Chapter 4 Chapter 3 Famous

In the eyes of many private entrepreneurs, they even thought that every day in 1992 was spring.After Deng Xiaoping's "Southern Tour Speech", China has entered an era of business for all. Wenzhou is even more so. After more than 10 years of reform and opening up, from 1978 to the early 1990s, Wenzhou went through its first entrepreneurial stage: Wenzhou’s private economy has already occupied half of the country in terms of strength; Wenzhou has completed the accumulation of original capital as a whole, By 1990, private financial capital totaled more than 10 billion yuan; the market economy was becoming more and more mature, and more than 97% of the commodities regulated by the market; in rural areas, the block economic layout of "one township one product" and "one village one product" In 1994, there were more than 20 villages and towns with a total output value of over 500 million yuan. The quality of a group of private entrepreneurs who had been honed by the market was gradually improved, and the enterprises led by them showed strong vitality.

Ten years of ups and downs in the rivers and lakes.It is the first time to start a business, start from the grassroots, and develop in the face of blows. There are all kinds of problems and drawbacks, which make Wenzhou unavoidable: the enterprises developed from family workshops have not lost their small scale, low grade and high quality Poor accumulation, no branding; in terms of enterprise form, due to large geographical limitations, insufficient influence, and slow development of export-oriented economy; from the perspective of economic development environment, infrastructure lags behind, regional gaps widen, and spiritual civilization construction needs to be strengthened urgently.

At the end of the 1980s, Wenzhou's economy developed too fast, but there were frequent problems, and then experienced the "1989 storm" and three years of governance and rectification. Wenzhou's economy, which fell into a bleak moment, seemed to be waiting for a new spring. In February 1992, Deng Xiaoping visited Wuchang, Shenzhen, Zhuhai, Shanghai and other places in four days, and delivered the famous "Southern Speech". In the "Speech", Deng Xiaoping pointed out: "In reform and opening up, we must be more courageous, dare to experiment, and not be like a woman with small feet. If you are sure, you should try boldly and break through boldly."

Subsequently, a long newsletter article titled "Eastern Wind Comes Full of Spring" was reprinted by major newspapers across the country.In the poetic and picturesque description, people have to sigh sincerely: spring has really come! The spring breeze blows from the south to Wenzhou.Wenzhou, which had been quiet and restrained for a while, immediately recovered, and "let the reforms come more violently" became the common aspiration.This year, Wenzhou was officially approved to establish an economic and technological development zone. Wenzhou people no longer hide their edge, self-employed, small bosses, and entrepreneurs show their faces one after another, letting go of their hands and feet and preparing to do a big job.There is an endless stream of people from all over the world to learn Buddhist scriptures, and the number of visitors to Wenzhou once reached 500,000.The infrastructure construction of the whole city of Wenzhou is also in full swing, and the long-awaited Jinwen Railway officially started.

Deng Xiaoping's "Southern Tour Speech" made a Wenzhou businessman named Wang Junyao finally realize his "daring" dream of starting a business. Wang Junyao, who has been busy selling business in Hunan all the year round, would worry about buying train tickets back to her hometown of Cangnan, Wenzhou every Spring Festival eve.Wang Junyao planted a golden idea for starting a business in the ridicule of his fellow countrymen, "The plane is fast, you can charter the plane and go home". In 1990, Wenzhou Airport was officially opened to navigation, and Wang Junyao decided to put his "idea" into action.After 9 months of preparation, communication and application, this 24-year-old Wenzhou youth stepped into the gate of the Hunan Civil Aviation Administration for the first time with his ID card and the certificate issued by the Wenzhou Municipal Government.After stamping more than 100 stamps, an "An-24" Silver Eagle flying from Hunan landed at Wenzhou Yongqiang Airport. Wang Junyao opened the first private charter flight in the history of China's civil aviation.

In the first year, the chartered flight brought Wang Junyao a profit of 200,000 yuan. In 1992, Deng Xiaoping's "Speech on the Southern Tour" strengthened Wang Junyao's confidence.In the spring of this year, he asked someone to design a "leading" trademark, and formally established the first private charter company in China - Wenzhou Tianlong Charter Co., Ltd. On April 6, 1992, "Wenzhou Daily" reported Wang Junyao's pioneering work: "Without Aircraft in Hand, But Can Engage in "Aerial Scheduling"—Cangnan Farmers Found Tianlong Charter Aircraft Company", which caused a sensation.At the CCTV Spring Festival Gala in the second year, a new riddle appeared.The "New York Times" of the United States made a very high evaluation: "Wang Junyao's superhuman courage and courage and other entrepreneurs with pioneering and entrepreneurial spirit in China can trigger the take-off of China's private economy."

With the intensification of reform and opening up, Wenzhou has felt the pressure from home and abroad. If the Wenzhou model is to continue, it must deny itself, surpass itself, and start a second venture. On January 5, 1992, the Wenzhou Municipal Party Committee and the Municipal Government issued the "Decision on Launching the "Second Pioneering"", clearly stating: The overall goal is to build Wenzhou into a coastal economic zone with advanced technology, well-developed transportation, openness to both inside and outside, economic prosperity, social stability, and civilization, and a modern industrial, commercial, and port city on the southeast coast of my country.It is required to do a good job in the "358 Project" of product quality management, the "828 Project" of infrastructure construction and the "2311 Project" of enhancing the comprehensive economic strength.

On May 10, 1994, the Wenzhou Municipal Party Committee and the Municipal Government held a massive "Ten Thousand People Swearing-in Conference", with the theme of "Building a City with Quality", calling for: "Quality is the life of Wenzhou! In terms of quality, Wenzhou will prosper; If the quality is low, Wenzhou will decline." This summer, a once-in-a-century typhoon landed in Ruian Meitou Town, and neighboring Wenzhou suffered a direct economic loss of 9.54 billion yuan.Under the natural disaster, the whole city of Wenzhou began to issue an initiative to rebuild their homes, which officially set off a second entrepreneurial climax.

At the end of November, 84-year-old Fei Xiaotong came to Wenzhou again.After the Wenzhou model has been replicated in various places, it is facing its own crisis. The embarrassment of "there is a market but no market" has become the biggest dilemma faced by Wenzhou people who have completed capital accumulation.The investigative article "Family Real Estate Innovation" written by Mr. Fei Xiaotong seems to have injected a dose of stimulant into Wenzhou's economy. In order to change the scattered, small and messy situation of family workshops and facilitate unified management and industry cooperation, Wenzhou has started to build more than 200 industrial zones.Family businesses transformed into joint-stock cooperative enterprises and moved into industrial areas one after another, realizing the upgrading transformation of "from alleys to enterprise communities, from small workshops to modern enterprises, from manual operations to mechanization and automation".

In 1990, Yueqing Qiujing Switch Factory established the first factory and the second factory during the rapid development, managed by Nan Cunhui and Hu Zhongcheng respectively.Afterwards, the two introduced foreign technology and capital in 1991 and 1992, and established Sino-US joint venture Chint Electric Co., Ltd. and Sino-foreign joint venture Wenzhou Delixi Electric Co., Ltd. respectively. In September 1993, with the completion of the company's first office building, Chint called out the slogan of "reshaping the new image of Wenzhou Electric". In February 1994, Chint merged horizontally and established the first enterprise group in the domestic low-voltage electrical appliance industry.Coincidentally, shortly after Deng Xiaoping's "Southern Speech", Hu Chengzhong established Zhejiang Delixi Industrial Company through mergers and alliances with small companies in the same industry. In May 1994, Zhejiang Delixi Group Company was formally established, becoming the first in Zhejiang Province Provincial joint-stock cooperative electric appliance enterprise group.The road of collectivization and large-scale development has become the unanimous choice of Chint and Delixi.

While low-voltage electrical appliances formed a large enterprise group, Wenzhou leather shoes experienced a process of survival of the fittest. With the acceleration of the reform and opening up process, international brands began to be introduced to China, and the manufacturing industry in coastal cities such as the Pearl River Delta also sprang up. At this time, the shortcomings of Wenzhou's shoe industry were fully exposed. Since he resigned in 1979 and went to sea to make shoes, after 10 years of development, the Kangnai leather shoes created by Zheng Xiukang rank among the best in the domestic shoe industry.However, in August 1987, a fire in Hangzhou City destroyed more than 5,000 pairs of inferior shoes in Wenzhou.After learning from the painful experience, Wenzhou shoe-making enterprises established the country's first shoe industry association under the leadership of the government. In 1990, Kangnai took the lead in successfully putting into operation a mechanized production line in Wenzhou, ahead of domestic counterparts.In the following years, Kangnai leather shoes successively won the titles of "China's top ten shoe industry kings" and "China's real leather shoes king". In 1994, Bali Leather Shoes, one of the top ten shoe industry kings in China who was once as famous as Kangnai, took advantage of the company restructuring to form Zhejiang Bali Group, becoming the first group company in the leather shoe industry in the province.After that, Bali Group expanded blindly and went astray towards diversified development, and finally failed to recover.Fortunately, Zheng Xiukang withstood the temptation and settled down to pay close attention to technology and quality. But what made Zheng Xiukang feel reconciled was that in 1997, Beijing Lufthansa Shopping Center ended its six-year cooperation with Kangnai Leather Shoes due to the introduction of Chinese international brands.And this year, in the early 1990s, the well-known shoe-making company "Naibao" went bankrupt because of its quality scarves.After contemplating behind closed doors, Zheng Xiukang invested almost all of his net worth of 24 million yuan to introduce world-class technical equipment and set off a wave of technological transformation within the company. In 1998, Kangnai won the title of "Chinese Leather Shoes King" again. Under the baptism of the market, the leftovers are king. Wenzhou Shoes Industry has gone through the second venture with some happy and some sad, and continues to move forward. On May 4, 1984, the Central Committee of the Communist Party of China and the State Council approved the first batch of 14 coastal port cities in the country to further open to the outside world, and Wenzhou was among them. Wenzhou businesses, which have always been famous for their "home from all over the world, and business in the world", have begun to leave one after another, looking for another piece of entrepreneurial world.Wenzhou people who run away often go through a bitter period of working, studying and starting a business. Ji Yueren got on a freighter bound for Brazil and experienced hardships. After many years, he became one of the four major Chinese businessmen in Rio de Janeiro, Brazil; Chen Jiusong, who was in his early 30s, bid farewell to his family and went to Spain, more than 1,300 kilometers away, to make shoes with fellow Wenzhou villagers Chen Qiankang went to the United States at the age of 17, and now works in a garment factory and learns languages ​​in his spare time. After that, he founded his own garment factory and set up branches in Hong Kong, France and Italy Zhang Suitang gave up his well-off family business in China and took his family to Argentina. After that, he played the signboard of "Wenzhou Gift Shop" and sold small commodities. Soon after, he invested in catering and shopping in Buenos Aires, the capital of Argentina. hotel…… In August 1991, a company named "Kanglong Agriculture" was incorporated in Los Angeles, which was the first private joint-stock cooperative enterprise established abroad after the founding of the People's Republic of China.And the founder of this enterprise is Ye Kangsong, a celebrity in Wenzhou city.Therefore, "Wenzhou Daily" published this news in a prominent position. Five years ago, Ye Kangsong's name also appeared in Wenzhou Daily.At that time, as Secretary of the Party Committee of Yongjia Shangtang, Ye Kangsong submitted his resignation, took a walking tractor home, and used the 910 yuan severance pay issued by the government to contract sporadic barren hills. After setting up a fruit testing ground, he became the focus of the spotlight.Subsequently, "People's Daily" and CCTV followed up one after another.In a series of media perspectives, Ye Kangsong was praised as "the first person to abandon his official position and go to sea" and "the waver of reform and opening up". On January 18, 1989, a series of seminars on the national private economy were held in Wenzhou. Ye Kangsong, member of the Standing Committee of the Wenzhou Municipal People's Congress, delivered a speech. In his speech, he talked about the topic that the number of workers employed by Nian Guangjiu, the founder of Anhui "Fool Guazi", exceeded the limit of 8. Ye Kangsong He said bluntly: "The more workers you hire, the greater your contribution!" Afterwards, the article "A Communist Party member said, the more workers you hire, the greater your contribution" appeared in the newspapers, and Ye Kangsong felt unprecedented pressure. At that time, Ye Kangsong invested more than 200,000 yuan in shrimp farming. It was the harvest season, but unexpectedly a flood destroyed the shrimp pond, and all previous efforts were wasted.An official in charge of foreign trade suggested that Ye Kangsong go abroad to engage in agricultural product business, and Ye Kangsong came up with the idea of ​​going to the United States.After the establishment of Kanglong Agriculture, Ye Kangsong even had the idea of ​​committing suicide after experiencing untold hardships.Later, in the form of Sino-US trade, "Chinese products are sold in the United States"—sell lighters to the United States, and "American products are sold in China"—opened an American ginseng store in Wenzhou, and Ye Kangsong's American company was able to flourish. While Wenzhou merchants are going global, more and more products are going out of Wenzhou and onto the trading platform of the international market economy. They must conform to the "rules of the game" of developed countries and compete with international brands on the same stage. High quality and low price are the common features of Wenzhou products, and also the biggest advantage for them to be popular in foreign markets.However, it is precisely this feature that breaks the original industry ecological balance in foreign markets, and often suffers innocent obstruction and blows. In 1987, a family surnamed Jin in Lucheng District, Wenzhou made the first lighter - Maoyan by hand.Soon, more than 500 lighter manufacturers gathered in Xinhe Street, Lucheng District, Wenzhou.Afterwards, Wenzhou lighters occupied 90% of the world market with overwhelming momentum.Japan, South Korea, and Taiwan of China were once known as the world's three major lighter production bases. Under the prosperity of Wenzhou lighters, 80% of the manufacturers closed down.Japan, the largest producer of lighters in the past, suddenly became the largest importer of lighters. Through Wenzhou businessmen engaged in foreign trade, Wenzhou lighters have entered foreign markets, especially in the United States, and their market share has been rising steadily. In the early 1990s, fires were caused by children playing with disposable lighters in the United States every year, causing tens of millions of dollars in losses.And 95% of disposable lighters in the US market come from Wenzhou.Therefore, ZIPPO took this opportunity to actively lobby the relevant domestic legislative bodies, and finally contributed to the introduction of CR regulations. The CR Act of 1994 in the United States is called "Child Resistance Law", which means "Preventing Children from Opening Act".On the grounds of protecting children, the bill requires that all lighters with an imported price of less than US$2 must pass a series of inspections such as safety devices, labels, tests, certifications, and cargo storage before entering the US market, so as to prevent children under the age of 5 from opening them. Most of Wenzhou's lighters exported to the United States cost around US$1 without any safety device.Once such a bill was passed, people in Wenzhou were caught off guard, sales plummeted, and many lighter manufacturers were in a slump. The tenacious and unyielding Wenzhou spirit once again played its magic at this time.A Wenzhou businessman named Lin Guang was determined to save Wenzhou's lighter industry.Lin Guang was known as "the first person to sell Wenzhou lighters to the United States" at the time. As early as 1985, Lin Guang, a doctor of traditional Chinese medicine from a hospital in Wenzhou, went to the United States alone. After working as a doctor for two years, he worked in a restaurant and sold Wenzhou small commodities at a street stall.Soon after, Lin Guang established the American Lucky Trading Company, specializing in Wenzhou lighters. Lin Guang, who was also hit hard by the CR Act, was determined to go against the current. For more than three years, he devoted himself to research on the technology to resolve the CR Act.Hard work pays off. After repeated experiments, the "heavy child-resistant opening device" developed by Lin Guang was protected by a US patent.Moreover, Lin Guang shared this technology with Wenzhou lighter enterprises free of charge. Since then, Wenzhou lighter manufacturers have overcome the obstacles of the CR Act and regained their prestige in the US market. In 2002, Wenzhou lighters were boycotted by the European Union, known as "the first case of accession to the WTO".Wenzhou enterprises, which have experienced many battles, responded to the crisis with maturity and calmness. Wenzhou shoes are also subject to anti-dumping boycotts with Wenzhou lighters. In the early morning of September 17, 2004, hundreds of unemployed workers from a local shoe factory in Elche, Spain set fire to Wenzhou shoes worth more than 8 million yuan. According to the international community, this "the most serious incident against Chinese businessmen in Spain's history" was caused by the fact that Wenzhou shoes were too powerful in the local area, causing local shoe factories to close down one after another, and unemployed workers angered Wenzhou shoes. Critics believe that compared with the "fire" incident in Hangzhou on August 8, 1987, the "fire" incident in Elche is similar in that the price is low; the difference is that the former burned inferior Wenzhou shoes, while the latter burned What is good quality Wenzhou shoes. This is one of the many international disputes that Wenzhou shoes have encountered. In the competition on the international stage, the experience of Chint Group is quite dramatic. In 1994, Nan Cunhui joined forces with more than 30 companies to establish Chint Group, which launched Wenzhou's low-voltage electrical products into the US market.Seeing the strong invasion of Chint products, Schneider, the country's largest power and control company, sent representatives to Wenzhou to visit Chint Group, and then proposed to acquire 80% of Chint's shares in cash. To the surprise of Schneider's representative, Nan Cunhui refused without hesitation.Since then, Schneider and Chint have formed an "indissoluble bond".Schneider's ambition to acquire Chint is not extinguished, but he always "sticks a hot face to a cold ass", so he became angry and initiated infringement lawsuits against Chint products as many as 24 times in 12 years. While confronting Schneider, Nan Cunhui did not forget to strengthen himself. In 1998, Chint Group carried out shareholding reform, which faded away the color of family business and stepped into the track of rapid development. To Schneider's surprise, in 2007, Chint sued its "enemy" for many years in the name of product infringement. In September, the Wenzhou Intermediate People's Court made a judgment on the infringement lawsuit against the global leader in the low-voltage electrical appliance industry: Schneider was established for infringement and compensated Chint 330 million yuan. Chint Group's victory this time has been 13 years since Schneider first proposed to acquire Chint. The time of 13 years is the golden age of Wenzhou's second start-up, which is enough to make Wenzhou enterprises proud and proud. On August 25, 2009, Wenzhou Business Daily published an article titled "Anxin Floor 15 times the amount of money to find the first customer".Lu Weiguang explained: "We took action to find the first customer, and returned to him 15 times the money he spent on the floor after 15 years, expressing respect and gratitude to the customer." In 15 years, Lu Weiguang Cultivate "Anxin" into the leader of China's flooring industry. On the morning of April 8, 1994, No. 106, Jade Building, Renmin Middle Road, was decorated with lights and festoons. "Anxin" solid wood floor shop opened, the owner's name is Lu Weiguang.A few days ago, he was a civil servant at the Municipal Fishing Vessel Inspection Bureau.By chance, he heard his father discuss building materials business with Hong Kong businessmen, and he came up with the idea of ​​flooring. In 1994, under the pressure of his family, Lu Weiguang resigned, borrowed 300,000 yuan, rented a 28-square-meter store, and entered the first batch of floors.At 10 am on the opening day, Lu Weiguang welcomed the first guest.When Lu Weiguang introduced to the guest that "the floor is wear-resistant and not afraid of being scalded", the guest became serious: "I am decorating the house, you take a piece of floor and let me iron it for two minutes, if it is not broken, I will buy it." The young man lit a cigarette and patiently burned it on the floor. A cigarette of about 10 centimeters becomes shorter little by little.Two minutes later, the floor was safe and sound.In the end, Lu Weiguang sold the 18-square-meter floor at a price of 270 yuan per square meter, making a net profit of more than 1,000 yuan.From then on, Lu Weiguang "spirited up his whole body" and was full of confidence in the flooring industry. In the midsummer of 1998, China suffered from rare nationwide floods.The contradiction between economic growth and environmental protection has entered the public eye, and sustainable development has become a consensus. The government has introduced various environmental protection measures. While investing heavily in the cultivation of trees, various deforestation behaviors are also strongly prohibited.When the policy is introduced, the economy responds immediately.Industries associated with deforestation inevitably took a hit. Anxin Flooring has cut off the source of materials, and the factory can only shut down, but wages cannot be stopped.Lu Weiguang was very anxious. There was a world map on the wall of his office. The large emerald green in the lower right corner of the map gave him an idea: go to Brazil to import raw materials. There is the largest tropical rainforest in the world. After several twists and turns, Lu Weiguang obtained the contact information of Brazilian timber suppliers.In the next few days, Lu Weiguang spent thousands of yuan in phone bills, and finally impressed the supplier and reached a cooperation.A few months later, the Shanghai Port Container Terminal ushered in high-quality solid wood flooring raw materials from Brazil. However, for the so-called ten-year trees, the total amount of wood is limited, and vicious competition is inevitable when there are more buyers.Lu Weiguang once again had a bold idea - the most fundamental way is to own the forest.However, Brazilian law strictly prohibits foreigners from purchasing forest land.Under the guidance of an old overseas Chinese, he chose his second son to be born in Brazil and become a Brazilian citizen.As a guardian, he obtained a green card and legally has the right to purchase forests.He has invested more than 100 million yuan and purchased two Brazilian forests with permanent logging rights, with a total area of ​​more than 1,000 square kilometers. Compared with purchasing forests across borders, what is more daring and even unthinkable is the entrepreneurial idea of ​​Wu Wei, a 25-year-old Wenzhou youth. On January 8, 1993, China's first sex shop, Beijing Adam and Eve Health Center, officially opened in a storeroom on the east side of the branch gate of Beijing Medical University People's Hospital (now Peking University People's Hospital). ...A friend suggested that I advertise it.But at that time, I even borrowed the money to open the store, how could I afford the advertising fee?I held the Yellow Pages in my arms and called various newspaper offices. Only one newspaper reporter agreed to come and take a look.A few days later, in the cracks of this newspaper, I saw a piece of news, which was only more than 20 words. In this way, a report the size of a matchbox quickly attracted the attention of almost the world's media.Agence France-Presse, EFE, "Reference News"... CCTV is also here! A year later, Wu Wei saw the news that China's first sex shop opened in Beijing.At that time, the Wu family was in a trough due to the failure of the electromechanical business.Out of the sensitivity of businessmen, Wu Wei decided to go to Beijing for inspection, accompanied by his father Wu Zhenwang, second brother Wu Hui and his girlfriend. After several twists and turns, Wu Wei and his party finally found the shop near Baita Temple in Beijing.Strictly speaking, it's not really a store: it's just a pharmacy with a few unbranded, unapproved masturbators on one counter.Despite this, the products are selling well, bringing in 4,000 yuan a day for the pharmacy. This number made Wu Wei very excited.After returning to Wenzhou, the sample was quickly developed, and the Wenzhou Municipal Family Planning Commission also agreed to put the sex products store under preparation under its name. At the end of 1994, "Adam and Eve" health products company was formally established.The store caused a sensation on the first day it opened. As the first sex shop in Wenzhou, the business is booming, earning thousands of yuan a day.A year later, Wu Wei opened a number of branches, and also applied for the production and sales approvals from the State Food and Drug Administration, allowing him to produce and sell health care products in a legitimate manner. Wu Wei was proud of the spring breeze, and wanted to expand the scale and plan to spread the products to pharmacies across the country, so he approached China Pharmaceutical Group for cooperation.However, despite the huge market, the products have fallen into the predicament of slow sales due to conceptual problems.At the same time, according to the policy, sexual health products can neither be advertised nor promoted. In the next 6 years, Wu Wei resorted to frequent methods, but all of them had little effect.A health care product company is like a chicken rib, not to mention that a piece of approval has gone through a lot of hardships?Therefore, Wu Wei has been reluctant to give up. In 2000, Wu Wei finally found a breakthrough.Domestic concepts are conservative, so focus on foreign markets.Wu Wei established a joint venture with Japan to establish Wenzhou Ailou Health Products Co., Ltd. The Japanese side provides the latest technology, and the Chinese side produces the products. The products are mainly sold in the international market. On April 21, 2006, the media reported that "Sex Products Exhibition Makes a Great Debut in China". In mainland China, where the concept of sex is gradually opening up, exhibitions of sex products are no longer secretive, but openly launched in various places.The large-scale "China International Adult Health and Reproductive Health Sex Products Exhibition" opened in Shanghai last Friday.This is called "the world's most professional exhibition" by the organizers. On the first day of its opening, it attracted tens of thousands of people to... China's domestic sex products manufacturer, the Sino-Japanese joint venture Wenzhou Ailian Health Products Co., Ltd., is also one of the exhibitors... Last year, Wu's company's sales reached US$10 million (S$17.18 million), and its domestic market share also Has accounted for 70%, the products are exported to 27 countries and regions in the world. (Chairman of Lover Company) Wu Wei estimates that the company's revenue will increase by 50% this year, and he is also considering listing the company. Dare to think and dare to do is the characteristic of the new generation of Wenzhou entrepreneurs.Breaking through all constraints of time, space and concept, eager to start a business and seek wealth.Of course there are exceptions. In 1996, Zhang Feng, a Wenzhou businessman who started out as a motorcycle manufacturer, bought 17 acres of land and established an equestrian club. His leisure and ease made people look at Wenzhou people who are "obsessed with profit". In 1992, more than 20 farmers in Qiaotou Town raised their own funds to purchase musical instruments and form an orchestra. In 1996, this peasant band made its debut at the Shanghai Concert Hall, playing melodious movements. On the last day of 1996, 10 imitations of the ancient Yuewang swords were simultaneously auctioned in Wenzhou and Hangzhou. The imitation sword numbered 18 was the first to appear on the stage.It is amazing that Wenzhou, ridiculed by the Chinese as a "cultural desert", has shown a strong and unstoppable cultural appeal! According to media records, in 1996, when the Wenzhou Book Supermarket opened: the turnover on the opening day was 36,000 yuan, and the best-sellers were "The Complete Works of Marx and Engels" and "Selected Works of Deng Xiaoping"; "The Complete Book" sold 22 sets within a few days, and most of the buyers were individuals. People are even more surprised to find that there are many more bookstores and newsstands in Wenzhou City. Walking on the street, you will see a bookstore every few hundred meters.It is rumored that there are nearly 4 times more bookstores than rice stores and gold stores in some areas. Unknowingly, a new generation of Wenzhou merchants is emerging, stepping onto the stage of history. Wang Zhentao is not the earliest shoe-making entrepreneur in Wenzhou, but he is the most famous one. In the Hangzhou fire in 1987, Wang Zhentao, who was engaged in Wenzhou shoe sales in Wuhan, lost more than 200,000 yuan.Deeply stimulated, Wang Zhentao returned to Wenzhou in the second year and co-founded Aolin Shoes Factory with Qian Jinbo, determined to manufacture high-quality Wenzhou leather shoes. After the first batch of leather shoes came out, Wang Zhentao returned to Wuhan with the shoes.For half a month, no one cared about the leather shoes.Wang Zhentao was eager to get wise, and posted a notice in front of the counter saying that Aokang leather shoes are durable, and if there is a quality problem within the six-month warranty period, he will pay two for one.A male customer bought a pair tentatively.Wang Zhentao immediately asked him to leave his name and mailing address, and told him that he would be the honorary customer of Aokang Leather Shoes forever.Aokang will grow bigger in the future and will provide him with Aokang leather shoes for free forever. After this "bizarre" news spread, it attracted Wuhan media to rush to report, and Aokang became famous unintentionally. The 4,000 pairs of leather shoes were sold out within 10 days by the citizens who heard the news. Since then, the shoe factory has developed rapidly, and its output value exceeded 1 million yuan in 1991.Two years later, Aolin Shoes Factory established a joint venture with foreign investors "Aokang Shoes Co., Ltd." In 1994, Wang Zhentao and Qian Jinbo broke up peacefully, and Aokang played down the familial color, but got into trouble due to the lack of power and lack of funds.It was not until the arrival of professional managers in 1997 that Aokang began to transform into a modern enterprise system and gained a certain reputation. However, for many years, the tacit secret of Wenzhou shoe companies is that genuine Wenzhou shoes have been "incognito", obviously produced in Wenzhou, and the place of origin is marked "Shanghai" on the product packaging box.This has become Wang Zhentao's heart disease, and he is determined to reshape the brand image of Wenzhou shoe industry. In 1999, 12 years after Wenzhou shoes were burned in Wulin Square in Hangzhou, Wang Zhentao, president of Aokang Group, returned to Hangzhou again, burning more than 2,000 pairs of counterfeit Aokang brand leather shoes, and put out the slogan "Crack down on fakes and protect famous brands" on the spot.It can be said that this time the fire in Hangzhou, Wang Zhentao intends to avenge the shame of Wenzhou shoe companies. On February 18, 2001, Wang Zhentao walked into CCTV's "Tell the Truth" program with Wenzhou shoes, and talked face-to-face with famous mouthpiece Cui Yongyuan about "new shoes and old shoes" in Wenzhou. In April, Wang Zhentao opened an "Aokang" store in Shanghai, and put up a slogan, "blatantly" telling everyone that it was "Wenzhou product."Wang Zhentao said frankly: "The primary purpose of opening a specialty store in Shanghai is not to make money, but to build a brand, take off fake and shoddy hats, and get up from where you fell." In 2007, on the occasion of the 20th anniversary of the "Wenzhou Shoes" fire in Hangzhou, more than 10 shoe factories in Wenzhou, such as Aokang and Kangnai, which have well-known Chinese trademarks, came to Hangzhou again and set fire for the third time——"The Spirit of Integrity" Fire", issued a declaration of integrity to thousands of consumers. When Wang Zhentao started brand awareness with quality, some people expanded brand influence with scale. In 1996, two outliers were born among the clusters of family businesses in Wenzhou: Baoxiniao and Zhuangji.The two evolved from family businesses, and eventually surpassed the trajectory of family businesses, causing waves in Wenzhou City, which has long been calm. The predecessor of SAINT ANGELO is three little-known small and medium-sized family businesses in Wenzhou: Wu Zhensheng's SAINT ANGELO clothing company, Wu Zhize's Nashi clothing company and Oster clothing company. "In order to expand the scale, we must find more business resources outside the family to become stronger and bigger. Shareholding cooperation is a good way." Wu Zhensheng and Wu Zhize coincided with each other.They canceled the original three companies and re-registered to form a large-scale Baoxiniao. While Wu Zhize and Wu Zhensheng were strategizing, a conspiracy was quietly going on in a room on the south bank of the Ou River.Even after several years, Wu Bangdong still clearly remembers: One day in June, Zheng Yuanzhong, Chen Min and I sat together and discussed the joint establishment of a large-scale clothing group. In 1996, Zheng Yuanzhong, who came back from the Department of International Finance and Trade of Wenzhou University, founded the "Willis" suit. The company's development momentum is good; Zhejiang University's adult training class; and Wu Bangdong became an excellent factory director in the Jingyi Switch Factory founded by Zheng Yuanzhong, and obtained a management professional graduation certificate from Zhejiang Radio and Television University.The direction of the story of SAINT ANGELO is exactly the same. The result of the three people's discussion: re-register the new group and form a leader in Wenzhou's clothing industry. Through the development of minority shareholders, Zheng Yuanzhong diluted his own shares so that the shares of the three people remained at an equal level, and Chen Min became the chairman of the board, which made a good story of "Zhuang Ji let the virtuous".After that, Zheng Yuanzhong opened up space in the mid-to-high-end clothing market with relatively small competition and high profits. With suits as the leading product, he drove the development of shirts, leather shoes, ties, belts and other ancillary products, leading the way. In the eyes of Zhou Chengjian, who is taking the usual path, the brand is no longer a subsidiary of the product. On the contrary, the brand can give birth to the product and drive the development of the enterprise.The success of Metersbonwe has explained the truth that brand is king. Zhou Chengjian, who has been doing wholesale clothing for a long time, realized the value of the brand by chance, so he decided to build his own brand. In 1993, the "Meters" garment factory was established, specializing in the production of "Bangwei" brand clothing.For the first time in the retail industry, Zhou Chengjian attracted the attention of consumers by "clearly disclosing the cost price". The price can be sold by consumers as long as the price is higher than the cost price, even if it is only one yuan higher. bargain. The fresh experience was welcomed and the clothes sold out quickly.Zhou Chengjian is very thoughtful and ambitious. Soon, he raised a registered capital of 4 million yuan and registered the trademark Metersbonwe in more than 10 countries and regions at home and abroad. With an annual salary of 200,000 yuan, Zhou Chengjian hired professional manager Hong Wei as the deputy general manager of the company.The two planned and produced a huge windbreaker 10 meters long, which attracted the frantic pursuit of the news media.CCTV's "Oriental Time and Space" column team put this windbreaker and Zhou Chengjian on the silver screen, and they appeared for 8 minutes. In April 1995, the first Metersbonwe store was about to open in Wuma Street, Wenzhou. Soon, Zhou Chengjian changed the company's development model.He outsourced all the garment making and sales links to other companies. Apart from operating a small number of directly-operated stores, his company is mainly responsible for the brand promotion and product design of "Metersbonwe". Through the copying of the exclusive store model, it has developed rapidly. franchise store. At the end of 2001, Metersbonwe's financial statements showed that the sales revenue of the year reached 800 million yuan.Metersbonwe is already a well-known popular brand, and it is imperative to build office space.Zhou Chengjian chose Lucheng Development Zone to build a 21-story building as the headquarters of the company, so as to build Wenzhou's first clothing brand.Suddenly, Zhou Chengjian changed his mind and decided to move the company's headquarters to Shanghai. The Metersbonwe brand found a higher starting point. On December 21, 2000, Wenzhou Tiger brand lighters obtained registered trademarks in 33 countries at one time, creating a precedent for domestic enterprise brand management. "The capital of hardware and sanitary ware in China", "the capital of automobile and motorcycle parts in China", "the capital of electrical appliances in China", "the capital of shoes in China", "the capital of leather in China"...a collection of many titles, the manufacturing industry is the foundation of Wenzhou. In May 2000, General Secretary Jiang Zemin, the then national leader, and his party came to Wenzhou to investigate and inspect Dahu Lighter Factory, Great Wall Shoes Company, Delixi Group Company and Chint Group Company. In the 10 years at the turn of the century, Wenzhou entrepreneurs worked hard and created many star-studded brands for Wenzhou's manufacturing industry.By the end of 2003, Wenzhou had 7 well-known trademarks in China, 119 famous trademarks in Zhejiang Province, and 189 well-known trademarks in Wenzhou City.The development of Wenzhou industry has reached a stage peak. Time passes, flowers wither, and everything inevitably declines. The small traders in Wenzhou used to grow their handicraft workshops into factories of a certain scale in the past years, but they suddenly found that the road ahead was bleak and they didn’t know where to go. Although this is far from a tragedy, it has a particularly sad taste.事实上，任何波浪壮阔的序曲，都离不开大开大阖的时代撞击。温州经济的风生水起，只是滚滚中国经济洪流中的一支。如果没有改革开放这样的宏观背景，任何以区域起誓的经济理想都只能胎死腹中。 如此说来，温州实业的萎缩，取而代之的是狼奔豕突的金元投资游戏，说到底还是由于与“放开”色彩浓重的时代渐行渐远，“实业收拢”意味明显的游戏规则卷土重来。 当然，还包括整个时代给予温州人的种种：幸福、狂喜、迷茫、奔逃、生存与死亡……