During the Minor Snow Festival, auspicious omens descend. In the capital city, people gather to plan new chapters. On November 22nd, the "Mind Battle: Liugaifu Jewelry 2024 Brand Gala" was grandly launched at the Nongjin Hotel in Beijing. Nearly a thousand franchisees, partners, industry media and people from all walks of life gathered in Beijing to jointly celebrate this grand event!
Centered on the core topic of "Differentiated Competitive Strategy", the participants engaged in in-depth discussions. From various aspects such as brand positioning, terminal image, product development, and communication strategy, they analyzed the opportunities and challenges in the current competitive environment, jointly discussed development plans, sought strategies for success, and jointly drew up new chapters of cooperation.
Heart - Chapter - Comprehensive Approach, Diverse Breakthrough
At the beginning of the grand event, Mr. Weng Guoqiang, the chairman of Liuguifu Jewelry Group, along with the specially invited guests, stepped onto the stage to jointly inaugurate the "Liuguifu Jewelry 2024 Brand Gala Opening Ceremony and the Celebration Ceremony for 'Over 100 Stores' in the Beijing-Tianjin-Hebei Region". As spring arrives, the entire city will be filled with the fragrance of osmanthus. In today's industry where there is widespread uncertainty, Liuguifu remains steadfast and moves forward, upward, and in a positive direction. Up to now, the Beijing-Tianjin-Hebei region has achieved the goal of "over 100 stores" ahead of schedule, verifying the forward-looking nature of the group's strategic transformation and the feasibility of the channel transformation.
Subsequently, Mr. Ye Zhibin, the president of the China Gem and Jade Jewelry Industry Association, delivered a speech at the beginning of the ceremony, stating: "Liu Zhai Fu takes 'Chinese Happiness - Liu Zhai Fu' as its core brand positioning. It adheres to the sentiments of the nation and the spirit of craftsmanship, integrating emotions into jewelry, which not only meets consumers' demands for beauty but also touches their yearning for a happy life. He highly praised Liu Zhai Fu's proactive exploration and courageous transformation efforts, calling it an industry benchmark. He also looks forward to Liu Zhai Fu continuing to uphold craftsmanship, deeply exploring the cultural connotations of the brand, while inheriting the excellent Chinese gem culture, actively aligning with global fashion trends, and allowing the brand's charm to shine brightly on the world stage and implement the brand's differentiated competition strategy."
How to launch a "mindset battle" through a differentiated competitive strategy? This is a systematic project for brand upgrading, involving six dimensions of coordinated transformation: language nails, visual levers, trust statements, scenario hooks, communication anchors, and retention pools. It is both a high-dimensional cognitive theory and a high-level methodology, directly related to the overall success or failure.
Weng Guoqiang, the founder and chairman of the group of the Sixguofu jewelry brand, delivered a keynote speech titled "Brand Differentiation Competition Strategy", comprehensively presenting a systematic solution to address future challenges. During the event, Mr. Weng reviewed the strategic goals of the "two five-year periods" and the systematic transformation achievements of "six aspects and six upgrades", and emphasized: In the brand creation stage, focus on the "standardization" of the terminals; in the brand expansion stage, focus on the "scale" of the stores; and in the brand leapfrogging stage, focus on the "differentiation" of the system. In 2024, it will be the "finishing year" of the first five-year plan of Sixguofu, and also a "key year" that connects the previous and subsequent five-year strategic plans.
Looking to the future, Mr. Weng stated that as long as one adheres to the value concept of "altruism", the competitive strategy of "differentiation", the strategic determination of "long-termism", the business direction of "high-quality development", and upholds the mission and focuses on the goals, it is certain to weather the cycles and achieve greater victories.
Chapter 1 - Strategic Leadership, Cultural Soul-Molding
In the fiercely competitive environment of the jewelry industry, Liugufu Jewelry has embarked on the path of pursuing excellence and differentiation through its unique brand strategy.
To welcome the new growth cycle, Mr. Zhang Xiangming, the president of Liugufu Jewelry Group, meticulously shared the four strategies for achieving performance growth and the ten major transformations. At the branding development level, he skillfully utilized brand power to achieve user transformation, by precisely conveying the brand value concepts, aiming to establish a preferred position in the minds of consumers; in terms of differentiated competition, he ingeniously utilized the product chain to drive profit transformation, by leveraging cultural IP bestsellers to trigger a flow transformation craze; standardized operation relied on standardization to promote terminal transformation, with the help of business schools to facilitate talent transformation, using corporate culture to shape organizational transformation, and leveraging service experiences to achieve transactional transformation; large-scale deepening focused on using flag-raising actions to expand channel transformation, relying on the business support system to promote customer transformation, and leveraging regional deepening to achieve large-scale transformation.
Ms. Gao Lin, the Vice President of the Goods Supply Chain Center, pointed out that the "Fuyun" ancient craftsmanship cultural gold of Liugufu is empowered by its profound "cultural" heritage and enhanced by its unique "IP" charm, ingeniously infusing brand value into the products. Based on the distinct brand proposition of "Chinese Fu Decorations Add Happiness to Love", it deeply matches "life (Fú， Lù， Shòu， Xǐ， Cái， Yùn) with the products" and continuously and persistently upgrades the product innovations of the four IP series (Palace Museum， Precious Collections， Dunhuang， Emperor Qin and Emperor Wu)， truly achieving that each product "has its origin and each style has a story"， making the products not only a physical manifestation but also a crystallization of culture and art.
Chen Fei, the Vice President of the Brand Marketing Center, has a profound understanding that in the face of the severe challenge of homogenized competition, Liuguifu, on the unique "Chinese Fu Decorations" track, with a systematic and matrix-style differentiated brand positioning, is determined to win this crucial "mindset battle", thereby firmly occupying a position in the consumers' minds. Chen Fei's proposed "brand mindset concept" deeply understands the philosophy that "without calling the heart, the things will not come". Liuguifu adheres to its "entrepreneurial original intention", vigorously boosts "development confidence", and fully stimulates "striving determination", integrating these three elements into an infinite "willpower" that is upward, forward, and positive. At the same time, Liuguifu precisely anchors itself in the consumer mindset battlefield, unswervingly adhering to the strategic guideline of "taking the trend, clarifying the path, changing the methods, optimizing the techniques, and using powerful tools", creating a set of brand mindset concepts that focus on both offense and defense and exert systematic force. By taking the initiative in culture, establishing the new brand positioning of "Chinese Fu - Liuguifu", it firmly holds the cultural discourse power; by using strategy to clarify the path, seizing the emerging opportunities of new media "dense flow" with one hand and firmly grasping the powerful strength of traditional media "high-pressure dissemination" with the other hand; by implementing systematic changes, ingeniously moving from online to offline, from interaction to collaboration, to comprehensively build a transformation system; by using creative techniques, integrating business with creative elements, and using creativity to nourish business development; by using interactive tools, striving to create brand circles, fully leveraging the power of young people, allowing young people to lead young people, thereby achieving deep interaction and close connection between the brand and consumers, and fully demonstrating the outstanding wisdom and firm determination of Liuguifu jewelry in brand strategic layout and market competition.
Chapter 1 - Strengthen the Foundation with Talents, Consolidate Strength at the Terminal
In order to closely meet the strategic requirements of the group's "six transformations and six upgrades" initiative, Liugufu has established the Liugufu Business College based on the original terminal chain academy. The Business College is divided into four divisions: the Marketing Division, the Leadership Division, the Happiness Division, and the Liugufu Management Division. These four divisions work together to boost sales.
At the establishment ceremony of the School of Commerce, Mr. Yang Tianhe, the executive director of Liugufu School of Commerce, delivered a special speech. He stated that Liugufu School of Commerce focuses on nurturing talents and has established a pool of available talents. It will build a talent incubation production line from five dimensions: through talent cultivation planning, the training cycle for talent development will be minimized as much as possible; a platform for employees to independently learn and advance will be established, creating a high-quality hierarchical talent cultivation model; through talent certification, promotion, and competition management, employees' desire for learning and growth will be stimulated; through a dual talent incubation model of offline and online, the quality and efficiency of talent incubation will be improved; a talent allocation pool will be established, seizing the strategic opportunity of counter-cyclical expansion.
On the battlefield of business, the store managers are the "fighters" closest to the front line. At the grand event, 30 outstanding store managers showcased the results of their military-style formation training and performed the sign language dance "Grateful Heart", expressing their love for the brand and also sharing their sentiments of growing together with Liugufu.
Centered on consumers and with franchisees as the core, since its establishment, Liugufu has always adhered to the core values of "three sameness and three benefits", strengthening the brand, empowering the terminals, and benefiting the partners.
At the grand ceremony, the group presented honor trophies and medals to outstanding franchisees for the "Annual Star Award", "Pioneering Pioneer Award", "Outstanding Contribution Award", and "Ten-Year Fellow Award". They hoped that colleagues in the business field, market partners, and those sharing achievements would all work together and achieve success.
The 2024 Brand Gala of Liugufu Jewelry is a significant milestone in the brand's development. The gala focuses on the "differentiated competition strategy", with "Chinese Fu Liugufu" as the core positioning. It upholds the brand's trustworthiness as "the pioneer of Chinese jewelry accessories", and is structured from multiple dimensions including heart, intelligence, and strategy. It not only clarifies the brand's strategic direction but also showcases innovation and team advantages, laying a solid foundation for future global expansion, continuous innovation, all-channel construction, talent cultivation, and optimizing consumer experience. This further promotes Liugufu to stand out in the jewelry industry and continue to write a brilliant chapter.