Lin Heping, 1957 Fu Guibo, CEO, from Changfu Village, Shishi. His family was poor and he dropped out of school at an early age. In order to help his family tide over the difficulties, young Lin Heping did a lot of housework. Honed the spirit of hard struggle.

1976 conforms to the national policy, and there is an agricultural cooperative in the village. He worked in it department for 6 years, in charge of management and finance. With this experience, he is good at expressing, leading and making decisions with wisdom. So 1982 was recommended as the director of the Agricultural Society.

1984 The state issued a major policy of reform and opening up, and Shishi also responded positively. Together, we founded shishi city Tourist Souvenir Factory, which became a rich bird.

At first, the souvenir factory was invested by everyone and raised enough 40 thousand yuan, which was not a small sum at that time. Lin Heping and his dozen cousins are bosses and have to work, but only a few dozen workers are employed.

The products produced by such a small factory can't sell at a high price, which is 108 thousand miles worse than that of big brands. At that time, many people had many ideas and different opinions, so it was difficult to develop in a planned way. Five years later, the factory was depressed and many people quit, leaving only Lin Heping, Lin Heshi, Lin Rong and Lin Guoqiang.

1989, the four brothers elected Lin Heping as the decision-maker and established the Fu Gui Bird brand, whose main products are men's leather shoes.

The rapid development of rich birds ushered in great opportunities in the first year of its establishment. 1990 received tens of thousands of orders from the former Soviet Union. At this time, the factory is still very simple and the number of workers is small. However, this seemingly endless order allowed Lin Heping to successfully deliver the goods with good quality and quantity. This provides sufficient funds for the subsequent development of the factory.

199 1 year, shishi city Tourist Souvenir Factory was successfully transformed into shishi city Fulin Footwear Co., Ltd. 1992, and eight wholly-owned subsidiaries were developed. When Fu Gui Bird brand became famous, counterfeit goods emerged one after another. In order to prevent counterfeit goods from being copied, Lin Heping tried many methods, and finally made Fu Guibo's brand gain a firm foothold in the market.

In the early days of the company's establishment, there were no similar well-known brands occupying the market in China. Rich birds have developed rapidly, occupying a large market share, establishing many offline stores and creating national brands.

It is difficult for an enterprise to develop smoothly. During the period of 1997, many enterprises in China imitated the "rich bird" model, competing for development, and the competition in footwear industry intensified. Although Fu Guibo is the earliest famous brand, it is difficult to guarantee that it is in the leading position. Therefore, Lin Heping made a new decision.

The main direction of rich birds' initial development is men's casual shoes. Now Lin Heping has decided to enter the women's shoes industry, produce middle and high-grade women's shoes and expand the footwear business. Facts have proved that his choice is correct. At that time, there were no women's shoes of this brand in China, so the rich birds once again seized the market.

In the following years, Fugui Bird developed smoothly. From 1998 to 2002, it won the title of "King of Real Leather Shoes in China" for the third time. In terms of quality, it has obtained the double certification of ISO9000 quality system and product quality, and has been recognized as a well-known trademark in China.

Lin Heping's insistence on the footwear industry and the success of the rich bird were not achieved overnight, all of which originated from the correct leadership of Lin Heping. In the early 1990s, many people devoted themselves to potential industries such as real estate. Instead of following others' footsteps, Lin Heping insisted on developing his own shoe-making company.

At first, the brand of Fu Gui Bird was the result of his efforts to make money and live a good life. Later, he succeeded in living a stable and prosperous life, but he still couldn't let go of the brand of Fu Gui Bird. At this time, Fu Guibo's guidance of this brand is like the crystallization of his efforts, which is his initial heart.

With the rapid development of the times, the original shoe factory was gradually eliminated. Lin Heping realized the importance of changing the mode of production and the power of knowledge and technology.

His enterprise has gradually cultivated a strong talent team. Most of these employees started from the grassroots level step by step, accumulated rich experience while mastering knowledge, and finally stood out.

Lin Heping has made great efforts in training and retaining talents. Fuguiniao Company has always adhered to the people-oriented idea, and its staff management is very humanized and its employees are well treated. Tens of millions are spent on providing accommodation for employees every year.

This kind of treatment has relieved many people's work pressure and improved employees' satisfaction, so Fu Guibo never worried that he could not recruit employees.

Lin Heping is an entrepreneur. An entrepreneur is called an entrepreneur because he does not forget to repay the society while making profits. Since 2000, it has donated tens of millions of dollars to education and charity in the name of the rich bird enterprise, and also actively provided help to enterprises developing in Shishi to promote enterprise development.

In the Hurun Rich List in 2007, among the 800 richest people, Lin Heping and his four brothers ranked 128, worth 5 billion. This is equal to Ma Yun at that time.

Until 20 13, Fu Guibo had a good development momentum and a rapid increase in net profit. The company invited women's volleyball coach and Lu Yi as spokespersons. Also in this year, Fu Gui Bird Co., Ltd. officially went public in Hong Kong, and few shoe enterprises were able to go public. Fu Gui Bird's success is obvious.

Since the bankruptcy of Fu Guibo in 20 15, Fu Guibo's sales decreased and his net profit decreased by 13.9% year-on-year, which was the beginning of Fu Guibo's bankruptcy. Rich birds have been developing physical stores, with stores all over the country. In recent years, e-commerce platform has developed rapidly, and online shopping has risen quietly. People prefer this way of shopping, and the sales of physical stores are naturally not as good as before.

By 20 16, some rich bird stores have closed. On 20 18, some workshops of Fugui Bird were shut down, and the total cost of backlog reached 300 million yuan.

Faced with this situation, Lin Heping initially made various decisions, set foot in the children's wear industry, sold products on the e-commerce platform, and set up relevant talent teams for this purpose.

In addition, he has made extensive investments, involving finance, real estate and mining. However, these did not meet Lin Heping's expectations. His investment in other fields failed one after another, especially in the financial industry, which not only failed to alleviate the corporate crisis, but also left the rich bird enterprises heavily in debt.

On August 26th, 20 19, Fugui Bird Co., Ltd. declared bankruptcy. The bankruptcy of the rich bird is not simple, and the foreign debt owed by enterprises is as high as more than 3 billion yuan. Financial institutions such as Tian Hong Fund and Shenwan Hongyuan, which have traded with them, have lost huge amounts of money. However, Fu Guibo's bankruptcy settlement rate is extremely low, only 2.5%.

The rich bird enterprise proposed to repay the arrears with vouchers, and the creditors exchanged goods in physical stores with vouchers. This solution is hardly satisfactory. Because the relevant creditors have no such great demand for leather shoes, even if they are allocated to each employee, one person can get 20 pairs of shoes.

In addition, with the poor management of enterprises, physical stores are closed, and it is also a troublesome thing to exchange goods in physical stores.

Because the rich bird enterprise is an industrial company, a lot of money is accumulated on products. The liquidity of the rich bird accounts for 95%, and the continuous expansion and development of the enterprise depends on the high turnover of cash flow. Most of the funds are tied with commodities, and only a small amount of funds can enter and exit when investing, so there is no room for change in the environment faced by the rich birds.

After the bankruptcy of Fuguiniao, it was auctioned for the third time on 20 19128. Hong Dingchao, an entrepreneur, spent 234 million yuan to photograph the rich bird enterprise. Nowadays, the rich bird brand in the market is still developing, but the leader is no longer Lin Heping.

Fuguiniao shares went public on 20 13 and went bankrupt on 20 19. During these six years, Lin Heping experienced ups and downs in his life, from a former leader to a shoemaking technical consultant, but he did not fail. Now he still lives his own life.