It is understood that "Jinliufu" was first established in Hongkong in 2003, and it is the first chain brand enterprise in China to operate "Jinliufu Jewelry". "Jinliufu" believes that the rejuvenation of consumers is one of the biggest trends in the jewelry market in the future, and winning the love of young people can win the market. Therefore, in 20 16, "Jinliufu" was renamed as "Jinliufu Shangmei" and began to implement the brand rejuvenation strategy to seize the young consumer market.
Since the name change, Shangmei Liufu has started a series of young brand promotion activities. In 20 18, Jinliufu Shangmei became the designated jewelry brand in the global Chinese Golden Melody Awards Ceremony. It was once the only designated jewelry brand in the China Division of the International Professional Model Competition and the designated jewelry brand in the Miss Tourism Culture Competition. In the same year, Jin Liufu Shangmei invited Sarah, a Hua Dan film and television actress who was not well-known in the mainland after 1990, as the brand spokesperson; In 20 19, Jinliufu Shangmei became the designated jewelry brand of the Asian Music Festival, and the trophy was tailored for the Asian Music Festival.
Due to a series of brand rejuvenation operations, Jinliufu Shangmei Jewelry, which focuses on young fashion, opens a new store every two days on average. In 20 19, there were more than 700 stores nationwide, which was one of the few jewelry brands in the industry that grew against the trend. After the upgrade of Shangmei Liufu, the traditional Jinliufu became the first choice for young consumers.