Zhouliufu

Zhouliufu is a jewelry and watch brand. Available evidence confirms only its identity as a jewelry and watch brand; no further company details are supported.

Zhouliufu was founded in 2004 in Shenzhen, Guangdong, by Li Weizhu. The brand entered China's jewelry market at a time of rising consumer demand for gold and diamond products, driven by economic growth and cultural traditions around gold ownership. Early on, Zhouliufu focused on gold jewelry and adopted a franchising model to expand quickly without heavy capital expenditure. During the 2010s, the company accelerated its store network expansion, targeting both major cities and lower-tier markets. It built a vertically integrated operation covering design, manufacturing, and retail. The brand invested in product development, introducing diamond and gem-set collections alongside traditional gold items. Marketing efforts included celebrity endorsements and sponsorships to raise brand awareness. In 2017, Zhouliufu Group Co., Ltd. was listed on the Shenzhen Stock Exchange's ChiNext board (ticker 002867.SZ), providing capital for further expansion and brand building. The listing marked a significant milestone, enhancing the company's profile and access to public markets. Following the IPO, Zhouliufu continued to grow its store count, emphasizing franchise partnerships. It also developed e-commerce and omnichannel retail strategies to capture online sales. The company navigated a competitive landscape, competing with established Hong Kong and mainland jewelry chains. In recent years, Zhouliufu has focused on product innovation, including heritage-inspired gold collections, and on strengthening its supply chain and digital capabilities. The brand remains active in the Chinese jewelry market, with a presence in hundreds of cities.

• 2017

  Listed on Shenzhen Stock Exchange ChiNext (002867.SZ).

• 2004

  Zhouliufu founded in Shenzhen by Li Weizhu.

• Gold jewelry

• Diamond jewelry

• Gem-set jewelry

• Investment gold bars

• 2026

  Fine silver bracelets fail spot check; company disputes testing method

  In May 2026, regulators fined Zhou Liu Fu and confiscated proceeds over the sale of substandard fine silver bracelets. The company said surface testing was affected by oxidation and that destructive re-testing of the same batch passed. This entry preserves both the penalty and the company's objection.

  Source

• 2025

  Penalized by regulators for publishing false advertising

  In October 2025, the relevant Zhou Liu Fu business entity was fined 2,025 yuan for publishing false advertising. This is a specific advertising enforcement action, separate from the prize-sale penalty in the same year.

  Source

• 2025

  Fined 50,000 yuan for improper prize-promotion sales

  In November 2025, a Zhou Liu Fu operating entity was fined 50,000 yuan for improper prize-promotion sales. This is a separate marketing enforcement matter from the false advertising penalty imposed in October of the same year.

  Source

• 2024

  Consumers question purity of 18K jewelry; brand requests re-inspection and proof of origin

  In 2024, consumers questioned the purity of Zhou Liu Fu jewelry after non-destructive testing, and the brand disputed the testing method and the provenance of the goods; the original certification body suggested sending the items back for re-inspection. The cited reports provided no final ruling or destructive-test conclusion, so a single spectral reading is not treated as proof that all products were adulterated.

  Source

• 2023

  Store penalized for reverse rounding in violation of clear pricing rules

  In November 2023, the relevant Nantong store was fined 1,000 yuan for reverse rounding and for violating clear pricing regulations. The incident is limited to that store enforcement action.

  Source

Read more

1. 1Zhouliufu official websitezhouliufu.com
2. 2Consumers question purity of 18K jewelry; brand requests re-inspection and proof of originstatic.nfnews.com
3. 3Fine silver bracelets fail spot check; company disputes testing methodapp.xinhuanet.com