In recent years, with the fluctuations in the market economy environment, people's consumption trends have been quietly changing. The rational consumption of "de-overspending" has gradually become the new lifestyle of current consumers. Similar to Japan's "Fourth Consumption Era", although Chinese consumers have begun to pay attention to high value for money, their desire for a better life has not weakened.
Meanwhile, as the younger consumer group's sense of national and ethnic identity continues to grow, the "national trend economy" has entered a period of vigorous development, creating tremendous momentum for the jewelry market. Guai Fu Jewelry has targeted this sector and adapted accordingly. In late 2023, it launched the "Wind, Flower, Snow, Moon" national trend store version 1.0, officially initiating another round of comprehensive brand upgrade.
("Wind, Flowers, Snow, Moon" National Trend Store 1.0 - Store Image in the Side Hall of the Shopping Mall")
"Spring has flowers, autumn has the moon, summer has cool breezes, and winter has snow." The 1.0 version of the "National Trend" store features a peach color as its main color, which is a blend of the brand color of cinnamon orange and pastel pink. It is warm, dreamy and comfortable. On one hand, it brings a unique and refreshing visual experience, enhancing the customer's sense of enjoyment and creating a national innovation space filled with the humanistic atmosphere of "wind - flowers - snow - moon"; on the other hand, it strengthens the brand's fashion appeal and increases the store's attractiveness.
（“风花雪月”国潮店1.0 商场中岛店形象）
The store design is inspired by the themes of "flowers, moon, snow and wind". It integrates the characteristics of spring, summer, autumn and winter. The overall space, within the basic tone of modern simplicity, incorporates traditional Chinese style, elegance and serene spirituality, presenting the beauty of nature and the charm of ancient culture before our eyes.
"Wind" - Fu Yun Dynasty-style, Magnificent for a Thousand Years
The Chinese classical scrollwork pattern is combined with the simple lotus petal hollowed-out elements. Adhering to the principles of "Six Auspicious Blessings" of Oriental Jewelry, it integrates the ancient with the modern, creating an Eastern charm with a modern touch.
"Flower" - The prime of life, blooming like osmanthus
The rich fragrance of cinnamon fills every corner of the space， or gathers together to form the "main image" of the brand， adding a touch of playfulness and liveliness to the stores and display windows. When you are in this environment, you will encounter your youthful self again.
"Snow" - A refined and noble symbol of springtime, exuding elegance and grandeur
"Spring snow fills the sky, everywhere it looks like flowers blooming." Liugufu has an indissoluble bond with "snow", as if connected by threads. The translucent curtain reflects the poetic charm of the snow; the smooth curves depict the artistic conception of the snow. Everything is like a dream, like a mist, like dew, or like an electric flash, fresh and elegant.
"Moon" - The moon is accompanied by colorful clouds, and I have a special fondness for it
In the hazy light emanating from the window, a few branches of the laurel tree gently emerged, with delicate, transparent crystal lotus flowers adorning their tips. The rich autumn atmosphere spread out, gracefully greeting each guest. The scroll-like display window extended out from the wall, echoing the laurel, creating a unique visual experience of flowers and moonlight, filled with romance and beauty.
Meanwhile, Liugufu has also, based on different city levels and different channel hierarchies, concurrently promoted Standard Store 5.0 (Dan Gui Guoshou) and National Trend Store 1.0 (Feng Hua Xue Yue), thereby establishing a new terminal commercial ecosystem that covers all consumption channels.
Conclusion
Behind the upgrade of store image: The store image plays a very important role in market competition. With the changes of the times and the evolution of consumers' concepts, brands must constantly adapt and meet the needs of consumers. Therefore, upgrading the store image is an inevitable choice to follow the trend of the times and enhance market competitiveness.
As an enterprise that has always maintained innovation and development, Liugufu Jewelry keeps up with the market trends, continuously innovates and progresses. Every time the store image is upgraded, great efforts and investments are made, aiming to bring more surprises and value to consumers and striving to make Chinese Fu jewelry accessible to millions of households.