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Cui Wei Department Store: A Model In A Growing Department Store

2010/12/31 15:46:00 195

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In the past 13 years, Cui Wei Total sales of 24 billion 300 million yuan, turned over to the state Taxes 1 billion 300 million yuan. enterprise The total assets increased from 440 million yuan to 3 billion 300 million yuan, an increase of 7.5 times, creating 8600 jobs and contributing 13 million 800 thousand yuan to the public welfare undertakings. While creating good economic benefits, Cui Wei has created good social and environmental benefits. Especially in the "11th Five-Year" period, Cui Wei continued to grow stronger and bigger, and to compete with the increasing demand of consumers, accelerating development, sales increased from 1 billion 924 million yuan to 4 billion 300 million yuan. The average annual profit growth rate is 22.27%, and the total growth rate is 123%. As the main store, the sales volume of Cui Wei building reaches 2 billion 900 million yuan, with an annual sales volume of 93 thousand yuan per square meter and an average profit of 18 thousand yuan, which is more than 3 times the average benefit of the National Mall.

The heart of an employee is the root of an enterprise. Only by serving attentively can we create perfect service. Cui Wei introduced culture into management and guided behavior. Advocating "responsibility has division of labor, service without borders", and the "40 family" service of "zero link, zero distance, zero risk and zero regret", "customer interest will always serve as the starting point for the thinking of Cui Wei people". With the mission of "improving the quality of life and quality of life of consumers, spreading modern fashion consumption civilization and opening up a new realm of modern life", we will create a leading Chinese commercial brand that is proud and satisfied with customers.

Standing at the new starting point of building "world city" and international trade center city in Beijing, the Cui Wei people, who are sincere and ambitious, are determined to turn Cui Wei into a brand shop with fine products, exquisite environment, meticulous service and fine management. In the construction of enterprise culture, the thickness and brand building of international trade center cities reflect the strength and speed of development. Cui Wei, like her beautiful name, gradually brings people into a new business realm.

With the rapid development of China's retail market, Cui Wei Department has gone through thirteen years, and has become a model of China's growing department store. The success of Cui Wei was due to the strong and forceful leadership, the heavy responsibility and the strong passion, and the benefit from a team with enterprising spirit and executive power.

Summarizing the growth and success experience of Cui Wei, there are four important words: cultural guidance, brand drive, meticulous management and innovative operation.

One of the experiences: "cultural guidance" has a flag.

The core value of Cui Wei culture is "customer orientation". They believe that "customer interest is always the starting point for the thinking of Cuiwei people". It is the mission of "improving the quality of life and quality of life of consumers, spreading modern fashion consumption civilization, and opening up a new realm of modern life" as its mission. "Customer satisfaction is the purpose of our existence. Customer patronage is our greatest encouragement and customer approval is the best return to us" business philosophy.

Adhering to the "customer centered" core values, Cui Wei is a family oriented enterprise, which is a "home" for consumers, suppliers and customers to share the fruits of enterprise development and share their spiritual values. {page_break}

Experience two: "brand driven" creates characteristics

In the era of brand economy, brand is not only a symbol of quality, wealth, status and status, but also a core element for enterprises to condense resources and win competitive advantages. Generally speaking, brand is limited to tangible products; in fact, in the brand economy, brand has been generalized and extended to various fields, and retail service can naturally create brand. The Cui Wei operators represented by Zhang Lijun took the lead in the same industry to put forward the strategic concept of building a retail brand, that is, to create a "famous famous department store" that grew together with consumers. The brand strategy objective is to drive the Cui Wei people to keep forging ahead.

Experience three: efficiency of "meticulous management"

At the beginning of Cui Wei's pioneering work, the management mode of "one strong five new six unification" was put forward and implemented. In the first large-scale shopping malls in the country, the price accounting and single product management were adopted, and the first one used modern information technology to achieve seamless links to the management of human, financial and material resources. The creation and operation of Cui Wei management mode fully embodies the fine spirit of modern management: precise decision-making, accurate marketing, meticulous management and financial management, and sophisticated service. According to the standard requirements of ISO9001 quality management system, they run quality management throughout their work. This year, we started the revision work of quality system, so that we have a more strict system guarantee for fine management and service.

Guo Qingli, Secretary of the Party committee of Cui Wei, said: "to do business is to be a detail master. It is a magic weapon for an enterprise to remain the best in every small business. "

Experience four: "innovative management" to raise value

Looking at the world's retail industry, no innovation is death, which has become an eternal law of operation. At the beginning of Cui Wei's business, members of the leading group were good at learning, and invited the consultant team to make suggestions, "constantly running with the needs of consumers", and being brave in making innovations in business. This is the fundamental reason why Cui Wei has become the "national learning organization pacesetter unit" in the industry.

Cui Wei first took the lead in implementing the card settlement and advance payment system; the first to achieve the purchase price accounting in the national counterparts; became the first "barrier free" Olympic standard "shopping mall"; 13 years consistently pushed "Cui Wei shop" marketing activities, so that "Cui Wei shop" became a famous brand of Dian Qing marketing, and was selected as a successful marketing case of Tsinghua University. The "membership marketing" of Cui Wei is also a pioneering undertaking, which constantly improves customer loyalty through the implementation of member upgrade and validity system. In 2009, Cui Wei members accounted for 63.8% of the total sales. Besides, a series of wonderful marketing and business innovation activities such as cultural marketing, holiday marketing, experiential marketing, family marketing and so on have made the Cui Wei brand not only have quality and taste, but also make it exquisite and wonderful, which has greatly enhanced the value of Cui Wei brand.