CEO Pan Ning: Philosophy Of Rapid Expansion
In the recruitment mechanism of UNIQLO, candidates will be interviewed by the manager after the online application and examination. After that, they need to go through the links of district manager, personnel director and deputy general manager.
"Part of the more than 500 people was passing the interview by clapper."
He said.
However, how to manage a shop that sells more than tens of millions of dollars a year to a young manager of more than 20 years old? The recruitment and training mechanism in this area determines the key to success.
In Pan Ning's view, we should encourage young people to become future operators, we should have expectations for young people, train them in the process of actual combat, and finally accomplish their business results together.
Every month, he and vice president must go to all parts of the country to communicate directly with front-line staff.
The efficient and professional recruitment and training mechanism is perfectly linked to more than 80 stores a year.
"External evaluation of UNIQLO is the" Whampoa military academy "in the retail industry. The speed and quality of our talents are widely recognized by the industry.
penning
Say.
Every year, the number of 80 shops is increasing.
Uniqlo
An economic data survey system started five years ago.
Pan Ning said that from the provincial capital city of China to the two or three line city's comprehensive investigation, the data involved GDP, disposable income, urban future development plan and main business circle, all accumulated in five years.
"These data will blossom in the past one or two years."
Pan Ning disclosed that UNIQLO had more than 100 stores in the northern Guangzhou and Shenzhen cities, and now continues to extend to the three or four tier cities.
In 2013, UNIQLO located the world's largest flagship store in Shanghai, which was nicknamed "UNIQLO".
Universal flagship store
"This is also the sign that UNIQLO is betting on the Chinese market.
In Pan Ning's view, the city gives the UNIQLO brand more brand presence.
"Shanghai used to be a symbol of China's brand, and it will become a window for the world to understand China in the future, just like Hongkong."
He said.
In the process of expanding to the three or four tier cities, UNIQLO is also constantly mining "regional gold mines".
In the broad sense, coastal areas are considered to have developed earlier. For example, the four super cities in North China and Guangzhou are concentrated in the eastern coastal areas and have a strong consumption capacity.
But Pan Ning said that the consumption potential of the northwest, southwest and other areas is being constantly excavated.
Take Kunming as an example, the sales volume of UNIQLO's large storefront is equal to that of Shanghai, but the total population of Kunming is far less than that of Shanghai, and its per capita income is also lower than that of Shanghai.
"Why sales performance is good? Because inland cities have consumer demand, they need to find the mouth of consumption, and become a brand that customers trust, and they can continue to increase consumption."
Pan Ning said.
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