In the 1990s, there was a wave of entrepreneurship in China, and countless domestic brands were born, as in the shoe industry. For example, Anta, Xtep, and Li Ning were all founded at that time, and to this day, they have been well-known throughout the country, and have even moved on to the road of export.
However, the development of the times is like a big wave, and not every brand can survive the long river of business. Many companies have gradually declined after experiencing their glory, and have become a sigh of the times. The well-known rich and precious bird is one of them.
The most glamorous moment of wealth and precious birds, popular star Lu Yi endorsed, annual sales of nearly 3 billion, a market value of up to tens of billions of Hong Kong dollars, in the industry selection also won the title of "China's leather shoes king", even known as the "market Competitive brand".
However, the decline of Fortune Bird is also at two extremes from its glorious period. During the six years of listing, it was suspended for three years. Because of the huge debt, the children of its founder directly announced that they gave up inheritance of property. After three auctions, someone finally took the offer, and it became the best piece of news related to Fortune Birds in the past few years. Z1z
4 million yuan, the founder of the four brothers to build the Chinese shoe king
Fuguiniao, was born in 1957, Lin Heping, although he dropped out of school at the age of ten, but he has extraordinary ability. In the agricultural community co-founded by the villagers, Lin Heping served as the cashier and the factory director successively. In 1984, in the last few years when the title of 10,000 yuan household could still bluff people, Lin Heping put out 40,000 yuan and 19 cousins to set up the Shishi Tourism Souvenir Factory. Although
has experience as a cashier and factory manager, the management of the souvenir factory is not satisfactory. If you can't make money, you can't keep people. Five years later, Lin Heping and three other cousins are the only shareholders in the factory. After thinking about it for a year, the four brothers began to change their minds and decided to make leather shoes. The rich and precious bird was born in this year.
Fuguiniao is lucky. It received an order for 10,000 pairs of shoes shortly after its establishment, and since then it became the name of the shoe factory. In the same year, Fuguiniao shipped more than 100,000 pairs. Lin Heping's entrepreneurial career jumped from the bottom to the top of the mountain. With the increase in sales, Fuguiniao also won the title of "Chinese Leather Shoes King" and was listed in Hong Kong in November 2013.
However, at that time, no one thought that the listing would become the last scene of the rich and precious moment.
Huge losses, children give up inheritance of the family property
According to public data, Fuguiniao’s net profit in 2010 was 138 million. From the beginning of this year to the year after its listing, Fuguiniao’s performance has been on the rise until it reached its peak in 2014. The peak is 558 million yuan. But since then, the momentum of Fortune Bird has taken a turn for the worse, and by 2017 the profit data has become a net profit loss of 13 million. And this is the last time that Fortune Bird released its operating data.
Wealth Birds have turned from profit to loss for various reasons, such as the impact of e-commerce development, the failure of brand image to keep up with the times, and marketing methods that are limited to using spokespersons. But these do not make the rich and precious birds suddenly enter the cold winter. What really crushed Fuguiniao was its blind investment in P2P loans, a large number of illegal guarantees and fund lending, which caused Fuguiniao to bear nearly 3 billion debts. At the same time, after the P2P "storm", the group had 4 billion funds that could not be recovered. The rich bird became a "debt bird."
In 2017, Lin Guoqiang, who started his business with Lin Heping, passed away. As the guarantor of 11 financial loans from Fortune Bird, Lin Guoqiang was involved in debts of 290 million yuan. In order to avoid "paying the father's debts," Lin Guoqiang's children announced in court that they would give up inheriting their father's property, which was momentarily embarrassing.
went bankrupt and reorganized. After three auctions, it was "taken by fans"
. The rich bird who was in the quagmire, once an investor proposed to reorganize with 225 million yuan, but was eventually rejected by the court, and entered the bankruptcy liquidation process and went public. The identity was also terminated in August 2019. Fortune Bird, who had been suspended for nearly three years, was also officially delisted from the Hong Kong Stock Exchange. The glory came and went away.
stepped down from the stock market's wealthy bird and went to the auction floor. In the previous two auctions, they were sold at 284 million yuan and 217 million yuan. Until the third auction.It was sold by Hong Dingchao, chairman of Xindongsen, at a price of 234 million yuan. Speaking of the reasons for the decision to take over, Hong Dingchao said that Fuguiniao is a brand he has known since he was a child, and he fully recognizes the brand value.
And in May 2020, Hong Dingchao's Fuguiniao held the helm in Xiamen to unveil the ceremony for Fuguiniao, and also held the autumn new product launch conference. The press conference was named "Qi Teng", which showed Hong Dingchao's hope for rich birds to take off. At the end of October, Fuguiniao's new spring and summer 2021 products will be released. At the same time, it also officially announced that it will sign the famous actor Hu Jun as the spokesperson of the new brand to jointly start the "wingspan" journey.
Although today's Fuguiniao has regained a new life, it is still fragile. From the perspective of Fuguiniao’s flagship store on Taobao, there is no product with a monthly sales volume of over 1,000. Will it become the public when buying leather shoes, as Hong Dingchao said? The first choice is still unknown. However, as a national brand, I believe that many people are looking forward to the moment when Fortune Bird takes off again.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-