Retail philosophy (7-7- 1 1 self-report of convenience store founder)

7- 1 1 As a global retail giant, it also faced many problems at the beginning of its business. Founder Suzuki Wenmin didn't work in retail at first, but in a publishing house. I went to work in Ito Yokado in the retail industry by mistake. When faced with the problem of how to * * * in large shopping malls and small shops, he found 7- 1 1. However, another problem has arisen. After a long negotiation and bargaining with American Southern Company, the first convenience store in Japan finally came.

? Although convenience stores have joined, the support given by the American head office is very limited, and most of them rely on groping. At the beginning of starting a business, problems such as personnel recruitment and orders emerged one after another. How to persuade stubborn suppliers to break the common sense of delivery and provide customers with fresh food all the year round? On the site selection strategy, the intensive site selection strategy has been adopted, and it has grown step by step with the unique business model that is open all the year round. By the second year, the number of stores reached 65,438+000. Commodity distribution is an important part of retail industry. As a manager, Suzuki Wenmin promotes * * * homogeneous distribution (manufacturers, suppliers and 7 1 1 headquarters cooperate with each other to centralize the original relatively scattered distribution paths, thus forming a reasonable logistics system), but due to the brand self-esteem of manufacturers, they are unwilling to distribute competitors' products. But Suzuki Wenmin persuaded them to cooperate with the delivery with experiments and accepted the suggestion. In order to ensure product quality, a distribution center is established to manage product temperature.

? 7-Eleven's success lies in three points:

1. Always implement the intensive site selection strategy.

2. Have the basic system of product development and supply.

3. Pay attention to direct communication with employees.

Developing products in the form of a team requires the approval of the person in charge of product development, and it must be tried by the top management of the company, including Suzuki, before all products can be sold to the outside world. Pay great attention to communication with employees. The management's business ideas are not only shared with the headquarters staff in time, but also ensured that the manager and clerk of each franchise store can understand them quickly and correctly. So there are all kinds of meetings, in the form of meetings, to communicate directly with all management employees, to convey the company's decisions, to discuss with each other and to express their opinions. In direct contact with customers, store employees should respond to customers' needs in time, and at the same time require employees to change their sales methods in time to seize customers' needs for sales. Regardless of products, sales and other products, enterprises must pay attention to the quality of products if they want to develop for a long time. Products that cannot bring consumers a sense of value cannot survive in the market. The product development concept of 7- 1 1 is to maintain the same or even higher quality as the national brands of manufacturers, and implement a pricing system that makes consumers feel reasonable while ensuring the quality. In order to ensure the product quality, we found relevant manufacturers and set the NDF as 7- 1 1 to produce products. Pay attention to maintaining the relationship with manufacturers, don't become friends, and strictly control the quality of products.

? In order to reduce the production of unsalable products and improve the accuracy of product ordering, the methods of "single product management" and "hypothesis-execution-verification" are adopted. "Hypothesis" takes the sales data as the starting point, combines the forward-looking information such as the weather the next day, makes objective analysis and thinking, predicts the customer's consumption psychology, and places an order on this basis. "Verification" verifies and adjusts its hypothesis through the POS system data of the day. Single product management is to repeat this step day after day.

? 7- 1 1 In the face of the constant changes in customer demand and market, the management policy is to "change with constancy" and not indulge in past successful experience and keep growing.