Guifang (Chinese: 鬼方; Wade–Giles: Kuei-fang; lit. 'Demon Territory') was an ancient ethnonym for a northern people that fought against the Shang dynasty (1600–1046 BCE). Chinese historical tradition used various names in different periods for northern tribes such as the Guifang, Rong, Di, Xunyu, Xianyun, or Xiongnu peoples. This Chinese exonym combines gui (鬼 "ghost, spirit, devil") and fang (方 "side, border, country, region"), a suffix referring to "non-Shang or enemy countries that existed in and beyond the borders of the Shang polity."

Chinese annals contain a number of references to the Guifang. The earliest sources mentioning the Guifang are the Oracle Bones. Extant oracle bones record no military action between Shang and Guifang; the Guifang have been interpreted as hostile toward the Shang as well not hostile.

The Bamboo Annals, interred with King Xiang of Wei (died 296 BC) and re-discovered nearly six centuries later in 281 AD (Western Jin dynasty) in the Jizhong discovery, state that:

The oracle bones indicate that, following Wu Ding's conquest, the Guifang became Shang's subjects and even assisted the Shang against other polities, e.g. the Qiang. Gui officials even managed to achieve high statuses in the Shang court; for examples, a Gui official, Geng, was ordered to perform the gang sacrifice 剛 in the xiang 亯 sacrificial temple.

Up to the time of Shang king Di Xin, Gui chiefs had been long-enfeoffed vassals of Shang and even participated in the Shang royal government. In Stratagem of the Warring States, Lu Zhonglian (魯仲連) related that the Marquis of Gui (鬼侯) ranked among Di Xin's Three Ducal Ministers (along with the Marquis of E (鄂侯) and the Western Count [Ji] Chang (西伯昌)) and married his beloved daughter to Di Xin. However, Di Xin considered her detestably ugly (惡), so he killed her and boiled alive the Marquis of Gui; the Marquis of E sharply criticized Di Xin and was butchered. A parallel account in Shiji features the Marquis of Jiu (九侯), his daughter (九侯女), and the Marquis of E (鄂侯); the Marquis of Jiu was identified with the Marquis of Gui. Another parallel account in Taiping Yulan states the Marquis of Gui's daughter disapproved of Di Xin's debaucheries, so Di Xin killed her and her father, and Di Xin had the Marquis of Xing butchered rather than the Marquis of E.

Among the succeeding Zhou dynasty's bronze inscriptions, the Xiao Yu Ding (小盂鼎) –cast in the twenty-fifth year (976 BCE) of King Kang of Zhou (r. 1005/03–978 BCE)– mentioned the Guifang, probably located northeast of the initial Zhou domain. After two successful battles against the Guifang, the Zhou victors brought their captured enemies to the Zhou temple and offered them to the king. The prisoners numbered over 13,000, with four chiefs who were subsequently executed. In this campaign, Zhou also seized a large amount of valuable goods.

No events involving the Guifang are reported after 650 BCE, which is also the last mention of the Northern Rong (北戎). They were replaced by a new group of Northern foreigners, the Di (狄).

As a result of phonetic studies and comparisons based on the inscriptions on bronze and the structure of the characters, Wang Guowei came to the conclusion that the tribal names in the annalistic sources Guifang, Xunyu, Xianyu, Xianyun, Rong, Di, and Hu designated one and the same people, who later entered history under the name Xiongnu.