Integrity is the foundation of being a person in the world and the minimum requirement for being a person. Sincerity means treating people with sincerity and no deceit; Faith means keeping promises, doing what you say, and doing what you do.The basic meaning of honesty is keeping promises, honoring promises, and not deceiving.In layman's terms, it means telling the truth, doing honest things, and being an honest person.Otherwise, the individual will lose the foundation of standing, and the society will lose the rules of operation. Integrity can not only reflect the most essential characteristics of a person, but also "the foundation of the five constants, the source of a hundred practices", which is the foundation of a businessman's foothold and the source of development.If a businessman or an enterprise loses its integrity, it will be difficult for him to move forward in future business activities.

Integrity, in fact, contains two meanings, one meaning is to operate honestly, and the other meaning is to speak credit. The relationship between "sincerity" and "faith" is: sincerity is the foundation, and faith is the appearance; sincerity is the cause, and faith is the result.In short, being an honest person and doing business in a real way is the foundation of a businessman. All over the world, successful businessmen believe that integrity is the fundamental reason for their long-term success in business.They believe that although the purpose of doing business is to make profits, the standard of doing business must be based on morality and integrity, so as to treat each other with sincerity, genuine goods at a fair price, and no deceit.Therefore, they regard business reputation above everything else, even above the purpose of doing business itself - profit.

On the lintels of the old shops, the bosses would always hang up a couplet saying "Integrity attracts customers from all over the world, and no deception attracts everyone's hearts". You don't have to worry about not having business to do, and you don't have to worry about not being able to make money. Li Ka-shing is the richest man in Chinese. There have been a lot of books about his success.But in fact, the core of his secret of success is only one word: sincerity.As he said: "I never agree to use any means to succeed. If so, even if you get a little luck, it will not last long."

Li Ka-shing galloped in the business world, starting from the production of plastic flowers.At the beginning, there was a foreign businessman who wanted to place a large order. In order to confirm Li Ka-shing's ability to supply, the foreign businessman proposed that a wealthy manufacturer should be used as a guarantee.Li Ka-shing started from scratch and had no background. He ran away for a few days, and no one was willing to guarantee him. In desperation, Li Ka-shing had to tell the truth to foreign businessmen. Li Ka-shing's honesty moved the other party, and the foreign businessman said to him: "It can be seen from your frank words that you are an honest gentleman. Integrity is the way of life and the foundation of business. There is no need to use other manufacturers as guarantees." , let’s sign the contract now.” Unexpectedly, Li Ka-shing rejected the other party’s offer, and said to the foreign businessman, “Sir, it is a great honor for me to receive such trust! However, due to limited funds, it is impossible to complete your So many orders, so I still regret not being able to sign with you."

Li Ka-shing's truth shocked the hearts of foreign businessmen. He did not expect that when the saying "no business, no evil, no evil, no business" was widely accepted, there would be such an honest man who "gets out of the mud but not stained". The businessman, therefore, the foreign businessman decided that no matter how much risk he took, he would cooperate with this man of rare honesty.Li Ka-shing deserves an exception for him. He said to Li Ka-shing: "You are a respectable and reliable person. For this reason, I will pay in advance to finance your expansion of production."

With the help of foreign businessmen, Li Ka-shing not only expanded the production scale, but also broadened the sales channels, and Li Ka-shing developed into the king of plastic flowers. The two words "integrity" helped Li Ka-shing lay the foundation of his career, and it is only now that Li Ka-shing is in full swing. Hong Kong Harini Shopping Center has been operating since 1996, and its book profit has been zero for three consecutive years.However, in 1999, the profits of commercial buildings rose like fermented dough, and in 2000, the profits doubled.why?It is that they start with small things and win credibility.

Once, a customer wanted to buy a silk cheongsam and was ready to pay. The salesperson at Harini Mall told her: "This kind of clothes will be sold at a reduced price tomorrow." The customer was not only grateful, but also stunned, thinking: " Is there any business in the world that cares about customers like this?” Another customer ordered a pair of plus-size shoes, but soon a relative or friend brought him back the same pair from other places.After some hesitation, the customer went to the mall and said, "I know that custom-made shoes cannot be returned, but I still want to try it." Harini Mall considered the customer's difficulties and returned it.For the sake of customers like this, can customers have a bad reputation for the mall?Can you not become a die-hard repeat customer?

Just these two small things, we can see Harini's business philosophy, which is to resist the temptation of various short-term interests such as fakes, low quality, high prices, and unwillingness to return. From a series of links such as price, quality, service, and management On the one hand, bit by bit, perseveringly create a priceless reputation brand.It can be said that the first three years were the three years of "exchanging profits for reputation, building brands with reputation, and creating benefits with brands".It is because of this reputation that after 1998, although the shopping environment of Harini was the worst, consumers in a hundred miles around took it as the first choice for shopping.Even many consumers in the surrounding areas of the city travel far and wide to shop here.At present, the commercial building has developed into a large shopping mall with a total area of ​​10,000 square meters and 900 employees.In addition to rising sales day by day, its radiation effect is also surprising.Because wherever Harini's business expands, the land will appreciate in value.Industry insiders estimate that the brand value of the shopping mall has exceeded 15 million Hong Kong dollars.

Integrity is also a brand value, but it is difficult to establish but easy to destroy. Hu Xueyan's unique five-character Heart Sutra for making money: Hu Xueyan, a man of business in the late Qing Dynasty in China, exploded from a boy in a bank to become the richest man in China at that time, and then transformed into a prominent red-capped businessman. His top secret for making money is his unique Five-Character Heart Sutra: 1. Heaven: refers to innate wisdom, which is the foundation of business. 2. Earth: Refers to acquired cultivation, standing by integrity. 3. People: Refers to benevolence and righteousness, know how to choose and reject, and pay attention to "a gentleman loves money and gets it in a proper way."

4. God: Refers to being brave, courageous, courageous and courageous. 5. Ghost: Refers to scheming, flexible techniques, and can "turn your hands into clouds, and turn your hands into rain". In order to sell a batch of jet airliners to Eastern Airlines, the founder of Douglas Aircraft Manufacturing Company, Douglas himself made a special trip to visit the president of Eastern Airlines, Libeck. Liebeck told him that the new DC-3 aircraft produced by Douglas and the Boeing 707 have a common problem, that is, the noise of the jet engine is too high, and expressed his willingness to give Douglas a chance, if it can reduce the noise If you outperform Boeing in this aspect, you can get the hope of signing the contract.

What a deal this was for Douglas!However, after Douglas went back to discuss with his engineers, he replied seriously: "To be honest, I don't think we can achieve your request." Libeck said: "I think it's the same. The purpose of my doing this is just to know if you are honest with me." Because Douglas's honesty moved Libeck and won his trust, he finally heard the good news he had been looking forward to. News, Liebeck said: "You're going to get a $1.6 billion contract. Now, go see how you keep those engine noises to a minimum." It may be possible to cover up one's shortcomings and weaknesses for a while, but the lie will eventually be exposed. Bill, the founder of the Husco Company in the United States, started with US$350 and developed into the largest leather shoe manufacturer in the United States with assets of US$10 million in just 10 years.The reason why he can stand firm is because he is sincerely thinking about the other party.Therefore, the other party reciprocated, and he was finally rewarded. In the early days of his business, Bill knew that his own financial resources were weak, and it was impossible to compete with the big manufacturers in the same industry on his own strength. He had to combine the human, material and financial resources of the outside world. . Once, the moccasin shoes with white laces and white buckles produced by Husco Company lost their sales in Cincinnati, and the retailer called every day to ask for a return. Came all night to discuss countermeasures with Bill.If the goods are taken back and stored at home, the wholesaler will suffer huge economic losses. Bill said: "Your difficulty is my difficulty. No matter what causes this situation, I will never let you suffer. You take back all those leather shoes and send them to me to exchange for other styles of shoes." Gu Jialun said emotionally: "But you can't let you suffer alone." Bill said kindly: "We are all a family, and everyone suffers the same loss. I should handle this matter." After this story got out, wholesalers all over the country respected Bill even more.Wholesalers and retailers repay Bill with practical actions for his consideration of others.They not only tried their best to sell all kinds of leather shoes produced by Bill's company, but also volunteered to help Bill tide over the difficulties after Bill's disaster. That year, the river burst and almost wiped out the equipment, materials, and products of the modern leather shoe factory that Bill had just built with a loan. Bill was like a bolt from the blue, wanting to cry but not crying.When he was desperate, several large wholesalers in Bill's sales network took the lead in holding a fund-raising meeting with hundreds of wholesalers from all over the country. In just two hours, they raised the funds for Bill's rebuilding of the new factory. After that, Bill's factory resumed production. Good intentions will be rewarded. Bill gave himself up and extended a helping hand when others were in trouble. When he suffered a catastrophe, he was also rewarded. Zhejiang Liziyuan Milk Food Co., Ltd. started with three cows, and its business philosophy is "being a real person and doing things conscientiously".They say so, and they do so. In order to ensure that high-quality milk is provided to consumers, product quality has always been regarded as life by Liziyuan.In 2003, Liziyuan dumped 40-50 tons of milk with quality problems.Once, a consumer in Zhejiang found a hair on the seal of a bottle of milk.After receiving the complaint, Li Ziyuan responded quickly and spent 1,800 yuan to recover the bottle of milk worth only 1 yuan. The reason why Li Ziyuan took this wise approach is not only the inevitable requirement of honesty for them, but also because they can clearly see the general trend of the entire Chinese milk industry. Li Guoping, chairman of Liziyuan, analyzed: "At present, there are more than 1,500 large and small dairy processing enterprises in my country, 12 of which have annual sales of over 100 million yuan, and as many as 350 have annual sales of more than 5 million yuan. The huge consumer groups in China, And the huge rising space of per capita consumption has made more people full of imagination for this industry. However, the industry is expanding rapidly while also intensifying competition. In the fierce competition, companies without integrity will definitely be the first to be eliminated disuse." Manufacture and sell counterfeit products, shoddy them as good ones, and disregarded credibility. These behaviors are undoubtedly digging their own graves and drinking poison to quench their thirst! Shanxi merchants were able to become the number one merchants in ancient China because they had their own unique understanding and code of conduct on the issue of righteousness and profit.They advocated that "a gentleman loves money and gets it in a proper way", and opposed defrauding money by despicable means.Merchants are required to "benefit and trustworthy, give first and take later". A Shanxi businessman used to buy and stockpile grain in the Jiahu area. There was a catastrophe one year ago, and someone advised him to sell the grain at a good price, but the businessman said that it would be a great profit to help the people survive the famine.Therefore, he sold the hoarded food at a reduced price, and set up a porridge shed to relieve the victims, which won the praise and trust of the people.The business in the future will naturally flourish. Not only does it adhere to the principle of "seeking profit with righteousness, giving profit for righteousness" in operation, but also maintains equal competition among partners, and maintains mutual support and care.Especially the partners who have a relationship in business, they will try their best to maintain it, even if they know that doing business with the other party will not make money, they will not part ways or break up the relationship halfway.In case the other party goes bankrupt and their debts cannot be recovered, they will just let it go and just treat it as paying tuition fees. In the early years of the Republic of China, Baotou Shuangcheng public treasurer Yang Laowu owed Fusheng 60,000 taels of silver. Because he could not repay, Yang Laowu just kowtowed to Qiao Yingxia and let it go; Sheng Gong paid 1,000 oceans, but only returned an ax and a basket, so the two were cleared. The most touching and admirable thing is the practice of the Qixian Dade Pass.From the end of the Qing Dynasty to the beginning of the Republic of China, social turmoil and wars continued, and many bank accounts were on the verge of closing down.Daedong, with its strong capital strength, has also experienced disasters and its vitality has been severely damaged. By the time of the Central Plains War in 1930, Daedong had really reached a critical moment of life and death.Because of Jiang, Yan, and Feng's war in the Central Plains, a banknote issued by Shanxi at that time was called Jin banknote.After Yan Xishan's failure, Jin banknotes depreciated a lot, and the last 25 yuan of Jin banknotes was only worth 1 yuan of new currency. This is actually an excellent opportunity for Dade Tong to make a comeback. It can use Jin banknotes to pay other people's deposits and take the opportunity to make a fortune.But Dade Tong did not do this, and put all the old capital accumulated over the years into the redemption of deposits. This is the biggest loss-making transaction Dade Tong has ever done.After this toss, Dade Tong, who was already struggling in the predicament, made things worse, and eventually caused a deficit of 300,000 taels of silver.Two years later, the time-honored Dadetong with a history of more than 80 years quietly went out of business. Da Detong made this decision to sacrifice his life for righteousness, not on impulse, but a serious account of conscience.The owner, Qiao Yingxia, said solemnly and righteously that even if Dade Tong closed down for this reason, it would not make her own people fall to the point where they have no food and clothing. It will be wealth and life. Compared with the two, it is self-evident which is more important. The broad-mindedness of Shanxi merchants to "give up profits for righteousness" is enough to make many modern businessmen feel ashamed.And Dade Tong's practice of not benefiting oneself, specializing in benefiting others, or even benefiting others at the expense of oneself is extremely rare even if you search all over the world. Greenspan's financial management: Alan Greenspan, chairman of the Federal Reserve Board of the United States, is a "God of Wealth" who "sneezes and rains all over the world". He is one of the important figures affecting the world economy and is also a master of financial management.It is said that Greenspan's investment in 1999 increased from US$2.5 million to US$6.4 million in 1998 to US$3.4 million to US$7 million. Greenspan has a unique set of financial management: 1. If you want to use the money within 3 years, don't invest it in the securities market. 2. The monthly installment payment cannot exceed 50% of the income. 3. Invest regularly and systematically. 4. Find a partner who is good at money management.Greenspan's wife, Andernell Mitchell, is an expert in financial management, especially in stock investment. In 1997, she invested about US$590,000 to US$1 million in the stock market. Increased to 920,000 to 2 million US dollars. Jiangxi Yuanzunbao Furniture Industry Co., Ltd. has become a "dark horse" in the mahogany furniture industry.Within a few months of its opening, it has created multiple firsts in the mahogany furniture industry in Jiangxi: the first promises that the products sold will be free of maintenance for life, and the first promises that consumers can buy back at the original price if they have any problems after 10 years of purchase , the first to train consumers on mahogany furniture culture... This will undoubtedly have certain risks for a start-up company. Cai Hongliang, the head of Yuan Zunbao, is like a honest and simple northern man, without the shrewd philistines of some southern businessmen.His ancestors used to be big local landlords, and left behind a large old house with more than 80 rooms. The old house was built during the Daoguang period of the Qing Dynasty. , The furniture is also Ming and Qing style.Influenced by such an environment since he was a child, Cai Hongliang has a soft spot for traditional Chinese culture and classical furniture, and he hates the behavior of passing off fakes as real ones and substandard ones in the market.Cai Hongliang said angrily: "Authentic Ming and Qing-style furniture can be used for hundreds of years and is still solid and exquisite, but now some mahogany furniture produced by some companies will crack and fall off after one or two years of use. The key is that the craftsmanship has not yet reached the level. Some mahogany furniture Under the banner of mahogany furniture, enterprises sell miscellaneous or white wood furniture, even shoddy, which is actually destroying and wasting the extremely rare mahogany resources. Mahogany is a rare and precious wood that is on the verge of extinction. It’s a pity and hateful to waste everything like this!” Many times he saw mahogany furniture made of good mahogany on the market, but the workmanship was rough and the creativity was poor. Reassemble and polish after modification.He said that good furniture can be called a work of art, but rough ones can only be made of wood rather than works of art. After making all the preparations, Cai Hongliang officially started his mahogany career in 2006, and his first job after entering the mahogany furniture industry was not selling furniture, but training.To correct the misconception that many people think that red furniture is mahogany furniture, first teach people what is real mahogany furniture.For customers who walk into their showroom, the staff of Yuan Zunbao will always first explain to customers what mahogany is, explain the cultural connotation of Ming and Qing furniture, and provide relevant books for mahogany lovers to read and understand.This is the first one in the Jiangxi furniture industry, and it has won word of mouth and integrity for Yuan Zunbao, and many mahogany lovers have become their good friends and customers. Yuan Zunbao advocates the traditional Chinese culture, is committed to producing Ming-style furniture with huanghuali and rosewood as the main materials, advocates natural and environmentally friendly furniture styles, and advocates returning the original appearance of wood to the world. Pay attention to every detail, and ensure that the structure, decoration, shape, etc. are strictly in accordance with the requirements of the process standards.Whether it is as big as a bed, cabinet, chair, or as small as a carved wooden piece, it is guaranteed that any part of any piece of furniture is as smooth, flat and meticulous as the surface, and is genuine, without any flaws, even if the patterns on the front and back panels are all the same. One-to-one correspondence, all furniture is not painted but only waxed, insisting that the wood should be presented to consumers as it is.This is not only environmentally friendly, but also allows consumers to see the material and texture of the wood at a glance, and consume it clearly. It is precisely based on such strict standards, requirements and concepts that Yuanzunbao, as a rising star in the mahogany industry, has spread its reputation across the country due to its business expansion.With the development and growth of the enterprise, Cai Hongliang has also become busier and thinks farther and wider.Now he gathers around him a group of outstanding talents with many years experience in the mahogany furniture industry, including industry experts who have more than ten years of experience in the production quality of mahogany industry. Tong", as well as old craftsmen who are proficient in carving and polishing.He hopes to work with everyone to do something meaningful for Chinese traditional culture and mahogany classical furniture industry. An old saying goes: "When you meet a fraudulent person, move him with sincerity; when you meet a violent person, use harmony to fumigate him; when you meet a person who is obsessed with evil and selfishness, use your name to sharpen him; everything in the world will be cultivated by me." It means that When you meet a cunning and deceitful person, you should use your sincere heart to move him; when you meet a violent and surly person, you should use a gentle attitude to influence him; sharpen him.If I can achieve these points, then everyone in the world will be influenced by my virtues. Convincing people with virtue and treating people with sincerity, maybe this is the business experience of Cai Hongliang, an honest man. Liars often swear that they are honest people, but sooner or later the fox's tail will show, and honest people are always welcome. Cavill is the ice cream king in the United States. After more than 50 years of hard work, he has more than 1,000 Cavill ice cream shops. These sales shops are distributed in the United States and five continents in the world, with annual sales exceeding 1 billion US dollars. However, one day, Cavill stood in the dock, and one of his branches sued him.Cavill was accused of being a tyrant because he imposed onerous quality standards on all chain outlets and imposed unequivocal penalties for violations.But Cavill stood in the dock and always insisted on his own opinion. He didn't think he was wrong. He said: "I just want to control them. As long as a child eats our ice cream and gets poisoned, it took us more than 50 years to develop The business will be ruined. A cone should be filled with 3.5 ounces of ice cream, but some branch owners only put 3 ounces in order to make money. Once the children who buy ice cream know that you have not given enough, you will lose One customer. Once kids get used to our ice cream, they can tell the walnut ice cream doesn’t have enough walnuts in just one bite.” In the end, Cavill said categorically: "If I deceive customers like this, my business will not last for 50 years!" The lawsuit lasted for 9 years, and finally the court acquitted Cavill. Character is commodity, personality is wealth.A businessman can be short of funds, connections, talents...anything, except "virtue". Li Ka-shing's three secrets of financial management: 1. After the age of 30, focus on financial management. Before the age of 20, all the money is obtained through hard work. Between the age of 20 and 30 is the time to make money and save money. After the age of 30, the importance of investment and financial management gradually increases, and managing money is more important than making money. 2. Enough patience.Li Ka-shing often said that if a person saves 14,000 yuan a year from now on, if the money he saves every year can be invested in stocks or real estate, thus obtaining an average annual return on investment of 20%, the wealth will be the same after 40 years. The increase was 102.81 million yuan. 3. Difficult first and then easy.Saving 14,000 yuan at the end of each year, the average return on investment is 20%. Even after 20 years, the assets have only accumulated to 2.61 million yuan, which is still far away from 100 million yuan.Only after continuing to struggle for 40 years can he reach the step of a billionaire with 102.81 million yuan.Li Ka-shing also admitted that earning the second 10 million is much easier than the first 1 million. Pao Yu-Kang, a tycoon in the shipping industry in Hong Kong, has a motto: It is better to make less money than to take risks.For these words, the economic circles are divided.But he is sure of his saying that "starting a business requires credibility".In the business field, Bao Yugang has been based on faith for decades.At the beginning of the establishment of the foundation, he achieved great success based on the belief of "survive by reputation". The global shipping company founded by Bao Yugang bought an old cargo ship and started his career in fleet management. At that time, the one-way charter method was used to calculate the rent based on the mileage of the ship, and the world economy was in a booming period. A trip to the Middle East can earn $5 million. However, Bao Yugang was not moved by the temporary high profits. From the beginning, he insisted on adopting the stable operation policy of low rent and long contract period. In order to avoid speculative business and minimize foreseeable risks, he first established himself Invincible. Bao Yugang understood that only by relying on low-interest long-term loans from the bank can the fleet be developed and expanded. To obtain this kind of loan, you must win steadily, have long-term and reliable profits, and convince the bank that your business has a bright future.So he leased the first boat he bought to a reputable and financially reliable charterer at a very low rent for a long time, and then applied to the bank for a long-term low-interest loan based on the long-term charter contract. The oil crisis in the mid-1970s once again proved the correctness of Pao Yu-Kang's management policy, making him difficult to survive in the midst of risks and crises. If you are greedy for immediate benefits and cheated, you may get a little bit of profit, but it will never become a big deal. Harold, a young Jewish man, was originally a catering businessman, but when he saw the crowds in McDonald's every day, he keenly felt that there should be huge commercial profits in it.He thought that if he could represent McDonald's, it must be a very profitable business. So, Harold approached the boss of McDonald's headquarters and explained his intention to act as an agent of McDonald's.The boss told him that he must have a fund of 2 million US dollars to be able to obtain this agency right. Harold's money is far from enough, what should we do?He decides to save $1,000 every month.So on the 1st of every month, he deposited all the money he earned into the bank.Moreover, in order to avoid spending the money in his hands, he always deposits $1,000 in the bank first, and then considers his operating expenses and daily expenses.No matter what happened, he kept doing it for 6 years. A few years later, Harold has saved $72,000, but he is still far from the $2 million he needs.So he went to Mr. Wilson, the person in charge of McDonald's headquarters, and sincerely told Wilson about his difficulties, hoping to give him the agency right of McDonald's. After listening to his words, Wilson was also moved by his persistent spirit.In order to verify whether what Harold said was true, he went to the bank to inquire about Harold himself.When the girls at the counter knew Wilson's purpose, they praised Harold and said: "That man is really extraordinary! He deposits $1,000 at noon on the 1st of every month. For six years, whether it is cold winter or hot summer , Wind and rain, he persisted like this all the time, this man really has perseverance.” After hearing this, Wilson decided to hand over the agency of McDonald’s to Harold, and from then on, the legendary history of Harold’s fortune began. By depositing $1,000 a month, Harold demonstrated his integrity through this persistent action, so he won the other party's approval. How to operate a small retail store: Large shopping malls naturally have cost advantages. If small retail stores want to compete with large shopping malls for customers through price competition, they have to sacrifice their profits to the maximum, and they will definitely end up dead. The correct strategy is to only provide moderate services, based on picking up the leftovers, mainly dealing in some products that large shopping malls are unwilling to sell, some low-value products that people need to use frequently, such as cigarettes, batteries, and some products that are not easy for people to carry. Bulky products like beer and the like. In the mode of operation, everything should revolve around the word "convenience". There are two ways for small retail stores to make money, one is "diligence", "wake up earlier than chickens and sleep later than dogs", although the words are vulgar, they are true; the other is "saving", the money of small retail stores is It is a penny saved, not earned. Honest people may lose some opportunities to make small money, but they will eventually usher in opportunities to make big money.An honest individual trader has tasted the sweetness of honesty. An individual trader named Chen Dong was doing zipper business in Jinqiao Market, the largest clothing accessories market in Nanjing.For a while, it was popular for girls in Nanjing to wear high-waisted trousers, which needed to be equipped with an invisible zipper.At that time, there were many kinds of low-quality zippers on the market, some of which could not be pulled up, and some trousers were worn for only two days, and the zippers burst.For this reason, consumers often complain to manufacturers and suppliers. At that time, a zipper produced by a Taiwanese businessman in Fujian was of good quality, and the market responded well.Chen Dong wanted to be the agent of this product in Nanjing.He went to Fujian four times, but was blocked by this company.The fundamental reason is that the strength is small, and big manufacturers do not trust self-employed people like him.One day, a buyer from a foreign garment factory with a southern Hokkien accent came to the store and asked for 100,000 zippers, and said that the best imitation of a certain brand in Fujian was available in a big market in a certain place. You just need to help me Just get it over here.Cash is in stock, and the price is very attractive.Chen Dong said that he can help him contact genuine products, but he will never sell counterfeit products, even if the store is closed.The client spent the whole morning ruthlessly offering all kinds of tempting conditions, but Chen Dong remained unmoved. Later, the merchant handed over a business card. It turned out that this person was the chairman of the Taiwan-funded zipper company in Fujian. Adhering to his own principles, the boss immediately decided to give Chen Dong the agency right of Jiangsu.Now, for a zipper that costs just over a dime, he has to make more than 5 million yuan a year. Only by putting in the "long line" of integrity can we catch the "big fish" in the market. When mentioning the world's lighter industry, one cannot fail to mention Wenzhou, which accounts for about 80% of the world's production.When it comes to the lighter industry in Wenzhou, Zhou Dahu, chairman of Dahu Lighter Co., Ltd. must be mentioned.The reason why Zhou Dahu has attracted attention is not because he has a net worth of more than 300 million yuan, but that when fake and shoddy lighters were rampant in Wenzhou, Zhou Dahu did not follow the trend, but operated with integrity, and the result was naturally brought to him. A lot of wealth. In the first half of 1993, Wenzhou lighter market entered a state of madness.Wenzhou has rapidly developed from the original one or two hundred lighter manufacturers to 3,000.Because the price of lighters in Wenzhou is only 10 yuan, and lighters produced in countries such as Japan and South Korea cost 300 to 500 yuan, the price difference is really too big, so Wenzhou is full of foreigners who come to buy lighters.According to the exaggerated saying at the time, "Even if the box you send to a foreigner contains stones, the foreigner will take it away without looking at it." When the market is so violent that it is almost crazy, many manufacturers hold the idea of ​​"quick catch" and produce inferior lighters.But Zhou Dahu knows that the integrity of the market economy comes first, and he insists on product quality.At that time, according to Zhou Dahu's quality standards, workers could only make 150 lighters a day at most, while manufacturers of low-quality lighters could make 500.Workers are paid on a piece basis, so the wages of workers working at Zhou Dahu's place are naturally low, which is not attractive.For this reason, except for a few backbones, more than a hundred workers ran away. Similarly, because of his small demand, upstream suppliers were unwilling to supply Zhou Dahu. In the first half of 1993, Zhou Dahu lost the profits of the previous two years and almost went bankrupt. "An honest man will never suffer a loss", this old saying can be said to be a market rule about honesty.In the second half of the same year, foreign businessmen who had suffered enough from inferior products began to focus on Zhou Dahu.Zhou Dahu's orders suddenly increased. His lighter factory only had a production capacity of more than 5,000 a day, but it could receive more than 10 times the orders.The original 3,000 lighter manufacturers, like the autumn wind sweeping away fallen leaves, closed down 90%. Dahu Lighter Co., Ltd. does not have a salesman, and does not spend a penny on advertising.But the production efficiency is the highest: Wenzhou produces about 500 million lighters annually, with sales of nearly 4 billion yuan.However, Zhou Dahu's company has an annual output of only 15 million lighters, but the value is around 200 million yuan. The clear is clear, and the turbid is turbid. What kind of choice leads to what kind of results, such a high production efficiency of Dahu lighters is brought about by integrity. Operation of women's clothing: Women's clothing has always been the highlight of the clothing industry, and it is also a common investment opportunity. 1. The production of women's clothing is suitable for investors with strong design capabilities. 2. The operation of women's clothing is only suitable for investors with keen eyesight and a deep understanding of the market and consumer psychology, and focuses on the production and operation of personalized and niche products. 3. Women's special clothing, such as fat people's clothes, maternity clothes, dance clothes and so on. 4. Most of the customization of women's clothing appears as a personal studio, mainly focusing on the design process, and generally does not pay attention to the customization of fabrics, buttons, decorations and other sources. In fact, the latter has huge profit margins and is also the most powerful weapon for competition. . The operation of women's clothing is not suitable for those investors who are new to the market, inexperienced and lack sufficient risk-taking ability. If such investors want to enter the women's clothing market, it is best to enter the industry as a "worker" and familiarize themselves with it for several years. Then start your own business. The reason for the great success of the Japanese businessman Tengtian is that he likes to imitate the business methods of Jewish businessmen. Of course, he has also learned from the point of integrity. In 1968, Tengtian accepted 3 million cutlery and forks ordered by the American oil company.Because of the procrastination of the manufacturer, he missed the delivery date.In order not to breach the contract, he had no choice but to rent a Boeing plane and transport the goods from Tokyo to Chicago at all costs. Teng Tian knew that when doing business with the Jews, no matter what, he must deliver the goods on time. Once he broke the contract, the Jews would never trust him again.Although Tengtian lost $30,000 in air freight, he preserved the trust of the Jews in him. In the second year, the American oil company ordered 6 million western food knives and forks from Tengtian.As a result, he delayed the delivery date again this time, so he had no choice but to rent a plane to deliver the goods by air. Tengtian suffered a lot from chartering planes and air deliveries twice, but in exchange for the trust of the Jews, which is hard to buy with money.The Jews called him "the Jew of Ginza", which means "the only businessman in Ginza who keeps the agreement". The Jews' belief in the contract and strict compliance with the contract not only won the supreme business reputation for the Jews, but also a good example for every businessman to learn from. In the eyes of ancient Chinese businessmen, the highest level of cooperation between the boss and the shopkeeper is: the boss should "do not doubt the person, and the employer should not doubt the person", while the shopkeeper should "be entrusted by others and be loyal to them." Jin merchants know the way of employing people with no doubts. Even if the business loses money, as long as it is not caused by human dereliction of duty or lack of ability, the boss will not blame them, but will comfort the shopkeepers and encourage them to turn losses into profits in the coming year. The Cao family of Shanxi merchants invested 70,000 taels of silver and opened Fushengjun Bank in Shenyang.But the shopkeeper has been in business for several years, not only did not make money for the owner, but also lost the owner's principal and silver.Cao's family listened to his comprehensive report and understood that the reason for the loss was not because the shopkeeper could not fulfill his duties or lack of ability, but some unexpected factors. 因此，曹家不仅没有责怪掌柜的，还马上给了他第二笔资本，让掌柜的继续经营。但几年过去之后，还是亏得一塌糊涂。这位掌柜觉得很内疚，便提出辞职。可曹家还是很信任掌柜，又拿出第三笔本钱，并鼓励这位掌柜的不要灰心，放心去做。 掌柜的回到沈阳后，重整旗鼓，在总结前两次失败教训的基础上调整了经营策略，没几年，富生峻钱庄不仅赚回了前两次亏损的钱，而且获得了巨额盈利。掌柜的再利用这些盈利，利用当地盛产高粱的优势，为东家在四平开办了富盛泉、富盛成、富盛长、富盛义四家酿酒商号，富生峻钱庄也成为了沈阳金融界的大户。 诚信的适用范围，不仅仅是在顾客、客户身上，老板对于员工、员工对于老板，都应该以诚相待、信守承诺。 诚实为本，打造信誉金牌： 中小投资者刚创业的时候，不可能花钱做广告，全靠顾客相互介绍，这就需要有良好的口碑。创业要想取得成功就需要在良性循环中发展壮大，在信息社会里，广告宣传固然起着推进的作用，但并不是万能的，何况这需要一大笔的费用，对小本创业的人来说是有很大难度的，最好的办法就是树立起自己的信誉，这无疑是个让人信服的金字招牌，会使你的生意日益兴隆。 当然，良好的口碑并不是嘴巴吹出来的，而是靠你诚实经营、踏踏实实的工作才能形成。 因此，诚实经营对创业伊始的人来说尤为重要。 犹太人的重信守约在全世界都是有口皆碑的，各国商人在同犹太人做生意时是最有信心的。在追求信誉这方面，中国古代的优秀商人是不会输给犹太人的。在英国，有一位英国人逢人就赞扬：“想不到中国商人也像犹太人一样讲信用！” 原来这个英国人的爷爷与一个山西商人有生意上的往来，但山西商人不久就破产了，没有办法偿还欠英国人的债务。山西商人临死前，把儿子叫到床前说：“我们家还欠一位英国老板的钱，我现在是没办法还了，但你要记住，你一定要争取还上；如果你没能力还，一定要叫你的下一代还上。不管多少代，一定要将钱还给人家。” 老爷子过世后，儿子始终没有忘记父亲临终前的话。由于数目庞大，而自己又能力有限，在有生之年没能实现父亲的遗愿，于是就又叮嘱自己的儿子，一定要替爷爷将欠英国人的债务偿还了。 孙子同样记住了父亲的话，经过自己的艰苦创业，几十年后，孙子成了一个大商人，于是就主动联系那个英国人的后代。不久之后，英国人的孙子就收到了一张支票和一封来自中国的信，信上写道：“……当年我爷爷欠了你爷爷的钱，我爷爷还不了，我父亲也没办法还，但是他们临死的时候都嘱咐我，叫我一旦有钱之后，就马上把这笔钱还给你们，这样才能对得起良心……十分抱歉，这笔钱隔了几十年才还上，感谢你爷爷当年对我爷爷的支持……” 此外，1888年，英国汇丰银行在上海的经理回国前，对晋商有过这样一段评论：这25年来，汇丰银行与上海的中国人做了大宗交易，数目达几亿两之巨，但我们从没有遇到过一个骗人的中国人。 在中国古代十大商帮之中，晋商为什么能雄踞徽商、湖商、粤商等商帮之上，成为商帮之首呢？就是晋商以信誉为根本，始终坚持信誉第一。 武昌的曾祥泰杂货店是1884年开业的老字号，历经三世，由小摊贩而发展成为武汉数一数二的大杂货店，还是兼有机米厂、槽坊、肥皂厂和钱庄等其他经营项目的企业。杂货店的创始人叫曹南山，人们却叫他“曹大把”，为什么有这样一个名字呢？ 曹南山从小就家庭贫困，十二三岁的时候，就开始沿街叫卖蚕豆。小时候在私塾里面读过书，知道做人要以诚相见。因此当别人买蚕豆时，他不像一般小贩那样斤斤计较、唯恐亏损，而是大把地用手抓，力求微利多销，博取顾客的信任，因而获得一个“曹大把”的绰号，也因此有了一点儿小小的名气。 随着年龄的增长，资本和经验的积累，曹南山相继又经营了干果和水果生意。因为曹南山为人正直、买卖公平、以诚待人，所以深受新老顾客的欢迎，生意自然蒸蒸日上，经营规模也发生了不小的变化，他由提篮改成了挑担，后来从挑担发展到摆货摊，买卖也愈做愈大，愈做愈好。 1884年，曹南山创设了曹祥泰杂货店。生意做大了，但曹南山经营的原则没有变——还是以“诚”取信于顾客，以“诚”服务于顾客。力求货真价实、买卖公平、信誉至上。 曹南山尤其重视把好进货关，从来不进次货。哪怕是很微不足道的原料，他都会精心考察研究，以保证市场效果。为了保证店里腌制的咸鸭蛋味道鲜美，曹祥泰每年春天，都要派人到沔阳沙湖去收购鸭蛋，因为沙湖盛产田螺和一种特殊的水草，鸭子吃了它们所产的蛋营养丰富，做出来的味道自然可口。对于花生、瓜子等商品，不远千里到沙洋、叶家州等产地去坐庄收购；对于木耳、黄花菜等土特产，为了收购到上等、新鲜的商品，则趁出新时节收购，这样成本相对低廉，所以同样的货色售价往往较同业低，因此信誉日增。 后来，杂货店被一场大火烧得个精光，但曹老板借钱重新开店后，生意依然红火，很快就还清了债务，后来，发展成为了武昌最大的一家杂货铺，还相继办起钱庄、肥皂厂、米厂等实业。 曹大把做生意其实也没有什么诀窍，就是老老实实做人、认认真真做事。 开店成本控制的六大方法： 同样的30万元的月营业额产生时，为何会有2万、5万、8万元的不同利润结果？关键在于成本！创业不易，守业更难，但凡能为店铺增加或创造利润的任一法则都不容视。 “营业额－成本－费用＝利润”是店铺获利的基本公式，营业额的增加是开源的探究，成本与费用是节流的探讨。 开店的成本控制可以从以下六个方面入手： 1.明确各种成本项目。 2.制定标准操作手册。 3.建立良好的库存管理。 4.控制进货成本。 5.导入奖惩制度。 6.同业可以为师，要清楚地知道同种经营形态的店铺是如何合理地控制成本，进而取长补短地让自己获取更大的利益。 上了岁数的杭州人都知道“头顶天，脚踏边”这句话的意思，“天”指的是天章的帽子，“边”指的是边福茂的鞋子。边福茂是杭州有名的老字号，毛泽东、周恩来、谭震林等党和国家领导人，以及梅兰芳、盖叫天等艺苑名流，均曾在该店定制过布鞋。 此外，边福茂还有一个“肉刀斩鞋底”的故事也很出名。 清朝道光年间，在杭州长庆街王老巷一家茶馆的门前，摆有一个鞋摊，鞋摊的主人边春豪是个制鞋高手。他的鞋摊不但接受来料加工，为附近的居民纳鞋、制鞋，也自备原料做成布鞋向过往行人销售。 为了做到货真价实，边春豪决定全部用新布做鞋底。消息传出后，大家都不相信，因为就是母亲为出远门的孩子做鞋子，也舍不得用全新布。有一些顾客就去摊边探听虚实、看个究竟。 边春豪看透了这些顾客的心思，心想机会来了！于是就主动上前给他们介绍说：“这些鞋底用的是全新龙头粗布，穿上结实耐磨，鞋帮穿不坏，保证您鞋底磨不穿。”有一位顾客见边春豪这样说，就讥笑着反驳道：“鞋底表面是新布，不用你说，我已经看见了，但里面的是不是全新布，那就只有你知道了。” 这时围观的人也越来越多，大家都想看个究竟。边春豪见状向众人大声说道：“我制作的鞋底，确实从面到里，全部使用的都是全新的龙头粗布，如果顾客不信，我愿割开鞋底当众验看。”于是，边春豪找来切肉刀当众剖开了一双鞋底。让大家目瞪口呆的是，鞋底的材料确实为全新布。围观的顾客们当场就纷纷购买这种全新布做鞋底的布鞋。 从此，“肉刀斩鞋底”的故事广为流传，边福茂的鞋摊因此名声大振。 “肉刀斩鞋底”既是营造声势，更是诚实经商的展示，否则，边福茂怎么在今天还能那么生意兴隆呢？ 从厨房里闯出来的美国面包大王凯瑟琳，一直标榜她自己的面包是“最新鲜的食品”。为了取信于消费者，她在包装上特别注明了烘制日期，保证绝不卖存放过3天的面包。 最初，这个规定曾给她带来了巨大的麻烦。因为一种新产品上市，销路不可能马上好起来。存货一多，要严格执行“不超过3天”的规定就相当困难了，尤其是各经销店大都怕麻烦。虽然过期面包由凯瑟琳回收，但他们不愿天天检查，换来调去，宁愿把过期的面包留在店里卖。 有的人还拼命抱怨凯瑟琳未免太认真，一个面包放3天也坏不了，为什么非要3天换一次不可，甚至负责推销的大女儿也大发牢骚，说给经销商增添的麻烦太多了。但凯瑟琳坚持认为：如果也像别人一样，面包放一个星期再卖也没有关系，这怎么能标榜自己的面包是“最新鲜的”呢？吃的东西，新鲜度是最重要的条件。只要在消费者心目中树立起良好的信誉，就成功了一半。经销商方面的矛盾可以作为管理问题来慢慢研究改善，但“超过3天不卖”绝不能动摇。 正是凯瑟琳咬紧牙关，坚持诚实经营，使得她能从1943年至1960年的短短十几年里，就把一个家庭式的小面包店完全变成现代化企业，每年的营业额从2300美元猛增到400万美元。 老实人终究不吃亏，这是无数事实证明了的真理。 创业的成功之道之一： 在任何一个行业中，有赚钱的就有赔钱的，正如日本的经营之神松下所说：“没有不赚钱的行业，只有不赚钱的企业”。 要想成功创业，一定要注意以下三个方面： 1.做自己熟悉的行业。俗话讲行行有道，隔行如隔山。不同的行业，都有自己的一套规则和规律，不熟悉这个行业就贸然进入，就如同进入一个黑暗的房子，不知东西南北，失去了方向。 2.考量自己的资金状况。俗话说：看菜吃饭，量体裁衣。有多少钱的资本，就做多少钱的事情。 3.整合自己的社会资源。俗话说：多个朋友多条路，多个敌人多堵墙。多交朋友，善于交朋友，你会从朋友那里得到很多有用的信息，得到很多有益的启发，当然也会得到很多实惠。 美国建国时期的政治家、科学家本富兰克林说过：“信用能够使一个人在任何时候、任何场合聚集起他的朋友们所用不着的所有的钱。”有一个老板就是这样得到创业资金的。 有一家私营企业的老板，在创业之前家里一贫如洗、徒有四壁，可是当他决定办厂时，邻里和朋友们都毫不犹豫地纷纷借钱给他，凑齐了几万元的启动资金。为此，有人不明白为什么会有那么多人敢把钱借给他这个没有偿还能力的人，这不是傻子吗？原来是这个人虽然穷，但人穷志不短，他很讲信用。 很多年以前，他和一位朋友打赌，谁输了谁就把一大堆石头挑到1公里之外的地方去。结果他赌输了，愿赌服输，他将那堆积得像小山一样的石头挑到了1公里之外的地方。当时，所有的人都以为打赌是开玩笑，两个人谁输了都不会当真。但这个人说，既然打了赌，就得算数。他断断续续地挑了3个月，才将石头挑完。人们因此对他十分敬佩，无不赞美他是一个诚实守信的人。把钱借给这样的人，还有什么不放心的呢？ 大诗人李白的诗句“三杯吐然诺，五岳倒为轻”中就是在说信用的分量比大山还重。 在胡庆余堂，有一个胡雪岩亲手写的“戒欺”二字制作成的横匾，高悬在店堂大厅醒目的地方。说到这个“戒欺”的横匾，还有一段闻名遐迩的故事。 一次，胡庆余堂的紧俏药虎骨追风膏断货了，于是经理余修初就找到专管药材的邹文昌问清原因。邹文昌说，“虎骨追风膏”的主要原材料是虎骨，而虎骨现在又断货，所以他建议用豹骨。余修初一听，这怎么行呢？你这不是想砸了胡庆余堂这块招牌吗？余修初坚决不干。 “做生意嘛，要懂得变通，我们用豹骨代替，先满足一下市场，等虎骨一到，马上就换用虎骨。不然别人会把咱们胡庆余堂看扁的。”邹文昌拿出胡庆余堂的信誉来威胁余修初说。见余修初的思想有一点儿动摇了，于是趁热打铁道：“豹骨的药效也差不到哪里去，一般人是看不出来的，只有你知我知，别人绝对不知道。” 听他这么一说，余修初动摇了，于是邹文昌趁机生产出了假的虎骨追风膏。胡雪岩知道此事后，认为邹文昌伤害到了胡庆余堂的声誉，非常气愤。 胡雪岩把所有人都叫到大厅，当众辞退了邹文昌。并当场写下了“戒欺”堂训，还在横匾旁边挂了一些条幅：“药业关系性命，尤为万不可欺”、“采办务真，修制务精”等。 后来，胡雪岩还将自己在胡庆余堂的办公室取名为“耕心草堂”，用意十分明显，田要耕，地要耕，心田更要耕，只有常耕心田，邪念、欺骗这些杂草才不会滋生，才能做一个堂堂正正的商人。 因为“戒欺”的堂训，胡庆余堂的伙计再也不敢有一点点的欺骗行为了。经过多年的发展，胡庆余堂成为了名闻天下的老字号药店。民间一直有“北有同仁堂、南有胡庆余堂”之说，它与北京的百年老字号同仁堂南北交相辉映，深受广大顾客的信赖。胡雪岩本人也因此赢得了“江南药王”的美誉。 时至今日，胡雪岩所制定的这些经营规则，仍被胡庆余堂的后继经营者们认真遵守。而胡庆余堂“戒欺”的堂训还被现今的国药界誉为药业座右铭。 创业的成功之道之二： 1.重视信息收集和利用。现今社会，是一个信息的时代。从某种程度上讲，信息是成功的关键。市场在变化、信息在更新。昨天畅销的产品，今天可能已经落伍，只有掌握了信息，才能及时了解市场，了解消费者的需求，才能更主动地调整自己的经营方向和产品结构，才能不致于落后和失败。 2.不要轻视小产品。温州的一家塑料制品厂，专做饮料吸管。一支吸管只赚0.2厘钱，在别人眼里简直是不值一提的。但他们经过几年的打拼，便成了世界上最大的吸管生产厂。可口可乐，百事可乐、娃哈哈等着名厂家，都是他的客户，年盈利几千万元。 3.勤于学习，善于合作。俗话说“三百六十行，行行出状元”。只要勤于学习，充分思考，善于合作，对自己所处的环境有正确认识和准确定位；只要巧于整合各种资源，持之以恒、踏踏实实地去做，赚钱不再是困难的。