This hotel sells vegetables in the street.

7- 1 1 is my favorite convenience store. When I was in Japan, I found that there would be many 7- 1 1 in the same area, which brought great convenience to my life, including at home. I also like 7- 1 1 very much, every time. I was deeply impressed by his sandwiches and delicious sandwiches, including its ATM service, because I haven't seen any convenience store in China that can provide ATM service at present. Many ATMs in our country are placed in shopping malls, including some public places, as well as some shops facing the street or next to banks. Why not provide banking services like 7- 1 1? Perhaps this is also a point that we can think deeply about.

The author of this book is Suzuki Wenmin, who is also the founder of 7- 1 1 convenience store. Combined with more than 40 years of retail experience, I also want to see the growth history of a great entrepreneur through this book. How did he go from an ordinary employee to the founder of 7- 1 1 This article has 8 * *. I read the first four chapters today.

Break common sense.

There is a key point in this, and competitors are needed. In my own Sahara hotel project, I have always stressed that I want to be a 1 star tent hotel, so I strive to be a 1 local hotel. Because 1 hotel is so famous, my idea is that I will have no competitors, so I can occupy the market. But after reading this book, if a tree grows alone in an empty place, it will soon wither. Management lies in ways and methods. The core of any business operation is the quality of products and the content of services, which is not directly related to the size of stores. 7- 1 1 was founded in an era when it was crowded out by large street shops. During the period, the founder visited the United States and found such a store with retail business, hoping to introduce this business to Japan. After some very difficult negotiations, he finally introduced the concept store 7- 1 1 to Japan. And in two years, we have achieved the number of 100 from a brand, and in this process, it pays great attention to intensive strategic positions, so that's why we will see the brand benefits of 7- 1 1, of course, 1 somewhere, speeding up distribution efficiency, 3. As far as I know, 7- 1 1 is most effective in its logistics system and commodity distribution. They all distribute goods at midnight every day, because there are no customers at this time. First, they set up similar manufacturers in the same area, and then they also set up distribution centers.

Not limited by historical experience, in fact, I can also understand it as breaking the mindset.

Why is the daily average turnover of 7- 1 1 always ahead of other convenience stores? First, always implement the intensive site selection strategy; Second, it has a basic system of product development and supply; Third, pay attention to direct communication with employees. Communication here refers to two-way communication, because one-way communication is meaningless without feedback. In our eyes, the real competitors are not convenience stores of other brands, but the ever-changing customer needs. We should pay attention to our customers rather than our competitors and truly meet their needs. The main management mode of 7- 1 1 is conference. There are various meetings with different orientations, such as the manager meeting of management and the regional consultant meeting of store management consultants. The founder will only ask two questions about the theme of each meeting. 1, we must grasp the sales trend of each product, establish assumptions and verify them with real data, so as to improve the accuracy of ordering and implement single product management. 2. Stores and employees themselves should make changes according to the changing needs of customers. In order to grow up quickly, we all need to actively respond to changes, stay in the information and get inspiration through speeches, which is also the only rule of the founders.

The philosophy of retail, people who can't do basic work, can't initiate innovation; As long as you have the awareness of finding problems, effective information will naturally appear. Don't talk about numerical goals casually. According to Suzuki's business thinking law, enterprises must rely on their own wisdom to establish a sustainable development cause and judge whether a cause is feasible. More importantly, they should proceed from the standpoint of consumers, take consumers as the guide, and conduct an in-depth investigation to see if they meet the demand. So on this basis, 7- 1 1 put forward the idea of opening banking business. Of course, his banking business mainly focuses on settlement and does not involve financing, because the banking business of opening ATM machines has greatly improved profitability. Starting a banking business has achieved the goal of profitability within three years. Of course, this is also a qualitative change caused by the number of stores opened. The number of customers entering the store showed a spurt growth, and the new value of banking services provided by 7- 1 1 was fully recognized by customers. In this process, it is very difficult to implement because of the opposition of many people. In this process, leaders must have the belief of winning. Retail philosophy: The more profitable a business looks, the more likely it is to be saturated. As long as you have a firm belief, you won't make a wrong judgment. Rational understanding is as important as perceptual acceptance.

What consumers pursue is quality.

Compared with cheap, consumers prefer good quality, which is what we often say to meet consumers' needs and make consumers feel valuable. On this basis, 7- 1 1 also gave birth to its own brand and product research and development strength. From the initial dozens of products to more than 1700 now, in the process of continuous development and expansion of products, he used scientific data to create a delicious image and concentrated the strength of experts to solve the problem of insufficient delicious products. Here, I think we can learn from his method and how to make delicious rice balls. He said, like red bean rice balls. When he ate it, he felt that red beans didn't feel waxy, so he decomposed the ingredients of red bean rice balls, and then re-formulated the technology to make them feel waxy with scientific data ratio. This is what he said, a delicious colossus, I think.

Consumption is psychological warfare.

Here, I learned a very useful tool, that is, suppose to execute the verification method. As for the reasons for the unsalable products in the new retail, people will think that it may be because of the economic recession, and consumers are short of money. But I still remember that during the financial crisis one year, people did buy real estate on a large scale, and their sales declined, but the consumption of some small commodities, such as lipstick, increased greatly. When people keep their pockets tight and can't buy some high-consumption products, they will inevitably turn to some low-consumption products. For new retail products, most of them meet the basic needs, so there is only one reason why some products are unsalable and business is depressed, that is, the current working methods can not adapt to the changes of the times and the needs of consumers.

Very interesting, I saw the application system of pos machine here. In the 1970s, seven eleven was still selling good products and records and unsalable products with very old handwritten records. The workload is getting bigger and bigger, so the founder introduced a pos machine to scan the cashier with a pen. In this case, the code is scanned in one go, and it is very simple to collect data through settlement pos. In this case, the next day, assuming the weather conditions of the next day, assuming the tourist season, in this case, we can increase the demand for products that are about to usher in high consumption.

Consumption is a psychological war. There is also a dynamic social change here. Japan has developed from the initial high-speed economy to the deceleration stage. For the people, they are more concerned about not only material things, but also the embodiment and development of their own values. The Japanese are used to a material-rich society. Compared with working as hard as in the past, his current values are more inclined to a self-centered life.

If we can understand the national character of Japanese people, their thinking is full of contradictions. Even in the era of material abundance, we are not willing to take out our wallets easily, although our material desires are particularly sensitive to differences. In this case, we can't just look at the superficial phenomenon, but also analyze the social status quo, in order to figure out the customer's psychology and capture the demand for products.

Although the consumption form appears to be diversified on the surface, it actually has the characteristics of centralization. Why can special rice balls become hot-selling products? As the market becomes more and more saturated. Faced with the deflationary macroeconomic environment, enterprises are caught in a vicious circle of sharp price cuts. For example, McDonald's launched a half-price promotion on weekdays, and 7- 1 1 also had rice balls of 100 and 120 yen, and because of the price war, bad enterprises fell into a vicious circle of selling technical products unprofitable, so they proposed it at that time. Special rice balls use higher-end ingredients than ordinary rice balls, and the price is higher. Facts have proved that no matter how depressed the economy is, consumers' motivation to buy products will not just stay at cheap prices. Compared with the new value of price products, the experience with better taste can promote consumers' willingness to buy. Therefore, compared with the era of product surplus and consumption saturation, whether the product has new value is the key to determine the purchase behavior. This also shows that it is not for the sake of customers, but from the standpoint of customers.

Management should be constantly changing. Only products that make people feel fresh and unexpected can attract consumers' attention. However, in the era of consumption saturation, the intention of making a fuss on the surface as in the past is not enough to shake the hearts of consumers. In addition to strict requirements on quality, it also needs an unparalleled overwhelming advantage. Therefore, seventy-one repositioned its business posture, which is convenient at close range. In order to realize convenience stores as life infrastructure, they have special and various delivery structures. What impressed me deeply was that when they walked into the customer, they changed from waiting to attacking, and then they kept getting closer in space and took seven meals for the middle-aged and elderly people. In this part of the user's portrait, 7- 1 1 is more detailed. His requirements for promotion means must be based on all relevant data such as the customer's life, age, gender, hobbies, and even festivals held in his community, and analyze what products and services customers need one by one.

The other is about the integration of network and physical store. In this networked world, there are fewer and fewer physical stores. Internet media can be used to plant rivets for users. Thereby guiding users' online and offline shopping activities. 7- 1 1 not only has the functions of ATM and bank, but also provides copying and printing services as a new role of life infrastructure. According to different regions, there are also services for collecting business expenses and paying taxes. Of course, I hope to provide more space for more people to get together in the future.

Coping with change is the basic principle.

The biggest constant in this world is that it is always changing, paying attention to the changes of the times and society, creating unique products and building differentiated lifestyles. 3 reasons for maintaining steady growth: persisting in coping with the changes of society and times, all employees always find out, always keep the awareness of finding problems, and establish various assumptions to challenge various businesses. Enterprises that have fallen into a trough often have two characteristics, indulging in the smooth sailing of the past and never willing to change their successful experience. Second, blindly think of the unexpected, but short-sighted, only concerned about immediate interests. In the case of the decline of American southern companies. It also comes down to the direct reason is the failure of diversified expansion, but the essential reason is the fragility of the main business, which is the fatal root of its career failure.

I associate it with my entrepreneurial project. I have thought of many ways and means to expand the project before, including adding lines because of the single product and laying low-cost drainage products to attract customers because of the high unit price. For example, in this process, I thought of sharing good things and importing some Moroccan goods for sale from Morocco, but I soon gave up this idea. When you import special products from overseas, you will have more extra costs, such as purchasing, such as transportation, logistics and warehousing, and adding too many extra items. For those who start businesses with light assets, the best thing is to release your core values.

When the business develops to a certain S&, the business of the subsidiary actually exceeds that of the parent company. If the parent company still gets dividends through the inherent settlement method at this time, it is unrealistic and overestimated. In the long run, there will be hidden dangers, so in 2005, S&; Our holding group was established. In order to maintain the vitality of enterprises, we must carry out thorough reforms by drastic means, and transform each enterprise into a more flexible organization, and the key factor that determines the success or failure of the cause lies in people.

7- 1 1 This company has always been a company that constantly takes the initiative to make changes. The essence of its operation is similar in any country. If it is reform, it needs to start with total negation, and compromise is the end.

Break common sense again.

In the process of continuous growth of 7- 1 1, they also gradually expand their enterprises overseas. Overseas, catching the changes of social conditions and residents' living needs in the target country and providing corresponding products and services, seven eleven, a business strategy to cope with changes, is universally applicable. And product research and development has moved from Japanese local product research and development to global research and development. Finally, I have some personal feelings about the founder Suzuki Wenmin. I have been engaged in the retail industry for more than 40 years, just as many people will ask you why you like your present job. Few people will say that because I like it or it is my talent, maybe 70% people are not satisfied with their current jobs, but because it is their choice, they will bite the bullet and work hard. This is the attitude that people in the workplace should have. Of course, the more important thing I learned in this process is that we can't change our mentality. Because we have gained some successful experience in the past, we will immediately realize that this is the key point, and it is not advisable to immerse ourselves in the inertia thinking of past experience. This kind of thinking habit needs to be inherited and changed, then we can understand that work is based on the challenges of years, and we will not be disturbed by the outside world when making judgments, so we must break our own thinking mode and cognitive blind spot.

7- 1 1 retail giant, this kind of retail store can be seen everywhere in our life, and he is really fulfilling the role of one-stop meeting the needs of consumers. At present, many enterprises have made changes in the epidemic, which is also worthy of our deep thinking. For example, Aunt Qian doesn't sell overnight dishes. On the basis of selling vegetables at first, she has gradually started selling fruits, dry goods and snacks. Of course, the best and most important thing he has always carried out is not to sell overnight dishes, but to keep them fresh at night, attracting a large number of customers. During the epidemic, Sinopec launched a grocery shopping service at the Yi Jie convenience store in the gas station. Some time ago, I saw that Baiguoyuan, which sells fruits, also launched a vegetable selling service.

Under the changing trend of today's society, if we can't keep up with the trend of the times, constantly adapt to the development of the times and meet the needs of consumers, enterprises will inevitably fail to achieve leap-forward development. By reading this book, I am also thinking deeply. In my industry, I hope to create a minority tour and lead more exquisite people to appreciate the scenery of the minority. In this process, my grasp of the product is a harsh degree. The urgent task is to grasp and improve products, provide a high-quality product that meets the needs of consumers, and accurately and accurately divide user portraits and customer groups, so that maybe I can grasp my more accurate customer groups. This is another course worth pondering.