Pangdonglai Trade Group Co., Ltd. Brand

Fat Donglai started in the mid-1990s and has a history of nearly 20 years. It is not easy to develop today, and it is also the first in Henan Province (Xinxiang, Zhengzhou, Luoyang, Nanyang, Xinyang and Xuchang).

Why don't Xuchang people buy things at their doorstep? But from the countryside dozens of miles away to Feidong to buy things. Let's take another look. No matter in rural areas or towns, the food bags that people carry the most are special bags from Feidong, which are almost everywhere. Although you know that things from Fat East may be more expensive than those from other supermarkets, you finally chose Fat East, and you have to rely on Fat East to eat. What does this mean? Why on earth?

Is it just a monopoly? Are you all drunk by Feidong?

In the commercial history of Xuchang, it has experienced department stores, Liancheng Department Store, Tiandu Department Store, Asia, Zhide Supermarket, Jiudi Supermarket, Yin Ji Supermarket, Xinqidian Supermarket, Yifeng Supermarket, Hongbao Department Store, etc., and many businesses, large and small, have appeared in BLACKPINK successively, and have experienced various wars, entered and exited several times, fought fiercely and competed with each other. Until today, Feidong has stood out. Is this the only thing in heaven? ! Let him be baptized and detached.

Are there many reasons such as complete goods, hardware facilities in place, good geographical location and many discount activities?

The impeccable service attitude and the business philosophy of "return if you are not satisfied" have attracted a lot of sales. You can buy anything you want at home without hesitation, because you can return it at any time.

"Trade genuine products for genuine products", like a spell, has firmly attracted all consumers.

"I never thought about how much I want to be. I just want to manage a store. " When some enterprises try their best to become bigger and stronger, Yu Donglai of Xuchang, Henan Province thinks his enterprise is too "big" and tries to resist the attack of giants. The fat Donglai Life Plaza he founded has an annual sales of 500 million yuan, and even retail giants such as Wal-Mart and Carrefour can't get in.

Throughout the retail industry in 2009, retail giants have opened up territory and occupied second-and third-tier cities. More than 90% of the newly opened stores of giants such as Wal-Mart, Carrefour and Tesco are located in second-and third-tier cities. Local retailers in the second and third tier markets are in jeopardy. In addition, foreign retailers have been paying attention to local enterprises and waiting for M&A opportunities. Among them, the biggest retail merger case in that year was that Lotte Department Store of Korea bought Jiangsu Times Retail for a huge sum of 4.26 billion yuan, and Lotte took this opportunity to enter Jiangsu, Zhejiang and Shanghai.

While the retail industry frequently staged "eat small fish the Big Fish" and local retailers shouted "Wolf", Pang Donglai from Xuchang, Henan Province was never afraid of domestic and foreign retail giants. Zhao Ping, deputy director of the Consumer Economics Research Department of the Research Institute of the Ministry of Commerce, said that the degree of localization of the retail industry is very important. Compared with foreign investment, no one knows the situation in this area better than local retailers. If local enterprises learn from the management experience of some large enterprises and combine their own local advantages, they will definitely be king in their own country, and Fat East is the best example for retail enterprises to practice their internal strength and be king in their own country.

It is true that in the face of Carrefour and Wal-Mart, which may enter Xuchang in a few years, Fat Donglai is not in a hurry to go to other provinces and cities, nor is it expanding everywhere, but concentrates on doing a good job in the enterprise.

Pangdonglai, founded in 1995, started as a tobacco hotel and now involves supermarkets, department stores, specialty stores and convenience stores. From clothing, home appliances to jewelry; From medicines and catering to grain, oil, fruits and vegetables, all goods or services closely related to daily life are almost all-encompassing. Fat Donglai monopolized the retail industry with dense commercial outlets in Xuchang, and only a few convenience stores and tobacco hotels survived in the cracks.

According to senior industry insiders, there is no secret in Pangdong's operation, just working hard on service and giving customers whatever they want. In Feidong, customers are God. There are always several full-time service personnel standing at the elevator entrance and exit of the floor to help the elderly and children and constantly remind passengers softly. Once there was a fellow villager who came from afar and wanted to buy some buckwheat noodles as a "medicine primer" to treat diseases. At that time, Pangdong did not have this product. After leaving the address of the fellow villagers, the waiter purchased the goods from other places and delivered them to the door.

The intimate service of employees to customers originates from the humanized management system in Yu Donglai. "Give him more than 10,000 yuan a month, I don't believe he will jump ship?" Yu Donglai knows that the essence of business model is to give the best talents the highest salary, and the best talents create the greatest value.

In Pangdonglai, grass-roots employees can get 2200 yuan a month, plus the company's shares, they can get 300 yuan a month. The annual salary of the squad leader is 60,000, the director is 220,000, the store manager is 500,000, and the regional manager is 654.38+00,000. Not only that, Yu Donglai distributed all his shares to employees, but he didn't own any shares.

Every employee of Pangdong has a "Planning Manual", including "Life Planning", "Work Standard" and "Living Standard", in which "Life Planning" is detailed enough to plan housing for employees, and grass-roots employees are two or three people sharing two bedrooms; There is a set of 60 ~ 80 square meters of housing at the director level; The director has 100 square meters of housing. According to the plan, it will take six years for the clerk to grow into a store manager. "We should not only teach employees how to work, but also teach them how to enjoy life." Yu Donglai has always been very willing to give up employees.

Retailers must do well on the basis of fairness and integrity with suppliers. The relationship between zero supply and zero supply is a concern of many retailers. However, apart from quality problems, Fat Donglai has never punished merchants, and the harmony with suppliers has also enabled Fat Donglai to win the lowest price for consumers, give back to customers and enhance competitiveness.

When other competitors are busy expanding their territory, Fat Donglai focuses on upgrading the shopping environment. Considering the convenience and relaxation of customers' shopping, a large number of new facilities have been added in the cashier line, fresh food area and parcel storage area. Fat Donglai comprehensively examines and enriches the commodity structure to cater to the habits and needs of different consumer classes.

Cai Yingde, general manager of Dennis, once said that in the secondary market, competitors are no longer foreign-funded enterprises such as Wal-Mart and Carrefour, but these "local tyrants and princes". Huang Lizhi, chairman of Dashang Institute, also believes that Pangdonglai is an enterprise worth learning. While improving service, we should constantly learn and practice our internal strength and make solid progress.

Perhaps, this is Feidong's strategy, taking defense as the attack.