culture and Innovation Pavilion event, featuring a cultural and story-rich presentation. Teacher Du Yongwei even highly praised the six-variant ancient craftsmanship of "Fuyun - Dunhuang Ancient Craft Gold".
In 2020, Liugufu Jewelry joined hands with "Dajubaixing" and took it as its mission to inherit the essence of Chinese culture. Using the ancient six-rhythm craftsmanship and adhering to the professional dedication and the spirit of striving for excellence and continuous improvement, it meticulously crafted gold jewelry with cultural inheritance value and craftsmanship value. Each piece of ancient-rhythm gold jewelry created by Liugufu Jewelry, in terms of craftsmanship value, collection value, and cultural value, can be regarded as a national masterpiece. Liugufu will continue to strive to promote Chinese brands to the world and strive forward to make the splendid Chinese culture shine brightly on the international stage.
In 2021, Liugufu held a brand launch event, introducing the brand's new CIS image and hosting the "Imagining the East" new product fashion show. The new Silk Road models passionately showcased the charm of Eastern cultural jewelry.
In 2023, the franchisee summit of Liugufu and the launch of new products were grandly inaugurated. A comprehensive product matrix of "Wind - Flower - Snow - Moon" covering four major creative categories was introduced by Liugufu; the "Offensive and Defensive Path: Liugufu Brand White Paper" was solemnly released， presenting a full holographic picture of the Liugufu brand in an all-round way； the marketing model of "No Culture， No Brand" was systematically deconstructed.
In 2023, Liugufu collaborated with brand experience officers to participate in a "Tour to Guilin · Encounter Dunhuang" cultural event, and visited the "Fuyun · Dunhuang" cultural and creative gold inspiration origin site.
In 2023, the franchisee summit of Liugufu and the grand launch of new products officially kicked off. The launch ceremony of the strategic cooperation with the China Cultural Relics Exchange Center was initiated； the "Wind - Flower - Snow - Moon" four creative full-category product matrix of Liugufu was introduced； the industry's first "Offensive and Defensive Path： Liugufu Brand White Paper" was heavily released， comprehensively presenting the "holistic picture" of Liugufu brand； the marketing model of "No Culture， No Brand" was systematically deconstructed.
In 2023, the franchisee summit of Liugufu and the launch of new products were grandly inaugurated. A comprehensive product matrix of "Wind - Flower - Snow - Moon" covering four major creative categories was introduced by Liugufu； the "Offensive and Defensive Path： Liugufu Brand White Paper" for the jewelry industry was prominently released， presenting a full holographic picture of the Liugufu brand in an all-round way； the marketing model of "No Culture, No Brand" was systematically deconstructed.
In 2023, Liugufu collaborated with brand experience officers to embark on a "Journey to Guilin · Encounter Dunhuang" cultural event spanning thousands of years. They visited the "Fuyun · Dunhuang" cultural and creative gold inspiration origin site and appreciated the unique beauty of Chinese cultural jewelry creations.
Many famous celebrities: Zhu Yin, Zhang Bichao, Zhang Shaohan, Mao Xiaotong, Hou Minghao, Zhang Binbin, Li Yitong, Li Chen, Liu Mintao, Yang Chenglin, Zhang Yuqi, Zhang Xinyi, Xue Kaiqi, Tong Yao, etc. all chose the high-end jewelry from Liuguifu to feature on the magazine covers.
Corporate Sponsorship
In 2012, I hosted the "Everyday Big Difference" program on Heilongjiang Legal Affairs Channel.
From 2012 to 2014, I was the title sponsor of "Diamond Theatre" on Jilin Satellite TV.
In 2015 and 2018, it was the title sponsor of Heilongjiang Television's "Golden Exclusive Drama Theater"
From 2012 to 2019, we continuously sponsored the "China Dragon Gold Theatre" program on Heilongjiang Satellite TV, aired the "Happy Station" program on Heilongjiang Satellite TV, and sponsored the "Match Made in Heaven" program on Heilongjiang Satellite TV.
In 2016, we were the exclusive sponsor of CCTV-3's "Open the Door and Get Rich".
In 2017, we were honored sponsors of "Chinese Love Letters" on Southeast Television, and we were the title sponsor for the broadcasts of "Chinese Arts" on CCTV-4, "Good Films and TV Programs" on CCTV-6, and "Rural Legal Drama" on CCTV-7.
From 2017 to 2018, we were the main sponsor of Guangdong Satellite TV's "Vitality Theatre" and also specially broadcasted Guangdong Satellite TV's "Humor Observer" program. [23]
From 2017 to 2019, we consecutively sponsored Liaoning Film and Television's "Diamond Exclusive Theater", Jilin Film and Television's "Gold Theater", and continuously aired 5-second and 10-second corporate advertisements on Zhejiang Education and Technology Channel's "Xiao Qiang Hotline", Zhejiang Public News Channel's "Xiao Qiang's Broad Perspective", and Zhejiang People's Livelihood and Leisure Channel's "1818 Golden Eye".
Served as the exclusive title sponsor of CCTV-15's "Wonderful Music Gala" for the consecutive years of 2018 and 2019.
In 2019, we were the sole host of "The New Express of the Straits" on Southeast Television Network, and we also had the exclusive sponsorship of "Global Chinese Music Chart Ranking" on CCTV-15.
In 2020, I was designated as the sponsor for the program "Lu Yu's One-Day Adventure" on Southeast Television.
Business books
"Six Guifu Was Achieved Through Struggle"
Introduction: The timeline is plotted along the horizontal axis, while events are plotted along the vertical axis. This systemically presents the journey of Mr. Weng Guoqiang in establishing the company "Liu Guifu". Facing adversity, he started the business for his family; knowing when to stop, he expanded the brand for the team; with kindness and integrity, he created the future for "Zhonghua Fu Shi", achieving self-improvement while benefiting the world, which aligns with the philosophy of "upward - stopping - being upright".
"Strategic Defense and Offense Theory"
Using the seven pieces of chess as an analogy, each corresponding to one of the seven dimensions of the "Liu Guifu" brand (General/Cultural DNA, Official/mission and vision, Advisor/strategic goals, Cannon/Senses and perceptions, Horse/prop display, Cannon/refreshment actions, Soldier/terminal empowerment), 36 questions and answers are fully presented, comprehensively elaborating on the development history and management principles of the Liu Guifu jewelry brand.
"The Six-Royal Family Rules"
The five elements and six elements of the "Sun Tzu's Art of War" framework are integrated with the management matrix of "Six Guifu" to form an ecological system covering cognition, methodology, spiritual principles, practical actions, governance, and culture management, etc., representing the concepts of "pathway/Value Pursuit", "heaven/Strategic Planning", "earth/Management", "commander/Team Building", and "law/Cultural Management".