How to evaluate Wal-Mart's global organization? What services does Wal-Mart provide to global buyers? How to change the concept of domestic suppliers in order to achieve a win-win situation in procure

How to evaluate Wal-Mart's global organization? What services does Wal-Mart provide to global buyers? How to change the concept of domestic suppliers in order to achieve a win-win situation in procurement? 1In August, 1996, Wal-Mart, the world's first retail brand, entered the China market and set off a shopping whirlwind in Shenzhen, shocking the traditional department store retail industry. What is Wal-Mart's marketing secret? Why should Wal-Mart build a retail kingdom that dominates the world?

Sam walton, the founder of Wal-Mart, once said

We work side by side. This is the secret. We reduce the cost of living for each customer. We want to give the world a chance to see what it is like to improve everyone's life through savings.

US$ 93.6 billion: Sales reached a world record.

No industry is more closely related to consumers' daily life than retail. An American scholar once defined the mission of retail industry as "improving living standards and spreading happiness". Wal-Mart is the most dazzling pearl in this industry.

199 1 year, Wal-Mart's annual sales exceeded $40 billion, making it one of the largest retail enterprises in the world. According to the classified ranking of American service industry 1994 published by Happiness magazine in May, the sales of Wal-Mart 1993 reached US$ 67.34 billion, an increase of more than11800 million over the previous year, surpassing Sears, which ranked first in 1992, and ranked first in American retail industry. From 65438 to 0995, Wal-Mart's sales continued to grow, setting a world record in retail industry, achieving annual sales of 93.6 billion US dollars, ranking fourth in Fortune magazine's list of 95 largest enterprises in the United States. In fact, Wal-Mart's annual sales are equivalent to the sum of all department stores in the United States, and it still maintains a strong development momentum. In contrast, the annual sales of some large department stores in China, such as Beijing, Shanghai and Guangzhou, are only several billion RMB, which is far from Wal-Mart.

Up to now, Wal-Mart has 265,438+033 Wal-Mart stores, 469 Sam member stores and 248 Wal-Mart shopping malls in the United States, Mexico, Canada, Puerto Rico, Brazil, Argentina, South Africa, China and Indonesia. It has developed so rapidly in just a few decades that it has to be said that it is a miracle of the retail industry.

How does Wal-Mart quickly develop from a small retail store to a large retail group and become the first retail brand in the world?

First of all, Wal-Mart put forward the aim of "helping customers save every penny" and realized the promise of the cheapest price.

Secondly, it is not enough to have cheap goods. Wal-Mart also provides customers with the new enjoyment of superb service. The company has always adhered to the principle of "service first, employees are different". When you walk into Wal-Mart, customers will feel at home.

Third, Wal-Mart promotes the new concept of "one-stop" shopping. Customers can buy all the goods they need in the shortest time and at the fastest speed. It is this fast and convenient way of shopping that attracts modern consumers.

In addition, although Wal-Mart has repeatedly reduced its advertising expenditure in order to reduce costs, it still gives generously to various public welfare undertakings. No pains, no gains. Wal-Mart's long-term investment in public welfare activities and its unique creativity have greatly improved the popularity of Pinjing brand and successfully shaped its outstanding image in the eyes of consumers.

Finally, the key reason why Wal-Mart can surpass Sears is that Wal-Mart adopts different retail management forms for different target consumers, occupying high-end and low-end markets respectively. For example: Wal-Mart Fair Shopping Plaza for middle and lower class consumers; Sam member shop that only provides various benefits and services for members; And the Wal-Mart department store, which is popular with upper-class consumers.

The above five reasons enable Wal-Mart to stand out from the retail industry and establish a unique contemporary retail kingdom. The following describes its success in detail from these five aspects, which may inspire domestic retail enterprises to accelerate the process of developing international retail brands.

First, promise the cheapest price.

All large supermarket chains adopt low-cost management strategies. What makes Wal-Mart different is that it tries its best to save money from various aspects, such as purchase channels, distribution methods, marketing expenses and management expenses, and puts forward the slogan of "parity every day and consistency", striving to realize the promise of cheaper prices than other firms.

Strict purchasing attitude, perfect distribution system and advanced inventory management are the key factors for Wal-Mart to achieve the lowest cost and the cheapest price.

Its founder Walton once said, "We attach importance to the value of every penny, because one of the purposes of our service is to help every customer save money when shopping in the store. Every time we save a dollar, we win the trust of our customers. " To this end, he asked every purchaser to be firm when purchasing goods. He warned: "You are not bargaining for the store, but bargaining for the customers. We should strive for the best price for our customers. "

Wal-Mart generally buys goods directly from the factory, and the purchase price is the lowest. Once the transaction is concluded, the headquarters will inform the manufacturer to send the goods directly to the Wal-Mart distribution center. Wal-Mart has 65,438+06 distribution centers in the United States, all of which are located less than one day away from the outlets. It has more than 6,000 trucks and transports an average of 654.38+900,000 boxes of goods every day. From 65438 to 0987, the company established the largest private satellite communication system in the United States, in order to save the communication cost between headquarters and branches, speed up decision-making communication and information feedback, and improve the operation efficiency of the whole company. The high-speed computer at the headquarters connects 16 distribution centers and 1000 stores. Every item sold at the checkout counter of the store through a laser scanner will be automatically recorded in the computer. When the stock of a certain commodity is reduced to a certain amount, the computer will send a signal to remind the store to ask for the goods from the headquarters in time. The headquarters arranges the supply of goods and sends them to the nearest distribution center, and then the computer in the distribution center arranges the delivery time and route. The required goods will appear on the shelves of the warehouse within 36 hours after the store places an order. This efficient inventory management enables the company to quickly grasp the sales situation and market demand trends, and replenish the inventory shortage in time. This can reduce the inventory risk, reduce the backlog of funds and speed up the operation of funds.

Wal-Mart has also adopted warehouse management, which fully embodies economies of scale in the cost of commodity sales. For example, the interior decoration of Sam's member store is simple, and all shelf space is used to store and display goods as much as possible. The price is not marked on every commodity, but on the shelf. As long as the barcode of the goods is scanned, the cash register will accurately collect the price. Commodities are mostly sold in large packages to reduce the cost of a single package. With the continuous improvement of China's productivity level and the enhancement of consumers' purchasing power, many cities have the conditions to implement this model. Merchants gradually realized the advantages of warehousing business model and began some attempts. Cheap storage stores like Guangkelong are opening one after another. At present, the most critical issue is to learn from the experience of foreign successful enterprises (such as Wal-Mart) to achieve the lowest cost and achieve economies of scale more comprehensively and thoroughly.

In addition to the above points, Wal-Mart chose the strategy of reducing advertising expenses in order to reduce operating expenses. General large department stores in the United States advertise on TV or newspapers 50- 100 times a year, while Wal-Mart only advertises 12 times. Facing the American market flooded with advertisements, Wal-Mart boldly adopted this advertising strategy and remained invincible for a long time, from which we can get some enlightenment: for businesses, blindly increasing advertising investment may not necessarily lead to a proportional increase in turnover. Sometimes, if the advertising expenses are appropriately reduced, the operating costs will be correspondingly reduced, and the performance will be significantly improved.

Second, the new enjoyment of super-class service

In the retail industry, comfortable shopping environment and good service are bound to be associated with higher prices; However, in chain supermarkets with low commodity prices, customers can only get discounts on shopping prices, but they can't enjoy quality services. K-Mart is a famous large discount chain store in America. Its storefront is very big, but in order to save labor costs, there are few clerks. Although there are many kinds of cheap goods on display in the shop, it is not easy for customers to ask one or two shop assistants about them. Here, although customers have satisfied their desire to buy cheap goods, they don't feel that the clerk pays a little attention to them, so there is a fly in the ointment in their hearts.

It is not enough for retail enterprises to establish brand image in customers' minds only by relying on good quality and cheap goods. Customers also want to enjoy meticulous and enthusiastic service while shopping. It is with this in mind that Wal-Mart attracts a large number of customers with its superb service from the customer's point of view. When you walk into any Wal-Mart store, the clerk will immediately appear in front of you, smiling. There is such a slogan in the shop: "We try our best to ensure that every product will satisfy you!" If customers are not satisfied with any goods they buy here, they can return them to the store within one month and get full payment. Walton once said, "We all work for customers. You may think you are working for your boss, but in fact he is just like you. There is a big boss outside our organization, and that is the customer. " Wal-Mart regards quality service as its highest duty.

In many Wal-Mart stores, there are signs like this:

1. The customer is always right;

2. If Gurong has any mistakes, please refer to Article 1.

This is a vivid portrayal of Wal-Mart's customer first principle. Some employees said with emotion, "Wal-Mart made us realize for the first time that customers are always right.