After 30 years of fighting against wind and waves, the "bird of wealth" has grown into a listed shoe business group with an annual turnover of more than 2 billion yuan.

The "rich birds" brand has also become the leading and famous brand of business casual shoes in China. Behind this brand, we have seen an entrepreneur's advanced brand awareness and excellent brand management concept.

He is one of the founders of the rich bird brand and the vice chairman of Fu Fu bird company, Lin and lion.

In the age of spring breeze blowing the land of Shenzhou, Lin Heping, vice chairman of the Limited by Share Ltd, chairman Lin Ronghe and Lin Guoqiang, set sail in the market economy.

At first, the handicraft workshop with less than 50 thousand yuan was registered, mainly producing sandals and slippers.

After years of unremitting exploration and efforts, this humble factory has not only foothold, but also has a bright future.

At this point, Lin and lion have begun to focus on the long-term development of enterprises.

An entrepreneur with market foresight and strategic vision is one step ahead of the potential stage where the market has not yet appeared.

While many of their peers are busy selling products and making more profits, Lin and lion decide to build brands and enter the market with their brands.

In 1991, Lin and lion seized the favorable opportunity for reform and made a thorough and thorough investigation of the domestic and foreign markets. It was found that "building a private brand and taking the road of brand development" is the prerequisite for the sustainable development of enterprises, while finding leisure at the same time.

It has huge potential market.

Subsequently, Lin and lion registered the brand of "rich birds" which contained "wealth" and "auspicious", and identified the "lucky birds" brand leisure products as the leading products of enterprises.

Due to the accurate positioning and excellent quality, the sales of fortune bird shoes were nearly one million pairs.

For those thoughts at that time,

"We were aware of the long-term development of enterprises, and we must create our own brand," he said.

Brand means the popularity of enterprises and products, as well as competitiveness, sales force and market share.

If an enterprise fails to establish its own brand, it will not be possible for a long time.

With the excellent quality and the new style, the first few years of the "lucky bird" brand launched, hardly encountered strong competitors in the domestic market, and the sales volume of products continued to rise.

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The market for leather shoes is outstanding and growing rapidly. Lin and lion are more convinced that the decision to create their own brand is correct.

He then put forward the "innovative development, quality of survival, management and efficiency" business objectives and "quality strategy, technology strategy, market strategy" combined with the "famous brand strategy" and after-sales service for the "customer satisfaction project", the introduction of advanced foreign shoe production line and management mode, strengthen product design and research and development, to help the company through the ISO9000 quality system and product quality double certification, and continuously improve product quality and brand awareness.

"Quality is the foundation and guarantee of famous brand, and it is directly related to the success of" famous brand strategy ".

Famous brands are not sealed by enterprises themselves. If they want to be recognized by consumers, they must speak with products.

If we do not pay attention to the quality of our products, the brand will become worse.

Lin and lion have made great contributions to the pursuit of brand and product quality.

The lucky birds leisure series products have successfully passed the national sampling inspection and unified inspection since 1992, all of them are qualified, and a series of national brand names such as China genuine leather shoes king, China well known trademark, national inspection free products, and China famous brand products are coming.

Lin and lion also served as vice president of Fujian Trademark Association, vice president of Fujian famous brand association, and vice president of Quanzhou Intellectual Property Protection Association.