First of all, retail is a change.
The retail industry is changing all the time, the change is absolute, and the constant is relative. The retail industry develops with the development of economy, and the corresponding adjustment should also "keep pace with the times", including the format, commodity structure and organizational structure. The retail industry can only develop in the process of change, otherwise it can only be overturned by the huge waves of market competition.
The author once worked in a department store for eight years, which is a local state-owned time-honored brand. In the era of planned economy, "selling cold water makes money". However, in the process of entering the market economy, he was troubled by structural and institutional contradictions and was once struggling. Whether to maintain the status quo or change it in time, the mall leaders chose the latter. Facts have proved that through "backdoor listing", enterprises have realized "borrowing ships to go to sea" and moved towards the goal of a large international circulation enterprise group. Under the restraint of local egoism and egoism, it "broke through the cocoon", from debt management to near bankruptcy, and then it was set up as a model of capital financing by the municipal party Committee and government, becoming a large local taxpayer. These are the results of timely changes.
On the contrary, businesses that stand still, do not make progress, and only pay attention to immediate interests can only be ruthlessly eliminated by the market. From Zhengzhou "Asia" to 3C stores in Kun Can, there are countless such examples. The bigger the plate, the better. Only by adapting to the changes in the market and being brave in change can we cope with the changes.
Second, retail is convenient.
Retail is to provide maximum convenience for consumers. This convenience should be reflected in every corner and every detail of the mall, from gift packaging and free valet storage to providing baby trolleys and husband cloakrooms, businesses are quietly advancing with the times. Now, when you go shopping, you will not only experience the ubiquitous services provided by merchants, but also experience modern humanistic care such as convenience, speed and comfort, from automatic shoe polisher, mobile phone charging station and smoking room to member clubs and customer service centers. It can be said that consumers can increasingly find the feeling of God in shopping malls.
This is more obvious in supermarkets. As an imported product, what supermarkets let domestic retailers learn the most is probably the concept of "taking care of customers' convenience and doing our best" everywhere. On the contrary, the gap between old department stores and retail products created in China's planned economy era is all-round. Time-honored department stores can only catch up with "people-oriented, customers first".
Third, retail is a service.
Retail is to provide consumers with a full range of services. In a sense, retail is service, service creates value, and service management is in place, which is the shaping of corporate image and the appreciation of intangible assets. The service concepts such as "customers are our parents", "customer satisfaction is our eternal pursuit" and "customers are always right" are the essence refined through practice. Only when customers are regarded as gods will customers turn to the shopping mall as their home. With the feeling of home, both sides will benefit from "win-win".
The annual "3. 15" International Consumer Rights Protection Day is not only a festival for consumers, but also an opportunity for businesses to reflect on themselves and further improve their service quality. In today's increasingly fierce competition in commodity economy, whoever can provide better and more comprehensive services and make consumers feel more comfortable physically and mentally will undoubtedly gain a foothold in the market competition. "Those who win the hearts of the people win the world" should be understood as "those who win the hearts of the people win the market" in the retail industry.
Whether in state-owned enterprises or private enterprises, the author can personally feel the practical measures that enterprises attach importance to service work. Starting from the "Rainbow Bridge" service initiative of the old state-owned enterprises, we took the lead in putting forward the service concept of "returning goods if they are not satisfied, and how to deal with the customer's satisfaction", and improved more than 30 specific service measures in practice, especially the "three-door" service won the "word of mouth" of consumers. The "personal service brand" was launched and sold by * * * party member, * * League members, model workers and pacesetters, and a number of advanced typical representatives such as "XXX-style salespeople" and "XX-style model workers" emerged, becoming the birthplaces of municipal model workers and provincial model workers. In private enterprises and shopping malls, on the occasion of their tenth anniversary celebration, the declaration of "XXX solemnly promises to return goods if it is not satisfied" is put forward to the society, which should be a profound interpretation of its ten-year stormy course and the only constant purpose and "only law" for it to win in the market economy competition.
Fourth, retail is management.
Management is the eternal theme of enterprises. If we want to do a good job in the enterprise and make it develop by leaps and bounds, we must do everything possible to improve the efficiency of the enterprise. The management of retail industry should create a characteristic model, improve the scientific management level and further enhance the core competitiveness of enterprises.
In the market competition, an old state-owned commercial enterprise with a history of more than 40 years gradually realized that enterprises can win a new round of development in the market economy only if they want benefits from management. By studying the management experience of advanced enterprises at home and abroad, XX management mode with our company's management characteristics has been established, which has improved our company's management level from the following three aspects: First, give full play to the role of modern science and technology, establish an advanced domestic commercial computer network management system suitable for the development of enterprises, replace the traditional manual accounting, take computerization as the center, and implement computerization and paperless office in commodity procurement management, financial accounting management, fund management and personnel management, which is greatly followed by strict management and the rule of law. The essence of "XX management mode" initiated by him is to create a management mode of separation of purchase and sale and unified purchase and marketing; The management mode of the executive mechanism of enterprise legal management; Operation mechanism of property management enterprises; Distribution mode commensurate with work and salary; Evaluation criteria that focus on results rather than process. Establish an enterprise system consisting of three parts: working standards, working procedures and reward and punishment regulations. In specific work, several measures, such as endorsement system, work error reporting system and work supervision system, have been implemented to ensure that all work is in place in an all-round way, and a management mechanism integrating encouragement, restraint and supervision has been formed. The third is to strengthen management and ask for benefits from management. Doing everything possible to reduce the cost of all aspects of enterprise management is the eternal theme of enterprises. Through a series of measures, such as strengthening joint marketing management, warehousing management, setting up distribution centers and price centers, the operating costs of enterprises have been reduced, the problematic commodities have been digested, the prices of operating commodities have been ensured to follow the market, the mentality of commodities in the old XX building in the eyes of consumers has been changed, and more repeat customers have been won.
In the screaming of "Wolf is coming", domestic single retail leaders have developed and expanded, stepped up enclosure movement and capital expansion, and formed regional and national chain groups, which made their own strength expand rapidly and the "stall" became bigger and bigger. However, in the process of capital expansion, management should go hand in hand and not settle for second best. Without the internal driving force of management, no matter how big the shell is, it is "big and empty". In recent years, with the intensification of expansion, as one of the three major retailers in China, the author's brain drain, loose management, leakage and many other problems have become more and more prominent. The system is not detailed, the management is not strict, and the implementation is weak. This is a common problem of domestic enterprises, and it is also a shackle that restricts the goal of moving towards an international large-scale circulation industry group.
Verb (short for verb) Retail is an activity.
Retail activities are the source of continuous vitality of enterprises. Whether it is cultural public relations or commercial promotion activities, it is the only magic weapon for enterprises to display their image and improve their efficiency. "If you don't engage in activities, you will die young." This is the heartfelt words of the owner of a shopping mall where I once worked. Now the competition in shopping malls has changed from the traditional competition of goods and services to the modern marketing competition. Shopping malls should not only practice their internal skills, but more importantly, learn to "fight". Activity is the carrier of competition and the passport for enterprises to face directly in the open market.
"Think together, there will be grinding"-only if you do it, the activity will definitely have an effect. This is also one of the feelings of the author engaged in marketing activities, but whether it is a crowded and lively activity, it is a good activity. There are many misunderstandings in domestic marketing activities, one of which is to look only at the momentum of the activities, not at the actual income of the activities. When I was the head of the marketing department, I was responsible for planning the annual promotion activities of the main stores and five stores of the group, implementing and deepening the feedback report on the marketing effect of the marketing department of the group headquarters, and absorbing the successful experience of many Japanese-funded stores, from which I gained a lot, and learned that we should not only look at the effect, but also analyze it from the aspects of cost index, actual growth rate, media effect, experience and lessons, so as not to make the activities endless.
6. Retail is a discipline.
Strong discipline ensures that the retail team is invincible. In a sense, discipline means rules, systems and legal systems. "Without rules, there can be no Fiona Fang". The retail team is like a fighting team, and the market is also a battlefield. Only with strict discipline can we win the battle. This involves team building, system implementation and many other aspects.
In the team building of retail team, we should not only coordinate actions, but also take "attacking the heart first" to make employees proud of the enterprise and take the enterprise as their home, and enhance the sense of collective honor and belonging. At this time, the party, government and trade union departments of enterprises should unite and make unremitting efforts in cultural construction, moral construction and activity construction. Or take the author as an example. My shopping mall is an old state-owned department store, so in the process of market economy, it is inevitable that there will be such ideological problems. How to make everyone think in one place and work hard in one place requires all departments of the enterprise to use their brains and take activities as the carrier to convey the corporate culture concept and entrepreneurial spirit to employees. When I was the head of the trade union, I held corporate cultural and sports activities almost every month to enliven the amateur cultural life of employees. Facts have proved that this form is very good, which not only enhances employees' sense of belonging to the enterprise, but also shows the good spirit of the enterprise to the society. Not only that, enterprises treat self-employed individuals and joint marketing employees equally, and treat them equally in welfare treatment, truly achieving more work and more pay, and "rewarding diligence and punishing laziness"; In dealing with the appointment of cadres, we insist on meritocracy, "the competent are superior, the mediocre are inferior, and the mediocre are flat", and a large number of grass-roots employees are promoted to middle-level management positions, which makes the internal integrity of enterprises become a common practice.
In the implementation of the enterprise system, it is even more necessary to "abide by the law, strictly enforce the law, and punish those who violate the law." Whoever violates the rules and regulations of the enterprise will be dealt with seriously and will never leave room and space for anyone. The retail team is complex, the personnel team is mixed, and the supplier relationship is even more mixed. Without a strong system to implement the system, enterprises will slowly corrode internally and collapse soon. In the management of shop assistants and suppliers, it involves the implementation of the system. In the lucrative retail industry, if the enterprise itself can't act according to the rules, the enterprise itself will eventually suffer. 80% of the loss of goods in supermarkets comes from internal theft. When I was training in the supermarket, my first class was about loss prevention and integrity. One of the cases was