Yu Donglai's "Ghost Talent" Yu Donglai

One entrepreneur thinks his business is too big, while others are trying to make more money. Everyone else is teaching his subordinates to work hard, but he asks his employees to live happily. The education level is not high, but you can always say amazing words; T-shirt with round neck and square toe shoes, full of spontaneous style, he is "genius" Yu Donglai.

"Actually, I just want to run a store." As the chairman of Xuchang Pangdonglai Trading Group, Yu Donglai doesn't seem to have too many "ambitions". When others tried their best to make the enterprise bigger and stronger, Yu Donglai thought his enterprise was too "big". When it comes to this matter, Donglai doesn't care. He said: "I never thought about how big the enterprise is. My most fundamental idea is to run a store. " But it was inadvertently that his business grew.

1In March, 1995, laid-off worker Yu Donglai and his four partners started from scratch and opened a 40-square-meter sugar, tobacco and liquor store named "Full Moon Building Fat Store". In the market environment where honesty is lacking and counterfeit goods are rampant, Yu Donglai has won the recognition of consumers with the promise of "exchanging genuine products for sincerity". In the following ten years, "Wangyuelou Fatty Store" has made rapid development, and has become a comprehensive trading company with more than 30 stores and more than 8,000 employees in Xuchang and Xinxiang.

Xuchang Pangdonglai Life Plaza may be a "just want to operate" store in Yu Donglai. In the eyes of professionals, life plaza is simply a grocery store, with everything from children's clothes to medicines; In the placement and display of goods, it also greatly challenges the traditional business thinking: it "ingeniously" located the supermarket on the second floor of the life plaza, and a large area on the first floor was used to operate children's wear.

Coming to the life square from the fat east is like entering a maze, which is in a mess and orderly inside. However, careful observation will reveal some unique details, and its products are fully displayed, which can stimulate consumers' desire to buy in the context of endless passenger flow; Its fresh goods are brightly colored, and there are special sprinklers to automatically humidify fruits and vegetables. It is these details that make this 20,000-square-meter store's annual sales reach about 500 million yuan, bringing at least 30 million yuan in profits to Fat Donglai.

This is a typical oriental style-eclectic and original. "Why do you want to display goods like this? By convention, the supermarket is located on the first floor, which is convenient for customers to shop! " Throw this question to Yu Donglai. Yu Donglai smiled and said helplessly, "When we entered this building, the first floor was already occupied by others, so we had to open a supermarket on the second floor. Later, we bought the whole building and tried to run some small department stores on the first floor. I did not expect the effect to be quite good. " Well done, create a good store.

"If you give him 10 thousand yuan more every month, I don't believe he will jump ship." When Yu Donglai talks about management, it is easy to "pull" away, which will elevate everything to the height of humanity. At a seminar on human resources in the industry, some bosses expressed their troubles in talent recruitment and retention. Yu Donglai, who was sitting in the audience, couldn't stand the "slowness" on these issues and said angrily, "If you give him more than 10,000 yuan a month, I don't believe he will jump ship?" Yu Donglai believes that everything is done by people. As long as people do it, we must solve people's ideological problems.

In Donglai's eyes, any "KPI indicators" and "performance appraisal" are superficial, and only "humanity" is the most fundamental. His explanation of "human nature" is also very simple: when you are really good to employees, employees will really repay you. Therefore, when other bosses try their best to encourage employees to work hard, Yu Donglai asks his employees to live happily.

There is such a booklet circulating in Fat Donglai Company, which is a "planning manual" made by Yu Donglai for employees. This booklet, which consists of several important parts, such as "life planning", "work standard" and "living standard", embodies the delicacy of this rebellious hero. For example, in the "life planning", the skills requirements and supporting life benefits from grassroots employees to top managers are introduced in detail. Taking housing as an example, according to the planning of Yu Donglai, the housing conditions of grass-roots employees are that two or three people share a two-bedroom apartment; Department-level cadres can own a set of 60 ~ 80 square meters of housing; The director can own 100 square meters of housing, with fine decoration and complete household appliances, and can choose European, pastoral and modern styles at will. Correspondingly, "life planning" also plans the time and skills required for a salesperson to grow into a store manager. According to the plan, it will take six years for the clerk to grow into a store manager. In other words, a new employee of Pangdong can enjoy a mansion of 1.20 square meters after six years as long as he works hard and works hard.

"I not only teach employees how to work, but also teach them how to experience life and enjoy happiness." Yu Donglai is trying to establish such a commercial country. He hopes that every employee can drive a car and afford his own house, and make unremitting efforts to this end. Although Pangdonglai is located in second-tier cities such as Xuchang and Xinxiang in Henan Province, its employees' salary is the highest in the retail industry in Henan Province. In Pangdong, what employees are most worried about is their salary. Ordinary employees earn nearly 2,000 yuan a month. According to the annual salary, there are 40,000 assistant section chief, 60,000 assistant section chief, 350,000 assistant manager, 500,000 assistant manager and 6,543.8+0,000 regional manager ... Considering the retail industry in China, I'm afraid not many people get such a high salary. It is said that every time Yu Donglai goes to Xinxiang for a meeting, the salary of Xinxiang Pangdonglai Store will go up once.

Yu Donglai not only likes to give his employees a raise, but also likes to give employees of other enterprises of Sifang United Mining Company a raise. It is said that once Donglai went to Luoyang Zhangda for a discount without telling anyone. When he met Zhang Da's staff, he said, "Manager Zhang entrusted me to give you a raise." He gave employees with a monthly salary of less than 1000 yuan a few hundred yuan, and his boss Zhang didn't know it. The department manager called Zhang immediately after hearing the news. Zhang smiled knowingly: "Just do as the East says." Facts have proved that Zhang didn't lose money. As soon as he settled accounts at the end of the year, his performance increased by 40%.

It can be said that Yu Donglai's business thinking is a dialectic of "sparse madness" and "meticulous". He is a positive person, who can always jump out of the secular circle and observe problems from another angle. Therefore, he is closer to success than the average person. Yu Donglai, with a low education level, went out to work after graduating from junior high school, but he was eloquent and his words were always amazing. He influenced every audience with sincere and straightforward language. These simple and sensational words have a strong appeal. Yu Donglai often gives lectures in other enterprises of Sifang Liancai. The employees of these enterprises welcome Yu Donglai very much. It is said that once an employee of a company heard that "Brother Donglai" was coming, he immediately became another person and worked harder.

"Genius" and "frankness" are often associated. Yu Donglai's frankness is sometimes unavoidable. When Fat Dong moved to Xinxiang to recruit more employees. Yu Donglai couldn't bear to send them home, so he opened a sports clothing store in Xuchang to accommodate these employees. Due to various reasons such as site selection and positioning, this store can't bring much profit to Fat Donglai, and the monthly profit is only about 50,000 yuan. Yu Donglai waved his hand and said that the fifty thousand dollars should not be handed in, but should be given to the brothers in the shop.

"Our love for others is often reciprocated. This is not' true love', but' true love' is unconditional." Among the words from the east, two words have been repeatedly mentioned, namely "true love" and "happiness". Yu Donglai thinks that if you want to be happy, you must learn how to love. Yu Donglai's careless appearance hides a delicate and sensitive heart. So he can always face the weakness of human nature and realize many imperfections and unpleasantness in life. Yu Donglai often talks about "happiness", but he thinks he is actually an unhappy person. Because of this, he advocates happiness, seeks happiness, and hopes others can be happy.

In his early years, Yu Donglai was in deep pain because of emotional problems. He sought relief everywhere and tried to commit suicide. Looking back now, he said that he was "moving forward tragically". With the growth of experience, Yu Donglai found something to help him out of trouble, that is "true love". He reflected that love for others in the past was often conditional and demanding, not sincere love. His understanding makes him love his family, friends, employees and even everyone in the world. ...

To some extent, Yu Donglai is not a "qualified" boss at all. In the context of China traditional culture, "boss" is an inscrutable word. He sometimes changes roles between majesty and kindness, so that employees are both awe and respect and keep their distance. But this is not the case in Yu Donglai. In front of employees, he doesn't pretend to be a "boss" at all, but mingles with employees and treats them as brothers and sisters. He loves them, a kind of "true love" from the heart. Because of this, Yu Donglai would tell some "dirty jokes" in front of employees regardless of his status, and employees could accept it calmly, and they understood him. Once, Yu Donglai asked his manager how many times a week do you make out with your wife? The manager answered honestly only once or twice. Yu Donglai criticized him. You can't do this. You are keen on making out with your wife, let alone working. You should improve it in the future.

In May this year, the day after the Wenchuan earthquake, Yu Donglai took 100 employees to form a volunteer team for earthquake relief and went deep into the disaster area to rescue. The following week, the selfless volunteer team gave their "true love". They donated 500,000 yuan worth of relief materials to the volunteer team of Anxian government in the hardest hit area, and immediately went to Xiaoba Township in Anxian for rescue: 15 survivors were dug out of the collapsed houses; More than 300 tents were set up for the victims, helping to evacuate more than 5,000 victims in Xiaoba Township, Chaping Township and Beichuan. A temporary generator was installed to bury the bodies of the victims. After returning to Xuchang, he made an additional donation of100,000 yuan ... In the earthquake rescue, Yu Donglai, as the commander in chief, was not "satisfied" at all, and always rushed to the front. In retrospect, Yu Donglai always felt that he had not done enough. He was moved to see an old beggar donate all his savings online. "I don't even feel as good as that beggar," Yu Donglai said with a humorous shrug. "At least I didn't donate all my possessions." .

Yu Donglai has a manor in the suburb of Xuchang, which is his "happy" place. He spent more than 4 million yuan to build villas, lawns, dance halls and basketball courts on his manor, and planted all kinds of trees on the rest to connect these facilities with a winding path. Yu Donglai often walks along tree-lined paths, thinking about life and enjoying happiness. For many entrepreneurs, just 4 million is not a problem, but it is not necessarily worth spending 4 million to build such a place. Moreover, many entrepreneurs have ups and downs in their business mood. But Yu Donglai doesn't think so. He believes that life is only a few decades, happiness is the most fundamental, and it is not worth giving up happiness for money.

Yu Donglai also likes cars and collects all kinds of famous cars. He has collected many famous cars such as Land Rover, Mercedes S600 and Porsche Cayenne, but none of them are "all". He said that if he made money in the future, he would buy a car and buy it back to the employees who made great contributions to the company.

In the era of money first, Yu Donglai said that he didn't want to be a slave to money, and this was Yu Donglai, the "genius".

Reporter's Note: I've heard amazing words and touching actions from the East before, but I've never thought of it that way. I feel that Yu Donglai in people's mouth is a "clown" with low education. It was not until July that I attended the seminar on human resources strategy held by IGA in China in Xu Changju that I really felt the uniqueness of the "savage" in the Central Plains. Especially when I saw Yu Donglai's "life plan" carefully designed for employees, I was moved by his delicacy.

In Xuchang, people are talking about Yu Donglai. I heard a story: a fat old lady wanted to go to the toilet. Because the hands and feet are not flexible, the staff of Pangdong consciously took the old man to the toilet and even took off his pants to wipe her ass.

At the seminar on human resources strategy held in July, Yu Donglai specially appointed a doctor to follow the delegates. Once someone feels unwell, the doctor will treat him immediately. Because the doctor didn't wear a white coat, the medicine box was replaced by an ordinary bag, which we never found. As a result, this incident was discovered by Ms. Sun Xiaoping, the general manager of IGA in China who paid attention to details, and she later told us. General Sun was moved by Yu Donglai's thoughtfulness. Speaking of which, her eyes are a little moist.

Among many retail entrepreneurs, Yu Donglai is not the richest, but he is the most "willing"; The enterprises in Yu Donglai are not the biggest, but they know how to live the best. It can even be said that Yu Donglai's achievements in understanding and pursuing life are far greater than his achievements in his career.

In a sense, Yu Donglai's success is the success of "non-commercial thinking". He regards "humanity" as the essence of management, so he can simplify complicated things. For him, management is how to better mobilize the enthusiasm of employees. Therefore, when he treats his employees well, this "human nature" gives him great feedback. Undeniably, this simple and even primitive idea brought him a step closer to success. Ding Youjiang, chairman of Zibo Dongtai Group, believes that the culture from Fat East comes down in one continuous line with the Central Plains and is very similar to Nanjie Village, once a "100 million red village".

For many years, we have been advocating western management ideas. The products of western industrial civilization, the "28 Law" and "Six Sigma Theorem", pursue efficiency and benefit first, thus ignoring "humanity"; Yu Donglai, on the other hand, advocated truth, goodness and beauty from the management of "humanity". This management concept driven by "humanity" can be used for reference by other domestic retail enterprises. When enterprises are worried about "failing to recruit employees" or "failing to retain talents", perhaps we can recall Yu Donglai's words: "If you give him 10,000 yuan more a month, I don't believe he will jump ship". This seemingly simple and casual sentence is really worth pondering.

Self-evaluation: I accidentally found Xuchang. I have heard that Xuchang people can do business before. After reading this article, I admire Xu Changren. I can only say that it's good to have such a boss ... work hard and find such a boss.