the legend of Lin Shirong, the golden king of Hong Kong, started with bananas.

Lin Shirong, who walks very fast, is not a patient person, even when it comes to brand building and promotion.

Three days, just three days. He wants to make the unknown "Golden Supreme" the most famous jewelry brand in Hong Kong. Miraculously, he succeeded.

Success is made by "extraordinary"

Obviously, Lin Shirong, a Hong Kong resident who owns a listed company with a market value of HK$ 511 million and created "the most luxurious toilet in the world", likes to do "extraordinary" things when "inappropriate".

For example, in 1979, when Hong Kong people stayed for more than three days and were subject to government scrutiny, and electricity and water were scarce from time to time, he chose to open the first gold jewelry processing factory in the Mainland 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 381 kilograms of gold, 6,211 precious stones and pearls, totaling HK$ 38 million, 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 rampant and all walks of life were reducing their investment.

Yes, Lin Shirong is such a person who doesn't play cards according to the rules. He always does something "extraordinary" when others think it's "inappropriate". But these actions did not give his opponent too many opportunities to laugh. Because, every time, these "extraordinary" acts can finally bring another career peak to Lin Shirong.

The factory established in 1979 is the only enterprise with a gold jewelry processing license in Dongguan today, and it is also one of the most important production bases of Hengfeng Gold Industry established by Lin Shirong. The Golden Toilet built in 2111 made Hengfeng Jinye and its "Golden Supreme" brand very famous overnight, and now it brings up to 21,111 customers a day for "Golden Supreme" jewelry. Shops bought at low prices during SARS in 2114 have also become one of the most valuable assets of Hengfeng Gold Industry.

It seems that Lin Shirong is a lucky man.

The legend begins with a basket of bananas

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

Sitting in the same splendid office above the "Golden Toilet", Lin Shirong tells his legendary entrepreneurial experiences for the nth time.

the legend should start with a basket of bananas in the 1961s.

Lin Shirong, who lost his father when he was a child, lived alone with his mother and brother in Haifeng, a coastal town in Guangdong. The only source of income for this poor family is to sell bananas in the streets, a kind of fruit that is as common as a typhoon in the local area.

After several personal experiences, Lin Shirong found that some "management" changes were needed to sell the same banana at a higher price than others.

As a result, every morning in Haifeng, 1966, a group of children in shabby clothes, led by their sly-looking "boss", guarded every major intersection in the small town and bought almost all the fresh bananas they could meet at a very low price. At noon, there will be a large group of children selling bananas on the street. During this period, Haifeng people suddenly discovered that the price of bananas, which used to be too cheap, had gone up.

This "monopoly sale" made Lin Shirong realize for the first time that in business, you can't go the way others have gone. This year, he is 11 years old.

in 1977, 22-year-old Lin Shirong left Haifeng for Hongkong due to 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 them alive.

But Lin Shirong's story took a complete turn a year later.

Opportunity in Danger

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

China people's traditional idea of "one skill at a time", coupled with the prosperous goldsmith industry in Hong Kong at that time, made him make one of the most important decisions in his life-to become an ordinary apprentice with a monthly salary of HK$ 311.

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

With an old table given by relatives, a musket and hammer necessary for gold ornaments processing, and three taels of gold exchanged from all his savings of HK$ 2,111, he started his "career" by beating Jin Shifu Lin Shirong, and his business talent was once again displayed.

Different from other gold diggers who waited for orders passively, Lin Shirong used those three taels of gold to design and process some gold ornaments according to his best style at the beginning, and then took these products to large gold shops to promote them. "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 the absent-minded smile that hung on his face from the beginning of the interview, but now his eyes began to flash with dazzling light. [FS:PAGE]

The following history is just a repetition of similar sales promotion actions. It is well known that one year later, we started our own processing factory in Lin Shirong, Jin Shifu.

In 1979, 24-year-old Lin Shirong took a five-hour train 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 was enough to visit the factory every day, and I didn't have to get up early to process those gold ornaments myself. ..... 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 said this flatly. The factory name "Hengfeng" also became the name of the company he opened in Hong Kong in this year.

1979 was just the beginning. Since then, in 1981s, Lin Shirong has set up a processing factory in Shenzhen and a processing factory in Beijing.

However, the Afghan and Iran-Iraq wars in 1981 almost destroyed Lin Shirong's fledgling enterprise kingdom while causing pain to the innocent. "That year, because of the war, the price of gold soared from every two thousand eight hundred Hong Kong dollars in 1978 to every two thousand five hundred Hong Kong dollars. The high cost has caused the gold jewelry market to shrink very badly. The factory stopped production for several months at that time. "

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 things proves Lin Shirong's foresight. In the 1981s, 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 Gold Industry resumed its old business of gold jewelry processing.

After the disaster was resolved, let Lin Shirong start 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 bring war, and the price of gold will inevitably soar. "

Just like any "extraordinary" move in Lin Shirong in the past, tons of gold bought at a low price in those years, which caused ridicule, brought benefits to Hengfeng Gold Industry in today's high gold price.

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

"that's a kind of wisdom to see the opportunities ahead." Lin Shirong only briefly touched on these issues.

Famous brand is created in three days

In 2111, Hengfeng Gold Industry, which just listed on the main board of Hong Kong for one year, officially established "Golden Supreme" as its corporate brand, completely transformed from the OEM manufacturers in the past 21 years, and started the road of self-design, production and independent brand marketing. "Hengfeng must develop its own brand, otherwise we will only become slaves to other brands."

From a goldsmith to developing its own brand "Golden Supreme", Lin Shirong definitely needs to face more than a literal change. In 2111, Hengfeng, which decided to transform, had to face the competition from many gold and jewelry companies with a long history in Hong Kong, many of whom were former partners of Hengfeng. However, it is obvious that shopping malls will not become kind because of their past affection.

"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 quickly as possible, and Hengfeng must take the road that others have never taken."

obviously, the most luxurious bathroom in the world, which has become the most popular scenic spot, is the product of this idea. Talking about this proudest "work", Lin Shirong will, as usual, talk about his dream buried from the age of 16.

In his only reading materials that year, 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 in the streets of several largest cities in the world with gold, 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 of directors was persuaded by Lin Shirong. "I told them that when people travel, they just want to be curious. The more strange things are, the more attractive they are. With this' the best in the world', our brand will become the fastest 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's naturally raised eyebrows rose even higher.

Now, the free "Golden Toilet" has become the most popular tourist attraction in Hong Kong, bringing up to 21,111 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. [FS:PAGE]

Apart from mass production, among the ornaments that customers can actually touch and use, how can it reflect the "different" entrepreneurial road that Lin Shirong is going to take?

"Our products focus on high technology, which is very important to distinguish them from other competitors."

In fact, the colorful "Crystal Star" rings and pendants displayed on the sales counters made of high-tech resin materials and sterling silver, the diamond ornaments that are extremely dazzling because of abandoning the traditional inlay technology, and the three-dimensional gold statues that have been successfully molded by computer laser scanning into 3D images ... have provided unquestionable evidence for the brand positioning of "Golden Supreme".

At last, when the reporter asked about the future of Hengfeng Gold Industry, Lin Shirong only got a reply: "By the year 2111, the' Golden Supreme' jewelry store will achieve the goal of' 111 stores in the world'." Even how to achieve this goal, he just understated it with a phrase "step by step".

I wonder what "extraordinary" things Lin Shirong will do at "inappropriate" times in the future of Hengfeng Gold Industry?

entrepreneurial thinking questions: Do you manage jewelry like consumer goods?

As Lin Shirong himself admitted, the Golden Toilet really played a very important role in his or "Golden Supreme" success story. The biggest effect of this bathroom is to let all people in Hong Kong know what "Golden Supreme" sells within 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 rivals.

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

3. Combine corporate marketing activities with the most concerned current events as much as possible, 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 the consumer goods industry suitable for the jewelry industry?

judging from the current situation, Lin Shirong, who is eager to open his popularity, 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 that the jewelry brand "Golden Supreme" must have a direct association with that magnificent bathroom.

According to Lin Shirong's vision, "Golden Supreme" will be the highest-end and most distinguished product brand in Hengfeng Gold Industry. According to this idea, it's hard to imagine what the first scene will be when those ladies see the LOGO of "Golden Supreme" when they are choosing the top jewelry.

Lin Shirong's golden management sentence

1. Starting a business depends on five thoughts (thoughts, dreams, fantasies, associations and ideals)

2. Starting a business depends on five spirits (loyalty, heroism, air, kindness and courage)

3. Management depends on ten requirements (seeking sincerity and long-term, seeking quality and quantity, seeking to buy and sell, and seeking to be brave).