1. Actively implement the famous brand strategy;

Strive to create the first Chinese famous trademark and the first batch of Chinese famous brand products in Weihai City, becoming the only company in Weihai City with two Chinese famous brand products enterprise. When Comrade Liu Fulin first took up the position of head of the enterprise, Weihai was listed as one of the first batch of coastal open cities by the country. Facing the fierce competition from foreign famous brand products, he was keenly aware that he must implement the famous brand strategy and strive to become the first Chinese city to open up. Famous brands and even world-famous brands.

In 1992, when product quality certification had just begun in China, he took the initiative to integrate with international standards, established a quality assurance system, and operated in strict accordance with international standards; The industry took the lead in passing ISO9002 product quality certification. With excellent quality;

In 1995, he made another bold decision and invested 4 million yuan in prime time advertising for Golden Monkey leather shoes on CCTV, which was the first TV advertisement for leather shoes in China and also opened in Weihai. The first of its kind in corporate television promotions. As the concept of wearing Golden Monkey leather shoes and walking the golden road resounds across the country, Golden Monkey leather shoes are becoming more and more famous. Taking advantage of this trend, nearly 2,000 Golden Monkey specialty stores and shop-in-shops have emerged across the country;

In 1999, Golden Monkey Leather Shoes were recognized as a well-known trademark in China by the State Administration for Industry and Commerce, becoming the first brand in Weihai to win this honor. At that time, Secretary Sun Shoupu and Mayor Cui Yuechen came to the company to congratulate. Since then, Golden Monkey leather shoes have been among the first batch of Weihai enterprises to win the title of national inspection-free product and Chinese famous brand product;

Since 2004, it has been continuously selected as the 500 most valuable brands in China by the World Brand Laboratory;

In 2006, it was recognized as the most competitive brand in the market by the Ministry of Commerce;

In 2006 and 2007, Golden Monkey Leather Products was recognized as a national inspection-free product and a Chinese famous brand product. So far, Golden Monkey Group has become a Weihai-based brand. It is the only enterprise in the city that has two national inspection-free products and two Chinese famous brand products.

2. Strive to become bigger and stronger, share more worries for the government, and pay more taxes for the country;

In 1987, Weihai Leather Shoe Factory only had assets of 2.63 million yuan, and produced 600,000 leather shoes that year. In both cases, he achieved sales revenue of 8.45 million yuan, profits and taxes of 1.4 million yuan, and profit of 1.01 million yuan. His frail body was extremely frail. In order to withstand the impact of market storms, Comrade Liu Fulin decisively chose the road of large-scale operation with increased investment and rapid expansion;

In 1992, when there was very little funds, he invested more than 10 million yuan in the original business. Some bungalow factories were renovated and production buildings of more than 8,000 square meters were built, which quickly increased the annual output of leather shoes to 1.6 million pairs, sales revenue to more than 168 million yuan, and profits and taxes exceeded the 10 million yuan mark. On this basis, Comrade Liu Fulin thought what the government wanted and took over the original Weihai Leather Shoe Materials Factory, Weihai Leather Goods No. 2 Factory, and Weihai Leather Goods No. 1 Factory, which were in a loss-making state, and finally digested losses of more than 20 million yuan;

In 1998, he actively responded to the government's call. As one of the city's seven pilot enterprises, he led his employees to carry out restructuring through asset buyouts under huge pressure from public opinion. In 5 years, more than 800 million yuan was invested to establish multiple economic entities such as real estate companies, trading companies, import and export companies, southern companies, sports and leisure shoe companies, shopping malls, hotels, etc., and built the country's first-class Golden Monkey Shoes Industrial Park, There are three production bases, Jinhou Leather Industrial Park and Jinhou Clothing Industrial Park. Golden Monkey Group has assets of more than 1 billion yuan, nearly 5,000 employees, and 11 subsidiaries. It has been rated as one of the top 1,000 Chinese enterprises and the top 500 Chinese manufacturing enterprises by the National Bureau of Statistics and the China Enterprise Confederation;

3. Be enthusiastic about public welfare and repay the society;

While striving to create a famous brand and become bigger and stronger, Comrade Liu Fulin is also very enthusiastic about public welfare and actively reports to the society. Centennial anniversary of the school, 1998 flood relief, Shichang Avenue greening project, police rescue fund, courageous relief fund, rehabilitation project for the disabled, Habitat Festival, Red Cross, Weihai snow disaster, Weihai storm surge disaster, new rural construction, rescue difficulties Students and others invested and donated more than 6 million yuan.

After the company was restructured, although the company had a large number of surplus personnel, no one was laid off. More than 300 elderly, weak, sick and disabled people were diverted and resettled through self-run economic entities. In order to attract more people for employment, the company strives to move forward every year. It not only continuously expands its workforce, but also actively develops more than 20 supporting manufacturers and places more than 1,000 employees.

In 2007, Golden Monkey Group pledged a charity fund of 30 million yuan to the Weihai Charity Federation, and donated 1.89 million yuan in materials and 1 million yuan in cash to the disaster area during the May 12 Wenchuan earthquake. Chairman Liu Fulin said: The development of Golden Monkey Group cannot be separated from the care and love of the people across the country and the strong support of governments at all levels. When people encounter disasters, we should actively repay the society and share the government's worries. Golden Monkey Group is a well-known enterprise in the country. Golden Monkey leather shoes, leather goods, clothing and other products are famous brand products in China. As long as the people in the disaster areas need it, Golden Monkey Group will continue to provide necessary material assistance to the disaster areas in the future. Because it actively pays taxes and is enthusiastic about public welfare, in 2007 the Golden Monkey Group was awarded the title of Star Taxpayer Enterprise, Top Ten Charity Enterprises, and Advanced Unit for Supporting New Rural Construction by the Weihai Municipal Party Committee and Municipal Government. In 2008, it was awarded the Advanced Collective for Earthquake Resistance and Disaster Relief by Weihai Municipal Party Committee and Municipal Government.