Lin Shirong, who walks very fast, is not a patient person, even in brand building and promotion.

In three days, just three days, he wants to turn the little-known "Golden Supreme" into the most famous jewelry brand in Hong Kong. Miraculously, he succeeded.

Success is achieved by "extraordinary"

Obviously, Hengfeng Jinye, a listed company with a market value of HK$ 500 million, has built "the most luxurious bathroom in the world" and Lin Shirong, a Hong Kong resident, likes to do something "out of line" when it is "inappropriate".

For example, in 1979, when Hong Kong people stayed for more than three days, were questioned by the government and water and electricity were scarce from time to time, he chose to open the first gold jewelry processing factory in Dongguan, Guangdong Province, and the name of this factory-"Hengfeng" was later used by Lin Shirong to name his jewelry kingdom.

For another example, he chose Hong Kong after the financial turmoil, and made a toilet with 380 kilograms of gold, 6,200 precious stones and pearls, totaling 38 million Hong Kong dollars, for tourists to visit for free.

For another example, he chose to buy a large number of shops in downtown Hong Kong and expand his jewelry retail territory when SARS was raging and all walks of life were reducing their investment.

Yes, Lin Shirong is such a person who doesn't play by the rules. He always does something "out of line" when others feel "inappropriate". But these actions didn't give his opponent too many chances to laugh. Because, every time, these "extraordinary" moves will eventually bring Lin Shirong another career peak.

Established in 1979, the factory is the only enterprise with gold jewelry processing license in Dongguan, and it is also one of the most important production bases of Hengfeng Gold Industry established by Lin Shirong in Dongguan. The gold toilet built in 200 1 made Hengfeng Jinye and its "Golden Supreme" brand famous overnight, and now it brings as many as 20,000 customers to "Golden Supreme" jewelry every day. Shops bought at low prices during SARS in 2004 have also become one of the most valuable assets of Hengfeng Gold Industry.

It seems that Lin Shirong is a lucky man.

The legend began with a basket of bananas.

But Lin Shirong obviously doesn't think his luck is better than others. This Hong Kong man who knows his destiny seems to be more willing to attribute his legendary experience to the wisdom of "insight into opportunities"-or business talent.

Sitting in the same resplendent office above the "Golden Bathroom", Lin Shirong told his legendary entrepreneurial experience for the nth time.

This legend should start with a basket of bananas in the 1960s.

Lin Shirong, who lost his father as a child, lives alone with his mother and brother in Haifeng, a coastal town in Guangdong. The only source of income for this poor family is selling bananas in the street, which is a kind of fruit as common as a typhoon in the local area.

After several personal experiences of buying and selling, Lin Shirong found that some changes must be made in "management" in order to sell the same banana at a higher price than others.

So, every morning in Haifeng 1966, a group of ragged children, led by their sly "boss", guard every major intersection in the town and buy almost all the fresh bananas they can meet at a very low price. At noon, there will be a large group of children selling bananas in the street. During this period, Haifeng people suddenly discovered that the price of bananas, which were too cheap before, had gone up.

This "monopoly sale" made Lin Shirong realize for the first time that in business, he can't take the road that others have taken. This year, he is 1 1 years old.

1977, 22-year-old Lin Shirong left Haifeng for Hongkong under the pressure of life. At first, the young man's experience was the same as that of almost all people who went to Hong Kong to find their dreams: working hard and seizing every opportunity to keep their dreams alive.

But a year later, Lin Shirong's story changed completely.

Get a chance in danger.

1978, the first large supermarket appeared in Hong Kong. At that time, Lin Shirong, a clerk in a grocery store, began to realize that his industry was facing the crisis of extinction, and he had to find another way out.

China people's traditional thought of "one skill at a time", coupled with the prosperous goldsmith industry in Hong Kong at that time, made him make the most important decision in his life-to become an ordinary apprentice with a monthly salary of HK$ 300.

Three months later, when Lin Shirong walked out of the workshop, he was already a beaten Jin Shifu. Being loved by Master made his apprenticeship shorter than anyone else.

With an old table given by relatives, muskets and hammers necessary for gold ornaments processing, and three taels of gold exchanged with all his savings of HK$ 2,000, Jin Shifu Lin Shirong was defeated to start his "career", and his business talents were once again displayed.

Unlike other gold diggers who wait for orders passively, Lin Shirong used those three taels of gold from the beginning to design and process some gold ornaments according to his best style, and then took these products to large gold shops to sell. "The things I designed are unique, and these gold shops like my products very much. They even took out some gold and let me process it in large quantities. " When talking about this past, Lin Shirong still wore an absent-minded smile that hung on his face from the beginning of the interview, but now his eyes began to shine brightly. [File system: page]

The following history is nothing more than a repetition of similar promotional actions. As we all know, one year later, we opened our own processing factory in Lin Shirong, Jin Shifu.

From 65438 to 0979, 24-year-old Lin Shirong took a five-hour train ride to Dongguan, Guangdong Province, which is adjacent to Hong Kong, and set up the first jewelry processing factory named "Hengfeng". "At that time, I just wanted to be the boss of a factory with hundreds of people. It is enough to visit the factory every day, so you don't have to get up early to process those gold ornaments yourself. ..... At that time, the wages of Hong Kong workers were very high, so I could only go to the mainland. " When asked why he chose to invest in the mainland when the reform and opening up was just beginning and the policy environment was still unclear, Lin Shirong was outspoken. The factory name "Hengfeng" also became the name of the company he opened in Hong Kong this year.

1979 is just the beginning. Since then, in the 1980s, Lin Shirong has set up two processing plants in Shenzhen and Beijing respectively.

However, the Afghan and Iran-Iraq wars of 1980 almost destroyed Lin Shirong's fledgling enterprise kingdom and brought suffering to the innocent. "Because of the war that year, the price of gold soared from HK$ 2,800 to HK$ 2,000 in 1978. The high cost has caused the gold and jewelry market to shrink very badly. The factory stopped production for several months. "

Lin Shirong began to pay attention to silver jewelry products with similar processing technology but lower price. Immediately, he changed almost all the gold of the company into silver and turned it into silver jewelry processing.

The development of events proved Lin Shirong's foresight. /kloc-in the 1980s, silver ornaments became the best-selling jewelry products in the world, and Lin Shirong also became the "silver king" in this "silver age". It was not until the price of gold began to fall and stabilize that Hengfeng Jinye resumed its old business of gold jewelry processing.

After the disaster was solved, Jean Lin Shirong began to develop the same habit as his peers: pay attention to the trend of gold prices. "when George W. bush won the first election, I began to buy a lot of gold. Because the victory of the Bush family supported by the oil consortium will inevitably lead to war, and the price of gold will inevitably soar. "

Just like any "out-of-line" move of Lin Shirong in those days, tons of gold bought at a low price in those years brought benefits to Hengfeng Gold Industry at a high price today.

Now, all discussions about whether Lin Shirong's judgment is correct have become unnecessary. A more important question is, what made him have such "foresight"?

"Insight into opportunities is a kind of wisdom." Lin Shirong only touched on these issues briefly.

The famous brand was created in three days.

In 2000, Hengfeng Jinye, which had just been listed on the main board of Hong Kong for one year, officially established "Golden Supreme" as a corporate brand, completely transformed from a foundry manufacturer for more than 20 years, and began the road of independent design, production and independent brand marketing. "Hengfeng must develop its own brand, otherwise we will only become slaves to other brands."

From goldsmith to developing his own brand "Golden Supreme", Lin Shirong needs to face more than just a literal change. In 2000, Hengfeng, which decided to transform, had to face the competition from many gold and jewelry companies with a long history in Hong Kong, including many former partners of Hengfeng. However, it is obvious that shopping malls will not become kind because of past goodwill.

"I don't have the patience to wait for decades or even hundreds of years to see' Golden Supreme' become a famous jewelry brand. I must start the brand of' Golden Supreme' as soon as possible, and Hengfeng must take the road that others have not taken. "

Obviously, the most luxurious bathroom in the world, that is, becoming the most popular scenic spot, is the product of this idea. Talking about this proudest "work", Lin Shirong will, as usual, talk about his dreams buried since 16 years old.

That year, in his only reading materials, Lin Shirong occasionally read a sentence from the Complete Works of Lenin: "After we win in the world in the future, I think we will build some public toilets with gold in the streets of the largest city in the world, which is the most' fair' and instructive for generations today ..." This sentence left a deep impression on Lin Shirong. So when thinking about how to develop his own brand as soon as possible, his first thought is to use his own gold to build Lenin and his dream bathroom that embodies "justice" and "teaching".

But this dream obviously can't impress the board of directors of Hengfeng Gold Industry-even Lin Shirong's wife. "Everyone says I'm crazy." But three months later, the board was persuaded by Lin Shirong. "I told them that when people travel, they just want to be curious. The weirder things are, the more attractive they are. With this' first in the world', our brand will become the fastest growing and most successful jewelry brand. "

Everything is just as Lin Shirong imagined. Only three days after the "Golden Toilet" was publicly displayed, Lin Shirong, Hengfeng Gold Industry and "Golden Supreme" immediately became the hottest topics in Hong Kong. "Through the golden toilet, others need to spend decades or even hundreds of years on brand promotion, which is shortened to three days in my hands." When he said this, Lin Shirong naturally raised his eyebrows even higher.

Now, the free "Golden Toilet" has become the most popular tourist attraction in Hong Kong, bringing as many as 20,000 passengers to the nearby "Golden Supreme" jewelry store every day. When these guests left, they may not have bought any jewelry made by Hengfeng Gold Industry, but they must remember that there is a jewelry brand called "Golden Supreme" in Hong Kong and the dream that once touched Lin Shirong. [File system: page]

Aside from large-scale production, how to reflect the "different" entrepreneurial road that Lin Shirong will take in the jewelry that customers can actually touch and use?

"Our products focus on high technology, which is an important factor that distinguishes them from other competitors."

In fact, the colorful "Crystal Star" rings and pendants displayed on the sales counter, the dazzling diamond ornaments because of giving up the traditional inlay technology, and the three-dimensional gold statue successfully shaped into a 3D image through computer laser scanning ... provide unquestionable evidence for the brand positioning of "Golden Supreme".

Finally, when the reporter asked about the future of Hengfeng gold industry, Lin Shirong only answered one point: "By 20 10, the' Golden Supreme' jewelry store will achieve the goal of' global 100 stores'." Even how to achieve this goal, he just used a "step by step" understatement.

I wonder what "out of line" Lin Shirong will do to the future of Hengfeng Gold Industry when it is "inappropriate"?

Thinking about Entrepreneurship: Do you treat jewelry as a consumer product?

As Lin Shirong himself admitted, the golden toilet really played a very important role in his or "Golden Supreme" success story. The biggest function of this bathroom is to let people in Hong Kong know what "Golden Supreme" sells in three days. This is unimaginable for traditional jewelry manufacturers who are used to spending decades or even hundreds of years to operate and slowly cultivate their brands.

Summarizing the success of Hengfeng Gold Industry or Lin Shirong, we found that what Lin Shirong did was nothing more than the following:

1, find a completely different selling point from the old rival.

2. Constantly create explosive events and put yourself at the core of these events.

3. As far as possible, combine corporate marketing activities with the most concerned current events, and emphasize your selling points in these marketing activities.

We have seen too many such practices in the consumer goods industry. But is a popular marketing method in consumer goods industry suitable for jewelry industry?

Judging from the current situation, Lin Shirong, who is eager to open his fame, seems to have succeeded-at least he did create a well-known jewelry brand in a very short time. However, this successful way also doomed the jewelry brand "Golden Supreme" to have a direct connection with that magnificent bathroom.

According to Lin Shirong's vision, "Golden Supreme" will become the highest-end and most distinguished product brand in Hengfeng gold industry. According to this line of thinking, it is hard to imagine what the first scene will be like when the ladies see the LOGO of "Golden Supreme" when choosing top jewelry.

Lin Shirong's golden sentence of management

1, five ideas about starting a business (idea, dream, fantasy, association, ideal)

2, career with five gas (loyalty, heroism, style, kindness, courage).

3. Management is based on ten requirements (honesty and long, quality and quantity, buying and selling, merit and benefit, accuracy and speed, honesty and efficiency, novelty and beauty, courtesy and reason, fairness and law, friendship and distance).

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