Big Run Hair With Low Price Mode Successfully Curved Overtaking

Who is the king of business in mainland China? It's not WAL-MART, Carrefour, nor Huarun, but RT Mart. Founded in 1996 and entered the mainland of China 13 years ago, the retail business started a new supermarket era with its unique low price mode.

In the view of the industry, Da Yun FA is undoubtedly becoming a classic. According to the newly released results of Gao Xin retail (big Rand and joint venture listed companies), about 50 new stores opened last year, a record high, and about 160 new stores will be expanded in the next three years. Now 99 are under construction.

In fact, the founder of Da Yun FA is a few industrial enterprises in Taiwan. At the beginning of its founding, Huang Mingduan, chairman of Da Yun FA, did not know what retail business was at all. Judging from its operation in the first branch store in Shanghai, its profit after opening was not ideal, far behind its competitors. However, it now successfully overtook many retailers in their desperate struggle and was really admirable.

Under the command of Huang Mingduan, the car of Da Yun FA is climbing every year. What can not be ignored is that Huang Mingduan's pace has not yet stopped. In mid June of last year, he announced the establishment of the Shanghai flying cow Agel Ecommerce Ltd, with a registered capital of 100 million yuan. The flying bull network was personally led by Huang Mingduan. Traditional supermarkets enter e-commerce, such as Carrefour, and so on. The test water is not successful. Obviously, Huang Mingduan does not want to make a loss. The goal of flying bull net is to make the top three domestic electricity suppliers in 5 years. Huang Mingduan said with a voice. It looks as if he is going to perform his overtaking again this time.

　 Unusual "layman" management

When it was founded, no one in the RT group knew what retail business was, most of them were industrial workers. ]

Carefully calculated, Huang Mingduan joined the rentai group (Taiwan's parent company) for thirty years, the earliest was engaged in the textile industry, after entering the retail industry, and then from the traditional retail to e-commerce, Huang Mingduan once again played a "cross-border"; similarly, the attitude is still very modest, frankly speaking, to start from scratch, there should be a zero mentality and entrepreneurial mentality, as far as possible to reduce interference in the day-to-day operation of the electricity supplier team.

When it was founded, no one in the RT group knew what retail business was, most of them were industrial workers. "Huang Mingduan was also born in the textile industry, but he found a career in the retail industry. He took a holiday to visit the shops and went to see the shops in the provinces and cities in the mainland every day. He only had half an hour to eat every meal." People who are familiar with Da Yun FA said. And Huang Mingduan himself described "the most frequent meal may be fast food fried chicken".

According to introducing, industrialization management is the biggest difference between big business and others. "In fact, the industry is more detailed, whether a part is qualified or accurate data is measured. We use this concept to implement accumulative error management, meticulous and standardized management." A big RFA insider said.

Because of the experience of industrial real estate, Huang Mingduan opened up a model of renting stores for Da Yun FA. In the industry, there is such a view that "the biggest difference between DA Yun FA and other hypermarkets is its super large shopping street."

Huang Mingduan found that the unique business circle effect of the hypermarket is "prosperous wherever it goes", and the largest rental income can be enjoyed by selling the abundant flow of people in the store. Take Shanghai Yangpu store as an example. The area of its subsidiary shops is even larger than that of stores. The annual rental income can exceed 15 million yuan.

The "touches" of Da Yun FA are also more prudent. In the past few years, when domestic retailers were pushing to set foot in the electricity supplier, dlrh was so quiet that the industry thought it was unbelievable. At the end of last year, big RFA finally decided to enter the mainland e-commerce market, but it did not directly launch the "big fat" online supermarket, but set up a brand-new company, "flying bull network".

Huang Mingduan said, "Da Yun FA has long wanted to enter the field of electronic commerce. It is only because he does not understand the relevant technology. After meeting with Xie Zhenfeng who intends to launch e-commerce business in 100 cities around the world and make full efforts to build the Uitox of the global electricity supplier platform, he finally finds the best partner and quickly advances into e-commerce."

There is also a little interlude about the flying cow net, which is half a month later than the original plan. In this regard, Huang Mingduan explained that the delay in opening up is due to more adequate preparations.

It is reported that in November 2013, Fei Niu net has been officially put into operation in the storage center of Qingpu, Shanghai. More than 20 days later, after a large-scale internal survey by the staff of the website and the staff in the large RF and Jiangsu and Zhejiang provinces, the number of members of the flying bull network has exceeded 180 thousand.

　　 Adjust measures to local conditions and pay attention to the end

If competitors have low prices, stores will have the right to change prices and respond quickly. ]

In fact, since entering the mainland market in 1998, Tai Yun fat, a Taiwanese capital retailer, has gone all the way. In the beginning, Da Yun FA was imitating Wan Kelong and operated by storage mode. The first branch store in Zhabei, Shanghai, has a height of over 10 meters in the store and several meters above the ceiling. The shelf is planned for the stock area. But when he arrived at the third store, Huang Mingduan, vice chairman of the vice president, visited the European hypermarkets, and found that there was a huge crowd of Carrefour next door.

At that time, Huang Mingduan changed the heavy cargo rack to light shelf, and lowered the shelf height at the same time, so that the large warehousing warehouse, which was originally purchased for Industry and commerce, became a large Rand retail store that ordinary consumers could enter. The fact proves that the business model of Wan Kelong is not suitable for the mainland market.

Subsequently, Huang Mingduan also found that the mainland and Taiwan consumption habits are significantly different. In Taiwan, meat products such as pork, beef and so on have been cut and installed by processing factories and sent to stores. But the mainland is more inclined to sell and cut. Moreover, there are also many differences between different parts of the mainland. Taking meat cutting as an example, consumers in Northeast China will have to cut large chunks, while consumers in Guangdong want to slice them.

For this reason, Big run hair The mainland market is divided into seven zones, each region's strategy is self-contained, but this is still not enough, and the mainland needs more efforts.

It is understood that in the early days, it was assumed that quilts, Down Jackets In the northeast, it must sell well. For this reason, the sale of the rest of the goods in the East China region is sold to the Northeast District, but the result is no one asking for it, because the Northeast has heating, thick quilts and down garments are not useful. On the contrary, ice cream, which was originally poorly prepared, sold well in the winter and sold 3 times as much as in summer.

In order to be close to the market, Da Rongfa can only work hard on the balance of power. Finally, the group decided to adopt a "right sharing system" between American centralization and European stores. If the commodity price is centralized by the headquarters, but if the competitors have low prices, each store has the right to change the price and respond quickly.

　　 Huang Ming end At the China chain industry conference, he talked about the way of running the company. When asked about how to look at world-class rivals such as WAL-MART and Carrefour, Huang Mingduan said: "WAL-MART's advantages are large, but this is also a drawback. It is necessary to adjust the system to local conditions or respond to consumer demand, just as slowly as the dinosaurs turn over. The purchasing center of WAL-MART in the United States is located in the mainland. Compared with its rivals in the United States, WAL-MART has more advantages in purchasing, logistics and information systems. But competitors, including us, are now on sale in the mainland, and our efficiency in these areas is not likely to lose. On the contrary, there may be more market opportunities. "

Success requires not only careful planning but also a magic weapon to win. Huang Mingduan said: "as long as customers are satisfied, customers will turn around and look back." Secondly, it is the best way to make sure that customers are loyal to customers. Third, the market in the mainland's hypermarket stores also shows its hegemonic spirit and creates many amazing "source sourcing" precedents. The biggest benefit is not to lower the cost of goods purchase, but to lower the price to the lowest and give back to customers.

Prior to that, Huang Mingduan found that he could not compete with WAL-MART, Carrefour and other international supermarkets in Beijing, Shanghai and other first-class theaters. Therefore, the strategy of rounding out the countryside to encircle the city began to launch the exhibition from the small cities that the international supermarket ignored. Huang Mingduan inspected everywhere, and set up the standard of big run development store, including 300 thousand people around the store, no competitors around, cheap logistics, etc., and Huang Mingduan himself inspected the exhibition environment of each store.

"The store seems to be very much the same, but we pay more attention to every detail." this is the unique secret of Huang Mingduan's heart. Huang Mingduan has asked for more details, and Da Yun FA has developed a real-time search system for branch stores. Compared with the daily settlement system of many stores, this real-time digital management will be implemented in every detail of the nerve center.