As a supermarket enterprise in Xuchang, Henan, Fat Donglai's reputation can be described as shocking throughout the country.
In a simple phrase,People who have gone to Fat East to buy things or go to work have not said that it is good.
In terms of employee benefits, Fat Donglai's holidays far exceed those of other companies, and the salary level is also very high.
In terms of customer consumption experience, Fat Donglai's main focus is a parity transaction, and a piece of clothing only earns a few cents.
Because of this model of Fat Donglai, both the "customer-employee" are satisfiedSo much so that the people call it "the best store in China".
However, the operating profit of Fat Donglai in recent years has exceeded people's imagination.
For example, in the last year,Fat Donglai's revenue is more than 10 billion, but the profit is only 400 millionSo much so that netizens have expressed their "complaints" about it.
In other words, how did Fat Donglai "lose" to this point? What do netizens say about Fat Donglai's model?
Before answering this question, let's first talk about how good Fat Donglai's welfare is.
The first is employee welfare, as we all know, Fat Donglai's holiday system is extremely humane.
Its grass-roots employees can have 135 days of vacation a year, and middle-level leaders can take 190 days of vacation a year.
And it is said that Fat Donglai's employees must be approved for leave, and once they do not approve, the leader will be punished, which shows that Fat Donglai does attach more importance to such things as holidays.
If there is a particularly busy holiday, Fat Donglai will even close the store early to let the employees rest.
It can be said that the employees of Fat Donglai are on vacation for almost half of the year, and they need to be more moisturized.
In terms of income, the income of Fat Donglai's grassroots employees has reached about 7,000 yuanThis income is already very high in a third-tier city like Xuchang.
What's more, employees only need to work 6-7 hours a day, so in comparison, Fat Donglai is simply a conscientious enterprise.
It is worth mentioning that within Fat Donglai, there is also an employee grievance award.
Once the employee is in the process of work, the customer is harassed,At that time, you can rely on this "grievance experience" to receive 5,000 yuan in cash.
There is almost no one who does not flock to such a conscientious company.
In addition to being better for employees, Fat Donglai is also better for consumers.
For example, in terms of clothing products, all the clothes of Fat Donglai are marked with the purchase price.
Many customers compare the import price of clothes with the selling price, and find that the profit is only about a few cents, so Fat Donglai hardly makes any money.
In terms of food, those ready-to-eat foods from Fat Donglai will start to be discounted at 7 o'clock every night.
If it's a freshly cut fruit, the discount starts after 4 hours.
Because Fat Donglai's service is so good, on the first day after the end of the Spring Festival this year, Fat Donglai lined up in a long line.
Just like the Spring Festival, everyone flocked to the shopping mall of Fat Donglai for big purchases.
Having said so much, everyone can also see that Fat Donglai really has nothing to say about the welfare of customers and employees.
In this case, it is understandable that it only earns 400 million in 10 billion revenue. After all, the money has been spent, so how can there be left?
Of course, as soon as Fat Donglai's revenue report came out, it immediately sparked a lot of discussions among netizens.
For example, a netizen said that he bought an air conditioner in Fat Donglai a year ago, and received ** a year later.
**It was said that the price of this air conditioner had been reduced by 500 yuan, so now the difference in price should be refunded to this customer.
I have to say that Fat Donglai is really not going to make money in terms of after-sales service.
Some netizens said: "As long as you go to Fat Donglai to shop, you can almost buy things with your eyes closed, because you won't be cheated at all."
What's more, some netizens commented:"Fat Donglai opened to **, and the shopping malls around 30 miles immediately did not grow a single inch of grass."
Some Guangdong netizens even said indignantly: "Why didn't Fat Donglai come to Guangdong?" ”
It can be said that Fat Donglai's altruistic revenue method has already captured the hearts of countless customers.
Many people want to copy the model of Fat Donglai to their own city, so that they can indulge in the freedom of shopping.
From a macro perspective, Fat Donglai's success is not just about providing benefits to its employees and customers.
To a certain extent, it also solves the problems of sluggish local consumption and sluggish employment.
The reason why many young people can't find a job nowadays is simply because the salary is too low, or they have been wronged too much in the workplace.
In this case, many people simply don't look for it and go home and lie down.
The high welfare of Fat Donglai, as well as the system that allows employees to have dignity, undoubtedly attract a large number of labor to join.
In this way, the pressure on the local job market is reduced.
At present, Fat Donglai has a total of more than 7,000 employees, most of whom are Xuchang locals.
After they earn money in Fat Donglai, they can go to other fields to consume, and eventually promote the common development of the local economy of all walks of lifeIt can be said that it is better to be happy alone than to be happy with everyone.
In terms of consumption, the reason why today's people have a low desire to spend is mainly because they don't have much money in their wallets and are afraid of being cheated by the store.
The appearance of Fat Donglai,Directly played the two cards of "low price" and "** transparent".In this case, consumers can purchase with confidence.
The most important thing is that the goods in Fat Donglai, from high-end to low-end, are almost all full chain**, with durians for a few hundred yuan and oranges for a few yuan.
When all levels of goods are available, customers flock to it.
Rich people who drive luxury cars will come to buy them, and poor people who don't have much money will come to buy them.
Of course, from a deep point of view, the success of Fat Donglai is also reflected in the four-dimensional win-win situation.
What is a four-dimensional win-win situation? In simple terms,It is the four elements of "customer", "employee", "business" and "brand image".
When these elements are optimally recognized, the result is a four-dimensional win-win situation.
To give a few simple examples,:For example, the three squirrels are all about customer experience.
At the Three Squirrels shop, many staff dressed in squirrel costumes greet customers warmly, and grocery bags and toy bags are hung around their waists, so customers can try them at will.
In some leisure areas, the three squirrels have also created a full ecological experience such as "coffee cake + game".Let customers relax and enjoy their minds and bodies while shopping.
Sometimes Three Squirrels will also hold some offline activities, such as ** and dance parties, etc., inviting customers to participate in them.
In this case, the customer's sense of experience will rise sharply, and they will want to go again.
As for the second element, the brand image, it should be the best done by Huawei.
As the light of domestic products, Huawei acts as the backbone of China's scientific and technological soft power.
Its success, in addition to its own strong scientific and technological strength, is also burdened with the future of the nation. That's why Huawei can become stronger and stronger.
Regarding the third element, employee welfare, JD undoubtedly has the most right to speak.
How good Dongge is to his employees, there must be no need to say much.
Not only did it raise the salary of 20,000 grassroots employees by 30%, but it also often paid couriers at the end of the year.
So much so that many netizens said frankly: "Follow Dong Ge and never disperse."
As for this fourth element, **chain, the ones that play the best now are undoubtedly those live streaming platforms.
After they negotiate with many **, they can immediately get the lowest price on the whole network.
Under this kind of advantage, many top anchors can almost sweep a series of physical stores.
Even those anchors with waist and legs were beaten to the ground.
From the analysis just now, it can also be seen that the success of an enterprise is basically inseparable from the above four elements.
They are like the four souls of the enterprise, so that the enterprise can ride the wind and waves, and become stronger and stronger.
And Fat Donglai happens to have these four elements, so it has achieved a four-dimensional win-win situation.
In this way, how can Fat Donglai not succeed?
Of course, although Fat Donglai's reputation has been beaten, there are also some voices on the Internet that point out the disadvantages of Fat Donglai. That is, "it can't get out of Henan".
Some netizens have said that this model of Fat Donglai seems to be only able to play in Henan. oneOnce out of this system, Fat Donglai's success is almost impossible to replicate.
Why? Because the ** chain of Fat Donglai is basically linked to major local enterprises.
Only in this way can Fat Donglai get the lowest price, including the lowest freight.
But if it is out of the province, it is not necessarily, and maybe the cost will be ridiculously high.
In addition,Fat Donglai's marketing method is mainly in line with the consumption habits and spending power of local customers.
What everyone wants to buy and how much demand there is, Fat Donglai can be familiar with it.
But if you go to other provinces, you have to adjust the proportion of goods purchased by the ** chain, as well as the number of warehouses and exhibitions.
Like these miscellaneous indicators, we have to re-plan.
In this case, it is unknown whether Fat Donglai can persist in persevering.
Anyway, about the success of Fat Donglai,On the one hand, it is indeed doing a good job in its own operation; On the other hand, it is dependent on the local "** consumption" system.
After the time, place, and people were all raised, Fat Donglai came into being.
Finally, I would like to mention again, although the success of Fat Donglai cannot be replicated, at least it has given everyone a glimmer of hope.
As a consumer, you can truly enjoy a god-like experience, and as an employee of a business, you can also truly enjoy high benefits and multiple holidays.
And this model can still run normally, although it doesn't make much, but it also makes more than 400 million.
So it seems,Fat Donglai's humanized management method is indeed a way to crack the "involution".
When all major enterprises in the country can do this, the lives of ordinary people will be more nourishing.