Riches And Birds CEO Lin Peace: The Story Of Leather Shoes Master

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.

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.

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.

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 conditions of production, Lin peace made the timely delivery and guaranteed quality. After the adjustment, the enterprise realized the "open door" in the first year. All the year, 100 thousand pairs of casual shoes were sold unexpectedly, which was equivalent to 10 times the annual planned production and sales.

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.

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

In 1992, the rich bird group was established, under the jurisdiction of Fulin Shoes Co., Ltd.

Eight wholly owned subsidiaries, such as 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.

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Environment and defending 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".

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.

It is realized that single men's shoes will 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.

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."