Introduction of Pangdonglai Trading Group Co., Ltd.

Although I am from Xuchang, so far, I have only experienced the internal operation of Pangdong from a distance. Managers from the East, including Yu Donglai himself, have never met. At the end of last year, at the 10th National Chain Store & Franchise Conference, I had the opportunity to meet Yu Donglai, but I finally missed the opportunity for business reasons.

But when I was young, I knew that Fat Dong was coming. Later, as the author set foot in the retail industry, I paid a lot of attention to the changes of Fat Donglai and Yu Donglai himself. More often, people just regard Donglai as a small sapling, and Ran Ran rises in the wind and rain, but few people pay attention to the reason why it finally becomes a useful tree. Several local chain retail enterprises with high voices never dreamed that they would be left behind by the East in just three or four years, and some of them have embarked on the road of "scale chain". There is a local enterprise that started the supermarket chain format earlier than Pang Donglai, and its executives once shouted the oath of "defeating Pang Donglai". To tell the truth, I am very touched, but I am also at a loss, because there is no difference in the choice of "chain" and "scale", but for many local chain retail enterprises, the mistake is that everyone ignores and does not understand Pang Donglai. There is an old saying in the retail industry: It's like a chess game, jumping across the river, knowing all the ways, but different players have different minds, different thinking, different strategic vision and tactics. The success or failure of a battle depends on the commander, while the waving of hands depends on reason and judgment. This is the so-called difference between one thought and another. Many local losers fall short, in fact, they are formed in a perceptual and superficial way on the road of chain and scale. In other words, in clear terms, exultation has become everyone's demons, but Donglai has been quietly practicing his internal skills and feels lonely and comfortable. It is difficult to overcome the temptation, but Donglai overcame himself and achieved unprecedented success.

It's not easy for Fat East to develop to this day. Is he just monopolizing business? Are you all drunk by Feidong?

Operation "stronghold"

After realizing a certain amount of capital accumulation, enterprises are in a very confused choice stage. Due to the laws of the market, the sword of Damocles begins to hang over your head, how to turn the accumulated capital into more returns. Many fast-moving consumer goods retail enterprises rashly use the so-called "capital operation", carry out scale propaganda in a single and irrational way, pursue superficial prosperity everywhere, and launch large-scale and comprehensive commercial expansion under the condition of limited management resources and capital carrying capacity. A few years ago, in the local area, the market of Xuchang City and the markets of surrounding counties and cities were instantly established by several competitors and occupied intensively. At that time, Fat Donglai came from the same starting line with everyone in strength and scale.

Not only is the opponent famous in the surrounding areas, but the prosperous sales revenue is enough to make people jealous. Fat Donglai has always stayed in Xuchang, never leaving home, but the store will always change day by day, and the goods and personnel services will also deepen people's understanding and memory of this ordinary retail enterprise. At that time, there were more and more legends about the fat east. Basically, just like now, everyone is guessing what Fat Donglai will do. However, Fat Donglai has been operating so calmly and flatly, working at sunrise and resting at sunset.

Probably in 2002, Fat Donglai opened its first hypermarket near Xuchang Railway Station-Fat Donglai Life Plaza, which attracted the attention of the whole city. Gorgeous storefront interior, intimate service, dazzling, fresh and attractive goods have dumped this ancient city. Pang Donglai's brand-new business philosophy and commodity structure have brought a distinctive good image to the enterprise and a revolutionary change to Xuchang's business. At that time, businessmen of all sizes followed Pang Donglai's example.

The opening of Life Plaza has made residents in Xuchang and its counties and cities feel the pleasure of shopping and stimulated their infinite desire for consumption. For the first time, people feel that goods are so full of temptation.

The success of Life Plaza is the result of years of painstaking efforts of Pangdong, and it is also the result of more than 65,438+00 small and medium-sized supermarkets in the city over the years. Not dry, insist on meditation, detail management, solid foundation and rich returns. For more than 65,438+00 years, Fat Donglai's clear and scientific strategic development thinking is: take Xuchang as the core, face up to Xuchang market, attach importance to Xuchang market, consolidate Xuchang market, firmly occupy Xuchang market, and never take a step out of the territory easily and uncertainly. All this is not conservative, but an effective tactical means to accumulate resources, strengthen physical fitness and sharpen weapons for the grand strategic development vision.

In 2006, when some local supermarkets in Xuchang were caught in the "commercial cold current" of capital chain collapse and shrinkage, after years of careful brewing, investigation and long-term careful preparation, Pang Donglai opened a super-large comprehensive store with an investment of over 100 million yuan and an area of 40,000 square meters in Xinxiang, a major town in northern Henan. As soon as he appeared, his skill was extraordinary, which attracted unanimous applause from Xinxiang citizens. This is the first time that Fat Donglai has walked out of Xuchang, and it is also the first time to show his beautiful image in Henan outside Xuchang.

Pangdong has occupied Xuchang as a "commercial stronghold" for more than 65,438+00 years. After becoming the leader of local retail industry for many years, he carefully took the first step at the gate of this city.

"Cultivation" management

What has Fat Donglai been doing in the years when Xuchang's retail industry has been expanding its chain wave? In fact, "satisfaction" does not exist in Donglai's business strategy dictionary. The strict demands on himself and the revision of the past reflect that Pang Donglai is always dissatisfied with the status quo and promotes the prospects in an orderly manner.

Twenty years ago, Yu Donglai opened a smoking hotel of tens of square meters in the center of Xuchang, with an interesting name "Fat Shop". Change the rigid and indifferent face of state-owned and collective commercial institutions, and enjoy the hospitality, rich varieties of tobacco and alcohol, ultra-low prices and reliable commodity quality that the organs and the working class talk about. At that time, the author had just worked in a remote government agency, and clearly remembered that the welfare of Mid-Autumn Festival and Double Festival always went to Xuchang's fat shop to purchase. At that time, many peasant villagers bought houses, cigarettes, alcohol, food and other things needed for weddings and funerals, and also went to fat shops to buy them, which was low in price, friendly and reassuring.

A few years later, Yu Donglai quickly accepted the concept of supermarket and modern business format, and opened his first standard supermarket in Xuchang. No matter how to explore, he never gave up his low price and kind business style, "return if you are not satisfied" and "happy shopping is fat from the East". Yu Donglai made full use of the business philosophy of these international retail giants. Humanized service has become a good way for Fat East to gain customers' psychology. Under the guidance of this business philosophy, after years of strength accumulation, the number of stores has rapidly increased to more than 65,438+00, involving household appliances, clothing, sports and leisure.

Customers, employees and partners are "three to the top" in Yu Donglai's mind. It embodies the core value of Yu Donglai's business philosophy, and is also the source of Pang Donglai's team cohesion and market affinity. In Xuchang, there are many legends from Fat East, which are embodied in humanized team management and hospitality. Yu Donglai accurately grasps the state of mind of thousands of employees, and can solve urgent difficulties for employees and cadres in time. When the employee's family members encountered patients and accidents, Yu Donglai immediately sent them to solatium for medical expenses, and even personally arranged medical treatment; What customers experience most in shopping is relaxation and care. At the elevator entrance and exit of this floor, there are always several full-time service personnel standing to help the elderly and children and constantly reminding passengers softly; When the baby wets the floor, it won't attract scolding and disgust. In a few seconds, the cleaner will come to help and clean it properly. A fellow villager from afar wants to buy some buckwheat noodles as a "medicine primer" to treat diseases. At that time, there was no such commodity in Life Square. The relevant personnel left the customer's address, bought it from the outside and delivered it to the door.

Pang Donglai's supplier cooperation is based on fairness and integrity. 10 For many years, Pang Donglai has never fired or punished a merchant casually except for quality problems involving consumers' interests. The scientific and firm supplier financial settlement system has firmly established a stable and fast cooperative supply chain in Pangdonglai. It is important to maximize the upstream price system and promotion cooperation, win first-line prices for consumers and enhance their competitiveness.

Strengthening internal strength and quality has always been Pang Dong's way of management and development. From store image to personnel quality, from service ability to commodity configuration, Fat Donglai is seeking possible improvement and promotion every day. Commercial Supporting Xuchang Life Plaza has become a retail and leisure place with the most complete functions, the largest scale, the most complete environment and the most complete service system in Xuchang. However, shortly after opening, when other enterprises were busy expanding their layout, Fat Donglai spent millions of dollars to adjust and improve the store layout of Life Plaza on a large scale. In order to facilitate customers' shopping, a large number of new facilities have been added in the mobile line, cashier line, fresh food area and parcel storage area. Some local retailers lamented that we came from the east and couldn't keep up with him.

Fat Donglai spends huge sums of money every year to hire those domestic retail elites, implant and follow up the international modern business management concept of enterprises, and at the same time, a large number of expatriate employees conduct professional training and research every year. Almost every management cadre and business cadre from Fat East has been to Shanghai and Beijing, and received practical retail and theoretical enrichment, which is also the key for Donglai retail business to keep up with the pulse of international business development. The salary standard of Donglai employees is very high in the local area, and the management even exceeds the salary level of monopoly industries. Yu Donglai's guiding ideology emphasizes social responsibility and humanized operation, harmonious team environment and superior salary. Therefore, the system runs vigorously, the task is completed efficiently, and the enforcement is unprecedented. Because in Feidong, no one wants to lose a good working environment and rich income because of violating the system.

Some industry experts and media friends once asked me: Fat Dong came to live in a small town with a population of several hundred thousand, and even gained some fame in China. What is the reason? My answer is: solid and keen.

Ten years to sharpen a sword, today you are fat.

Dennis: Fat Dong came to Xinxiang and defeated Dennis in Xinxiang.

Dashang New-Mart Xuchang Head Office (located opposite Pangdonglai Life Plaza in Xuchang)

Business philosophy

Give you a brief introduction to the development ideas, goals and practices of Pangdonglai:

Why do you want to develop enterprises?

At first, it was just to survive. In order to make ourselves live a better life, with the development of enterprises, people care about each other, treat employees and customers well, employees participate more in enterprises, customers are more recognized and supported by enterprises, and people are more sincerely respected. You care about each other, everyone's thoughts gradually sublimate, their feelings deepen, people's kindness is magnified and reflected, and good wishes naturally arise in their hearts. This wish is to hope that everyone and themselves will be happy, and that the development of enterprises will become healthier and healthier, so that everyone can have better sustenance, more reasonable and better returns, and learn more truth, ability and technology.

In order to realize this wish, we are constantly looking for examples that can be used for reference and constantly summing up the setbacks we have experienced, which are right and which are wrong? We also understand why business failed in the past, that is, we were too greedy, too eager for quick success, too eager for success and too selfish. We only want to make money, and we dare to do it as long as we make money, whether it is illegal or not, so the result must be painful. At that time, I was more emotional, petty and caring, so many contradictions and things caused a lot of harm to each other and myself. Come to think of it, it's immature. I have no love and tolerance. If we put each other's interests first, do things and deal with problems, the results will certainly get better and better.

1999 in March, we summarized and sorted out these life feelings, formulated the concept and criteria of the enterprise, and constantly improved the cultural taste and direction of the enterprise with its development and feelings.

Our concept is clearer, more specific and higher. We recognize and implement the principles of being a man and doing things: you care about your heart, care about your heart, and take an unfavorable attitude when things happen, not your own determination, don't be eager for quick success, but start from small things, and firmly believe in the truth of kindness, optimism, justice, courage, temperance, faith, honesty and fraternity. These principles make our minds more open and loving.

Our corporate culture belief is from 1999 in 2003 to meet wage consumption and improve people's quality of life, to create wealth, spread civilization and share happiness in 2008, and then to be influenced by advanced western culture in 2008. Westerners' simple, sincere and confident attitude towards life, life, truth and nature is worth learning and learning from. We constantly sum up the advantages of Buddhism, Christianity, Islam and our Confucianism, and formulate the direction of "fairness, freedom, happiness and fraternity" according to the concept of great love embodied in the universal values of these beliefs, thus making our ideals more clear. We firmly believe that the taste of cultural beliefs from Fat East will continue to improve. Business philosophy Our business philosophy is deepening around commodities, prices, environment and services.

Commodity quality

In order to improve the quality of commodities, the company has formulated relevant commodity quality standards, systems, policies and training, and asked employees to strengthen their professional ability, so that employees can constantly understand commodities, and formulate effective commodity processes and workflows from all relevant knowledge of raw materials, design, processing, finished products, pricing and profits, and formulate relevant reward and punishment systems and standards for dealing with problems, so as to make the commodities they operate richer, more secure in quality, safer and healthier.

According to the development environment and actual consumption environment of the country, we will constantly strengthen the quality of goods, provide more quality-guaranteed, fashionable and affordable goods, truly embody the advanced science and technology in the field of commodity production in the lives of ordinary people, and provide a healthier, safer and warmer consumption platform for improving the quality of life of ordinary people.

price of commodities

We did take a lot of detours from the beginning of our business. In order to balance the profit loss of low-profit goods, the gross profit of some goods is set a little too high. Although it brings popularity to stores in a short time and makes customers who buy low-profit goods satisfied, it harms the interests of customers who buy high-profit goods. By constantly learning advanced international business concepts, we have adjusted our business ideas in a timely and effective manner since 2007, put an end to profiteering goods, strictly control the gross profit margin of goods, set reasonable prices on the premise of ensuring quality, rely on the quality, quality and variety of goods to reflect our business, let customers buy real goods, cultivate their correct and rational consumption concepts, and learn to help customers manage their finances correctly and not consume useless goods.

We set commodity prices according to the pricing concept of "reasonable price", and gradually extend this concept to the classification of every commodity until every single item, and we will continue to work in this direction. The consumption environment in our country makes goods have many circulation channels, and manufacturers have different policies for the goods supplied by each city. We have been committed to winning the most favorable policies from manufacturers in the same level cities, so that customers can buy more value-added goods.

In order to make consumers really feel at ease to buy goods, we have introduced many measures to ensure the interests of consumers, such as "returning goods if they are not satisfied, refunding the difference, rewarding customers for complaints, and tracking and handling standards for after-sales service". This is entirely because our professional ability can't guarantee the interests of our customers. We must improve our professional ability to prevent customers from wasting time on returning goods, so as to truly satisfy customers. Only by making customers feel at ease can our corporate philosophy be understood and supported by more people.

environment

With the continuous development of social environment and the improvement of people's quality of life, people's requirements for health are getting higher and higher. Who doesn't want us to live in a very clean, warm, beautiful and healthy environment?

As we all know, people in the real society lack the consciousness of caring for the environment. We hope more people can realize the importance of the environment to each of us. If each of us can show good personal habits, diligence and neatness, how beautiful our society as a whole will be! Therefore, we have formulated many relevant standards, systems and policies to encourage everyone to develop in a better direction. As a result, the shops from Pangdong are becoming more and more tidy and beautiful. Compared with these, the greater wealth is that our employees have developed this good habit and brought it to every place in his life, which has improved himself and influenced everyone around him.

Let's think about it. If the owner of every hotel in our city is kind to employees and customers, the employees work hard, the restaurant is very clean, the chopsticks and napkins can completely reassure customers, and the food quality is healthy and safe, so are other shopping malls and shops. Our streets and countryside are clean and tidy, and we can't see white garbage; Clear water and fish and shrimp flow in our rivers and ponds; Our fields are shaded by trees; Our air is pure; Our sky is blue; Everyone on the earth is kind and happy. Don't you think it's bad? !

It's not that we can't. As long as we act, our home will become more and more beautiful! I believe that people from Fat East and more caring people will set this example. What a valuable and meaningful thing this is for everyone, and it is also true for themselves!

service

The purpose of enterprise development is to bring happiness and happiness to more people.

Indeed, there are too many shortcomings and problems in our development. We believe that people from the fat east will grow up healthily and better reflect their own values and abilities.

Satisfying every customer is not a word on our lips, but the responsibility and mission of our business people, and it is also the embodiment of our lofty spiritual value and self-worth. The content of service is very extensive and in-depth, involving all aspects of enterprise goods, price, environment, pre-sale, sale and after-sales service.

As long as we adhere to the correct development direction, work hard around the interests of customers, society and employees, pay attention to every detail and handle every case well; Only we dare to take responsibility first, deal with problems with wisdom and tolerance, turn bad things into good things, and let customers move from anger to emotion; Then there will be endless power of love around us Everyone from Fat East loves our corporate brand and our career as much as life. If every enterprise does this, our society will be better!

Reasonable distribution

With the country's reform and opening up, changes in the environment and increased opportunities, many people have gradually become rich first because of national policies and their own efforts. The original intention of the reform is to let the people who get rich first drive everyone to create hard, so that more people can get rid of poverty and let the people live a good life.

It is true that our society has made great progress and our economy has developed greatly, but the noble values of many people have not really been reflected. More people simply worship material and utility, forgetting their precious and kind spiritual wealth, forgetting that they are also people who have worked hard from poverty step by step, and forgetting how much they need to be respected, encouraged, warm, recognized and helped when they are poor. They are totally addicted to temporality. For the sake of utility, I have to please others with my own personality, live in pain for the sake of face hypocrisy, and feel helpless and confused because I can't get people's heartfelt respect and recognition. Although I have the money to emigrate, my spiritual sustenance will never be separated from the hometown where you were born and raised.

If every one of us who gets rich first and every entrepreneur can show his kindness, love and respect, and at the same time benefit our employees, then everyone can live a relaxed and happy life. We all respect ordinary people, our society and our country. With this responsibility and mission, we can share happiness with more people at the same time. We should let employees see the future and hope, and let ordinary people see the future and hope, so that our society will be more stable and harmonious, our country will be stronger and better, we will be happier, we will be loved and respected by more people, we will set an example for more people, share our experience and wisdom, and our life will be more valuable and meaningful.

I suggest that enterprises should give back at least 50% of their net profit to employees and managers who create these wealth on the basis of ensuring wages, and make reasonable distribution according to their efforts, or pay bonuses or increase them to monthly wages, no matter which form they adopt, as long as they can get them for employees; It is reasonable and fair to give 50% back to shareholders, so that your team will be more focused, cohesive and executive. Because everyone feels warmth, sees hope and shares the fruits of happiness, so that we will not only benefit more people, but also contribute our potential and talents to the development and progress of the country. If our society is so happy, how many people will emigrate to seek safety? We must believe that overseas Chinese who want to make the country better will happily return to the warm embrace of the motherland one day and enjoy the love of their mothers, and hope that more responsible patriots will promote the healthy development of the country.

Since 1999, we have developed and distributed the wealth of enterprises according to this concept. In the past ten years, we have strengthened this belief all the way. I basically don't have a share distribution from the fat east, so I have today's fat east. So we feel a lot of pure love and warmth, so we feel a lot of happiness and happiness! No matter how many shortcomings we have, at least we are relatively real and constantly improving.

Understanding of culture, belief, thought, soul, self-confidence and happiness With the continuous growth of age, my life experience has been increasing, and my yearning for happiness, freedom and happiness has become stronger and stronger. At the same time, I have realized many truths that I didn't understand before, and my understanding of the most basic knowledge such as nature, life, happiness and faith has gradually deepened. I also understand the difference between big love and small love, and why so many people are not confident and why we are tired. In fact, it is because we lack the necessary understanding of things and truth and are bound by excessive hypocrisy, selfishness, greed and jealousy.

Our thoughts are limited, and we have no chance to develop our creativity and imagination and show our ability and wisdom. We don't know who we are, how to respect and love ourselves, and how eager we are to be respected and recognized by others. We only know to live for face, for others and for survival, but never know to live for truth, justice and ourselves. We don't even know who we are, how can we know how to love?

We know that if we want to live a happy and free life, we must be honest. No matter good or bad, we can let others see you clearly, let ourselves see ourselves clearly, and spur ourselves to grow in a good direction. We must firmly adhere to the ideas of kindness, fairness, justice, courage, temperance, optimism, fraternity, faith and honest pursuit of truth, and cultivate our hearts to be nobler, more beautiful, purer, nobler and simpler, and act more diligently and attentively. We should spur our hearts to discover the advantages and beauty of others, praise others, encourage others, help others, and feel happy and happy for their success and joy, so that our hearts will be more noble and optimistic; Our attitude towards life will be more positive and full of passion; Every day in our life, we pay more attention to the quality of life, not just time. We not only have dreams, but more importantly, we make every day of our lives more substantial and meaningful, which we like!

There are still too many shortcomings in the development of Fat East. I hope you can understand that we will work hard to create a better future with you! Even if I die, I will have no regrets in my life. No matter how inferior and dirty I am, I am confident and strong. At least, I am real, with ideals, ambitions and pursuits. I yearn for kindness and advocate kindness. I hope my experience can help more people, and I will certainly help each other and strive for a better tomorrow!