Do it if you want, or don't do it if you don't want. Wan Electrical Appliances Supermarket is Foxconn's own channel, and its positioning is "National Electrical Appliances Chain Supermarket for the vast number of urban and rural consumers".
40 thousand army mobilization meeting
Guo Taiming's business style has always been a big shot, overbearing and fierce. For example, "Open 10,000 Ma Benteng electric supermarkets in five years!" Its slogan is directed at the brand name: How can it be named "Wanma" without the reality of ten thousand stores? Foxconn's plan is to expand Ma Benteng to cities, counties and towns below the third line, which is quite a great leap forward.
What about manpower, capital and logistics that match these 10,000 stores?
What is Foxconn's greatest wealth? From the black soil and snow forest in northeast Yuan Ye to the mountain villages in Yunnan-Guizhou Plateau, from the mountain caves in Shaanxi-Gansu to the land of plenty in the south of the Yangtze River, Foxconn people's hometowns are all over the towns and cities in various provinces. What is even more rare is that a dream of wealth can often drive them to return to their hometowns to start businesses.
These people are the key to opening 10,000 stores. In February 2009, Foxconn Shenzhen Longhua Factory posted a notice: the company will select some senior employees who have worked for more than five years to go home to open stores, and the company will provide interest-free loans of more than 300,000 yuan, and employees can go home to open "10,000" home appliance chain stores at their own expense of 90,000 yuan. Most of the interest-free loans provided by the company are used as purchase money, which means that you can directly support the store with goods of corresponding value.
40,000 people signed up! By the end of June, 20 10, we will streamline the team of 50 people and attend the training courses provided by Foxconn. Three months later, they were dissolved from Foxconn's Shenzhen headquarters and returned to China to start a business. This form of expansion is called "Fu Gui Store", that is, Foxconn employees return to their hometowns to start businesses. In addition, Wan Ma Benteng has two forms of expansion: direct store, where Foxconn finds someone to manage it outside, and the first direct store is opened in Longhua, Foxconn headquarters; Franchise stores allow some brand stores to join directly. A large-scale retail network that is deeply rooted in the mainland will soon cover the whole country and complement the retail chains in first-and second-tier cities such as Cyber and Wonder City. The channel "The Expendables"?
However, in addition to the five-year service limit, employees with a wait-and-see attitude have another concern. Can they make money when they go home to open a shop? Although there are funds and logistics support, although there are many company executives giving lectures and preaching, although they have visited Cybertron and dared to create digitalization, it is not as simple as assembly on the assembly line. A group of newcomers came to run the shop, and perhaps all the hard-earned working money was invested.
Moreover, Foxconn, as a foundry, is not good at retail management, such as the lack of after-sales maintenance service system, the power of direct store managers is too small, and the price competitiveness of products can only be purchased from Foxconn, which leads to the lack of flexibility in terminal decision-making; However, because every store in Ma Benteng is too small, it is still difficult to highlight economies of scale under the current circumstances. At the same time, Foxconn should sell all its products, so that the "wide but not refined" home appliance chain store is different from the grocery store after all.
In addition to the weak support of human resources and management system, the coverage of 10,000 yuan has expanded to the market between the third and sixth lines, and the support of logistics system is a big problem. As the project has just started, at the end of 20 10, Foxconn had only two warehouses in the mainland, located in Jiaxing, Zhejiang and Zhengzhou, Henan. According to the founder of Fu Gui Store, Foxconn will add four warehouses in Beijing, Jinan, Chengdu and Xi 'an on 20 1 1. The establishment of a huge but flexible logistics system is inevitable, and this is an area that the king of OEM is not good at.
The first "Wan" electric supermarket opened in Shenzhen Foxconn Longhua factory on May 8, 20 10, and became a planned "seed shop". The store sells mobile phones, cameras, computers, large and small household appliances and other commodities.
In the first stage of the plan, about13 of the 50-person seed troops chose to quit training. Most of the reasons are that it is difficult for these manufacturing workers from the production line to master the skills of terminal marketing in a short time. Some employees gave up because they could not determine the location of the store. Now Wanwan has set up chain stores in seven provinces, including Zhejiang, Guangdong, Jiangsu, Sichuan, Henan, Shandong and Anhui, including about 75 direct stores and 0/25 stores.
Judging from the first "Wan" store, its product price is relatively high, which is obviously not suitable for the market positioning of cities below the third line. The improvement of its category and price positioning, and the establishment and maintenance of chain management system are all important projects that need systematic improvement. Moreover, in the expansion of stores, it is still difficult to find an appropriate proportion of the number of direct stores, Fu Gui stores and franchise stores to control the progress and quality of store expansion. "Wan" may also take into account the problems of mainland employees' diversion and high labor costs of old employees, but the main significance is that the tactics of the bottom layout effectively find the power points outside 3C supermarkets and B2C websites. Perhaps, in the township market below the fourth line, it is difficult for scattered small shops that are fighting for each other to qualify as Wan's opponents, but Wan is facing the problems of the whole industry. How to establish a general logistics network in China towns?