fastrack

Three major beliefs

Respect for the individual

Customer service

striving for excellence

operating instruction

1. Control costs.

2. Profit sharing plan.

3. Encourage your colleagues.

You can learn from anyone.

5. Appreciate colleagues' contribution to the company.

6. Allow failure.

7. Listen to the opinions of everyone in the company.

8. Exceeding customers' expectations, they will come again and again.

9. Control costs are lower than competitors.

10. Go upstream, find another way and give up traditional ideas.

cheap

Wal-Mart is slightly larger than ordinary supermarkets, with an average area of about 45,000 square feet. They deal in a wide range of goods, and everything a family needs can be bought here, which is also called "family shopping once". From clothing, fabrics, medicines, toys, all kinds of daily necessities, household appliances, jewelry and cosmetics, to auto parts, small yachts and so on. The goods are displayed neatly. Newcomers to the United States often don't know where to put what they need when visiting supermarkets. Wal-Mart's logo is very clear, so you won't get lost in such a huge plane space. Every Wal-Mart has a big slogan "Cheap every day". After careful comparison, the same brand goods in this store are cheap. Buy two "target" brand toothpaste. In other supermarkets, the price is 65438 yuan +0. Wal-Mart costs 99 each, while here it only costs $65,438 +0.36. The quality of the goods is beyond reproach. Other cheap shops are full of goods from Taiwan Province province, and the customers are mostly blacks and other ethnic minorities. In the Wal-Mart market, most products are made in America. When customers enter the door, they are faced with a banner of "Buy American". This can not only inspire patriotic enthusiasm, but also symbolize high quality. Wal-Mart's customers include the middle class and the low-income class, which account for the majority of the American population. If the customer is not satisfied with anything he bought at Wal-Mart, he can take it back to the store within 1 month and refund all the money.

All large supermarket chains adopt low-cost management strategies. What makes Wal-Mart different is that it tries its best to save money from various aspects, such as purchase channels, distribution methods, marketing expenses and management expenses, and puts forward the slogan of "parity every day and consistency", striving to realize the promise of cheaper prices than other firms. Strict purchasing attitude, perfect distribution system and advanced inventory management are the key factors for Wal-Mart to achieve the lowest cost and the cheapest price. Its founder Walton once said, "We attach importance to the value of every penny, because one of the purposes of our service is to help every customer save money when shopping in the store. Every time we save a dollar, we win the trust of our customers. " To this end, he asked every purchaser to be firm when purchasing goods. He warned: "You are not bargaining for the store, but bargaining for the customers. We should strive for the best price for our customers. "

Feedback and efficiency

Wal-Mart's computer system is second only to the US military system, and there are more servers than Microsoft headquarters. The high-speed computer at the headquarters is connected with Wal-Mart stores all over the world. Every item sold at the checkout counter of the store through a laser scanner will be automatically recorded in the computer. When the stock of a certain commodity is reduced to a certain amount, the computer will send a signal to automatically place an order and remind the store to ask for the goods from the headquarters in time. The headquarters arranges the supply of goods and sends them to the nearest distribution center, and then the computer in the distribution center arranges the delivery time and route. The required goods will appear on the shelves of the warehouse within 24 hours after the store places an order. This efficient inventory management enables the company to quickly grasp the sales situation and market demand trends, and replenish the inventory shortage in time. This can reduce the inventory risk, reduce the backlog of funds and speed up the operation of funds.

Wal-Mart has also adopted warehouse management, which fully embodies economies of scale in the cost of commodity sales. For example, the interior decoration of Sam's member store is simple, and all shelf space is used to store and display goods as much as possible. The price is not marked on every commodity, but on the shelf. As long as the barcode of the goods is scanned, the cash register will accurately collect the price. Commodities are mostly sold in large packages to reduce the cost of a single package. With the continuous improvement of China's productivity level and the enhancement of consumers' purchasing power, many cities have the conditions to implement this model. Merchants gradually realized the advantages of warehousing business model and began some attempts. Cheap storage stores like Guangkelong are opening one after another. At present, the most critical issue is to learn from the experience of foreign successful enterprises (such as Wal-Mart) to achieve the lowest cost and achieve economies of scale more comprehensively and thoroughly.

In the retail industry, comfortable shopping environment and good service are bound to be associated with higher prices; However, in chain supermarkets with low commodity prices, customers can only get discounts on shopping prices, but they can't enjoy quality services. K-Mart is a famous large discount chain store in America. It has a large number of shops, but few clerks to save labor costs. Although there are many kinds of cheap goods on display in the shop, it is not easy for customers to ask one or two shop assistants about them. Here, although customers have satisfied their desire to buy cheap goods, they don't feel that the clerk pays a little attention to them, so there is a fly in the ointment in their hearts.

It is not enough for retail enterprises to establish brand image in customers' minds only by relying on good quality and cheap goods. Customers also want to enjoy meticulous and enthusiastic service while shopping. It is with this in mind that Wal-Mart attracts a large number of customers with its superb service from the customer's point of view. When you walk into any Wal-Mart supermarket, the clerk will immediately appear in front of you, smiling. There is a slogan in the shop, "We try our best to ensure that every product will satisfy you!" If customers are not satisfied with any goods they buy here, they can return them to the store within one month and get full payment. Walton once said, "We all work for customers. You may think you are working for your boss, but in fact he is just like you. There is a big boss outside our organization, and that is the customer. " Wal-Mart regards quality service as its highest duty. In many Wal-Mart stores, there are signs like this:

1. The customer is always right.

2. If the customer makes a mistake, please refer to Article 1.

This is a vivid portrayal of Wal-Mart's customer first principle. Some employees said with emotion, "Wal-Mart made us realize for the first time that customers are always right." The secret of Wal-Mart's management lies in constantly understanding customers' needs, putting yourself in their shoes and providing customers with the greatest convenience. Once, a customer went to Wal-Mart to find a special paint, but the store was out of stock, so the manager of the paint department personally took the customer to the opposite paint store to buy it. The customers and the owner of the paint shop are very grateful. Walton often says to employees, "Let's treat our customers with friendliness and enthusiasm, just like entertaining guests at home, and let them feel that we care about their needs all the time."

"One-stop" shopping

Whether customers can buy all the goods they need at one time, whether they can get the sales information of new products in time, whether they can enjoy extra services such as door-to-door delivery and free parking, and whether they can shop in the store at any time ... These questions are also important signs to evaluate the quality of a store.

In Wal-Mart, consumers can experience the new concept of "one-stop shopping". In terms of commodity structure, we strive to be rich in varieties and distinctive in characteristics to meet customers' various preferences. Its business projects are diverse, including food, toys, new clothes, cosmetics, household appliances, daily necessities, meat, fruits and vegetables.

In addition, for the convenience of customers, Wal-Mart has set up some special service types:

Free parking: For example, Sam Store in Shenzhen has nearly 400 free parking spaces when its business area exceeds 12000 square meters, while another Wal-Mart shopping plaza with its business area exceeding 17800 square meters also has about 150 parking spaces.

Wal-Mart moved the bakery into the shopping center, and even set up the "Sam Leisure Corridor", where all the delicious food and fresh cakes are for customers to enjoy after shopping.

Hiring professionals in the store to consult customers about computers, cameras, video recorders and related products for free will help reduce the risks brought by blind purchase.

There is a Michelle Xerox document processing business center in the store, which can provide customers with many services, including making and copying color documents, enlarging and reducing engineering drawings, high-speed printing and so on.

Wal-Mart can provide one-time delivery service for purchases over 2,000 yuan, and every time you go to 49 yuan within the prescribed scope (because the commodity price does not include delivery fees).

In addition, Shenzhen Sam Store handles all mobile computer sales and all models sold by the Mobile Bureau. The price is cheaper than other agency outlets 100 yuan; We also sell Runxun's communication products as an agent, and charge various types of Taiwan fees. All kinds of Chinese computers and digital computers are cheaper than other Runxun outlets in 50 yuan.

In the location of stores, Wal-Mart also takes convenience for customers to shop as the primary consideration. In the United States, its tentacles extend to remote small towns that Sears and Kmart disdain. From Minnesota to Mississippi, from Southern California to Oklahoma, Wal-Mart is everywhere. Wal-Mart will open in any township as long as it lacks cheap stores.

Donate public welfare

In order to provide more benefits to customers, Wal-Mart tries its best to reduce advertising expenses. For this reason, Wal-Mart has made great efforts to promote creativity and strive to get the best results with the least investment. All products promoted by Wal-Mart are always snapped up. In the way of promotion, Wal-Mart pays special attention to the role of event marketing. For example, the Fairbury branch in Nablus, California, set up a "Precision Shopping Float Training Team" to participate in the local float parade. All the players dressed in Wal-Mart uniforms and pushing floats to change formation stood out in the parade. In order to add some interest to the boring life in the community and create a happy atmosphere, Wal-Mart will regularly hold a series of outdoor auctions, bands and circus performances to attract customers to shop. Every year, on the second Saturday of 10, Wal-Mart will hold a "Eating Round Mooncakes" competition in the parking lot of Oyanta branch. This activity attracted many customers from other states to attend and watch. News media reports further enhanced the popularity of the competition and Wal-Mart. In addition, when Wal-Mart's stock went public, Wall Street securities analysts and shareholders were invited to go boating in the stream and camping on the lake.

Although Wal-Mart has repeatedly cut advertising expenses, on the other hand, it has been generous in donating money to non-profit organizations and public welfare undertakings (such as schools, libraries, economic development groups, hospitals, medical research projects and environmental protection projects).

Since 1983, Wal-Mart has donated $52 million to United Way charities in various states in the United States.

The branch in Xiangshan, Georgia held a pig-friendly competition to raise money for charity.

Since 1988, Wal-Mart has raised $57 million to help children's hospitals set up "Children's Miracle" TV programs, and is the largest sponsor.

Walton also actively funded public and private schools and set up special scholarships to help Latin American students go to Arkansas for college. He also donated a certain percentage of the turnover of his own brand "Sam American Select" as a scholarship for students studying mathematics, science and computer.

Full underwriting

Sears Company is the originator of the global bulk mail order and retail industry, and was established in 1886. Before 1992, it kept the first position in the retail industry. Its popularity in the United States is amazing-8 out of every 65,438+00 people in the United States go shopping at Sears at least once a year. Sears' commodity route has always been aimed at the middle and lower classes. One of its main selling points, like Wal-Mart, is the low price of goods. However, after entering the 1990s, Sears' retail business was in crisis, and by 1992, it had been overtaken by Wal-Mart with only a few decades' history. For the survival and development of the company, Sears had to change its business strategy and turn its attention to insurance, real estate, finance and credit card industries to diversify its operations. So why can Wal-Mart beat Sears, which has been dominant for many years, in the battlefield of retail?

Wal-Mart has chosen a variety of retail forms to target different grades of consumers in brand management strategy. It is precisely because Wal-Mart attacked from all sides and seized the high-end and low-end markets that Wal-Mart replaced Sears, which was once popular in the United States, and became the first brand in the retail industry.

After World War II, the structural level of consumers began to change constantly. The original middle and lower classes have gradually divided into "upper middle class" and "lower middle class". In order to cope with this change, Wal-Mart decisively adopted brand strategy in different business forms. Among them, the Sam Member Store founded by 1983 and the Wal-Mart Shopping Plaza founded by 1988 are all aimed at "lower" level consumers, so as to achieve an ideal situation of reducing expenses more thoroughly and win over most customers who originally belonged to Sears. Another business form, Wal-Mart General Store, was established in 1987, with a large scale and excellent service. Sears sells a wide range of products that are unique. In contrast, most of the products sold by Sears are simple in style and lack of uniqueness, so the "upper middle class" customers will certainly not be attached to Sears. Because Wal-Mart challenged Sears from these two aspects at the same time and launched an attack, Sears was unable to compete with it, and finally gave up the position of the boss and moved to industries other than retail.

Membership system is a new retail form. Sam member store is a major feature of Wal-Mart's operation, and it is also a magic weapon to win the market and defeat Sears.