Cheng Jun, Chairman Of Wuhan Zhong Bai Department Store: "Dormant" These Years

It can be said that hundreds of warehouses can have the scale and performance nowadays, which is inseparable from Cheng Jun's operation. In those days, it was under the guidance of Cheng Jun that it developed from two or three stores to Hubei's "supermarket king". Of course, the outside world is also about Cheng Jun. achievement Made sure. In 2006, Cheng Jun was named China's annual economic figure by CCTV. Over the years, only two entrepreneurs have been able to win the award. One is Cheng Jun and the other is Wang Jianlin, chairman of Wanda Group.

In 2010, Cheng Jun transferred to the chairman of Chung Bai department store. A general manager of a supermarket goes to the general merchandise department. Though the position is promoted to the chairman, it is unavoidable to be held up. At that time, the industry was widely known: Cheng Jun was "frozen" because of disharmony with the top leaders. Since then, Cheng Jun has rarely received media interviews and rarely shows up in industry meetings.

For Industry rumors, Cheng Jun's response was: at that time, the group leaders decided to let him take the lead in the two pioneering work of Zhong Bai department store. As time goes by, we can not understand the real situation at that time. But the success of Chung Bai department store. Transformation It is obvious to all.

In 2011, Cheng Jun, who has just taken over Zhongbai department store, discovered such a trend: pedestrians in the streets are "damp in the tide", while the commodities in the central department store of Zhongbai group are "old and old". He realized that the traditional department store industry had been too far away from the changing needs of consumers. So Cheng Jun decided to close the store for three months and adjust the commodities.

This adjustment almost turned the central department store, which was established in 1937, to the bottom of the old shop. "We closed the store in three months, repositioned it, and made it into a tidal shop, called customized Chaozhou life hall. Take more than 200. brand Clear out and invite more than 100 tide cards to come in. We have to sell the tide cards. This twenty thousand square meter shop sold 3.5 billion last year, and this year it is over 4 hundred million. " Cheng Jun said.

Through this adjustment, Cheng Jun felt that consumers had become the world after 80, 90 or even 00. For such a customer group, they have several key words: the first is crossing, the second is Mashup, the third is subversion, and the fourth is nostalgia. In view of these four kinds of complex of consumers, China hundred department stores launched a series of adjustments.

The first is to introduce "tide card" by self run mode. "In the past four years, we have also organized a team to introduce Chao brand and Wen Chuang brand in Taiwan. The so-called brand creation is the brand created by Cultural Youth and literary youth. Now, in May, Show Luo has settled in our department store. This year, Jay Chou will also be located in our central department store. After 80, 90, 00, their slogan is to tide card, not brand names. In addition, we have formed a team to develop a self built area with a level of more than 2000 square meters in the two or three tier market. Our own area 60% is on sale, and this year it may sell to 70%, only 30% is buyout. Because the supply of manufacturing is ample, we go to factories, to production bases, and to source. quality The introduction of goods with high price advantage. Cheng Jun said.

According to Cheng Jun, Zhongbai department stores even sign JJ Lin. Every year JJ Lin goes to the central department store as a day manager. From 9 in the morning to 9 in the evening, there is only one hour to eat.

Followed by the development of new categories, such as men's cosmetics. "We develop new categories and new formats according to the needs of modern life. Our physical store's research on customers is still at a very superficial stage. For example, our new products, men's cosmetics are a very large category. After 80, 90 and 00 men are disguised. Now Korea has a very good brand for men's cosmetics, very good quality, very good price. Cheng Jun said.

Finally, the development and introduction of new formats and new experiences. Cara cinema is a format introduced by Zhong Bai department store. The cinema, which is open 24 hours a day, has been built into a KTV mode. There are two people's hall, four people's hall, eight people's hall and ten people's hall. Cara cinema has one hundred thousand movies to choose from. To increase experience, the seats of Cara cinema are even massage chairs.

From the above transformation, we can see that although Cheng Jun is in the traditional retail industry, his thinking is constantly innovating, and it only changes with consumers' shopping habits. Cheng Jun seems to be a "changeable" person.

"Third eyes retail" has always been a point of view, the boss of the supermarket is more "Earth", the general manager of the department store is more "fashionable", whether it is clothing image or speech and manner, with a clear industry atmosphere. In recent years, "sneak" department store has obviously felt that Cheng Jun has become "wet". Even in a media interview, Cheng Jun said he is now "a" Tide man "I am a businessman, a literati, and a tidal wave."

From the general manager of the former supermarket to the chairman of the department store, Cheng Jun, who has been at the glorious moment of his life, has also encountered a career depression and ups and downs. We can see the tenacity and conviction as a professional manager. Cheng Jun can do well in his career, which is rare among the cadres of state-owned enterprises. It requires faith, patience, ability, conduct, and even a little luck.

It is easy to work part-time, and it is not easy to work for state-owned enterprises.