Chu De Group: From Milk Hawker To Retail Giant

Overseas students in Shanxi often introduce their hometown like this: "Shanxi has a mountain called Mount Wutai, a river called Fenhe, there are cakes called Taigu cakes, some kinds of meat are called Pingyao beef, and a supermarket is called meate."

A retail company founded for 21 years has become a symbol that is parallel to the essence of Shanxi's history and culture. When Shanxi's first president of the United States supermarket chain store Limited by Share Ltd heard the statement for the first time, there was a lot of emotion.

From milk hawker to retail giant

"I am a real Shanxi man, our son of TISCO!" speaking of his own growing experience, Chu de group said with laughter, "during the Cultural Revolution", he did not take learning seriously as a child.

When he was sixteen to seven years old, he saw the difficulty of finding a job for his elder sister as an ordinary worker.

"At that time, a family of six people lived in a simple little bungalow and slept in a large shop. I reviewed my lessons on borrowed drawing boards."

Kungfu became the only student admitted to university in Taiyuan middle school that year.

It was at that time that the eight words of the company had become part of the good corporate culture.

In August 1986, he was graduated from the Department of politics and economics of Shanxi University. He became a teacher in the cadre school and staff University of Shanxi Electric Power Bureau. He took part in a speech activity entitled "always at the forefront of reform and opening up", and won the first place in the province.

Chu de group recalled, "I was a teacher Party member to preach the reform and opening policy, but first ignited my passion.

The market economy has excited me, and the idea has changed dramatically. "So he gave up the public office of drought and flood, and resolutely threw himself into the sea of business.

In 1988, the 26 year old Chu de group, in the questioning voice of his colleagues and friends, bore the pressure of supporting his family. He started early every day, and squatted on the roadside to sell the milk of 1 cents per bag, thus starting his own way of doing business.

In 1989, he bought coal from Yangquan, Shuozhou, Datong, Changzhi and other places to sell to the power plant, and soon became the 10000 yuan household, one hundred thousand yuan household or even one million yuan household at that time.

Surprisingly, a year later, Chu de group abandoned the lucrative coal business and started the aquatic retailing business. He firmly believed that he could expand his business in the retail industry.

In 1993, he opened the first supermarket in Jiefang Road, Taiyuan. In 1997, the supermarket was officially renamed as "Mei Tai".

It was also in that year that he began to locate the first large warehouse supermarket, that is, the special store.

By 2000, the second large warehousing supermarkets, and then to the 2008 world of American good buyer.

Until today, the group has opened more than 120 stores in 11 large, medium and small cities in 2 provinces and autonomous regions of Shanxi and Inner Mongolia to solve the employment problem of nearly 15000 people. Its annual sales volume is nearly 6 billion yuan, and its annual number of customers is over 64 million.

"Entrepreneurship" has been in existence for 21 years, and I often explore the reasons why Shanxi merchants have changed from prosperity to decline. One of the most important points is that the Shanxi merchants did not pform from "Shang" to "home".

According to Chu de group, the businessman's nature is to profit only for profit and to maximize profits. Entrepreneurs shoulder social responsibilities and need to follow the laws of the market and aim at achieving customers. Their profit is to better expand reproduction and ultimately achieve a positive interaction with society and consumers.

"The ideal of my life is to become a real entrepreneur."

Based on this thinking, Chu de group put forward the idea of "enterprise value maximization, customer value maximization and supplier value maximization" to weaken the enterprise's status.

Just like the English name "Meet all", it means to satisfy all the needs and make everyone feel "I" is very important.

Only by maximally realizing the value of employees, customers, manufacturers, and letting employees' two happiness in mind and body can we achieve the value of enterprises better.

Other enterprises have 1 brains, 99 hands, while in the United States, 99 brains, 99 hands, each employee has the right to make decisions.

The United States special employee has multiple skills and multiple certificates, which achieves the free combination of labor force and the full growth of employees.

21 years of accumulation, "people's livelihood" has become the most notable label of American special.

The United States and the United States have been working hard to ensure food safety for residents. This has brought the greatest benefits to the people, and has also made great contributions to solving the problem of people's livelihood in Shanxi.

For the common people, beauty is very important. Chu de group is very important.

When some people fail to find the direction and feel confused and hesitant, Chu de group is always sober.

He said, "I used to stand by the river and see the scenery. The bridge is beautiful. The river runs along the river, but I don't know when and why. The river diverted from the bridge and diverted from another place.

It made me feel very shocked.

In his view, this bridge is the organizational structure of an enterprise. Enterprises must be able to foresee the possibility of river diversion at any time and keep pace with the trend of the times. Otherwise, the bridge that exhausting their lifelong efforts will become an abandoned bridge.

We believe that in addition to adapting to the current situation, the development of enterprises is inseparable from innovation, and innovation can be divided into radical innovation and incremental innovation.

Radical innovation is a disruptive and risky innovation. Incremental innovation is a minor innovation in detail.

In the United States, there is a team of top managers who are composed of 18 executives. They specialize in radical innovation in strategy, while every employee in the United States has the right of gradual innovation. He has ideas and creativity in his work, and can not ask his superiors or directly.

The reason why employees are brave in innovation, willing to innovate and dare to innovate is closely related to the corporate culture of "good to lose" and "affordable".

When you make mistakes in decision making, you will be rewarded and encouraged if you can make a decision that strongly restores negative effects and continue to innovate under reflection.

At present, the establishment of Shanxi Mama baby fine art baby baby products Co., Ltd. and Shanxi Midea Logistics Distribution Co., Ltd. is the result of radical innovation of the O2O group.

"Chu de group is not the boss, the customer is the boss.

It is the greatest test for an entrepreneur whether he can fully delegate, whether he is willing to serve as a servant or whether he can bear loneliness.

Chu de group said.

Wang Shuai, the chief marketing officer of Alibaba group, once said that we should have a high degree of idealism, realism and optimism. Only this Trinity can convince us that ordinary people can do extraordinary things.

Chu de group is such a person.