A bicycle sells for 20 billion yuan! The Chinese boss of the hard-hitting brand has finally raised his eyebrows

city walk走了，city ride又来了。

Recently, some young people who don't want to stay at home have either organized groups to go north to the northeast for skiing, or south to Sanya, Yunnan Province for the winter.

In the warm and spring-like south, cycling has become a favorite of many people.

The recent popularity of Yunnan cycling, the old domestic product Giant, suddenly became the center of the screen.

More than the product, the story should be its founder: Liu Jinbiao.

Giant is aimed at ruthless people who love to fight outdoors, and Liu Jinbiao is also a ruthless person.

He is a crazy cycling enthusiast, even after half of his stomach is removed, he is still active in cycling at the age of 80, setting a record of 12 days of cycling.

Many people don't know that Liu Jinbiao failed repeatedly before building a bicycle, and even achieved nothing, until he was 40 years old before founding Giant, and spent another 40 years to become the world's No. 1 bicycle brand, with an annual revenue of 18 billion.

How did this 89-year-old Chinese man become the godfather of bicycles?

After cutting off most of the stomach,

960 km in 12 days

Rather than saying that Liu Jinbiao is an extreme athlete, it is more appropriate to use "rebel".

The average elderly have various common diseases and will choose to recuperate in nursing homes, but Taiwanese Liu Jinbiao is quite "backbone".

Even if I have stomach cancer, I have surgery to cut off most of my stomach, and I once suffered from respiratory arrest, venous thrombosis, and intervertebral disc herniation... But he just had to deal with these diseases.

In 2007, at the age of 73, he completed the 927-kilometer cycling around the island of Taiwan, and that was not the end.

In March 2009, at the age of 75, he set off from the Bird's Nest in Beijing and started the 1,688-kilometer "Beijing Riding Shanghai Movement".

He also excitedly shouted to the outside world: "The two wheels of the bicycle, one represents the mainland and the other represents Taiwan. Let's step on the chain together to make cross-strait relations healthier and better. ”

In 2014, at the age of 80, he embarked on a trip around Taiwan again in only 12 days.

Liu Jinbiao said: "I have been learning to be young!"

This is indeed not just a rhetoric. After all, Liu Jinbiao, who was 40 years old at the time, was also "learning to be young".

It is said that forty is not confused, but Liu Jinbiao at that time obviously did not. One day he suddenly felt that the bicycle was a big business opportunity, and he rolled up his sleeves on a whim to start a business, because he was older and no one was optimistic.

The reality is also very cruel, there were no orders in the first three years of the business, and I had to rely on my sister and wife's private money relief to maintain.

It is not enough to "eat soft rice" to hold on, Liu Jinbiao also made a rather "rebellious" decision: the decision to come to Kunshan in the mainland to start construction has also become a big joke among Taiwanese businessmen.

At that time, there were few electric poles in Kunshan, and there was no industrial environment, so Liu Jinbiao not only chose here, but also insisted on raising the foundation of the entire factory area by two meters. "When suppliers are strong, I can be strong."

Reality has proved that Kunshan can not only take into account the internal and external markets, but also avoid the fiercest competition.

At the same time, Liu Jinbiao has a new discovery. At that time, the bicycles that were popular in the mainland were heavy and black, and a series of new bicycles with bright colors and shifting gears were directly made, which quickly attracted consumers who were tired of "black tigers".

In the past 20 years, Liu Jinbiao has set up more than 10,000 stores in dozens of countries around the world, selling 4.7 million vehicles a year, soaring to become the world's largest bicycle brand.

Giant is still active in many top international races, both in the road and mountain bike fields, and is sponsored by top teams.

As Liu Jinbiao said,

"If you drive too fast and walk too slowly, you can only keep the beauty of life by cycling. ”

I got the worst script in the first half of my life,

relied on the "dead eye" to successfully counterattack

It seems that Liu Jinbiao, who "changed his life against the sky" because of rebellion, actually suffered a big loss because of this.

Before founding Giant, his life could be described in one sentence:

A good hand is played badly.

Because unlike ordinary hard-working bigwigs from poor backgrounds, Liu Jinbiao was born to win at the starting line better than others.

His father ran a well-known local Dayu industry in Kaohsiung, mainly engaged in canning, flour and trading, and was a proper rich second-generation background.

It stands to reason that such a person should not be too bad to start a business casually. However, Liu Jinbiao got the worst script, and the result was not only unsatisfactory, but even outrageous.

At the age of 19, he dropped out of school impatiently, perhaps desperately wanting to prove himself, and instead of taking over his father's company, he wanted to go into other businesses: canning, flour, timber, transportation, screws, fish feed... I have done everything, and the longest business is only two years.

For example, when I heard that eel farming was profitable, I quickly pulled my brother and encircled a piece of the sea to start raising eels.

No one could have imagined that a typhoon struck, huge waves washed away the breakwater, not to mention the fish raised, Liu Jinbiao himself was almost swept into the sea. He drove the road and fled, only to pick up a life, and 5 million was completely lost.

What to do and fail, Liu Jinbiao at that time was almost discouraged, this time the sky is going to kill me!

After experiencing this incident, Liu Jinbiao began to self-reflect, in fact, he has no shortage of vision to find business opportunities, but he is too eager for quick success and quick profit, and he has no determination, so it is difficult to get things done. For many years after that, Liu Jinbiao did not toss around.

Until 1973, Taiwanese bicycles could not be repaired abroad due to poor quality and no standardization of parts, and American bicycle dealers directly posted posters saying "refuse to maintain Taiwanese bicycles".

This incident made Liu Jinbiao realize that the opportunity had come, and founded a huge machinery industry company, doing only one thing: building bicycles.

At first, Liu Jinbiao thought that the bicycle was very simple, not just assembling the frame, wheels, and handlebars together, but in fact it was far more difficult than he imagined.

After making the first prototype, Liu Jinbiao found a manufacturer through a relationship, with great expectations, but waited for two days to meet the boss.

The other party only gave 10 minutes to meet, and directly sarcastically said that the quality of Taiwanese bicycles was too poor to be purchased, and they didn't even open the huge sample car to take a look.

Just like the various difficulties he encountered in starting a business before, but this time, Liu Jinbiao was completely on the bar for building a car.

Americans don't like products, so they treat them at the root.

At that time, made in Japan was the favorite of Americans, so Liu Jinbiao went to Japan to "go undercover" and work as an apprentice to learn technology.

After completing his studies, he brought back a "red book" of "Japanese Industrial Standards", and took the book to two or three hundred factories in Taiwan, and repeatedly lobbied from door to door:

If we don't unify standards and improve quality, the whole industry will die.

Many people took him for a psychopath, but his persistence unexpectedly touched an industry senior, and under the persuasion of this senior, the bicycle industry in Taiwan finally adopted the production standards advocated by Liu Jinbiao.

According to this standard, the Taiwanese factory has finally built a better quality car, but the market's perception is difficult to change, and it is another huge hurdle to receive orders, which is no less difficult than building a car.

The new car of the huge machinery was exhibited in Japan, and the directors of some well-known manufacturers even refused to shake hands with Liu Jinbiao, and the scene was very embarrassing for a while.

As you can imagine, the company has not had orders for four consecutive years, and at that time, there was often a scene within the company: employees sat at the door every day and waited for the end of work.

Liu Jinbiao, who was driven to a dead end, chose to do the work of "dead eyes" and searched for OEM orders all over the world.

The customer doesn't want to see them, so they run back and forth, waiting for the opportunity to talk to the other party;

The other party doesn't want to cooperate? Chicago's bicycle giant Schwen Company headquarters, they have been running persevering for two years.

During this period, in order to save money, the rich second-generation Liu Jinbiao had to squeeze in a two-person room with three colleagues, sleeping on the floor and hitchhiking was also a daily operation, Liu Jinbiao later recalled, "One day at that time was longer than a month now."

In 1979, the huge production capacity increased to 600,000 units, becoming the largest bicycle manufacturer in Taiwan.

In 1980, Taiwan's bicycle exports exceeded 3 million, surpassing Japan for the first time to become the world's largest export region.

From rebellion to one thing, Liu Jinbiao has never regretted it, "If you don't fall, the scenery in front of you doesn't belong to you."

Liu Jinbiao, who is a live advertisement,

Never thought of "making a lot of money"

"I wake up at 5 a.m. and I'm ready to ride to work at 6 a.m. ”

"A lot of business ideas come up with when I'm riding. ”

"Riding a bike every day saves health in order to prolong the life of cycling. ”

As the founder of Giant, Liu Jinbiao is a living advertisement for walking, and even said that after riding, he became talkative, and many illnesses were gone, and he gave his bicycle a sense of existence.

But Liu Jinbiao admitted frankly that he never wanted to make a lot of money. "We don't prioritize market share and profit maximization. "If you are full of money and only care about picking up money, your career will naturally not be big. ”

Rather than making a lot of money, whether or not he can make a unique innovation in the world is what Liu Jinbiao wants to do.

Liu Jinbiao, who is almost 90 years old, looks rebellious and admits death, but he is actually the most cautious person.

Until now, Liu Jinbiao is also like a product manager, always staring at the details of the product. In order to meet EU standards, I used to soak in the production line all day long, stop the whole production line when I saw any defects, and only after overcoming the problem was allowed to start.

Because Liu Jinbiao knows very well that OEM for others is not the goal, and his own brand is a nuclear weapon.

Compared with scale and resources, Giant is obviously not as good as international brands, so it can only fight for products.

Internally, Giant had 1,600 carbon fiber bicycles priced at a price of several hundred dollars each, and it was found that the welds were at risk of falling off. Liu Jinbiao waved his hand: "Smash"!

It has also developed a bicycle specifically for women, the first of its kind in the world.

Some netizens said that the first bicycle in their lives was Giant's.

Relying on the rigid products, Giant has even entered more overseas markets, and in only 5 years, it has set up 100% directly operated overseas companies in Italy, the United States, Canada, Australia, and Japan.

Regarding expansion, Liu Jinbiao also has a very stubborn insistence, "If you don't enter the hypermarket, you can still be the first in the world."

The reason is that in his opinion, whether it is Wal-Mart or Carrefour, only the price is important, there is no after-sales service, there is no excellent quality inspection, and the vicious price competition in hypermarkets will eventually make people consider whether to replace the poorer-quality, cheaper spare parts, and he will never allow this situation to happen.

Although Liu Jinbiao claimed to recognize himself at the age of 50, in fact, the "dead eye" of the product and the grasp of the opportunity... At these points, whether he is 20 years old, 50 years old, or 80 years old, Liu Jinbiao has never changed.

It's just that Giant, which started its business for the Nth time, finally succeeded, and "the bigger it is, the more uneasy it is", which is also Liu Jinbiao's feeling.

Because Liu Jinbiao's opponents are all international big names, there is no time to relax at all.

Even though Giant has now become a bicycle giant, Liu Jinbiao still insists on working 10 hours a day at the age of 79.

Why? I'm afraid that others will say that he is old and that the brand is old.

Just like Liu Jinbiao is over 80 years old, he is a well-deserved bicycle godfather in the eyes of others, but he likes others to call him "Brother Biao".

Late bloomers, but people who live to become famous at a younger age understand better.

Whether it is riding a record or starting a business to be the first, it can't stop Liu Jinbiao from continuing to toss in the future.

Because "the pursuit of uniqueness is more important than grabbing the first." ”

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