Master Of Leather Shoes: Lin Heping'S Venture Experience

He cultivated the "bird of wealth" into a brand named "national Spark Program leading enterprise technology innovation center", "state-level Spark Program footwear industry technology innovation demonstration", "China famous brand product", "China famous trademark", "national inspection free product", "China leather shoes leading shoe" and many other honors.

Some statistics show that he won more than 100 honors for the brand, and he himself won the title of "Fujian economic man of the year" for two consecutive years.

This summer, he will spend hundreds of millions of yuan on the production base of the new shoes, which will be put into operation in the hometown of Shishi, which covers an area of more than 400 mu.

He is Lin Ping, who is bound up with his shoes all his life, and is determined to build up a leather shoe master of the world famous Footwear Group.

A characters.

Entrepreneurial story

Rural youth entrepreneurship into shoe industry chiefs

He grew up, burned bricks and sold fish, and Lin Ping, an entrepreneur who grew up in rural areas, used his tenacity, foresight and perseverance to lay a foundation for China's leather shoes industry.

Grow up

Drop out of school at the age of 10 and eventually become a factory director.

In 1957, Lin was born in a village called Chang Fu village.

Due to family difficulties, he dropped out of school at the age of 10.

In order to share his worries for his parents, he had planted, burned bricks, sold fish, and worked almost all his hard work.

In 1976, villagers in the village of Chang Fu founded the "tile kiln agricultural association of Chang Fu Village".

Lin entered the agricultural society as a manager and cashier for 6 years.

In 1982, he was unanimously elected to be the director of the "tile kiln agricultural society" because he was usually flexible in mind, eager to do things, and able to see eye to eye.

Here he worked as director for three years.

Entrepreneurship

19 cousins run 40 thousand yuan.

In 1984, the tide of reform and opening up surged, and open minded Shishi people should start factories from time to time.

This is the background of the Shishi tourist souvenir factory, the predecessor of the rich bird group.

The tourist souvenir factory started at 40 thousand yuan. At the beginning, it only invited a dozen workers, together with 19 cousins who were both bosses and workmen, but also the labor force of dozens of people, producing artificial leather sandals and slippers, and each pair of shoes sold for about a few yuan.

Compared to a pair of "more than 200 yuan" of "Lai Si Dan" and "Dunhill" at that time, it can only be regarded as a mere tinkering.

Because of the inflexible operation and management system, and the division of labor is not clear, the 19 cousins who participated in the business have been insisting for 5 years.

Only Lin Heping, Lin and lion, Lin Ronghe and Lin Guoqiang were the last ones.

adjustment

Factory restructuring strategic pfer success

1989 is an important watershed in the history of Fu's bird group.

This year, the tourist souvenir factory was reorganized, and the four shareholders formed a new board of directors to elect Lin and director of the factory, turning the company's management strategy to leather casual shoes, and began to register the trademark of "rich bird".

In the first year of production, in 1990, Lin peace received an order for more than 10000 pairs of shoes from the former Soviet Union for the first time.

At that time, the workshop of the factory was changed from a broken tile kiln to a maximum of one hundred pairs of shoes a day.

Under such production conditions, Lin Ping can deliver the goods on schedule and guarantee the quality. The first year of the adjusted enterprises will achieve a "good start". The whole year statistics, unexpectedly sold 100 thousand pairs of casual leather shoes, equivalent to 10 times the annual planned production and sales volume.

At this point, he deeply realized that "competition is fast". R & D, style change should be fast, talent training should be fast, and enterprise development should also be fast.

A few years later, his product was marketed, which was recognized for its fashionable style, soft and comfortable, sweating and deodorizing, and its sales volume increased sharply.

Shishi tourist souvenir factory, which is on the verge of collapse, is revitalized again.

Lead

Driving into the fast lane by playing fake

In 1991, Shishi tourist souvenir factory officially changed its name to Shishi Fulin Shoes Co., Ltd.

In 1992, the rich bird group was set up under the jurisdiction of eight wholly owned subsidiaries, such as Fulin Shoes Co., Ltd., Fuli bird Shoes Development Co., Ltd.

While winning the word of mouth, the rich and precious leather shoes also attracted many people's scrambling for counterfeiting.

For a time, fake and shoddy "bird of wealth" products came all over the country.

In order to purify the market environment and safeguard brand dignity, Lin Ping decided to fight against counterfeiting.

In addition to publicizing counterfeiting in various forms throughout the country, he also worked with the Beijing Intellectual Property Office to crack down on fake products, and later applied the code anti-counterfeiting inquiry system to products.

After experiencing the counterfeiting storm, enterprises are stepping into the fast lane of healthy development.

In the first 5 years after renaming, Lin Ping hardly encountered strong competitors in the market, and developed rapidly. He quickly occupied all the major markets of the country and won a lot of honor.

In 1991, it won the first national honor, excellent quality product from the Ministry of agriculture, with excellent quality. In 1993, it was jointly evaluated by the AQSIQ, the quality inspection association and the leather industry association as "the first China shoe king".

Multivariate

Seize the high-end shoes Market

But the market is changing, and no one can have a permanent advantage.

In 1997, many dealers started their own factories on the basis of imitation of the birds.

Market competition has become unprecedentedly fierce.

Lin Ping realized that single men's shoes would make enterprises lack overall competitive advantage.

He decided to launch a series of women's shoes.

In the product positioning, he pondered for a long time: if we do low price shoes, we will not be able to do small businesses such as Wenzhou and other places, and the low-end market is nearly saturated.

High and low can only be taken. The middle and high grade women's shoes belong to a relatively blank market in China. There are not many famous brands. If we seize the market, we can not only win a considerable profit, but also increase the gold content of the brand.

Facts have proved that this is another wise choice for him.

Stride across

Heading for internationally renowned groups

Across a single category, enterprises are ushering in new development.

In 1998, 2000 and 2002, the company won the title of "China genuine leather shoes king" for three consecutive years. In 1999, the "riches and birds" trademark was awarded the well-known trademark in China, and passed the ISO9000 quality system and product quality double certification the following year.

At this stage, its sales outlets increased to more than 1500, and radiated to most counties and cities in the country. Sales volume was far ahead in the national footwear market, and gained more than 100 honors and titles.

Today, not far from the rich bird group, a planned land area of more than 400 mu will be put into use this summer. The production base of 160 thousand square meters of men's shoes will be put into operation this summer.

Lin Heping said: "our goal is only one thing, that is, we hope that the company will continue to grow and become an internationally renowned shoe group."

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impression

Focus and responsibility

When he saw reporters, Lin's first words were related to shoes.

He said he always liked to look at the leather shoes of others on the first sight, and at the same time he could judge how many yards he had, and there would be no mistakes.

This may be a professional habit and an emotional gene for family inheritance.

He said, "I have to concentrate on my work to succeed in everything I do. I only concentrate on making shoes in my life."

This is Lin Lin's first impression of reporters - concentration.

Over the past decades, his business has been bigger and stronger, richer, but he has been rich and thinking, and has never forgotten that society has nurtured his success.

Whenever he needed help from all walks of life, he stretched out his warm hands.

We should help orphans and widows, care for school dropouts, build schools and donate money to charities.

Such things, whenever needed to sign, he agreed without hesitation.

When the "rich bird" brand became a well-known trademark in China, some people advised him to seize the opportunity to invest in the real estate industry and take advantage of it, but he did not think so.

He said that rich birds should concentrate on making shoes.

How to make a bird of fame and fortune into a world famous brand, let it fly higher and fly farther, is what he dreamed about all his life.

And the second impression he gave reporters was responsibility.

In the stone lions, birds of fortune, auspicious birds, and wooden woods are called the three giants of the "bird system".

Lin Heping said, "a bird must have a forest, a bird will take Lin Sheng".

If enterprises want to develop, they will not rely on single soldier operations. Only when they are based on the strong support of industrial clusters can they fly farther and farther.

Journalists feel that Fujian businessmen, represented by Lin and equality as the most potential fleet in China's modern commercial economy, are moving towards the forefront of the international business arena in an irresistible manner.

The 32 words are: "good times change, homeopathy, risk taking, love to fight and win, solidarity and solidarity, forthright loyalty, love for the motherland and return to the motherland". These are the words "the world's min business conference" in 2004, which expounded the spirit of Fujian merchants.

Lin and Ping Zheng interpreted these 32 words in his own life story.