What is the top stream in the supermarket industry? Go to Xuchang, Henan to see Fat Donglai.
At the beginning of this year, the five fat Donglai opened for business, and the passenger flow was crowded, and there were so many people that it was comparable to a 5A-level scenic spot, and even the chairman had to go into battle in person to maintain order, and a new idiom was born - Donglai persuasion.
And what's even more outrageous than this is that Fat Donglai even sold the feeling of cabbage:
Some foreign tourists rushed all the way to Fat East to buy **, but they only saw the empty counter, and bluntly said, "I knew it was selling very hot, but I didn't expect it to be so popular." ”
So how popular is that?
In the ** counter of Fat Donglai, no matter what rings, earrings, or bracelets and necklaces, all ** products are sold out.
In Fat Donglai, not only can you not buy overnight dishes, but you can't even buy "overnight**".
As for why Fat Donglai's ** is so popular, the reason is also very simple:
Fat Donglai's ** is not only fidelity, but also has no processing fees, and is truly "good quality and low price".
However, although Fat Donglai's business is so hot, achieving a revenue of more than 10 billion last year, the profit is pitiful, only 100 million.
Buying and selling is so good, why not make money?
In fact, Fat Donglai's reputation is not only **, but almost what he sells.
For example, last year's Mid-Autumn Festival's "Internet celebrity big moon cake" is a product independently developed and produced by Fat Donglai, with a size of 6 inches, divided into two flavors: taro mochi crisp and red bean egg yolk crisp, each selling for 298 yuan, which triggered a crazy rush when it was put on the shelves, and people lined up to buy it.
For a time, there was also an overnight queue to buy and ***, which caused Fat Donglai to have to issue a notice to suspend offline sales and change to online sales.
In addition to ** and moon cakes, including red velvet cakes, ice bread, wine, etc., have caused panic buying in Fat Donglai.
This supermarket seems to have some special magic, even if it sells the same product, it will be extremely popular when it is put in Fat Donglai.
Under the hot sales of goods, Fat Donglai has also been "favored" by scalpers:
Some consumers bought a number from a scalper for 500 yuan, but the result was an expired and invalid number the day before.
In the end, Yu Donglai, chairman of Fat Donglai, couldn't look past it, so he made an exception and led him in.
was disturbed by scalpers, and Yu Donglai had to hurry up to advise customers:
"Don't buy scalpers for the sake of snapping! ”
The opening of a supermarket has become a lottery system, and scalpers have been forced to do it, not to mention the whole of China, I am afraid that there is only one in the world.
Many people have probably heard the saying:
Within a radius of ten miles from Fat Donglai, it is the "forbidden area" of other supermarkets, whether it is Wal-Mart, RT-Mart, or the former Carrefour, one is counted as one, and all of them are not Fat Donglai's opponents.
Every consumer who has been to Fat Donglai is full of praise, and from the bottom of his heart, he has a feeling of "except Wushan is not a cloud", and he only goes to Fat Donglai when he goes to the supermarket.
So what is the magic of Fat Donglai?
There are two main points, one is the ultimate service, and the other is reasonable profit.
The first is the ultimate service.
Fat Donglai is also known as the "Haidilao in Haidilao" in the supermarket industry, and its service attitude is better than that of Haidilao.
For example, as long as there is a problem with the goods purchased in Fat Donglai, only one ** is needed within 1 year, and the goods will be returned and exchanged directly.
Some netizens once said that after buying an air conditioner for 1 year, Fat Donglai received ** and received a price difference subsidy of 500 yuan, so who else did this service have?
In addition, what to buy frozen food and send ice cubes, 6 shopping carts of different sizes, pet storage, complete hygiene products for women's toilets, etc., whether it is what consumers think of, or unexpected needs, Fat Donglai has done it all.
To make the supermarket a paternalistic all-inclusive service, it is natural that Fat Donglai is welcomed.
The second is reasonable profits.
All supermarkets will go to great lengths to discount **, what to buy watermelon and send spoons, buy crayfish and send beer, etc., are some routine operations.
But Fat Donglai is different, the way is simple and rude:
Directly mark all goods on the purchase price, indicating the profit, so that consumers are willing to pay for a reasonable profit.
For example, a while ago, Fat Donglai was on the hot search because of selling down jackets, and the purchase price of a down jacket with a price of 499 yuan was 4987 yuan, and the profit turned out to be only 3 cents.
Many netizens are even worried about Fat Donglai: Won't you lose money if you sell it like this?
And this also explains from the side why Fat Donglai sold more than 10 billion last year, but the net profit was only 100 million, and a down jacket earned 3 cents.
As Fat Donglai became popular on the Internet, the most asked question was when he could open a store near my home?
Countless netizens want to experience a "human" supermarket service at their doorstep, and their desire for Fat Donglai overflows the screen.
However, despite the plump ideals, the reality is skinnyIf you want Fat Donglai to bloom all over the country, I'm afraid it's not as easy as you imagined.
You must know that the reason why Fat Donglai can bring the ultimate service to everyone is that it first gives employees a high treatment that exceeds the general level.
Xuchang itself is a third- or fourth-tier city, and the local salary level is not high, but even ordinary employees from Fat Donglai can get a salary of about 7,000 yuan.
And more importantly, Fat Donglai closes the store every Tuesday, all employees have a holiday, the annual vacation of grassroots employees can reach 135 days, and the annual vacation of middle-level leaders is as high as 190 days.
It is precisely because of this that the boss lifts the employees high, and the employees naturally sincerely put the customers in their hearts, so they have created the reputation of Fat Donglai today.
And if Fat Donglai wants to break out of Henan and go to the whole country, then the problem arises:
With the high cost of manpower and land in first- and second-tier cities, can Fat Donglai still bring such an ultimate service to everyone?
Fat Donglai can minimize profits in Henan, which is based on the low cost of manpower and land, and the large number of fresh self-harvesting resources.
Therefore, if you want Fat Donglai to open to everyone's doorstep, there may not be much hope in a short period of time.
Write at the end:
The supermarket has been made into a scalper, and the business mode and business philosophy of Fat Donglai are worthy of learning from all supermarkets in the country.
In the end, I really hope that companies like Fat Donglai and bosses like Yu Donglai can have more and more, which is a great thing for both consumers and workers. Kunpeng Project