Fat Dong Comes To Tell You What Is "Core Competitiveness".

Since 2009, I began to keep track of fat east.

Some people will ask me why I am so interested in fat Dong, and even wrote a lot of articles during the past years when fat came to the storm, pointing out that there are many misunderstandings about fat east. There are three reasons for this: first, fat east, as an enterprise that sticks to the essence of business, creates value from every little bit of action, and makes a successful enterprise instead of relying on opportunities. Two, fat east always considers employees' concerns, pays attention to the happiness of their employees, and strongly advocates the development of happy enterprises; three, fat east always considers customers, and has continuously strengthened the customer experience since the 90s of last century.

These three points are very enlightening for Chinese private enterprises.

1 recognize fat east

Fat east was founded in 1995, and developed from 40 flat smoke Hotel. Today, it is a commercial group with shopping plaza, supermarkets, department stores, franchised stores and convenience stores. The industry involves clothing, jewelry, electrical appliances, medicine, restaurants, cinemas and so on.

Its business location is concentrated in Xuchang and Xinxiang, all of which are two or three tier cities in Henan.

In 2008, fat Dong came to the top in China's private business retail enterprises, even with the international top companies, with the top ten strength.

Last year, the Xuchang labor Road store, which was turned down by fat east, was the fuse that led to the collapse of the fat east. Its gross profit margin could be 23%.

Fat east has let WAL-MART prepare for six years dare not practice, let Henan first brand from Taiwan Denis, the famous Century Lianhua quit the local market.

Guo Geping, President of China's best store, and President of chain store association, after visiting fat east, was so commented. "Fat east" came to 2012 as a "humanized" representative enterprise by "World Manager". The evaluation exceeded the "sea fishing" known for its humanization.

"If you see a motorcycle riding helmet or a red light on the street, nine out of ten is the fat east employee."

The people of Xuchang say so.

I have taken many entrepreneurs to Xuchang to learn from fat east. No one is surprised. Fat east has even boosted the quality of service industry in Xuchang.

Fat Dong arrived at a long time ago to surpass the traditional retail service practices.

When the counterfeit goods were rampant in the 90s of last century, fat east first pushed "genuine products for real". Then it launched the first free dry cleaning, ironing, sewing, unsatisfactory return and other services.

Fat Dong closed shop for 5 days during the Spring Festival and closed shop one day every Tuesday.

And customers will have a peak shopping season on Monday night before closing up on Tuesday.

If you go to Xuchang and Xinxiang, you will see a phenomenon that the flow of people from the east to the East is very small. There are many famous brands such as Tai Shang.

Yu Donglai, chairman of fat east, has only primary school education. 8 executives have only one high school diploma, and the rest are junior high school qualifications.

He was a household name with a gang of laid-off workers.

Dong Lai is an extremely pparent person who is not defenseless to people and things like children. He is very frank and honest. He wrote many times: "I am strong in nature, vanity, good face, small heart and greedy".

He even jokes with his employees: how many times did you come up last night? The cohesion of fat east is not just like the outside world, but relies on high wages. Its management is extremely strict and meticulous, and it can be said to be one of the best in China.

I have visited the fat east many times, and I have seen many businesses across the country. So far, I have not seen any company that is more sophisticated than that.

The Internet era has three basic characteristics: openness, experience, and flatness.

Among them, how to build high-quality customer experience will become the foundation of any business existence, including physical stores.

So what's the difference between fat east and customer experience building?

When you come to fat east, you will see two kinds of people, one is shopping customers, the other is tourists who come to visit and study.

Generally speaking, if you want to take a SLR camera to take pictures in the supermarket and shopping plaza, you will be stopped and will be cleared away.

They may even be taken away as security agents by security guards.

This is normal.

So far, many cities in the first tier cities have not been able to take photos of all people in an open manner, but a fat eastern city in Henan's two or three tier cities has done it.

Usually, the information of a company is afraid of being leaked. But when fat comes to the East, they disclose all their information, whether they are cultural or standard manuals or video materials.

When you go to fat east to visit, employees can chat with you, as long as he knows, generally can make a clean breast of it.

The selfless opening of fat east is not only in line with the spirit of the Internet age today, but also the key to creating a quality experience for customers.

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All the electronic screens are played by interesting videos, news broadcasts, or VCR that promote the culture of the company.

The walls that can be used for advertising advertisements are not allowed to be advertised, instead of the introduction of popularized knowledge about related products.

If you sell the washing machine shop, you will see a history wall from the world's first washing machine to the current washing machine's global development.

In the fat Dong Lai Times Square, a collection of historical relics collected from various parts of the country is also available for customers to visit. For example, in the area of electronic products, there are mobile phone, SLR body, lens and other display areas.

When you put it on the product, whenever you go, it makes you feel like someone is shouting to the left and right.

We know that there will be many free items in the service of customers, and the same is true for fat east, such as free clothing, free maintenance watches, free maintenance of electrical appliances, etc.

Many free items came from the 90s of last century.

Its free items, even if you are buying something from other shops outside, can also be enjoyed.

Shopping malls are most afraid of quality problems, but in the fat east, what you buy is unconditionally returned within 7 days.

Even in the fat east cinema, if you are not satisfied with the movie, you can refund the ticket after 20 minutes after the end of the game.

First of all, the open spirit of Chuang Tung is worth learning.

Tesla, a new car company, has released its own design, which has made a big contrast with the conservatism of traditional car companies.

But Chuang Tung came to disclose his management information. Transparency and openness are in sharp contrast to some conservative enterprises.

In fact, fat east has put forward higher demands on himself and forced himself to move forward.

In the Internet era, the conservative behavior of enterprises is very undesirable, especially for some enterprises to encrypt any system.

The premise of opening is that executives can set an example.

Based on the characteristics of thinking in the industrial age, many executives are high above themselves, unable to be pparent and straightforward.

I think Dong is a good example.

Secondly, its cultural construction.

Many business organizations show you the most advertising.

In the fat east, there are very few advertisements, and almost no advertisements can be seen in the whole shopping mall.

In the fat east, the elevator is equipped with craftsman videos. The rest area and toilet in the shopping mall will show some information about corporate culture.

Yu Donglai, chairman of the board of directors, is passing on the values of people doing things on micro-blog, which is also conveying the values and ideas of enterprises.

Third, its strict system implementation.

Many enterprise systems have been formulated in detail, but they have not been implemented effectively.

The implementation of the system is very strict, for example, employees make mistakes. The general enterprises are penalized employees, and the fat east is the joint management of all levels of management, and the management is more severely punished than the employees.

Fat east provides customers with a better experience. In addition to the above measures, it also stipulates that if you are not satisfied with his service, you can complain, and you will reward 500 yuan for customers who complain.

This will force the whole staff to constantly optimize their services and provide a better system guarantee for customers' experience.

The fourth is its humanized management.

When it comes to humanization, it is also controversial.

To what extent does the humanization of Chuang Dong come to a certain extent?

For example, its staff planning will plan to sexual life and housing. Its employees can work online, read and chat, and of course, the premise is to ensure customer service in place.

Closing stores on Tuesday, Spring Festival holidays, and Times Square provide a floor for employees to make activity centers, which are the embodiment of humanization.

Generally speaking, enterprises require the executives to start their phones after work, and fat east must shut down after work, or they will be fined.

In the system, they even require employees to spend holidays with their families every year.

Of course, the core of real humanized management is to help employees and enterprises grow together, so the requirements for staff assessment are very high.

For example, for five star craftsmen level employees,

Parking security will involve English assessment, and relevant employees should be familiar with the origin, raw materials, cost and characteristics of products.

So, when you work in fat east, there are not many brushes that are difficult to mix.

Mentality and strong professional skills.