Jinliufu, formerly known as Shangmei Liufu, was established in Hong Kong in 2003. After more than ten years of development, Jinliufu has become a well-known brand in the jewelry industry. However, it also leads to the intensification of competition in the development of jewelry industry and the serious homogenization of brands. The company began to upgrade its brand and implement the strategy of brand rejuvenation. Therefore, in 20 16, the brand was renamed, and "Jinliufu" was renamed as "Jinliufu Shangmei", and the overall name was younger and more fashionable.
There are also a series of brand promotion measures implemented simultaneously with brand renaming. Since 20 17, Jin has placed a large number of advertisements in satellite TV channels such as CCTV 2 and Hunan Satellite TV, and in national core transportation hubs such as Shenzhen North Railway Station, Guangzhou South Railway Station and Changsha South Railway Station. And in Sina, Sohu, Netease, Tencent, today's headlines and other major online media strongly promoted to maximize brand exposure.
20 18 Jin invited the famous movie star Sarah as its brand image spokesperson. Sarah once appeared in the urban drama "Because of the Miracle of Love" and the movie "Jigong", and his fashion drama "Give the World Back to You" was also broadcast this year. The temperament of the post-90 s Zhao conforms to the aesthetics of young people, making Jinliufu jewelry deeply loved by young people.