Editor's note:
Recently, Xuchang Fat Donglai has been repeatedly searched, attracting tourists from all over the country, and has been jokingly called a "6A" tourist attraction by netizens. In the past Qingming holiday, Fat Donglai ushered in another wave of shopping boom, and tourists from all over the country organized groups to "check in" Fat Donglai. During the holiday, Fat Donglai has 3 stores in Angel City, Times Square and Life Square, with an average daily traffic of more than 300,000 people. Not only that, but it also drove Xuchang's "food, housing, transportation, travel, shopping and entertainment" consumption in a variety of formats, which greatly promoted the prosperity and development of the local market. Elephant News launched a special report on "Yu Observation" "Decoding Fat Donglai", interpreting from different angles why Fat Donglai can rise against the trend when traditional supermarkets are constantly going downhill? What traffic "passwords" are hidden behind it? In this era of traffic, how does Xuchang catch this "pouring wealth and wealth", and how will Henan take advantage of the situation to "break the circle"?
Elephant News reporter Wang Shaoqing, Wang Lin, Zhou Lan
As a senior "Internet celebrity" in Henan's supermarket industry, Fat Donglai's popularity has always been high, and he has been jokingly called a "6A-level scenic spot" with no off-season by netizens. Since the beginning of this year, travel agencies in many places across the country have successively opened Fat Donglai shopping lines to go to shopping experience, study and research.
Recently, the Fat Donglai adjustment team arrived in Changsha to upgrade the BBK supermarket, and will adjust the system from various aspects such as employee salary, policy mechanism, store layout, commodity reorganization, and price optimization. As a benchmark in the retail industry, can the success of Fat Donglai be replicated, and what experience is worth learning and learning?
Whether Fat Donglai can be copied quickly depends on whether the boss dares to share profits
A wide range of prices, clearly marked prices, Fat Donglai, this retail brand born in Xuchang, was called "a flag of Chinese enterprises" by Ma Yun, praised by Lei Jun as "the god-like existence of China's retail industry", it has the ultimate service, superior benefits and advanced brand concept.
"I have long heard that Fat Donglai is very popular, and when I came to the scene today, it really deserves its name. Liu Tongdong from Shandong Jinan Shunhe International Hotel told reporters that they came to Xuchang one night in advance and felt the night economy of the ancient city of Xuchang, and lined up at the door early the next morning to witness how popular Fat Donglai is. Liu Tongdong and his entourage walked in the supermarket, remembering and asking, "I really learned a lot here today, go back and sort it out, and learn with my colleagues." ”
For a long time, many companies have been learning from Fat Donglai. So where is Fat Donglai's success? Can his model be replicated?
In the view of Zhou Yangmin, a professor at the Business School of Zhengzhou University, the current mechanism of Fat Donglai is directly related to Chairman Yu Donglai himself, which is an unspeakable thing, and his model is not fast and replicable.
"It is difficult to completely rebuild a company that is the same as Fat Donglai, and the most difficult thing for Yu Donglai to copy is conscience, which cannot be replicated. ”
In today's increasingly serious supermarket closures, Fat Donglai can survive and become the top stream, in the view of Sun Zhaogang, a professor at the Business School of Zhengzhou Institute of Aeronautical Industry Management, it is inseparable from Fat Donglai's profit sharing plan.
As early as 1999, due to his outstanding sales performance, Fat Donglai earned about 17 million at the end of the year, and Yu Donglai directly took out 10 million of it to employees.
After that, Fat Donglai became more and more popular, and the proportion of money was getting higher and higher, until now, it can take out 95% of the annual profits and distribute them to employees. If BBK replicates its model, the incentive system for employees will require a lot of expenses. In fact, Fat Donglai has built a community of destiny that shares development with employees. Sun Zhaogang said.
In Fat Donglai, the relationship between managers and employees is not purely "superior-subordinate"
Yu Donglai, the founder of Fat Donglai, once said that excellent business is not only about scale, but also about inheriting happiness and quality. In Fat Donglai's corporate culture, "happiness" is also the word that is mentioned the most.
Sun Zhaogang said that Fat Donglai continues to adapt to the unknown environment in the future in the process of development, and stimulates the potential of each employee around the business goals set at the beginning of the year, such as delegating the right to erase zero to employees, improving the service quality and work enthusiasm of employees, meeting the more diversified service needs of consumers, and making Fat Donglai supermarket brand gain more trust and praise.
Employees also obtain material benefits and spiritual satisfaction through the realization of self-worth. The growth of profits of Fat Donglai Supermarket ensures the increase of employee income, and the increase of employee income promotes employees to work harder for the development of the enterprise, forming a virtuous circle to achieve the purpose of "win-win", forming a "community" of interests for common development, and achieving the rapid development and common prosperity of Fat Donglai Supermarket and employees.
"Fat Donglai Supermarket has not implemented an employee stock ownership plan and is not a shareholder of the supermarket, but it may still obtain the corresponding management rights, which improves the sense of belonging and responsibility of employees, and then increases the loyalty and enthusiasm of the supermarket. ”
Sun Zhaogang said that Fat Donglai Supermarket will share a certain percentage of profits with employees every certain time, and this initiative to share the achievements and honors of enterprise development with employees reflects the corporate values of Fat Donglai Supermarket respecting the value of employees and cherishing the dedication of employees.