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"What will be the fate of Yonghui Supermarket?"
This is the question on the minds of countless Yonghui employees and consumers in recent weeks. This once-brilliant supermarket giant, which rose in the early days of China's reform and opening up, is now in an unprecedented predicament. Three consecutive years of losses, a large number of store closures, and the gradual loss of people's morale...... Just when public opinion was in an uproar and all parties were worried, a clear stream of hope began to blow slowly.
On May 7th, when Yu Donglai, the founder of Henan's local "Internet celebrity supermarket" Fat Donglai, came to Zhengzhou and visited Yonghui Hanhai Beijin Store and other stores on the spot, the news that shocked the industry came out - Fat Donglai wanted to help Yonghui! How can this "dwarf supermarket", which has more than ten stores, get back the commercial giant tree of Yonghui? Will this be a farce or will the forces of reform emerge?
All doubts will finally be cleared in the coming June. This magazine exclusively learned that Fat Donglai has formulated a set of highly anticipated "big deals" to help Yonghui......
Plot 1: Fat Donglai marches into Zhengzhou
In Zhengzhou in May, the temperature is getting warmer and full of vitality. However, in the office of Yonghui Supermarket's Hanhai Beijin store, it was cloudy and silent.
"All this...... We are to blame for our own mistakes and short-sightedness. "
A Yonghui executive, who did not want to be named, covered his face and spoke in a depressed and self-reproachful tone. Just received the latest quarterly financial report, Hanhai Beijindian's revenue fell again, falling nearly 30% year-on-year, which is the seventh quarter of two consecutive years of losses.
The entire supermarket industry is undergoing deep adjustments, from the former "leading retail" to today's "not even a big loss-maker", Yonghui can be said to be the worst one. "The former top spot, where do we have the confidence to continue to hold on?" Just as the executives sighed, a Yonghui employee knocked on the door and came in, looking excited: "Have you heard?" Fat Donglai is coming to help us! It's true!"
From that moment on, Yonghui's bad luck began to improve......
On May 7, a "knight rescue" drama in the business world kicked off.
At 1 o'clock in the afternoon of the same day, when the streets of Zhengzhou were at their busiest and bustling, a group of vehicles suddenly stopped in front of a commercial center. The car door opened, and dozens of fat Donglai employees in red overalls followed a middle-aged man out. He is Yu Donglai, the founder of Fat Donglai, and this commercial center is the location of Yonghui Supermarket Hanhai Beijin Store.
As soon as the news spread, it immediately caused a commotion among Yonghui employees and surrounding citizens. Someone whispered, "What's going on?" Is Fat Donglai also going to enter the Zhengzhou market?" Some people also exclaimed: "I heard that I came to 'help' our Yonghui, but don't be a rumor!"
In the midst of the crowd, Yu Donglai and his team walked slowly into the Hanhai North Gold Store. They didn't waste any time and quickly started checking the goods, prices, displays, services, etc. In just two hours, Yu Donglai made a decision to set the tone and wanted to carry out drastic reforms here!
"Yonghui has always been a leader in China's supermarket industry, but unfortunately it has taken many detours in recent years. We are here this time to completely 'revise' Yonghui's business philosophy and reshape its business model!" Yu Donglai spoke earnestly and confidently. In this way, the "Internet celebrity president" and his team opened the curtain to help Yonghui. And this is just the beginning, and the next "fierce drugs" will really be thrown......
Plot 2: Salary adjustment, price increase, and delivery, Fat Donglai "big porcelain" is all there
From May 7 to the beginning of June and the end of the month, Fat Donglai helped Yonghui's two main battlefields - Zhengzhou Hanhai North Gold Store and Xinxiang Baolong Plaza Store, and a series of "stormy" reform actions broke out one after another.
First of all, the remuneration of Yonghui employees.
On June 1, Yonghui Supermarket Hanhai Beijin Store changed its previous bad habit of "regardless of the content of the work, everyone's income is mediocre". Under the guidance of Fat Donglai, Yonghui Hanhai North Gold Store has implemented a new round of salary distribution system, which directly links salary with job performance, work intensity and service quality.
"We must truly embody more work and more rewards, and good work and good pay!" Yu Donglai told Yonghui employees, "From today onwards, whoever works hard will be able to make a lot of money." Even grassroots ordinary employees can earn a monthly salary of 8,000 yuan or even higher!"
Many grassroots employees of Yonghui at the scene were immediately excited and burst into tears. This is an unprecedented "astronomical" figure in Yonghui's history! And Fat Donglai's "high salary model" for his own employees is not a lie. In recent years, Fat Donglai has been regarded as an "ideal place for employees to work", because their average monthly salary is much higher than that of their peers, coupled with excellent conditions such as generous holidays and comprehensive benefits.
"Originally, we planned to invite a group of high-paid bulls to take over Yonghui, but later we felt that it would be better to mobilize the enthusiasm of internal employees first, and the effect might be better!" Yu Donglai explained. After adjusting the salary of employees, the Fat Donglai team began to make large-scale adjustments to the commodity structure of Yonghui Hanhaibei Gold Store. They cleared out nearly half of the unsalable goods and replaced them with cheap, affordable daily necessities that are loved by consumers.
"Eliminate the ridiculously expensive imported luxury goods and restore the most basic commodity attributes. Only by meeting the basic needs of local residents can Yonghui gain a foothold!" Fat Donglai employees, who are responsible for adjusting the commodity structure, said. With the plummeting price of goods, Hanhai Beijin Store has attracted the attention of a large number of customers. But Fat Donglai did not stop there, they also fully introduced their own hot-selling product line to Yonghui.
In mid-June, a number of new brands "broke into" the shelves of Hanhai Beijin Store: Fat Donglai Supermarket's own brand of food, fresh food and other goods took turns to appear, occupying a prominent position. "What consumers are most familiar with and trust is Fat Donglai's products!" Yu Donglai said, "We are the first to launch our own brand in Yonghui, which will quickly reverse the decline of Yonghui." "
Sure enough, towards the end of the month, the shelves of Hanhai Beijin Store are often crowded with customers picking vegetables and meat. Many people are full of praise for the quality of Fat Donglai's fresh food: "It's much better than what I bought in Yonghui before, the quality is high, fresh and cheap!"
Coincidentally, at the same stage, Fat Donglai also carried out a "flat revolution" in the store display and overall layout of Hanhai Beijin Store. They reshaped the merchandise display area, adjusted the circulation design of each area, and made a new and reasonable division of various commodity areas. "From the shelves to the checkout, we have optimized the design according to the optimal consumption path." A remediator told the media, "This not only makes the product display more reasonable, but also improves the shopping experience of customers." "
In just one month, Hanhai North Gold Store has a new look. In addition to the comprehensive upgrade of hardware such as commodity structure, price, and environment, Fat Donglai has also listed the service image as the top priority. Starting from process design, system optimization and staff training, they have carried out a revolutionary refresh of Yonghui's service standards and implementation specifications. Now in Hanhai Beijin Store, consumers can not only buy high-quality and low-cost goods, but also enjoy warm and intimate high-quality services.
"In the past, Yonghui Supermarket always gave people a cold feeling. Now, after the makeover, I finally experienced the 'warm' shopping atmosphere. A regular customer said happily. At this point, a "stormy" Fat Donglai's road to adjustment and reform has come to an end. In just one month, through a series of "fierce medicine" reforms, the changes in Hanhai Beijin Store are amazing: the turnover has been rising, and the average daily turnover is nearly 1,000 vehicles......
Just when Yonghui people were excited, Fat Donglai revealed that in Xinxiang Baolong Plaza store, the same reform is also in full swing! Outside of Henan, Fat Donglai will continue to "roll out" the reform of other Yonghui stores across the country. "Next, we want Yonghui Supermarket to re-establish the service image of 'close to the people and affordable', and rebuild consumers' confidence and expectations for it!" Yu Donglai is full of confidence in the future.
Episode 3: Employees get benefits, and customers are addicted
In the blink of an eye, July quietly arrived in the midst of a wave of reform in full swing.
Under the operation of Fat Donglai's "horse leather shroud", the doors of Yonghui Supermarket Hanhai Beijin Store and Xinxiang Baolong Plaza Store have a new look. And the fruits of this reform are finally starting to be felt by employees and consumers.
First of all, Yonghui's front-line employees, who used to be just "workers" and brought an unprecedented sense of profit.
"In just one month, my salary has increased by almost 3,000 yuan! It's incredible!" A grassroots employee who is engaged in chores said excitedly, "I still want to have another child at home, and with this new salary, the pressure can be greatly reduced!" The senior Yonghui employees are also excited about the changes in front of them. "As a veteran employee of Yonghui, I have witnessed it before and after." A supermarket executive said, "Although the company has fallen into a trough, as long as we cherish the hard-won opportunity, we will be able to regain its glory!"
While the salary has increased significantly, Yonghui employees have also felt unprecedented motivation and pride in their work. After all, under the transmission of Fat Donglai's excellent business ideas, they have truly transformed from traditional "night watchmen" to "shopping guides" with high-quality services.
"Thanks to the professional training of the Fat Donglai team, now I am not only clear about the goods, but also have a higher level of service skills." One salesperson proudly said, "Old customers praise our store for how caring the service is!" Not only that, with the direct participation of Fat Donglai, Yonghui's product strategy and supply chain have also undergone qualitative changes. Many "zombie goods" that have been sold for a long time but have never really become popular have been replaced by high-quality alternatives.
The private label products from Fat Donglai have become Yonghui's new "cash cow". With excellent product power and value-for-money prices, these products have set off a lot of craze among consumers in a short period of time.