Lin Peace And The Successful Course Of Rich Birds

According to Frost's Sullivan report, the fortune bird group is China's third largest manufacturer of business casual shoes and the six largest brand of men's shoes and women's shoes manufacturers.

Rich birds provide diversified product portfolios, and have established three brands: rich birds, FGN and AnyWalk.

In addition, the rich bird group also makes shoes products on the basis of OEM or design OEM, which mainly supply famous footwear brands abroad.

The 32 words are "good times, good times, good luck, risk taking, love to win, solidarity and solidarity, loyalty and loyalty, love for the motherland and return to the motherland". These are the exposition of the spirit of Fujian merchants in the World Conference on Fujian merchants.

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

Aside from the 100 honors he gained for the brand, he said he only wanted to become a leather shoe master of the world famous Footwear Group.

He is Lin Ping, who lives with his shoes.

He grew up, burned bricks and sold fish, and Lin Ping, an entrepreneur who grew up in rural areas, hit China with his fortitude, foresight and perseverance.

A mountain of rivers and mountains.

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

Because of family difficulties, he dropped out of school at the age of 10, and, like his contemporaries, he worked hard to solve the problem of food and clothing.

In 1984, Shishi people, who had an open mind, 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 with 40 thousand yuan, 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.

Because of the inflexible management and management system, the division of labor is not clear, and it has lasted for 5 years in the bumps and bumps.

Only 4 cousins headed by Lin peace were left.

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 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 achieved a good start, and sold 100 thousand pairs of casual leather shoes for the whole year, equivalent to 10 times the annual planned production and sales volume.

From this, Lin peace realized.

The truth is: "competition is fast." R & D, style change is fast, talent training is fast and enterprise development is fast.

Later, his product was introduced to the market, 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 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.

At a time, the national counterfeit and shoddy "rich bird" products have come all over the world.

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.

From 1991 to 1996, Lin Ping hardly encountered strong competitors in the market, and 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 the single male shoes product system lacks overall competitive advantage.

She launched a series of women's shoes.

In the product positioning, he thought for a long time, and finally decided to focus on "high-end women shoes". This field belongs to a relatively blank market in China. There are not many famous brands, which occupy the market. Not only can it win considerable profits, but also enhance 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.

Now, Lin Ping, sixty, is still working on the cause of the fortune bird group. After work, he has done more to give back to the society that nourished his success.

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.