Effective immediately, Zhengdaming has formally completed the upgrade of its four-brand matrix: Zhengdaming, Longtou Guoqi, Niuwang Guoqi and Suishiji each play their own role, covering the four sectors of materials, objects, gifting and lifestyle, with the company's official website relaunched at the same time.
To further clarify brand boundaries and improve service efficiency, Shaanxi Longtou Guoqi Cultural Industry Co., Ltd. has conducted a systematic review and upgrade of its brand system, forming a matrix of four brands with clear positioning and complementary synergy. This upgrade does not affect existing orders, after-sales service or product anti-counterfeiting queries, and customer rights remain unchanged.
Four brands, each with its own role
Zhengdaming: a century-old lacquer house founded in 1925, serving as the flagship brand focused on high-end lacquerware and covering vessels, flower vessels, display pieces, the Collection Series and Master's Handmade, upholding the demanding standards of the intangible cultural heritage lacquering craft.
Longtou Guoqi: a full-industry-chain materials brand covering the complete chain from lacquer tree planting, raw lacquer harvesting and refining through to lacquerware and lacquer jewelry, providing the industry with stable and reliable natural Chinese lacquer materials, tools and accessories.
Niuwang Guoqi: an intangible cultural heritage culture and gifting brand focused on the dissemination of Chinese lacquer culture, official and business gifting, and study tour experiences, making lacquerware a cultural carrier that can be experienced and taken away.
Suishiji: a cultural and creative brand of Eastern lifestyle aesthetics that takes solar terms and daily life as its thread, developing creative products close to contemporary life and bringing Chinese lacquer into young consumer scenarios.
Website relaunch in parallel
In line with the brand matrix upgrade, the company's official website has completed a restructuring of its visual design and information architecture: the top navigation has been streamlined into four categories — lacquerware, lacquer materials, intangible cultural heritage creative products and Master's Handmade; product classification is clearer; the brand story, development history and traceability query entries are presented in one place; and the mobile browsing experience has been optimized accordingly.
Service Commitments
- During the brand upgrade, the anti-counterfeiting codes and after-sales rights of products already sold remain unaffected and continue to be handled through the original channels;
- Both new and old packaging are genuine products and can be verified through the traceability QR code on the packaging;
- Corporate procurement, customization and channel cooperation continue as usual, with the same points of contact remaining in place.
Zhengdaming will take this brand matrix upgrade as a new starting point, continue to deepen its work across the entire Chinese lacquer industry chain, and promote the traditional lacquering craft to take on new vitality in contemporary life and in international markets.