Yu Zhenhui: How To Manage Tianhong Department Store In Houhai, Shenzhen

Yu Zhenhui's Houhai rainbow store is located in the Nanshan District Houhai business district, which is the most promising prospect in Shenzhen. This is known as the "Oriental Manhattan", which has a commercial position similar to "Hongkong central", and the competition is extremely fierce. In the vicinity of the Houhai store, there is a leader in the retail industry of young fashion, beer and skittles, the coastal city, the old local department store - Hai Ya Department Store (which has been closed for five months, is undergoing a comprehensive upgrade), and Maoye department store and other 4 different location of Tianhong shopping malls. In such an environment, a Houhai store with an area of only 15000 square meters is not difficult to survive.

Before Yu Zhen Hui came to Houhai shop, Houhai shop had been losing money for five consecutive years, and there was a serious survival crisis. However, the importance of Houhai business district is self-evident. After considering the group's top management again and again, Yu Zhen Hui, deputy director of marketing in Southern China District, came to the store in March 2013. Yu Zhen Hui also failed to live up to the trust of the group, and successfully realized the loss of profits within one year, and successfully created the only brand discount shop in Tianhong Department, creating a miracle of survival and despair.

A group of stores that are on the verge of closing down in the strong circle environment, why will Tianhong Group adjust to go? What can Tianhong Group believe that Yu Zhen Hui can bring the Houhai store back to life in such a difficult environment?

The answer is simple, because Yu Zhen will be excellent enough.

Yu Zhen Hui, female, Tianjin, joined the Tianhong mall in June 1989, joined the party in 1999, and became the general manager of Tianhong shopping mall in Longhua in 2004. In 2009, he was the general manager of Tianhong shopping mall in Changan, Southern China. In the same year, he was awarded the honorary Title of outstanding communist party member, and his shopping malls were rated as gold medals shopping mall.

25 years of retail experience, accompanied by the growth of the rainbow store, the 7 stores led the team, led Changan rainbow from scratch, gradually outstanding achievements. All these qualifications and backgrounds illustrate the excellence of Yu Zhen Hui.

However, Yu Zhen Hui's self evaluation is: "I am a stupid manager, and I only know how to achieve the ultimate goal."

If you can combine Yu Zhen Hui's retail career, she will be deeply moved by her self evaluation. Moved by her persistence, her strength. Yu Zhen Hui, who graduated in 1988, did not accept the allocation of the unit, took over the sister's children's clothing shop, and then contacted the retail industry. From then on, he fell in love with this industry. Even though he had undergone the test of life and death in 2012, he could still smile and pick up the troubled Houhai store after recovery, and made the following staff happy and happy.

In 1989, the dream of Yu Zhen Hui dealt with the affairs of his hometown in a simple way, and he came to Shenzhen resolutely and decisively with 8000 yuan. She wants to be a "Grandpa", the goal is to sell cigarettes, folding umbrellas, stockings and electronic watches. But after arriving in Shenzhen, the lack of social experience made the 22 year old Yu Zhen Hui run into another wall. If this happens to ordinary people, it will probably go back to office. But Yu Zhen Hui's "clumsy" is most effective at this time. She refused to admit defeat, and decided to clear up the way of buying and selling. She also did not think about relying on her academic background to eat, and she was able to identify herself with the retail industry.

Because she could not find her way, she wanted to settle down in Shenzhen first, so she found a job in China Aviation Group, washing vegetables, washing cars, selling meal tickets and digging hollow ideas into business in the staff canteen. After many inquiries, only the two department stores in Shenzhen were sold at that time. Among them, the Tianhong mall had preferential tax policies. So she went to Tianhong shopping mall to apply for the job. After many examinations, she finally entered the Tianhong mall, which was only 2000 square meters of business space, and worked as a salesperson in the department store shoe cabinet.

After entering Tianhong, Yu Zhen will concentrate on learning. Not only should he study the business behavior of "buying and selling resale", but also respond to the examination and examination of the shopping mall at any time. At that time, the management of shopping malls was very strict, not only required to check once a month, but also included written examination, abacus, etc. Reception For the first time, she was promoted to the cabinet cabinet of department stores because of her good examination results. This also let her see the charm of the rainbow mall, where she eats all the time and doesn't play the game. Since then, she has been in the retail business for 25 years.

For Yu Zhen Hui, the most important turning point in her retail career was in 2004 as general manager of Longhua Tianhong shopping malls. The first formal and exclusive experience has impressed her deeply. At that time, Hou Yi, deputy general manager of the operation and management of Tianhong Group, held an open and honest exchange with her. Hou Yi told her, "you are a solid and innovative person. You still need to improve your sense of innovation, but I believe you can keep Longhua."

Yu Zhenhui said that after receiving the notice of promotion, her first reaction was not joy, but felt extremely uneasy. The heavy pressure and unconfident mentality had tormented her for three days and three nights without sleep. She even wrote a business plan, please wait for the general approval, because you worried about the Longhua store. Management direction Mistake. Hou then laughed: "you don't have the ability to write a plan, let the mall deviate from the direction." The implication is that Yu Zhen will put down his psychological burden and do his best.

Yu Zhen Hui is still very grateful to Hou's instructions. She began to use her "stupid" way to start her work, constantly looking for breakthroughs in working methods and ways. When she met with problems, the first thing to think about was what the customers were complaining about and what the customers wanted. For example, the bottled water service of government departments, in order to strive for cooperation in government procurement, the managers of her staff often run in various departments, and occasionally found that the bottled water company's water loading staff is outside, and the service details are poorly done, so that some office workers are dissatisfied, so they reflect to Yu Zhen Hui. She immediately launched an internal discussion on whether it could be done (Tianhong store did not sell bottled water, and bottled water did not make money), and then found the group purchasing department to coordinate the purchase. After that, she negotiated with the various departments and departments, whether he could try to make the bottled water to rainbow for some time, and promised that Tianhong was built by service, and it could certainly do better. The branded water brand could be chosen arbitrarily and successfully won the consent of the Department. Afterward, Yu Zhen Hui arranged 6 young men with a correct image to take charge of the water supply work of more than 140 departments. They not only unify their work clothes, but also required to send water into the door and wear shoes. They also trained various links such as the size of knocking, the greeting of entering the door, the amplitude of water movement, and so on. After a period of time, they made a deep impression on the various departments and departments that left "Rainbow service really good", thus leveraging the order of government procurement.

Such a code of conduct that maxims the matter is accompanied by Yu Zhen Hui, from Longhua rainbow to Changan rainbow, and then to Houhai rainbow, which has gradually become the code of conduct for her staff.

with Houhai rainbow For example, the following employees would dare to sell Yu Zhen Hui to sell clothes, and no matter she is the real head of the Houhai store, that is to sell her as her own customer, not to sell two times at a time, two times to sell it three times, to talk about services, to talk about brand advantages, to talk about the matching scheme, to talk about the difference between professional wear and casual wear, and persevering, and even to build a customer file for her. Every new product will notify her to go to consumption. A staff member of a special shop and she heard that she was losing weight, and she came up with a set of clothes that met the needs of Yu Zhen Hui's aesthetics but slightly biased. She said to Yu Zhenhui, "sister Yu, have you always wanted to try on this dress?" Yu Zhen will listen to this idea. It's a good idea. There is a goal and there is a motivation to lose weight. So I agree with you that once you go to this counter, you can't help trying to see how far it is from the target. The employee kept her clothes for half a year for her sake. Half a year later, Yu Zhen successfully put on the dress, and his heart was so happy that he did not mention it. So he nodded his head and bought this valuable piece of clothes.