Feng Li, known as "Shang Sheng (the saint in business)" by later generations, was from the state of Chu in the spring and autumn period. He went to the state of Yue to assist Goujian, the king of Yue, in planning the destruction of Wu by sleeping on brushwood and tasting bile to remind himself why he needed to reclaim his defeated county. After more than 20 years, he turned defeat into victory and beat the state of Wu, thus achieving the grand plan of King Goujian. Feng Li was awarded the official position of the general.

Feng Li thought that "Under a great name, it is difficult to live for a long time." It is consistent with Lao Tzu’s idea of "achieving great success but taking no credit." He resigned not long after his success and left the state of Yue. He came to the state of Qi and became a coast guard instead. This was Feng Lis first retreat after gaining great success.

Feng Li managed the industry by the sea and soon accumulated hundreds of thousands of assets. Because of his financial ability, he was honored as a minister by the state of Qi. Three years later, Feng Li resigned from the position of minister, "achieving great success but taking no credit" again, and he scattered all his wealth and moved to another country.

Feng Li moved to Tao Di for his third time retreating. Within a few years, Feng Li became a wealthy man again in business. He called himself "Tao Zhu Gong" and was called “God of Wealth” by the local people. A renowned historian, Sima Qian, praised Feng Li in his book Shi Ji (Historical Records) and said, "Feng Li is famous for his three retreats.”

Tao zhu gong resided in Tao for 19 years, he had accumulated enormous wealth and scattered it three times. The later generation collected his thought and ideas as a model for business and recorded in the book "Sixteen Principles of Tao zhu gongs financial management."

Feng Li finally left the Tao land and did not engage in any more business. He took Lady Xi Shi with him and wandered around Taihu Lake, living a free and unfettered life.

范蠡的身退功成之道(功遂身退)

被後人尊稱“商聖”的范蠡，是春秋時期楚國人。他博學多才，從楚國來到越國，輔助越王勾踐，臥薪嘗膽，制定滅吳計劃。用了前後二十餘年的時間，終於反敗為勝，打敗吳國，成就了越王勾踐的宏圖霸業。范蠡被授予上將軍的官職。

范蠡認為“大名之下，難以久居”，即是吻合老子“功成而弗居”的思想。他功成名就之後，及時辭去官職。並離開越國，來到齊國，在海邊治理產業。這是范蠡第一次身退功成。

范蠡在海邊治理產業，很快就積累了幾十萬的資產。因為他的商業才能，又被齊國拜為卿相。三年之後，范蠡再次辭去卿相官職，再次“功成而弗居”，並散盡家財，再次遷徙他鄉。

范蠡第三次遷徙到了陶地。未經數年，范蠡經商再次成為巨富，自稱陶朱公，被當地人稱為財神，被後人稱為中國儒商的鼻祖。司馬遷在《史記》中稱讚范蠡說，“范蠡三遷皆有榮名。”
http://blog.sina.com.cn/s/blog_6a80502b0100pbm2.html

陶朱公在陶十九年，曾經“三致千金”，就是散了又掙、掙了又散三次，成為天下首富。至今傳有《陶朱公理財十六則》一書。

　　范蠡最後又離開了陶地，什麼都不經營了，只帶著西施，浪跡太湖，過著無拘無束的生活。