The birth of the Hong Kong Island family

A groundbreaking ceremony for the Shangri-La Hotel and Tower is being held on a site in downtown Tokyo, Japan. The Governor of Tokyo, Japan (Chief Executive of Tokyo) Shunichi Suzuki is specially invited to attend.

Shangri-La Hotel has been planning to enter Tokyo, Japan since 1982, and last year it finally purchased a piece of commercial land in the city center.

At the groundbreaking ceremony, brother and sister Lin Zhichao and Lin Xiner were representatives of the Shangri-La Hotel. Lin Zhichao's youngest daughter was also with his aunt.

Lin Xiner has worked hard in the business world for more than 20 years and is now the president of Shangri-La Hotel Group and the vice president of Shangri-La Hotel Management Company. The president of Shangri-La Hotel Management Company has been replaced by Vito, an executive poached from a large hotel group. gram.

Overall, Shangri-La Hotel has a history of 16 years, and there are still only two five-star hotels; of course, it has now begun to usher in the development stage. Tokyo is just the first stop, and there will be new development opportunities soon. .

"Governor Suzuki, as far as I know, the Japan-USD Committee was established this year to study how to open up Japan's financial market. It is said that soon the Japanese yen exchange restrictions will be lifted and the Japanese yen will become a freely convertible currency?" Lin Zhichao said casually at the scene asked.

He actually has many businesses in Japan, including Nissin Co., Ltd., Higashida Real Estate, etc., and even shipping companies here. Therefore, his government network in Japan is very extensive.

Suzuki Junichi said in surprise: "Mr. Lin is really well-informed. I don't even know the specific progress of this matter!" Then he laughed "haha".

Lin Zhichao understood that he had heard about the inseparable matter from the Japanese financial community.

The Japanese yen has become a freely convertible currency, which is so important for Lin Zhichao’s strategy of investing in Japan! Once it is opened this year (it was opened in 1984), it will mean that funds can enter and exit Japan more conveniently.

Suzuki Junichi's last laugh was actually a reminder to Lin Zhichao that what you said should be true. It's just that as a Japanese government employee, it is not convenient for him to disclose it directly.

Next, the groundbreaking ceremony officially began, with representatives from both sides - the Japanese government and Shangri-La Hotel - delivering speeches. It is nothing more than optimistic about the development of Japan's economy, welcoming investment in Japan, etc.

Shangri-La Hotel is still very famous and influential in Asia, because the two hotels in Hong Kong and Singapore are very profitable and are the most luxurious five-star hotels in the area.

Also present at the ceremony were Lin Zhichao's friends in Japan, including Momofuku Ando of Nissin Co., Ltd., as well as friends from the banking industry, who were invited to attend; so in the end, a cocktail party was held for everyone.

The next day.

Lin Zhichao talked with Lin Xiner and Lin Huizhu at the Shangri-La Hotel Tokyo preparation office.

"Xin'er, this time you invest in the Shangri-La Hotel in Tokyo, you have to take the opportunity to invest in Japanese real estate. I plan to mobilize 200 million US dollars from the Shangri-La Hotel, convert it into Japanese yen, and then use it to invest in the commercial complex here, or directly purchase it. Commercial land can be refinanced!"

He explained the investment model to Lin Xiner and let her operate it herself.

Investing in Japanese real estate and stocks at this time is actually a ‘double profit’. First of all, it is assumed that real estate can appreciate three times in the next six years; secondly, when the U.S. dollar or Hong Kong dollar is converted into Japanese yen, it is necessary to calculate that the Japanese yen will appreciate twice as much.

Calculating this way, after cashing out the Japanese yen in the future, and then converting it into US dollars, you will actually make 6 times the profit. If you add the leverage of the loan, it is close to 10 times.

This is why, after Japan opened the yen to free convertibility this year, once the Plaza Accord is signed in September next year, global funds will rush to Japan, causing a surplus of funds in the Bank of Japan; and the Bank of Japan will chase people for loans, and a large amount of funds will pour in. Real estate and stock markets, Japanese real estate and finance are growing rapidly; Japanese people who have money are setting their sights overseas.

This is a perfect 'value-up chain', of course, the premise is that you have to find a good opportunity and get out of it.

"Brother, hotel building projects here in Tokyo have a relatively high loan ratio." Lin Xiner reminded.

Over the years, Shangri-La Hotels and Resorts has been operating debt-free. Since the 1980s, the two hotels have been able to earn more than HK$120 million per year, which can be described as full cash flow.

"I know! I'm betting that the yen will appreciate, and Japanese real estate will also rise, so the profit will be much more than the 10% debt. Of course, you don't need to learn this, just listen to me!"

He and his sons also said that any financial investment he made was not worthy of anyone's learning, and he should not learn from it. He should focus on business in a down-to-earth manner.

Lin Xiner smiled and said: "I know! I'm so old, I look more like my sister, and you still treat me as your daughter!"

Lin Zhichao immediately became serious and said: "An elder brother is like a father, not to mention that I didn't raise half of you?"

Before Lin Xiner graduated from college, Lin Zhichao did raise him for more than 11 years.

Even though Lin Xiner was fifty years old, she couldn't help but said immediately: "Yes, my brother!" After saying that, she pulled Lin Huizhu to her side and said: "You are not so serious about educating your daughter!"

Lin Zhichao showed a charitable expression and said: "You are her aunt, I entrusted it to you! It's like I taught it to you and you taught it to her. In the end, it's not my credit! Haha!"

"elder brother"

"dad"

Lin Xiner and Lin Huizhu said with dissatisfaction.

Lin Huizhu is a lawyer, but soon joined the family business and has a strong learning ability.

In terms of family relationships, the Lin family is very united. Even Lin Zhichao's sister and brother-in-law rely on this family. Although they are paid, their salaries are very high, not to mention providing a good platform. One is the president of a hotel group and the other is the president of a bank.

In addition to salary, with the support of Lin Zhichao, Lin Xiner also held about 1.3% of the shares of Cheung Kong Group (purchased from the market in the early stage) and served as a non-executive director of Cheung Kong Group.

Of course, Lin Xiner's feelings for Lin Zhichao are more due to Lin Zhichao assuming the role of 'father' in the early years, so the brother and sister are both father and brother.

In the following days, Lin Zhichao inspected Nissin Co., Ltd. in Japan, and his old friend Momofuku Ando also warmly received him; Nissin Co., Ltd. has grown into a group enterprise. With the support of Lin Zhichao, a shareholder, its business includes retail ( 7~11, supermarkets), food (Nissin Ramen), catering (Ajisen Ramen and other brands), real estate (involved in the early 1980s).

If Momofuku Ando hadn't been trustworthy enough, Lin Zhichao wouldn't have taken him to make a fortune together. Probably he has Chinese genes, so the two have always had a good relationship.

Accompanied by Cheng Xixian, President of UNIQLO, Lin Zhichao inspected the UNIQLO clothing store in Kanagawa Prefecture, Tokyo.

Walking into the store, the comfortable, neat and bright environment immediately refreshes people in this era. The UNIQLO brand is the world's first fast-selling brand, and it is also a fast-moving brand with a high degree of completion.

It can be said that the clothing model of this era is defeated, but even so, Uniqlo has only opened 25 stores in Japan, and the progress is not very smooth.

It’s not that the Uniqlo brand is not doing well enough, because Lin Zhichao also personally conducted an investigation and found that there are no problems with Uniqlo’s operation, style and quality. It can be said that it is an era ahead of everyone.

Being ahead of an era is not a disadvantage. After all, it has integrated into this era. The styles are all newly released in European and American fashion, the fabrics are very comfortable, and the management is perfect.

So why can't it develop quickly?

"Welcome!" the clerk greeted in Japanese, with a friendly smile and a much better service attitude than in Hong Kong.

Later, the store clerk gave a friendly reminder that he could stop by and try on clothes, so he would not continue to pester the customer.

This way, customers won’t be embarrassed about not buying, and they don’t have to feel bad if they mess up their clothes because Uniqlo associates will quickly refold them.

"Where is the problem?" Lin Zhichao asked.

It has been almost five years since Uniqlo entered Japan, and it still has only 25 stores. The reason for the slow pace must be that sales were not as good as expected and the pace slowed down.

Cheng Xixian said: "Based on our experience, we have found a problem, that is, the closer to the Tokyo urban area, the Uniqlo brand is less popular. On the contrary, it is more likely to be accepted in the suburban counties of the three major metropolitan areas. According to our analysis, I think Uniqlo's pursuit of 'high quality and low price' may worry many Japanese people. After all, Japan's economic development is very good. On the contrary, our crocodile shirts are developing very smoothly in Japan, and every store can achieve high turnover."

Lin Zhichao immediately frowned and said: "If this is the case, Japan's subsequent economy will be higher and the yen will be more valuable. Then won't the Uniqlo brand become a cheap product in their eyes, a brand that cannot be worn?"

Once the yen appreciates, 70% of LV at its peak will be bought by Japan!

Luxury goods in the eyes of the world are just mid-range brands in the eyes of Japanese people. They are so awesome!

Cheng Xixian said: "The overall price of Uniqlo's clothing in Japan is more expensive than that in Hong Kong, but it is still in their eyes a cheap brand. But I think we still try to hide Uniqlo's LEGO as much as possible, so that ordinary people will not be affected if they wear it. And to If we want to change Japan's concept, I think we still need to improve the brand culture and continue to let Hong Kong stars speak for us. After all, Hong Kong movies have a great influence in Japan."

At present, Jack Cheng, Xu Guanjie and others are the spokespersons of Uniqlo, which can be regarded as an advertising campaign to enter the Japanese market.

Lin Zhichao said: "You are right. Chow Yun-fat can be signed as an endorsement recently. He wants to be popular!"

"OK"

Then they revealed their identities, and the store manager immediately entertained everyone and learned about the specific situation.

Finally, Lin Zhichao said at the scene: "I have two plans, which should be able to open up the Japanese market: First, make an advertisement, and make a profound philosophical advertisement with the theme - Why do we get dressed? (Why do we get dressed?) Dressing?), think carefully about the philosophy involved. Do we change our clothes according to our mood and weather? Will comfortable clothes make us happier? Do we wear clothes to hide ourselves or to be seen?"

Cheng Xixian and other senior officials were so surprised that they felt ashamed while recording their boss's happy marriage.

The boss only spent a few hours researching and already developed an extremely creative advertisement.

"This advertising idea from the boss is priceless!"

Lin Zhichao said: "So now that we have decided to develop the UNIQLO brand in Japan and found out some reasons, we can first avoid the Tokyo business circle, the surrounding areas of the three major metropolitan areas, and the development of some important Japanese cities. In the future, we still have to strive for 10 years in 1 year. The development speed of each store.”

Cheng Xixian nodded and said, "No problem! The 25 stores that have been opened so far are generally operating well. If we strengthen publicity, we will definitely achieve better results."

Lin Zhichao said: "Word of mouth that has been engraved in the hearts of customers for a long time is the best publicity!"

Everyone nodded!

Toshio Motegi, the president of Japan's Uniqlo, was also impressed at this time, and he was equipped with a translator to follow.

"The second option is that we need a hot-selling garment to make UNIQLO popular. Last time I asked you to represent Malden Mills' polar fleece products, but you found that it was too expensive without it! If we develop it, then we It will be a huge success, so Uniqlo must immediately invest in research and development, and also set up a research and development department in Japan to conduct research and development on polar fleece. Once successful, we can lower the price, and the Japanese will be able to obtain manpower during the cold winter. One piece. And we, Uniqlo, will also completely open the door to the Japanese clothing market."

Cheng Xixian said in surprise: "The boss is so right! Under the same conditions, the cold-proof performance of polar fleece is 2 times that of wool and 4 times that of cotton. It is also light and easy to dry. Even if it gets dirty, it does not look like wool. T-shirts are so troublesome and can be solved by just throwing them in the washing machine. But in Europe and the United States, polar fleece is basically more than 100 US dollars.”

Lin Zhichao nodded and said: "This process is not difficult, as long as you work hard on research and development. More importantly, there is no registered patent, this is our opportunity!"

Cheng Xixian said with shame: "I didn't know that I didn't register a patent. It was my dereliction of duty!"

Lin Zhichao waved his hand. Not only did Cheng Xixian not think of it, but also several people around the world thought that it was hailed as "one of the greatest inventions" by the media (it's cold in Europe and America, but most people can't afford mink, real leather and other clothing), but it didn't happen. apply for patent.

In his previous life, it was not until the 1990s that Tadashi Yanai of Uniqlo took advantage of him.

"Immediately set up a research and development department, and also set up a business department in Japan. In the next few years, the Uniqlo brand will focus on developing in Japan."

"OK"

At present, Uniqlo also has stores in Singapore, Taiwan, and Omen, including Hong Kong and Japan, with 60 stores already. Lin Zhichao's goal is to expand to 150 stores before the 1990s.

The benefits of Uniqlo's investment in Japan are not only to occupy the market, but also the appreciation of the yen will bring double benefits.

Lin Zhichao has made many companies start to invest in Japan, just to enjoy the additional benefits of the appreciation of the yen. Maybe this benefit has already made people a lot of money.

What's more, if you do some real estate investment on the side, you can earn even more.

This time, if I don’t make 20 billion US dollars in Japan, I will be embarrassed to leave. After all, the market value of the Japanese stock market eventually reached 4.5 trillion U.S. dollars, 1.5 times that of the United States; and the land in Tokyo, Japan, could buy the entire United States. This was a slogan that could be seen everywhere in Japan in the later period (a shocking slogan put up by real estate companies); finally, The yen also became a freely convertible currency, and Japan completely liberalized its financial markets.

All kinds of conveniences are simply tailor-made for Lin Zhichao.

Just at the same time.

Yanai Masaru of Ogori Shoji Co., Ltd. also secretly came to Uniqlo in Chiba Prefecture to learn from its masters. After an inspection, he asked the vice president next to him: "Do you know that this Uniqlo brand has been launched in Japan? How many stores have you visited?”

The vice president said: "It is said that there are already more than twenty!"

Yanai Tadashi immediately said: "Awesome, this is an opponent worthy of admiration and learning! Their patterns, styles, and fabrics are all worth learning from, and we should also make such a pattern."

In June this year, Ogun Shoji Co., Ltd. opened its first casual clothing retail store. Yanai Tadashi quickly noticed the Uniqlo brand developing in Japan and discovered the huge knowledge in it.

"Hi, we have set up a research team to study Uniqlo. We found that this brand is more interested in opening stores in shopping malls and bustling business districts."

Yanai Masaru said: "The key is that it is a Hong Kong brand. When will Hong Kong brands become popular in Japan? Therefore, we must win this battle, know our shame and then be brave!"

"Hi"

Soon, Yanai Masaya decided to go all out to develop the "UNIQLO model". In fact, he also wanted to call it UNIQLO, but someone else had already registered it, which was a pity.

The competition between the two sides begins!

At present, Uniqlo is certainly a giant, while Ogori Shoji Co., Ltd. has just entered the industry.

But Ogori Shoji Co., Ltd. is a local Japanese company after all, and it also has certain advantages. It depends on the methods of both parties!

Of course, the Uniqlo brand is not treated differently in Japan. After all, it is just a clothing brand, so the business environment is fair. Even if the Uniqlo brand uses well-known Hong Kong celebrities in Japan and local celebrities for endorsements, it will achieve some good results (celebrity endorsements are very cheap at this time, especially Japanese celebrities).