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

Shangri-La Hotels & Resorts has been interested in entering Tokyo since 1982 and last year finally bought a commercial site in the heart of the city.

At the groundbreaking ceremony, Lin Zhichao and Lin Xin'er were the representatives of Shangri-La Hotel, and Lin Zhichao's youngest daughter also followed her aunt.

With more than 20 years of experience in the business world, she is now the President of Shangri-La Hotels and Resorts and the Vice President of Shangri-La Hotel Management. The president of Shangri-La Hotel Management Company was replaced by Vidocq, an executive poached from the Grand Hotel Group.

Overall, Shangri-La Hotels has a history of 16 years, and today there are still only two five-star hotels; Of course, Tokyo is just the first stop at the beginning of the development phase, and there will be new opportunities for growth soon.

"Governor Suzuki, as I understand it, the Japan-dollar committee was established this year to study how to open up the Japanese financial market. It is said that soon the yen exchange restriction will be lifted and the yen will become a freely convertible currency? At the scene, Lin Zhichao asked casually.

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

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

Lin Zhichao understands that he heard about the fact that eight or nine are inseparable from ten, and he heard about it from the Japanese financial circles.

The yen became a freely convertible currency, which was too important for Lin Zhichao's strategy to invest in Japan! Once it opens up this year (it was opened in 1984), it means that it will be easier for money to move in and out of Japan.

Shunichi Suzuki's last laugh is actually to remind Lin Zhichao that what you said should be true. It's just that as a Japanese government official, it is inconvenient for him to disclose it directly.

Next, the groundbreaking ceremony officially began, and representatives of both sides - the Japanese government and Shangri-La Hotel, delivered speeches. It is nothing more than optimistic about the development of the Japanese economy, welcome to invest in Japan, and so on.

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

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

Next.

Lin Zhichao had a conversation with Lin Xiner and Lin Huizhu at the Tokyo Preparatory Office of Shangri-La Hotel.

"Xin'er, this time you invest in Shangri-La Hotel, Tokyo, you want to take the opportunity to invest in Japanese real estate. I plan to raise US$200 million from the Shangri-La Hotel, convert it into yen, and then use it to invest in the commercial complex here, or buy commercial land outright. You can take out another loan! ”

He explained the investment model to Lin Xin'er and let her operate it herself.

At this time, investing in real estate and stocks in Japan is actually 'double the profit'. First of all, it is assumed that the value of real estate can appreciate by 3 times in the next six years; Secondly, when the US dollar or Hong Kong dollar is converted into Japanese yen, it is necessary to calculate that the yen will double in value.

In this way, if you cash out the yen in the future and convert it into US dollars, you will actually make a 6-fold profit. If you add the leverage of the loan, it is close to 10 times.

This is also why, after Japan opened the free convertibility of the yen this year, once the Plaza Accord was signed in September next year, global funds frantically poured into Japan, resulting in a surplus of funds for Japanese banks; The Bank of Japan chased people for loans, and a large amount of money poured into the real estate and stock market, and Japan's real estate and finance grew wildly; The Japanese, who have money, are looking overseas again.

It's a perfect 'chain of appreciation', but of course you have to look for a good opportunity and get out of it.

"Brother, the hotel building project here in Tokyo has a relatively high loan ratio." Lin Xin'er reminded.

Over the years, Shangri-La Hotels and Resorts has been operating debt-free, and since the 80s, the two hotels have been able to earn more than HK$120 million a year, which is a full cash flow.

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

He and his sons also said the same thing, all the financial investments he made are not worth learning from anyone, and they should not be studied, and they should be steadfast.

Lin Xin'er smiled: "Got it!" I'm so old, I look more like a sister, and you still teach me as a daughter! ”

Lin Zhichao immediately became serious and said, "The eldest brother is like a father, not to mention that you are not half raised by me?" ”

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

Even if Lin Xin'er was fifty years old, she couldn't help but say immediately: "Yes, my brother! After speaking, she pulled Lin Huizhu to her side and said, "You don't educate your daughter so seriously!" ”

Lin Zhichao showed a charitable expression and said, "You are her aunt, I entrust it to you!" It's like I taught it to you, and if you teach it to her, it's not my credit in the end! Ha ha! ”

"Brother"

"Dad"

Lin Xin'er and Lin Huizhu said 'dissatisfied'.

Lim 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 also rely on this family, although they get a salary, but the salary is also very high, not to mention providing a good platform, one is the president of the hotel group, and the other is the president of the bank.

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

Of course, Lin Xin'er's feelings for Lin Zhichao are more because Lin Zhichao assumed the role of 'father' in the early years, so the brother and sister are also father and brother.

In the following days, Lin Zhichao inspected Nissin Co., Ltd. in Japan, and Momofuku Ando, an old friend, was also warmly received; Nissin Co., Ltd. has grown into a group company, and with the support of Lin Zhichao, a shareholder, its business includes retail (7~11, supermarket), food (Nissin ramen), food (Ajisen ramen and other brands), and real estate (entered in the early 80s).

If it weren't for Momofuku Ando's trustworthiness enough, Lin Zhichao would not have taken him to make a fortune together, probably he has Chinese genes, so the two have always had a good relationship.

Lin Zhichao, accompanied by Cheng Xixian, president of Uniqlo Enterprise, inspected Uniqlo clothing stores 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-selling brand with a high degree of completion.

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

It's not that the Uniqlo brand is not good enough, because Lin Zhichao has also personally done an investigation and found that there is no problem with Uniqlo's operation and style quality, which can be said to be one era ahead of everyone.

Leading an era, it is not a disadvantage, after all, it is integrated into this era, the styles are just released in Europe and the United States, the fabrics are very comfortable fabrics, and the management is very perfect.

So why can't it still grow quickly?

"Welcome!" The clerk greets in Japanese, with a friendly smiling face, which is much better than the service attitude in Hong Kong.

Subsequently, the clerk kindly reminded that you can shop and try on by the way, so as not to continue to pester customers.

That way, customers won't be embarrassed not to buy, and they won't have to feel anything wrong when they mess up their clothes, as the Uniqlo clerk will quickly refold them.

"What's the problem?" Lin Zhichao questioned.

UNIQLO has been in Japan for almost five years, and there are still only 25 stores. The reason why it is slow is that sales are not as good as expected, and the speed has slowed down.

Cheng Xixian said: "Based on our experience, we have found that one problem is that the closer to the Tokyo metropolitan area, the less popular the Uniqlo brand is. On the contrary, it is in the suburbs of the three major metropolitan areas, which are more acceptable According to our analysis, it is believed that Uniqlo's pursuit of 'good quality and low price' may make many Japanese people worry, after all, Japan's economic development is too good. On the contrary, our crocodile shirts are growing smoothly in Japan, and each store can generate a high turnover."

Lin Zhichao immediately frowned and said: "If this is the case, Japan's follow-up economy will be higher, and the yen will be more valuable, so won't the Uniqlo brand become a cheap item in their eyes, and a brand that can't be worn?" ”

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

What is a luxury in the eyes of the world is just a mid-range brand in the eyes of the Japanese, and it is so good!

Cheng Xixian said: "The price of clothing in Uniqlo in Japan is more expensive than that in Hong Kong, but it is still inseparable from the cheap brand in their eyes. But I think we still try to hide UNIQLO's LEGO as much as possible, and it doesn't affect the average person who wears it. And if we want to change the perception of Japan, I think it is necessary to improve the brand culture and continue to let Hong Kong stars endorse it, after all, Hong Kong movies have a great influence in Japan."

At present, Jack Cheng, Xu Guanjie and others are all spokespersons of Uniqlo, which can be regarded as an advertising campaign that entered the Japanese market at the beginning.

Lin Zhichao said: "You are right, Chow Yun-fat can be signed for endorsement recently, he wants to be popular!" ”

"Okay"

Then they appeared to be identified, 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, advertising, to make an in-depth philosophical advertisement, the theme is - why do we get dressed? (What do we wear?) Thinking about the philosophy here, do we change our clothes according to our mood and weather? Does being comfortable make us happier? Do we dress to hide ourselves, or to be seen? ”

Cheng Xixian and other high-level executives were so surprised that they were embarrassed while recording the boss's golden and jade relationship.

The boss had only been inspecting for a few hours before he had already created an extremely creative advertisement.

"This advertising idea of the boss is priceless!"

Lin Zhichao said: "So since we decided to develop the UNIQLO brand in Japan and find 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 cities in Japan, and then strive for the development speed of 10 stores in one year." ”

Cheng Xixian nodded and said, "No problem!" At present, the 25 stores that have been opened are still operating well, and if they strengthen publicity, they will definitely achieve better results. ”

Lin Zhichao said: "The word-of-mouth engraved in the bones of customers for a long time is the best publicity!" ”

Everyone nodded!

Toshio Motegi, president of Uniqlo Japan, also admired at this time, and he was accompanied by a translator.

"The second plan, we need a popular clothing to make the Uniqlo company popular. Last time I asked you to represent Malden Mills' polar fleece products, you found that it was too expensive without him! If we develop it, then we will be a huge success, so UNIQLO companies should immediately invest in research and development, and also set up an R&D department in Japan to develop polar fleece. Once we succeed, we will be able to bring the price down, and the Japanese will be able to get one per person during the cold winter. And we at UNIQLO will also completely open the door to the Japanese clothing market. ”

Cheng Xixian said in surprise: "What the boss said is so right! Under the same conditions, the cold protection 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 is dirty, it is not as troublesome as a cardigan, and a loss in the washing machine can solve the problem. But in Europe and the United States, the polar fleece is basically above 100 US dollars."

Lin Zhichao nodded and said, "This process is not difficult, as long as you develop it carefully." What's more, there are no registered patents, and this is our chance! ”

Cheng Xixian said ashamedly: "I didn't know that I didn't have a registered patent, it was my dereliction of duty!" ”

Lin Zhichao waved his hand, not only Cheng Xixian didn't expect it, but a few people around the world thought that he was praised by the media as "one of the greatest inventions" (Europe and the United States are cold, but most people can't afford mink, leather and other clothing), and he didn't apply for a patent.

In his previous life, it was not until the nineties that he was picked up cheaply by Uniqlo's Yanai Masa.

"We will set up a research and development department immediately, and at the same time, we will also set up a business department in Japan, and the UNIQLO brand will focus on development in Japan in the next few years."

"Okay"

At present, UNIQLO companies also have stores in Singapore, Taiwan Island, and Omen, including Hong Kong and Japan, and there are already 60 stores. Lin Zhichao's goal is to expand to 150 stores by the 90s.

The benefit of UNIQLO's investment in Japan is not only to occupy the market, but also to double the benefits of the yen's appreciation.

Lin Zhichao has made many companies start to invest in Japan, just to enjoy the additional income of the appreciation of the yen, and this income may have made people make a lot of money.

What's more, if you double as a real estate investment, you can earn more.

This time, if you don't make $20 billion in Japan, you're embarrassed to leave. After all, the market value of the Japanese stock market eventually reached 4.5 trillion US dollars, 1.5 times that of the United States, and the land in Tokyo, Japan, could buy the entire United States, which 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 opened up its financial market.

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

At the same time.

Yanai Masashi of Oguni Shoji Co., Ltd. also secretly came to Uniqlo in Chiba Prefecture to 'steal from the teacher', and after some inspection, he asked the vice president next to him: "Do you know how many stores this Uniqlo brand has opened in Japan?" ”

The vice president said, "It is said that there are already more than 20! ”

Yanai Zheng suddenly said: "Amazing, 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 models. ”

In June of this year, Ogori Shoji Co., Ltd. opened its first casual clothing retail store. Yanai quickly noticed the Uniqlo brand growing in Japan and discovered that there was a huge amount of knowledge in it.

"Hi, we have set up a research group that specializes in Uniqlo. We've found that the brand is more keen to open stores in shopping malls and bustling business districts."

Yanai said: "The key is that he is a Hong Kong brand, and when will Hong Kong brands become popular in Japan." Therefore, we must win this battle, shame and courage! ”

"Hi"

Soon, Yanai Masaya also decided to go all out to develop the 'Uniqlo model', in fact, he also wanted to be called Uniqlo, but he had already been registered by others, which couldn't help but be a pity.

The competition between the two sides begins!

At present, Uniqlo is of course a giant, and Ogori Shoji Co., Ltd. is just entering the industry.

But after all, Ogori Shoji Co., Ltd. is a local Japanese company, and it also has certain advantages, depending on the means of both sides!

Of course, the Uniqlo brand has not suffered any discrimination in Japan, after all, it is just a clothing brand, so the business environment is fair. Even, the Uniqlo brand uses well-known Hong Kong celebrities in Japan, as well as local celebrities, to make endorsements, which will achieve some good results (celebrity endorsements are cheap at this time, especially Japanese celebrities).

(End of chapter)