There is such a boss, they call him a legend in the Chinese business world, his supermarket defeated Century Hualian and defeated Dennis, the purpose of the corporate culture isEmployees are not allowed to work overtime, and whoever works overtime will be fined!
But just when the annual revenue of the supermarket exceeded 7 billion,The "most conscientious" boss, who distributes 95% of profits to employees and takes 145 days off every year, announced that he would quit, which makes many people puzzled, is it enough to "lose money"?
Fat Donglai service humanization]—
Those who are familiar with Fat Donglai know that Fat Donglai Supermarket started as a commissary in the early days, and it has experienced fire and reconstruction, and gradually developed into a large-scale comprehensive supermarket with a good reputation in Henan Province today.
Yu Donglai, the founder of Fat Donglai, did not have much entrepreneurial capital at the beginning, but he had his own concept of supermarket management, and he believed that competition was not the only way to do business, but more importantlyProvide high-quality service, respect customers, and solve customer needsThat's the most important thing.
In order to create a good shopping environment, Fat Donglai has carried out reasonable planning in the store, and the product display is orderly, with all kinds of goods, even some niche brands can be boughtIf the customer asks for it, Fat Donglai will purchase it nationwide.
There was a customer who wanted to buy a rare buckwheat noodle to make medicine primers, but he couldn't buy them all over Xuchang, and after Fat Donglai proposed it, this kind of noodles was delivered to her home for free the next day, which was later reported by the local newspaper, expanding Fat Donglai's popularity.
Fat Donglai attaches great importance to the various needs of customersThere are several shopping carts in the supermarket for different groups of peopleThere are also gender-neutral toilets, mother-and-baby rooms and other facilities, and the staff will take the initiative to help the elderly and pregnant women push the cart and take care of their clothes.
It is said that there was a story of employees opening the door late at night to let customers from other places come into the store to buy birthday gifts, this kind of advanced humanized service was rare in the retail industry at that time, because Yu Donglai empathized with customers, he understood that what customers needed was sincere service, and his business philosophy was also loved by countless Xinxiang people.
The most touching thing is that Fat Donglai implements "no reason to return" the goodsIf the customer is not satisfied with the product, they can return it at any time, even if they have already eaten it.
This kind of service has a great impact on the cost of the enterprise, but Yu Donglai insists that this is the key to attracting customers, in fact, Fat Donglai relies on the word-of-mouth effect to gather a large number of repeat customers, and the single store revenue is considerable and profitable.
It can be said that the reason why Fat Donglai can gain a firm foothold in the province and establish a reputation in the local area lies in its sincere attitude towards customers and humanized servicePay attention to customer feelings and pay attention to detailsThe business philosophy has allowed Fat Donglai to successfully create its own brand image and win the recognition of consumers.
It has happened before that the shop wants to increase the rent of Fat Donglai, but it is unwilling to raise the price and let customers suffer these economic losses in vain, so Fat Donglai announced that he would withdraw from the Xinxiang marketAnd this move also triggered a demonstration by the local people to ask it to stay, which shows its local influence.
Fat Donglai not only operates supermarkets, but also involves home appliances, clothing, catering and other businesses, becoming a one-stop service provider for local residents' lives, and it also takes out a certain amount of profits every year for public welfare, such as disaster relief, which fully reflects the social responsibility of enterprises.
With its unique business model and humanistic spirit, Fat Donglai has won the recognition of all walks of lifeThis has also led to the fact that "Fat Donglai service" has become the object of imitation by other enterprisesIt has played a positive leading role in promoting regional business development.
But even if it is Fat Donglai, you will encounter some unreasonable customers, in June this year, Fat Donglai was on the "hot search", but the comments at the bottom are praising it for being very "humane", what is going on?
On the "hot search" of Fat Donglai]—
Fat Donglai repackages the remaining items for a discount every night before closing**, and a customer asks for a valued staffHelped him weigh the items of his choice at a discounted price, but was refused.
The customer's insistence also attracted more and more customer requests, and in the face of the gradual chaos and the impassable situation of the on-site blockage, the weighing employee decided to leave the weighing area temporarily, but the employee quickly realizedIt is a dereliction of duty to leave the post without permission, and he will return to the post after taking the initiative to communicate with the leader and continue to work.
At that time, some of the customers who didn't get the discount** basically left, and only the customer who asked for the discount remainedThe customer became agitated and yelled at the employee, insisting that the weight be weighed at a discounted rate.
After learning of the incident, Fat Donglai spent several days setting up a special team to comprehensively investigate the incident by accessing surveillance**, interviewing parties and eyewitnesses, etc., and then released an 8-page detailed investigation report on social platforms, which clearly explained the incident.
Fat Donglai made it clear in the report that the employee was derelict in his duty to leave his post because of the unreasonable demands of customers, but in view of his attitude of returning to work voluntarilyIt was decided to demote the employee for one month, and in view of the fact that the employee was subjected to unreasonable abuse and personal insults by customersIt was decided to compensate him for mental damages of 5,000 yuan
What is even more surprising to the outside world is that Fat Donglai blamed the occurrence of this incident on the poor supervision of the management and decided to let the management vote collectivelyIn the end, the entire management was demoted for 3 months
In the face of the emotional customer, Fat Donglai asked the management to prepare giftsAnd carry a 500 yuan service complaint bonus, personally come to the door to apologize to the customerFor the other employees who came forward to resolve the situation that night, Fat Donglai praised and rewarded.
Many viewers believe that Fat Donglai's handling of this matter is objective and fair, and he has fulfilled his corporate social responsibility.
Fat Donglai restored the incident through full investigation, rather than simply deciding the case, and also fairly balanced the rights and interests of employees and customersAlthough it did punish employees who failed to perform their duties, it did not forget to give them compensatory careIt can also prompt customers to reflect on their mistakes, rather than simply favoring them.
In the end, Fat Donglai attributed the responsibility to management problems, showing the corporate culture of self-reflection, and Fat Donglai's handling of the incident showed the spirit that service enterprises should have, and it did not escape the problem by throwing the potInstead, in the spirit of being responsible for employees, we will improve service quality by actively facing and improving management.
The strong positive energy of this corporate culture has also made the outside world look at the brand image of Fat Donglai, and this incident is a wake-up call for Fat Donglai, and it also needs to continue to improve the management system to prevent the recurrence of such incidents from the source.
Since Fat Donglai is so good, why can't it get out of the Henan market and expand to the first- and second-tier cities with more developed economic development?
Why can't Fat Donglai get out of Henan?】—
In fact, Fat Donglai has been deeply cultivating the fertile soil of Henan, mainly accumulating rich experience in the operation of the local market in Henan, and also helping it to better understand the needs and preferences of Henan consumers, and these valuable localization experiences enable it to occupy a leading position in Henan.
When it captures the hearts of the people of Henan, these localized experiences have also become an obstacle to the outward development of Fat DonglaiBecause Fat Donglai's business model has obvious regional attributes, it is not easy to replicate and promote in other regions.
As a local brand in Henan, Fat Donglai has won the favor of the people of Henan, but for foreign consumers, Fat Donglai may be another unfamiliar brand, and it is difficult to touch their hearts in a short time.
Henan people can't do without Fat Donglai, but outsiders don't have much affection for it, Fat Donglai's experience accumulated over the years is limited to Henan, and it can't be reused in other regions.
The service content and business hours of Fat Donglai are also facing difficulties in adapting to other regionsFat Donglai has always been known for its service and will hold many ** activities, but compared with other large chain supermarkets, this service advantage is not obvious.
PlusFat Donglai closes its doors every Tuesday for rest, and in addition to national holidays, Fat Donglai also allows each employee to rest for up to 145 days a yearThis kind of work and rest arrangement can fit in with the life of locals in third- and fourth-tier cities, but it may not be practical in big cities, and it will be in strong contrast with 24-hour supermarkets.
In order to adapt to the fast pace of the big city, Fat DonglaiEither increase the number of employees and reduce the rest time to maintain service, which will inevitably lead to significant labor costsEither the current model is maintained, and service satisfaction will inevitably decline
Finally, the price of Fat Donglai's own goods is high, which is acceptable in Henan, but it may not be desirable for consumers in other regions.
As the leader of Henan supermarkets, Fat Donglai occupies a dominant position, and the relatively high pricing of its own goods will not affect sales, but it may be replaced by more favorable alternatives in other regions, thereby weakening the overall income of supermarkets.
And Yu Donglai after deducting the rent, utilities and costs of the supermarketThe remaining 95 percent of the money was distributed to the employees underneathHe also couldn't afford to buy land in a new place or rent a new supermarket.
Fat Donglai's success in Henan is also inseparable from the support of the locals, if it faces various challenges once it leaves Henan, its business model is not reproducible.
Coupled with the fact that the founder himself has no ambition to expand the enterprise, it is not easy for Fat Donglai to gain a firm foothold in HenanThere are still many uncertainties about replicating its model and going out of Henan.
On June 16 this year, the chairman of Fat Donglai had a dialogue with the chairman of Lianshang.com for the first timeAt the same time, he also took the opportunity to announce his retirement, handed over the industry under his hand to a young man who is more suitable for it, and this boss, who was called the most "stupid" by countless people, quit because of this.
As a supermarket, it is commendable to have a "people-oriented" corporate philosophy, and if Fat Donglai does not empathize with customers, it may not be known to the world.
It is said that orange is born in Huainan and orange is born in Huaibei, which is the innate local attribute of HenanPerhaps it is not only the root of Fat Donglai's unique charm, but also restricts its further development.
I hope that one day, the concept of "Fat Donglai" can be realized in every supermarket, and the consumer market at that time is believed to be more improved than the current business environment, and won the heartfelt praise of the people.