In today's society, success stories are often accompanied by the spirit of daring to challenge and break the norms. Jinmei's Chairman Lu Li-mei says, "It's in my nature; I don't see the difficulties of the environment, I only focus on how to solve the problem! I don't have time for negative thinking or complaining about why." Some say she doesn't know how to write the word "give up." She has progressed from a corporate legal role, to foreign firms, and then moved into the traditional textile industry, pioneering the market for energy socks and energy undergarments, leading the transformation of traditional industries. Not only did she successfully transition, but she also developed her company into a leader in the health technology industry, creating her own legend.

The Will and Persistence to Turn Around Adversity

From a young age, under the doubting eyes of her family, Lu Li-mei fought her way into the Soochow University's Law Department and then entered EVA Airways with an acceptance rate of only 6%. After her time at EVA, she moved to Eslite as the Chief Legal Officer, assisting the late Chairman Wu Qing-You in planning to buy Eslite's overseas trademark rights, handling the company's debts, and eliminating over 30 million NT dollars in bad debts.

Lu Li-mei later joined a German medical technology group with promising prospects. However, just as the company was about to go public, it declared bankruptcy. Seeing such circumstances, she went unpaid for half a year, rolling up her sleeves with the management team to save the company. Her salary went from 3 million NT dollars a year to zero for half a year. "At that time, I had a mortgage, car loan, had to take care of my elderly father, and the educational expenses for my children. But strangely, I didn't see the hardship; I didn't think about how to live, but was just worried about how to solve problems, how to save the company. Every day was like working on a broken puzzle, extremely busy." Now, these partners have their place in the industry, and that half year of unpaid experience became the best "devil's training class" for managers. But these were not the most difficult times for Lu Li-mei.

The real test came over five years ago when she received a court seizure notice and all her bank accounts and real estate under her name were sealed. "Coming home to see the seal, I almost couldn't stand up!" She cried and told her son, "I'm really sorry, you have to rely on yourself in the future." Because she unknowingly signed as a guarantor in her youth, her former employer ran away, leaving her and several managers with a debt of 290 million NT dollars. However, after crying, she calmed down, discussed the possibility of debt segmentation, and finally paid off her part to get through this challenge.

Later, she learned, "Dealing with things might be very tiring at times, but if you think positively, many problems will be resolved at once! Don't be afraid of failure, reduce negative thinking, just focus on doing things well."

Persistence and Effort Create Solid Strength

In addition to achieving breakthroughs in product innovation and market expansion, Lu Li-mei later entered the traditional textile industry and took on a batch of goods that were not very popular; as long as she found people to sell, the entire company got back on track, and orders kept coming, with products selling non-stop.

Lu Li-mei said, "Initially, I gave 95% of my orders to one factory, now it has expanded to eight." Of course, starting from foreign companies, sitting at desks, switching to traditional industries, people were also half-doubtful, but once she got involved, she insisted on doing well. She personally involved in product sampling, testing, communication, even product delivery, restocking, and used to drive from Taipei to Changhua at least three times a week to participate in product development and sampling. Over time, these Changhua textile factory owners were impressed by her efforts, praising, "I continue to work with you because I have never seen a woman so serious!" This cross-industry change was full of challenges but also proved that with firm belief and relentless effort, it is possible to achieve self-transcendence and create unprecedented achievements.

Creating Jinmei, the Leading Brand in Functional Textile Consumer Products

Jinmei Group, with its innovative management concept and in-depth research on health technology, has stood out in Taiwan's textile industry in recent years as an industry leader. Since 2009, Jinmei Group has been committed to developing high-tech fiber products that can improve consumers' quality of life, from knee pads, waist protectors to everyday wear. Each product integrates the latest technology and ergonomic design, aimed at providing consumers with unparalleled comfort and health benefits.

The product line is rich and varied, including far-infrared knee pads and germanium waist protectors designed for the elderly, and energy silver fiber germanium pants designed for modern people who are under great pressure and use computers for long periods. These products use high-tech materials such as silver fiber and bamboo charcoal fiber, which can effectively support and protect the body's joints, promote blood circulation, and improve the quality of life of the wearer.

Jinmei Group not only continuously innovates in product research and development but also actively responds to global environmental trends. Facing the new trends of e-commerce in 2024, Jinmei Group is ready to combine more diversified online marketing strategies with environmental concepts, such as live shopping and video marketing, to enhance consumer experience.

From the personal experience of Ms. Lu Li-mei, we can see the strong corporate culture and core values of Jinmei Group. In the face of adversity, Ms. Lu Li-mei not only did not give up but was even more determined to devote herself to the health industry, eventually founding Jinmei Group and developing the company into a leading brand in Taiwan's functional textile consumer products.

As the global pursuit of a healthy lifestyle continues to increase, Jinmei Group is providing global consumers with more healthy, comfortable living options with its high-quality products and innovative marketing strategies, indicating that Jinmei Group will continue to lead the field of health technology, bringing more happiness and health to the world.

Lu Li-mei said, running a business taught her, "It's not just about making a profit, but every brand has a mission." As chairman, she still personally answers customer service calls on weekends and even weaves the customer service phone number into the products, visible at the waist of the pants, "so consumers can definitely find someone if they have a problem!" Under the leadership of Lu Li-mei, Jinmei Health Technology focuses on developing and selling health care products that combine the latest technology. These products are not only loved by consumers but have also won numerous awards and honors for the company. From grassroots to pinnacle, overturning the health technology industry, she has made her mark step by step to today's peak. People call her the "The Queen of reverse".