Three new ramblings
Fat Donglai model, can you learn?
Recently, Jiangbei Liri Supermarket in the urban area shouted that it would learn from Henan Fat Donglai to "create a better life", and promised to buy fruits "if they are not delicious, they will return". Intuitively, the shopping space and shelves of Liri Supermarket are indeed much brighter and cleaner than before, and the employees have also changed into unified new tooling.
So, can the Goose City version of Fat Donglai be born? Fat Donglai, known as the "ceiling" of domestic supermarkets, Lei Jun said that "in China's retail industry has always been a god-like existence", can its model be replicated? Before answering, we need to understand why Fat Donglai can succeed.
01
The supermarket industry is divided into two modules: sales and service. The core of Fat Donglai's success lies in doing its best to achieve the ultimate in these two aspects: transparent sales, genuine goods, and no deception; The service is humanized, intimate and thoughtful, warm and meticulous.
Let's start with sales. In the recent hot search of the "dough rolling" incident, Fat Donglai not only rewarded customers who posted videos to complain about food processing hygiene problems with 100,000 yuan in cash, but also gave 1,000 yuan per person to all relevant dough rolling consumers, a total of 8.833 million yuan in refund compensation. Fat Donglai strictly controls the quality of the goods sold, takes responsibility, does not ramp up problems, resolutely does not sell bad ones, and attaches great importance to the rights and interests of customers. For example, if the durian selected by the customer is found to be not ripe enough, the sales staff will take the initiative to inform and apologize and re-select it for the customer; The watermelon is not ripe enough, and even if it has been entered, it will be sealed and not sold; If you are not satisfied after watching the movie, you can also get a 50% refund.
In terms of the price of the goods sold, Fat Donglai strictly controls the gross profit margin, and even marks the purchase price of public clothing, and it is accurate to 0.1 yuan, such as a knitted sweater, the purchase price is 86.7 yuan, the price is 119 yuan, and a pair of leather shoes, the purchase price is 142.8 yuan, the price is 186 yuan. This is equivalent to disclosing the price increase of goods, whether there is an inflated price is clear, consumers do not need to search for the same "shop around" on the Internet, they can avoid the pit of buying expensive, and shopping has become much easier. Buying things in Fat Donglai, Wumart is not necessarily cheap, but the price must be real, there are no routines and gimmicks, you get what you pay for, and you don't have to worry about returns, so that people can consume with peace of mind.
Let's look at the service. Fat Donglai's intimate and meticulous service can be said to epitomize the reputation of the "ceiling" of the supermarket. There is a temporary pet storage cage at the entrance of the supermarket, and there is a special person to supervise and feed the water. In the supermarket, there are six or seven kinds of shopping carts for all ages; If you don't want to be disturbed by the salesman when purchasing, you can also hang the "Do Not Disturb" card; The labeling of fruits and vegetables is like a life encyclopedia, not only indicating the origin, supplier, and even some marking methods, but also equipped with a magnifying glass next to it, which is convenient for customers who can't see clearly; There are anti-low temperature silicone gloves hanging on the freezer, a peeler next to the orange, and feminine products are prepared on the sink in addition to hand cream, cotton swabs, hairpins, and combs; The spare wipes in the maternal and infant area are heated at a constant temperature, and the seafood is weighed only after the moisture is dried, and can be processed and cooked for free. In addition, there are also power banks, microwave ovens, and fresh-locking and icing stations...... In short, when you walk into Fat Donglai, the needs of customers are always put in the first place, and all kinds of warm tips and heart-warming details are full.
Fat Donglai's service is amazing, so that many people sigh: Go to Fat Donglai, other supermarkets can't go again.
02
Can Fat Donglai's practice be replicated and learned?
A few days ago, the first store of Yonghui Supermarket - Zhengzhou Xinwan Plaza Store opened after Fat Donglai's adjustment, with sales of 1.88 million yuan on the same day, nearly 14 times the average daily sales before the adjustment, and more than 5 times the average daily traffic before the adjustment. In May this year, the average daily sales of the Hunan BBK Meixi Xintiandi store, which Fat Donglai renovated, soared by more than 9 times. Although the effect of backgammon and Yonghui's adjustment and reform has yet to be verified by time, it has at least taken the first step towards rebirth and development.
Fat Donglai's approach can be learned, but it is not easy to replicate it completely. At the gate of Fat Donglai, there is a corporate culture card that reads "Freedom and Love". The reason why Fat Donglai can always achieve genuine and ultimate service is a crucial premise and foundation, which is to respect and treat employees well, and distribute most of the company's annual profits to employees, so that every employee can enjoy a higher level of local income. Yonghui adjusted and changed the salary of employees from 2,500 yuan to 4,500 yuan, an increase of up to 80%, and the average working time did not exceed 8 hours a day; After one year of service, you can enjoy 10 days of annual leave.
The center of Longsheng Jinshan Lake is crowded.
The company treats employees well, and employees serve customers wholeheartedly; If the customer consumption experience is good, the customer flow will be large and the revenue will be more; The benefits of the enterprise are good, and the treatment of employees is also high. This is the basic logic of Fat Donglai's benign management, and it is also the essence of Fat Donglai's corporate culture. There is no advanced theory, only the road to simplicity, as Yu Donglai, chairman of Fat Donglai, said: "Some people say that Fat Donglai is a myth, but in fact, it is a little more sincere and kind." ”
Just like the service to customers, Fat Donglai has done the ultimate in treating employees well. For example, employees can sit and weigh and check out, and there is a dedicated lounge area with tea, massage chairs, a cinema, a gym and KTV. Employees have a "grievance award", and this year another 10 days of "unhappy leave" have been added, and the average monthly salary of ordinary employees is more than 7,000 yuan.
Profit maximization is a common law in the retail industry, and Yu Donglai has always maintained personal income and corporate income at a controlled level, so that employees and consumers can feel full of goodwill. In the vernacular, it is to earn less, earn more when you should earn, and make profits what you shouldn't. From the perspective of Donglai, many people are now thinking about how to learn the model of Fat Donglai, but in fact, the most important thing to learn is the culture behind Fat Donglai's enterprise. In the author's opinion, the essence of Fat Donglai's corporate culture is to "earn less by yourself". This is the key reason why learning Fat Dong is not easy to come by.
03
Over the past 20 years, Huizhou's supermarket industry has gone through a stage from blossoming everywhere to market reshuffle.
Since 2000, Renrenle has entered the downtown area of Huabianling, and PARKnSHOP Supermarket, Haiya Department Store, Guangbai Department Store, and Metro Shopping Mall have come one after another, and there is no lack of excitement, and now these supermarkets have become the memory of the city. According to the data of the last decade, the large supermarkets in mainland China are shrinking at an average rate of 690 stores per year. At present, from the perspective of Yonghui and BBK's fat Donglai-style adjustment, store closure is no longer the only way out for the supermarket format, and some traditional supermarkets and hypermarkets are accelerating their transformation and striving to optimize their stores. Under the focus and spread of the Internet, although the Fat Donglai model is difficult to replicate, its influence has penetrated.
Huamao business district.
At a time when the competition in the retail industry is becoming increasingly fierce, Fat Donglai is like a clear stream, allowing supermarkets with "sad days" to see hope. The core of learning from the fat east is easy to know and difficult to do, and the difficulty lies in the unity of knowledge and action. The password to Fat Donglai's success is nothing more than comparing hearts with hearts and exchanging hearts for hearts.
Back to the first question, Liri learns from Fat Donglai, and in order to really learn the texture, it is necessary for corporate decision-makers to make up their minds and make real determinations. Whether the goose city version of Fat Donglai can be born, Huizhou citizens will wait and see!
Source: Huizhou Daily (Author: Bai Lu), please indicate.