Brief Introduction of Rongzi Commercial Building in Baotou City

at the beginning of p>2, Mr. Bai Xizhu, chairman of Baotou Rongzi Industrial Group and member of the Standing Committee of Baotou Municipal Political Consultative Conference, built Rongzi Commercial Building with the spirit of "dare to do what others dare not do" and founded the enterprise spirit of "people-oriented, affinity and enterprising", which laid a good foundation and set a good tone for the future development of Rongzi Commercial Building. After nine years, Rongzi Commercial Building has become a well-known private commercial retail enterprise that has attracted the attention of Baotou people.

in the past nine years, Rongzi Commercial Building has been standardized and operated on a large scale since its initial construction, from brand positioning to optimizing brand structure and enhancing brand image, and then to competing with other shopping malls for talents and efficiency. The success of Rongzi Commercial Building stems from the enterprise spirit of "people-oriented, affinity and consistency, striving for progress" and the innovative spirit of "being different".

Thinking about upgrading

At the beginning of its establishment, Rongzi Commercial Building chose a unique business mode-"lease plus unified management", which created a precedent for commercial retail enterprises to attract investment. However, with the development of enterprises, this business model has also highlighted its many disadvantages, which has been puzzling the managers of commercial buildings for several years.

After the coaching change of Rongzi Commercial Building in early p>26, the newly appointed general manager Zeng Fanyu broke the old way of thinking, inspired and encouraged managers to think in multiple directions and innovate boldly, and put forward the requirement of maximizing both economic and social benefits, and adopted a brand-new assessment method to assess the overall benefits of the commercial building management, owners and commercial buildings. The management should make weekly, monthly and annual summaries to find out the reasons and gaps. Specific requirements are put forward for the types of goods, brand grades, product layout, service level of salespeople and other details in the commercial building. Managers on all floors should analyze the reasons for the brands that are not well sold and gradually eliminate those brands that consumers don't like, guide owners to represent brands that meet the requirements of commercial buildings, have high brand grade, have guaranteed quality and have good after-sales service, gradually enhance the brand image of commercial buildings in the eyes of consumers, and convey the concept of "Rongzi Shopping = Brand+Affordable" to every consumer.

Pay close attention to the subtle changes in the market, constantly bring forth the old and bring forth the new, and require the owners to closely follow the pace of commercial buildings and constantly improve the gold content of the brands they operate. Under the new tasks put forward by the market to the managers and owners of commercial buildings, Rongzi Commercial Building has launched a battle to upgrade the brand, category, quality, management level and service level at any time from top to bottom.

winning lies in misplacement

soldiers have no constant potential, and water is unpredictable. In essence, the competition in retail industry is the competition of operators' skills in perceiving and capturing changes in consumer demand, and the competition of their ability to effectively meet consumer demand.

In the business circle of Baobai, it is crowded with large and small businesses, and the competitive atmosphere is extremely fierce. How to find their own way of survival in such a big environment, Rongzi people have made profound thinking. As a commercial private enterprise, in order to get its own piece of cake in such a business circle, in addition to daily marketing activities, it must also have its own unique management concept-dislocation management. Dislocation management mainly means that the goods operated by the owners in the commercial building must be different. Compared with other big shopping malls, it is mainly the brand and price, and the brand route of high quality is high, but the price should be affordable, so that consumers can get in and buy it.

in order to ensure the dislocation of business operation and the differentiation of commodities, the commercial building has built a series of characteristic franchise areas with their own characteristics, such as underground children's world, luggage franchise area, bedding franchise area and sports and leisure franchise area, which are relatively concentrated in scale and can satisfy consumers' more choices.

In fact, the underground children's world specially built by Rongzi Commercial Building has become a children's products franchise area with many brands and relatively complete categories in the Baobai business circle, which is suitable for infants and children aged to 16 and has a reasonable price, and has become a place that grabs parents' attention in the business circle. The luggage franchise area on the first floor is also the largest luggage franchise area in the business circle. All kinds of fashionable and glamorous luggage can best catch the eyes of female consumers. Nearly 1 luggage brands are fashionable in style, moderate in price and guaranteed after-sales. In this way, even the most critical consumers can find a suitable one here. Sports and leisure franchise area has gathered more than 2 middle and high-end brands, and various leisure sportswear such as outdoor leisure series, pure sports series and leisure sports series attract many young consumers.

Zeng Fanyu, general manager of the commercial building, said that the reason why the turnover of the commercial building has increased by 2% year after year is because of the idea of dislocation management. It is precisely this misplacement that makes Rongzi Commercial Building's sales performance climb all the way despite the overall consumption slowdown in 28.

the art of leadership

the responsibility of enterprise leaders is to maximize the operating efficiency of enterprises, maximize the development space of employees and maximize the benefits of owners. This is the creed of General Manager Zeng Fanyu as the leader of private commercial enterprises. In the business management practice of the commercial building, she silently practiced her creed. How to use the existing talent resources to win the core battle of talent competition and build a first-class management team is a problem that General Manager Zeng Fanyu often thinks about.

The management team should be good at learning, know how to learn, and apply what they have learned to the actual management. Therefore, General Manager Zeng Fanyu gave floor managers more pressure and motivation, and there was more room for them to make specific arrangements according to the actual situation of their respective floors. In addition to studying abroad, we should also learn from local shopping malls, take some good practices from local shopping malls for our own use, and hire Professor Yan Baocheng from Inner University of Science and Technology to train managers and salespeople in business management, marketing and service etiquette in the off-season of sales.

While setting assessment targets for floor managers, General Manager Zeng Fanyu made a concrete analysis of each floor, and made the task targets well-founded, so that the managers felt that they could be completed with hard work, implemented follow-up verification, and kept abreast of the task completion of each floor. When floor managers encountered difficulties, General Manager Zeng Fanyu would work with them to study solutions and increase their confidence.

In the last elimination system, General Manager Zeng Fanyu has his own understanding-the last elimination is the goods that are not suitable for sale in commercial buildings, which is a backward management concept, but the owners in commercial buildings are never eliminated lightly. She always thinks that elimination is not the original intention of the shopping mall, but change is the most important thing. Therefore, when dealing with the owners whose sales appear at the bottom, the commercial building requires the floor managers to actively find reasons, find ways and provide information with the owners, help the owners to choose new products and brands, straighten out their business ideas, establish business confidence, and let the owners and the commercial building work together to maximize the benefits of the owners and the commercial building and achieve a win-win situation.

employees all say that since General Manager Zeng Fanyu took over Rongzi Commercial Building, people have become more popular, people are United and everyone is more motivated. Since 26, Rongzi Commercial Building has held a fun sports meeting for employees every year, and since 26, General Manager Zeng Fanyu has spent every year with the employees on duty in the commercial building on New Year's Eve. Ten-day employee military training and exchange exercises every year; To celebrate the 85th anniversary of the founding of China * * * Production Party, the "Ode to July 1st" literary performance and the staff calligraphy competition were held; In August every year, we will conduct incentive travel activities in batches for outstanding salespersons, outstanding cashiers, outstanding party member, owners' sales champions, and managers of commercial buildings ... all of which make employees realize the value of self-existence and the vast space for development.

under the leadership of General Manager Zeng Fanyu, the economic benefits of Rongzi Commercial Building have been leaping forward, and the profits are booming every year. Every year, the work tasks of the commercial building are completed ahead of schedule, and the owners and employees have also got the best returns. All this confirms the "three maximizations" of leadership responsibility put forward by General Manager Zeng Fanyu.

Multi-marketing benefits customers

In business competition, price is the main factor, but a business enterprise with low price does not mean that it can get customers' first choice. If you win customers, you win the market, so how can you become a business enterprise that satisfies consumers? What Rongzi people want is to make consumers get benefits.

Commercial buildings are places where services are provided, and commercial buildings add value to commodities through the services provided. In 26, Rongzi Commercial Building had its own membership card. After only two years of development, its membership has reached tens of thousands.

In addition, Rongzi Commercial Building has also launched diversified and three-dimensional marketing. New Year's Day, Spring Festival, Valentine's Day, March 8th and a series of different forms of promotional activities were carried out around different festivals, and gifts such as Spring Festival couplets, red envelopes, Yuanxiao, chocolates and family photos were sent to consumers respectively. On the anniversary day of January 6 every year, the commercial building will hold a 5% discount sales and gift packages; There are also different forms of lottery and gift-giving activities in the shopping center during the Golden Week.

in addition, the commercial building also makes great efforts on the service level and after-sales service of employees. In 27 and 28, the shopping mall launched the Zero Complaint Family Service Month and standardized service activities, which were completely implemented in accordance with the norms of the shopping mall, and strictly adhered to the principle of "three out, three main" barrier-free return and the first inquiry responsibility system, which provided great convenience for consumers when returning or exchanging goods. For employees' problems before, during and after sales, we will train them in stages and batches to retain consumers with smiling service and family service.

Strengthening through adjustment

Adjustment is an eternal theme in the operation of shopping malls. Adjusting the grade, brand and layout of shopping malls in time will give consumers a brand-new feeling, thus stimulating their purchasing power. For a private leasing company, how to adjust? How to adjust? What about the owner? What about the shop assistant? A series of questions are in front of General Manager Zeng Fanyu.

Let's hold a mobilization meeting for the floor manager first, so as not to make the floor manager feel resistant. After the floor manager has figured it out, he will do the work of the owner, actively cooperate with the commercial building, and complete the adjustment in a short time. If there are any problems and difficulties, everyone will take them to the desktop to solve them, so that everything will be clear.

During the years when General Manager Zeng Fanyu took over Rongzi Commercial Building, there were new changes every year. From the initial simple brand adjustment to the relatively difficult layout adjustment, Rongzi Commercial Building has made a qualitative leap.

in p>6, the furniture store on the fifth floor was eliminated, renovated and invited for investment. The market survey found that sports and leisure clothing will have a good development prospect, and the construction of sports and leisure clothing city and down jacket franchise supermarket has caused great success in the industry. No matter indoors or outdoors, all mid-range sports and leisure brands can be found here, which really brings rich choices for consumers.

In p>7, we made great efforts to rebuild and expand the commercial building, increasing its business area and enriching its brands. After the renovation and expansion, Rongzi Commercial Building added more than 1, square meters of business area and more than 3 new brands. In order to expand the business area and enrich the types of children's wear brands, the commercial building moved the office area from the basement to the fifth floor.

in p>8, in order to be in line with the business layout of metropolitan shopping malls as soon as possible, the commercial building switched the cashmere, wool and underwear area on the first floor with the shoe area on the second floor, increased the business area of the shoe area, and introduced more than 3 famous footwear brands. Eliminate some brands in cashmere, wool and underwear that are not suitable for the market, introduce new brands and add new categories, and make new breakthroughs in brand, grade and quality.

Take an active part in public welfare undertakings

While the Rongzi Commercial Building has achieved good economic benefits, it also actively returns to the society and takes part in public welfare undertakings. Rongzi people have a grateful heart, and they build a love embankment with love. "June 1st" Children's Day and Mongolian primary schools paired up to help; On the "August 1st" Army Day, condolences were given to fire officers and soldiers, military families and military wives. Poverty alleviation and transformation of poor villages in Kunduitan, Shiguai District; Donate money and materials for the Kunhe River Regulation Project; At the beginning of 28, there was a freezing disaster in the south, and the commercial building, Baotou Radio Station 15.9 MHz and Kunming Red Cross Society jointly performed a charity performance, with a donation of 1, yuan; After the "5.12" Wenchuan earthquake, the commercial building launched a large-scale disaster relief fund-raising activity of "Love in Rongzi Gathering", and Mr. Bai Xizhu, the chairman of Rongzi Group, took the lead in donating more than 3, yuan ... Rongzi Commercial Building's return to society and loving actions have established a good corporate image in the industry and won unanimous praise from the society.

The stage is as big as your heart.

In the past nine years, Rongzi Commercial Building has won the honorary titles of Top 2 Private Enterprises in Baotou, Top 1 Honest Private Enterprises in the Autonomous Region, Baotou Civilized Honest Market, A-class Honest Brand Unit, and Advanced Enterprises Supported by Private Economy for Public Welfare. But all these achievements only belong to the past. How to go in the future needs more thinking.

In the past nine years, Rongzi Commercial Building has experienced the ups and downs of Baotou business community, experienced the thrills of market ups and downs, realized the reality and cruelty of market competition, and tasted the joy and joy of victory. Commercial competition is a war without smoke. In order to be the ultimate winner in future commercial competition, rongzi people need greater boldness of vision to go forward with expectations and dreams and meet new challenges and market baptism.