In most people’s minds, Lin Yilun was the one who became popular all over the world with his single " Lovebirds ", but he was rarely heard singing other songs in the 90s. A singer, or a has-been celebrity who occasionally makes money by cooking on food shows. Until Lin Yilun's eldest son Lin Zihao participated in a variety show and said seriously: "The poorest place I have ever been to is Guangzhou." Such a loud tone was not a pretense, because it was later confirmed that Lin Yilun's mansion was indeed unparalleled. , and it’s the kind of trench without soil.
The Lin family's mansion that was exposed in the program was 500 square meters, which was expensive enough. However, sharp-eyed netizens discovered that the value of the mansion was not worth a painting hanging on the wall of his house. The one hanging in the foyer is by Zhou Chunya , the one hanging in the living room is by Ye Yongqing, and the portrait of his wife hanging upstairs was painted by Liu Ye. Zeng Fanzhi and Yue Minjun's paintings in the study. Zhou Tiehai's masterpiece was once hung in his living room, but later he felt it was too ostentatious and put it away. The two big yellow ducks squatting at the door are also genuine derivatives of Hoffmann. Just to mention one statistic, the value of Zeng Fanzhi's "The Last Supper" alone in his collection has risen to 180 million. Not only does it include the works of the most expensive contemporary artists, but in terms of industry, "fanye" founded by him has raised funds twice in just three months, and the company's market valuation has reached 360 million.
The commercial landscape triggered by a stewed large intestine
Lin Yilun is an absolute foodie. He is greedy even if he has no money. This is a true portrayal of his childhood. In 1987, Lin Yilun earned 35 yuan from his first performance. After receiving the money, he immediately bought two roast chickens. When he had no money, he figured out how to eat on his own. This actually allowed him to become a self-taught chef and develop good cooking skills. He even gave up his singing career and worked as a chef in Bolivia for more than a year. Later, after the song became famous, the biggest meaning to Lin Yilun was that he could finally have more money to eat delicious food.
From then on, Lin Yilun started his life as a gourmet and part-time singer. When they appear on the screen, they are mostly related to food. In 2005, he became the host of CCTV's "Everyday Diet " column. This experience gave him a new understanding of food. In 2010, he also served as the host of China Entertainment Television's food program "Lin's Food Shop". For the show, he stayed in Taiwan for three months, ate all the island's delicacies, and suddenly realized a higher level of food - this is a culture. In addition to being a singer, he is also the current director of the World Chinese Cuisine Federation, director of Youku Food Station, director of Ctrip Food Merrill Lynch, and two-time French Chef King Five-Star Gold Diamond Award.
His network of contacts also started with food. Lin Yilun mentioned on Guo Degang's program that a painting by Zeng Fanzhi sold for more than 70 million Hong Kong dollars. This is when Zeng Fanzhi took the initiative to call Lin Yilun and deliver paintings in order to eat a pot of soup made by Lin Yilun. This also means that Lin Yilun's pot of soup is worth HK$70 million. This is not an isolated case. With his good cooking skills, Lin Yilun has conquered countless big names in the art circle, IT celebrities, and newly wealthy people. They visited Lin Zhai and Lin Men Li Xue just to taste the food he made with his own hands. Braised large intestine. Even Wang Zhonglei was willing to work as a ginger cleaner in the Lin family in order to learn cooking.
There are many good cooks in the world, but only Lin Yilun has become the most coveted one. Apart from the mouthful of braised large intestine, what we eat is more about like-minded people and the mutual appreciation between collectors and artists who recognize heroes. Perhaps what Lin Yilun didn't expect in his childhood was that he would really make a future by eating when he grew up.
A startup driven by a million dollars
There is a sense of identity among foodies, which is why it is not difficult to explain why a store with good taste always has a particularly prosperous business. Lin Yilun travels around the world with his delicious food. Friends love to go to his house to eat. Every time his friends finish his food, the most common thing they say to him is: "If you don't do food-related things, It's a waste of your talent."In 2014, my friend Feng Bo suddenly transferred US$500,000 to Lin Yilun's account. Lin Yilun was puzzled and quickly contacted Feng Bo's secretary. The other party said it was not a joke, as long as he was in the food-related field. Later, Feng Bo called Lin Yilun again. Feng Bo is the founding partner of Lianchuang Ceyuan. Lianchuang Ceyuan has invested in companies such as 360, Xunlei, Dianping, Fanke, Meitu Xiuxiu, and Douban. What he values is Lin Yilun’s food. Professionalism and focus.
It was this 1 million US dollars that inspired Lin Yilun’s dream of building his own catering brand. Unlike other celebrities who opened restaurants, built studios, and made investments, Lin Yilun decided to start his own business in 2014. Weibadao Catering Management (Beijing) Co., Ltd. founded the Fanye brand. People are like iron rice and are masters. When people are hungry, they will immediately have a "ye" mentality, "I want to have a good meal." This is Fanye. The origin of the name. The company was originally positioned as a fast food + fast-moving consumer goods model, operating on two fronts: lunch boxes and hot sauce. In March 2015, it received millions of angel investments from ZhenFund and Lianchuang Ceyuan. In April 2016, it received Fang. After tens of millions of dollars in Series A investment from Sheng Equity Investment Fund and Huiyuan Group, Fanye adjusted his business layout and focused on the chili sauce market.
Previously, Laoganma had an absolute position in the chili sauce field. Priced at 8 yuan, 1.3 million bottles are sold every day, with annual sales reaching 4 billion. It has not only occupied the Chinese dining table, but has also rushed out of Asia and entered the world. The founder Tao Huabi is also dubbed as the hottest in China. However, Lin Yilun found through market research that although Laoganma has a large sales volume and a high reputation, the 40 billion-scale chili sauce market is very fragmented and the competition is not as fierce as people imagined. Moreover, chili sauce is a complex flavor. Compared with other catering businesses, Fanye hot sauce has a high threshold.
Compared with Laoganma, which takes the civilian route, Fanye hot sauce has a clear product positioning and market positioning. In terms of products, Fanye is positioned at the high end. , healthy, and differentiated from traditional condiment products, so it can avoid a lot of competition brought by homogeneous products; in terms of market positioning, it has locked in the large category market of condiments, which has large market space, strong purchasing power, High profits.
On May 11 last year, he officially launched the "Fan Ye" brand through a live broadcast. Although the price was four times more expensive than Laoganma, it still attracted more than 200,000 people to watch it for 2 hours. 30,000 bottles were sold, and sales exceeded 10 million in two months. Lin Yilun, who succeeded in the first battle, continued to use the most fashionable marketing strategy of "Internet celebrity + live video + e-commerce". At the end of June, Lin Yilun integrated Youku Life. The two-hour live broadcast attracted 6.57 million viewers on the three platforms of "Creating Food Plan", Tao Taobao, and Tmall Magic Box, and the cumulative number of views reached 200 million times. Through this live broadcast, the Taobao store sales exceeded 2 hours. One million yuan, and 12 hours later the entire network exploded to 3 million yuan. "Everyone knew the brand Fan Ye right away."
Next, "Fan Ye" followed the trend of Internet celebrity live broadcast. Lin Yilun invited Xiao Manzi and Big Stomach King Mi Zijun to live broadcast at his home. Mi Zi Jun ate chili sauce and ate 10 kilograms of rice. After chili sauce opened to the market, Lin Yilun, who was restless, began to try to add SKUs and create new cross-border sales, selling tea moon cakes and Mid-Autumn Festival gift boxes, and cooperated with Durex, a leading brand in the marketing industry.
In August 2016, "Fan Ye" announced the completion of a new round of financing, led by H Capital, followed by Sichuan Taihe Group, Hefei Yanzhuang Edible Oil Co., Ltd., Shanghai Qinghong Guyi Investment Management Center, Shanghai Scene Pai Investment Center (founder Wu Sheng) and individual investors Wang Enjie and Zhang Hua invested a total of 83 million yuan, with a valuation of 360 million yuan. The money will also be used to expand production of Fanye. Fanye previously had a foundry in Guizhou and Sichuan, and recently acquired 400 acres of land in the pepper production area of Guang'an, Sichuan to build its own factory. In the future, foundries will be responsible for large-scale mass production, and their own factories will mainly be responsible for functions such as research and development, innovation, and training.
A pair of sharp eyes has accumulated hundreds of millions of net worth
Lin Yilun transformed from a singer to an industrialist. There is one person who played an important role, and that is his current wife Xihua . If Lin Yilun, who rapped "Lovebirds", was still well-off, his real breakout came after meeting his current wife, Xihua. There have been rumors that Xihua and Lin Yilun quit the entertainment industry and are willing to be the woman behind the scenes. But that was not the case. After Xihua disappeared for a period of time, he came back in 2005 and founded Beijing Common Entertainment Company as the general manager. Lin Yilun later naturally signed up under his own company, and his career was fully handed over to his good wife.
In addition to Lin Yilun, this company also has a combination: the three auspicious treasures.
Moreover, Xihua brought Lin Yilun not only career help, but also broadened his mind. It is said that Xihua's father was one of the first real estate businessmen in Hainan , so he naturally had his own opinions on doing business. In previous reports, Lin Yilun once said that when he first got rich, he had almost no awareness of financial management. He always believed that cash was the best and was reluctant to spend all the hard-earned money to buy a house. After getting married, under the guidance and influence of his wife, Lin Yilun realized the importance of financial management. This also contributed to Lin Yilun's purchase of the Huamao Apartment in Beijing's CBD in 2001 and 2003 at a price of 9,000/square meter. House prices in this area have more than tripled so far. Later, the house was rented to Zhou Bichang , and the office building was rented to Jay Chou .
Because he has a special liking for artworks and has made like-minded friends, the famous paintings listed at the beginning alone have saved Lin Yilun hundreds of millions of net worth. In addition to the artist's iconic creations, such as Yue Minjun's laughter, Fang Lijun's bald head, Zeng Fanzhi's random grass and portraits, in recent years, Lin Yilun has begun to acquire some works by new artists, "I really like this feeling of growing up with young artists. , you can see his future. "
In order to become more professional in investment, Lin Yilun also applied for Tsinghua University PBC School of Finance on the recommendation of Ma Weihua, the former president of China Merchants Bank . When it comes to investing in new projects, Lin Yilun is obviously much more cautious. His initial test in the investment industry should be with Yu Minhong, chairman of New Oriental, Deng Feng, founder of Northern Light Venture Capital, and partner of Ziniu Fund. Zhang Quanling participated in an investment program together. Although Lin Yilun once said that he is more interested in catering projects, it is obvious that his scope is still relatively wide, and he has shown interest in different industries, such as door-to-door massage service "Yisheng Home"; printed skirts "Pomegranate Collection", etc. .
"I think I'm living a pretty good life now. I look at artworks, have my own acting career, take jobs that I want to take, and don't take jobs that I don't want to take. This kind of life is quite comfortable." Although Lin Yilun is now a singer It seems "outdated", but there is still a market for him if he is willing. For example, he attended the Korean International Film Festival as the male protagonist of the movie " Love Story "; the play he starred in was nominated for the Magnolia Award; he starred on Broadway in the United States. A musical, and was invited to ring the closing bell at Nasdaq. As an idol who once brought singing and poetry to a generation, the term "passed" seems biased, not to mention that he just changed the stage of hard work and returned to the original Mr. Gourmet.
