The "Hongfan" chapter of "Shangshu" states: "The five blessings are: first, longevity; second, wealth; third, health and well-being; fourth, having virtuous conduct; fifth, a peaceful and fulfilling death." "Fuk" is the top of the six auspicious symbols in China and is one of the most profound and widespread core cultures that have influenced the Chinese nation. The term "fuk" in the past referred to "good fortune" and "good luck", while in modern times it generally refers to "happiness". Up to now, the connotation of the fu culture has been constantly changing with the times, but the people's continuous pursuit of both spiritual and material happiness remains unchanged.
Based on an in-depth understanding and analysis of the connotation of Fu culture, Liugui Fu Jewelry has completely upgraded its brand culture and corporate culture to version 2.0. It has extracted the core essence and universal values of Fu culture and integrated them into all aspects of the brand, creating a brand culture tree of a completely new type.
Corporate Mission - Transcending the millennium-old Qizui spirit and establishing a brand that benefits the fashion industry
Meanwhile, Liugufu has also updated its corporate mission - "Preserving the thousand-year-old Liugu spirit and establishing a brand that benefits the fashion industry."
"Carrying forward the six-gui spirit for thousands of years" means being of the same family regardless of one's origin, and being one big family across the world. Although the employees come from all over the country, once they join the Sixgui Fu, they are all members of the company's big family. Sixgui Fu hopes that every employee can develop a high sense of national pride and social responsibility, advocate patriotism, and transform it into practical actions. They should shine and contribute in their respective positions, to bring honor to the country and add brilliance to the family.
"Establishing a beneficial and exquisite cultural brand" involves adopting a product creation model of "preserving craftsmanship + innovation + culture". With more advanced designs, a more Chinese-style approach, and more advanced technologies, it brings the Eastern auspicious decorations to life. It enters the consumers' sight and life, making each auspicious decoration a cultural inheritance, each detail a display of taste, and each wearing a communication of emotions.
Never forget the original aspiration, and never forget the craftsmanship spirit either. Let the nation's achievements become the world's achievements.
Corporate Vision - Striving to bring Chinese Fu Shu products into millions of households
Liugufu deeply understood the significance of the Fu culture to the Chinese nation and set a new corporate vision of "working towards making the Fu culture accessible to every household in China."
With meticulous craftsmanship and the historical heritage of Chinese "Feng Culture", combined with the rich connotations of "Feng, Lu, Shou, Xi, and Feng Shui", and in line with the spiritual needs of contemporary people, Liugufu has created the benchmark brand of "Chinese Feng Decorations", integrating tradition with modernity and fashion with classicism, and striving to bring new brilliance to Chinese Feng Decorations in the modern society.
"Embrace the Chinese blessing, possess the six blessings of good fortune." The Six Blessings of Good Fortune is dedicated to spreading this beautiful wish, which combines the wisdom and creativity of the nation, to thousands of households, witnessing their happiness and well-being.
Brand cultural genes - Liugui culture + Fu Shi culture
It is well known that the brand culture of Liugufu originally consisted of "Liugu culture + Fu culture". With the changes of times, the brand culture has also been constantly evolving to keep up with the times. As the pioneer of Chinese Fu decorations, Liugufu has upgraded its brand culture genes to "Liugu culture + Fu decoration culture".
The culture of Liugui embodies the broad spirit of "sharing the same roots and branches" and "the whole world's Liugui are one family", as well as the tradition of emphasizing family education and preserving family virtues. It is the core gene that constitutes the Liugui Fortune corporate culture.
Meanwhile, Liugufu inherits the long-standing "F happiness culture" of the Chinese nation and integrates it into the meticulous craftsmanship of the top-notch products created by Guo Cheng. With "F decorations" that are supported by culture, have historical depth, possess value and good appearance quality, they carry the spiritual pursuit of Chinese people for happiness and promote the innovative development of the happiness decoration culture.
Brand Positioning - China Fu - Liugui Fu
Today, the concept of "Fu" has permeated every aspect of people's lives. Through an understanding of the needs of the general public, Liugui Fu has broken down "Fu" into the following six dimensions:
With a devout heart and through prayer, one fulfills their wishes. This is called "the blessing of blessings".
To achieve great accomplishments and fulfill the aspiration of attaining glory is called "the blessing of abundant prosperity".
To achieve a state of physical and mental well-being and fulfill one's lifelong aspirations is what is called "the blessing of longevity".
When two people find compatibility and fulfill their desire for a harmonious relationship, this is called "the blessing of harmony and happiness".
By cultivating virtue, one can accumulate strength and fulfill the aspiration for prosperity, which is called "the blessing for increasing wealth".
When things take a turn for the better and one achieves their desired outcome, this is called "the blessing of favorable fortune".
Sixguofu takes "gui" as its core and "fu" as its foundation. It listens to the most simple voices of the Chinese people, understands the most sincere emotions of consumers, and through the six dimensions of "fu", "lu", "shou", "xi", "cai" and "yun", establishes a new brand positioning of "Chinese Fu - Sixguofu", conveying Chinese Fu and highlighting the Eastern charm.
Brand proposition - Huaxingfu Accessories - Adding Blessings with Love
Backed by the thousand-year-old Guai culture, adhering to the national sentiments and the spirit of craftsmanship, Guai Fu Jewelry comprehends the spiritual essence and universal value of the Chinese "Feng Culture", and incorporates them into product design, terminal display, cultural dissemination and brand connotation. With the "Chinese Feng Decorations" rich in profound connotations, it carries and realizes the public's expectations for happiness.
Throughout one's life, people will go through important stages such as birth, education, marriage, and career establishment. At moments when they are constantly pursuing a better life, experiencing important emotions like family affection, love, and friendship, they will naturally turn to jewelry. Based on this insight, Liugufu has established a new brand proposition of "Chinese auspicious jewelry - adding blessings for love", using products as the carrier, the brand as the core, and culture as the support, dedicated to adding blessings for love and ensuring its(transmission).
Business philosophy - Centered on consumers With franchisees as the value chain
In the eyes of consumers, Sixguofu holds an extremely high position. Therefore, Sixguofu has always adhered to the principle of "putting consumers first", emphasizing that all business management activities, including product development, marketing, publicity and promotion, sales promotion and public relations, and store services, should all possess a "consumer mindset": from the perspective of consumers, safeguard their vital interests, establish a service awareness, enrich the service experience, and enhance the service value.
Liugufu is well aware that franchisees are an essential part of the business operation of the enterprise. Franchisees not only expand the channels of the Liugufu jewelry brand, but also inherit the brand value, management concepts and business models. Therefore, the group "regards franchisees as part of the value chain", continuously improving the franchise system and support mechanism. They combine the resources, capabilities and experience of franchisees with the brand, skills and products of the enterprise to ensure that franchisees can smoothly carry out business operations. In the highly competitive environment, they can maintain an advantageous position and achieve mutual benefit, win-win and coordinated development.
Core values - Three Consistencies and Three Benefits
Inheriting the six-hu history for thousands of years and promoting the spirit of winning the championship. The corporate culture is the spiritual belief that all members share the same language, the same roots, and the same dedication. It is the internal driving force for building core competitiveness and creating a century-old enterprise.
Liu Guifu adheres to the business philosophy of "three samenesses" (sharing the same vision, working together, and sharing the same benefits) and "three benefits" (benefiting consumers, benefiting partners, and benefiting society), which enables every member of Liu Guifu to devote themselves to the pioneering of the "Eastern Culture Jewelry" business.
To the most beautiful China Fu, to the most beloved Liugui Fu. As the pioneer of Chinese decorative arts, the newly upgraded 2.0 version of our brand culture and corporate culture will surely lead more people to witness the moments of happiness. Let's all look forward to the brand new chapter written by Liugui Fu together!