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You Jun: The Department Store Industry Should Shift Its Focus From Business To Service.

2013/10/1 21:42:00 77

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with the change of the overall economic environment and the changing characteristics of commercial consumption, China's department store industry is facing enormous industrial adjustment pressure after its glorious ten year golden period. On the one hand, the economic environment has changed, and shopping centers and e-commerce providers have been squeezing mercilessly, and sales and profit growth have both declined.

On the other hand, the management level and service quality of the industry need further improvement.

The change of external environment may not be stopped, but there is much to do in internal promotion. In the future, how can the Department Store enhance the competitiveness of the industry by improving service quality? This reporter interviewed the vice president of Anhui Jinlong Investment Co., and vice president of Anhui business economics.

service as the fulcrum, can move the larger market .

reporter: what do you think is the essence of service?

you Jun: service is to meet people's needs in the form of labor service.

commodities satisfy people's needs in the form of goods (products).

Shopping malls provide intangible services with invisible services.

The essence of service is to satisfy demand.

Its central task is to study the change of demand and to solve the changes of demand and demand in various forms of service.

P retail enterprises should change along with the changes of consumption market and consumption demand.

From solving market demand to meeting consumer demand, from supplying goods to meeting consumers' individual needs, from business to service, from sales to experience.

reporter: what is the importance of service for department stores and other retail businesses?

you Jun: department stores and retail businesses are purely service industries. They belong to the combination of visible goods and services in the classification of service composition. Sales of goods are realized through services. In the current market situation, services are particularly important, mainly reflected in the following aspects:

one is the card effect.

Retail business is also a window industry. Consumers are satisfied or dissatisfied with the quality of service. He will only remember your shopping malls. If he is a foreign customer, he will remember the impression of the city.

two is survival effect.

Today, with the homogenization of business mode, operation method, product and promotion, excellent service can often get considerable benefits.

Consumers are the parents of department stores. They approve of your service, and their purchasing behavior can be realized, so that they can get profits and employees can realize their service value.

three is service dissemination and leverage effect.

About 25% of the customers are dissatisfied or regret when they implement the purchase behavior.

However, only 5% of them will complain or switch, and the other 95% will think it is not worth it, or feel their problems, or do not know who to complain.

About 50% of 5% of the complainants can be satisfactorily resolved.

Generally speaking, a satisfied customer will introduce the advantages of the product to three people, while a dissatisfied customer will speak ill of the goods or services to eleven people.

If we expand again, we will see the butterfly effect.

Those who are often satisfied with the solution will be more likely to become the most loyal customers of the company than the customers who have never been satisfied.

from the leverage effect, the service quality is good, it can enlarge the customer's credibility and reputation to the shopping mall. With service as a fulcrum, it can use small force to pry the larger market.

four is a service that can boost the discovery of business activities.

The market share of Da Yun FA in mainland China has surpassed WAL-MART and Carrefour. Its key to winning is to study consumers and meet their consumption needs.

In the supermarket, industrial products, consumer goods and leisure products are much the same. Big RFA chooses fresh field processing as a breakthrough. These aspects are exactly the consumers' greatest concerns. This is a deep understanding and application of services, so they have succeeded.

< < a href= > http://www.91se91.com/news/index_c.asp > > department store > /a > service has five problems: /p >

reporter: what are the main pressures facing department stores?

you Jun: pressure comes from all aspects, including government, market and internal business.

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< --EndFragment-- > first, with the expansion of the city, the rise of new business circles and commercial real estate, the department store industry has brought about the pressure of competition at the same time of realizing diversified and multimodal business.

Department store sales growth slowed moderately, gross margin decreased, gross sales decreased, and business efficiency was generally poor.

two is the rise of labor costs and the rise of various hard costs.

Shopping malls are labor-intensive enterprises, occupying a large proportion of staff salaries and various welfare benefits.

"P > three" is the impact of e-commerce, diverting a considerable number of young customers, especially after 80 and post-90s consumers.

four is the question of taxation.

Gold used to be a luxury product. Now it is a common product. It is still charged according to the policy of 20 years ago.

Some well-known brands of gold jewelry sales in the mall gross profit margin is only 5%-7%, tax revenue will be charged 5%, do a loss, do not do and can not enhance the brand of shopping malls, so it can not meet consumer demand.

five is a single business means with insufficient innovation capability.

six is unstable workforce, low staff quality and service level.

reporter: how do you evaluate the quality of service in department stores and retail businesses in recent years?

you Jun: Overall, the service quality of domestic department stores is good. Enterprises also attach great importance to service and service quality. We also know that shopping malls are not only buying and selling goods, but also realizing their value in the service process and producing marginal effects.

In addition, there is also the pressure of external environment to force the retail industry to do well in service because the industry has a low threshold and strong market competitiveness. It is neither a high-tech industry nor a monopolistic industry. It is a completely market-oriented behavior. Under the condition of homogenization of goods, service is particularly important.

but there are still some problems, mainly in terms of service concepts and values.

Shopping malls must turn from the concern of brand upgrading to the study of consumer cognition and consumer market, from buying and selling goods to providing customers with modern lifestyles and guiding fashion trends, from satisfying material consumption to meeting material, spiritual and cultural needs.

To achieve this pformation, we can grasp the market demand and value elements, and fundamentally change the quality of our services.

reporter: what do you think are the main problems of the department stores in terms of service?

you Jun: there are many problems in the service of department stores.

first, department stores make more services from the perspective of enterprises themselves, and do not do according to market demand and consumer demand.

This is a fundamental problem, which is reflected in various aspects such as business mode, operation means and enterprise positioning.

According to the requirements of their own development, enterprises adjust and upgrade more from upgrading brand image, upgrading the market level and raising the unit price of customers, and more are studying the market and competitors, seldom considering the needs of consumers.

two is to focus on hardware upgrades, software services can not keep up.

A lot of money has been invested in the decoration of shopping malls, the decoration of special offices, the environment of stores, etc., with the feeling of modern shopping malls, but the ability to control service skills, professional level and consumer psychology is weak, and it has a considerable distance from meeting the needs of consumer demand and personalized consumption.

three is because the value of service is implicit and lagging behind. There is no rigid standard consideration. The enterprises do not pay enough attention and invest enough, and the energy input of employees is not enough.

four is that the scientific and technological content of the industry is not high, the level of knowledge is not high, and the comprehensive quality of employees will also be deficient.

five is backward service means, backward service concept and imperfect service system.

reporter: what are the main reasons for these problems?

There are many reasons for this. The main reasons are: first, the lack of reasonable planning for commercial development by the state and local governments, and the unlimited development of commercial real estate. This leads to a direct proportion of investment and returns in various commercial formats, especially in business operations. The shopping mall can only extend the past development path, implement chain store development, do not make changes in the mode of operation, and do not pay attention to the improvement of the service quality of enterprises. P

two is the rapid development of the last ten years. Shopping malls are mainly affiliated to the joint venture, and basically belong to the leasing or joint venture business.

In this mode, enterprises weaken their ability to operate independently and weaken the management and control of staff's service quality.

three is the contradiction between the rapid development and the training of talents, which is fully exposed. The level of managers, managers and front-line staff can not keep pace with the development.

four is the lack of corporate culture. Although every shopping center attaches great importance to the construction of corporate culture, it does not form institutional culture and implicit culture, but does not go deep into the core values of enterprises.

extension service function can get the leading edge

reporter: how will the upgrading of services improve the Department's current difficulties?

you Jun: service is a basically invisible activity or operation provided by one side to the other. Its characteristics are invisible.

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Employees of P --EndFragment-- < a href= "http://www.91se91.com/news/index_c.asp" > department store /a < > if they are impatient in service, unable to answer simple questions or even talk with each other when customers wait, customers will think twice when they consider buying goods next time.

If an enterprise can work hard in service, improve its service level, increase its service connotation and extend its service functions, it will enhance customer satisfaction, strengthen enterprise management system, expand business capacity and enhance core competitiveness of enterprises.

customer expectations for service quality are formed from past feelings, oral news and advertising.

After receiving the service, the customer compares the perceived service with the expected service. If the perceived service fails to reach the expected level, it will lose interest in you.

If perceived services are met or exceeded their expectations, customers will probably be able to visit your shopping malls once again and Implement purchases.

service is intangible. It is invisible to the visible product. Service is inseparable. The production and consumption of services are simultaneous. The service is variable, the same commodity, why the customer will buy it at your place, this is your service is different from others, service is inconsistent, service is a series of activities, it is not easy to standardize, service is easy to disappear, it can not be saved like inventory.

Therefore, even if other enterprises follow you, the result is different. In the increasingly difficult environment of visible products differentiation, enterprises turn their attention to service differentiation, and get considerable profits and brand influence due to their excellent service.

reporter: when we visit 100 stores, we feel that the salesmen are eager for quick success and instant benefits. At the same time, we feel that quite a few salesmen lack the minimum professional knowledge.

Should professional knowledge be an important aspect of service? Why is there a general lack of professional knowledge and how to change this situation?

you Jun: professional knowledge is the most basic quality requirement of service workers, and is also an important content and guarantee of service quality.

A good attitude is only to understand problems, but also to have better professional knowledge, service skills, service and skills.

the traditional department store is a master's way of taking an apprentice. Although the educational level and knowledge level are not high, service skills and commodity knowledge are quite rich.

Today's service staff, knowledge level is not high, but also abandoned the master with disciples tradition, knowledge of commodity knowledge is sometimes not as good as customers.

The only children of P > 90 are enthusiastic about their work, but the randomness and mobility lead to the shortage of people sometimes.

The new employees are trained for 35 days. What processes and systems do not understand and what skills are not available.

Most shopping malls use joint point deduction. In order to avoid labor risks, front-line employees are employed by the manufacturers. The shopping malls are managed solely on behalf of the employees. The staff's learning, training and dynamics are all responsible for the manufacturers. Sometimes the asymmetric information pmission results in the service problems.

employees are commissions according to sales. For them, it is important to sell goods, and there will be quick success and instant benefits.

to change this situation, we must strengthen the service quality management and decide the quality of service.

One is credibility, and the ability to carry out the promise and accuracy of the promised services is to be achieved; two, responsiveness, to improve staff's knowledge of services and to work willingly; three is to ensure the quality of work, focus on improving staff's quality and skills, and have the ability to do things well; four is to deepen the understanding, to understand customers, to concentrate, to use the true feelings, to pay attention to details and differences; five, to be visible in hardware facilities, equipment and environment.

the key point of change is to implement service culture and enterprise culture construction. As an enterprise system and a process idea, we must rely on the values in culture.

Any sales is achieved through front-line staff in the face of customer service. If employees do not recognize the enterprise, they can not have a wholehearted service behavior. Business can not be realized. Enterprises should put the needs of employees in an important position. If they want to open the lock of their minds, employees will go all the way to the heart of an enterprise.

reporter: Overall, how can department stores further improve the service level?

> a href= "http://www.91se91.com/pioneer/" > Yu Jun < /a >: from the specific operational level, we should understand the expectations of customers, listen to their aspirations, set up feedback systems, provide reliable products and services, and reflect the quality of service. We should complete the basic service contents, let customers experience the value, pay attention to the service design, and establish a holistic view in the service aspect. We must give full play to the spirit of teamwork so that every employee can understand what the enterprises must do and how to do to solve the problems. We must play the leading role, and the high quality service comes from the encouragement of the leaders in the organization, and the enterprises must establish a service culture.

department stores should not only satisfy the material needs of consumers, but also more importantly, satisfy the consumers' embodied values and spiritual needs.

These are the characteristics of department stores, which are superior to online shopping and other formats, and are also our winning magic weapon.

Whoever can extend the service function and be meticulous can lead others.

in today's consumer psychological crisis, it is more necessary to strengthen consumer safety, convenience, communication, dignity, enjoyment, experience, comparability and other elements in business behavior. Do not treat customers as God, but regard them as their relatives and friends. Do not treat consumers as stupid objects, but rather learn from them with an open mind. They are the basis of our existence.

Dajin new hundred department store Limited by Share Ltd, they focus on consumer concerns about commodity prices, quality, measurement, replacement and other aspects of the problem into ten aspects, since 2008, the whole system has launched a consumer satisfaction project ten.

They refined them one by one, and made detailed rules and procedures for each item.

If the "refund management regulations" require all employees of the company to implement the first asking responsibility system, when the consumers are not satisfied with the purchased products, the special staff will operate according to the process and do not need to ask for a report, so that they can go through the formalities directly.

In order to ensure the smooth flow of refund channels, they set up a consumer rights protection fund in the enterprise to solve the customer's replacement.

Because some brand manufacturers do not necessarily recognize the practice of shopping malls, and the rights protection fund is a good safeguard for shopping centers to return goods.

Dajin new hundred "service six specification" requires employees to respect their customers' wishes, not only to be enthusiastic, but also to keep space for customers, and promote family ties and distance services.

Instead of pushing customers upstairs, they try to provide convenience for customers and put the service desk and the replacement service center on the first floor.

They have been steadfast for five years and have achieved good results.

Its new Anqing hundred, Huangshi new hundred, Xuancheng new hundred, Dajin new hundred Huangshi stores, have become the benchmark of local department stores, and become consumers' most trusted shopping malls.