Hu Zijing's Business Philosophy

No army without Hunan, no business without Hu. In Hunan, the name of Hu Zijing, the chairman of Friendship Apollo Co., Ltd., is a symbol of commercial culture, and even represents a commercial history of Hunan. Thirty-five years ago, from the most ordinary employee in the grass-roots store to the head of the business empire, Hu Zijing came along with the development of commercial retail in China's reform and opening up. From 1989, when he was on the verge of death, he couldn't even pay his salary, to the first bucket of gold he found in more than 20 days, and now the business empire he led has an annual sales of more than 3 billion, especially in the situation of last year's financial crisis. Sales went against the market and reached a new high. Hu Zijing summed up his achievements as "concentration, honesty and innovation".

In this business empire, there will be another big news. Jiarunduo, the core enterprise of Friendship Apollo, is about to land in the A-share market. With the successful listing of Jiarunduo, Hu Zijing also ushered in another new high in life. Like many successful people, Hu Zijing was more or less influenced by his mother when he was growing up. According to Hu Zijing's memory, her mother was in business, and she was often impatient with her family because she had to smile at customers. Therefore, Hu Zijing once hated doing business. However, under this subtle influence, Hu Zijing gradually realized the importance of good service, which also laid the foundation for his successful operation of a multi-brand department store retail company which was well received by consumers.

As a leading figure in Hunan department store retailing, when asked about the secret of success, Hu Zijing said "honesty", which is the foundation of his career. The biggest advantage of Jiarunduo is the brand. Its department store has been operating in Changsha for more than 30 years, and has many famous department stores including Friendship, Apollo, Jiarunduo and Spring Department Store. It has a very high brand awareness in Hunan Province, and its products, services and environment are well-known.

"The most precious thing in department store retailing is experience. I really do everything well and have accumulated experience for decades. " Hu Zijing has been doing business for 35 years. In the past 35 years, he has always adhered to the business policy of honesty and provided the best products and services for consumers. He believes that treating customers sincerely, being honest and running enterprises in good faith will naturally be recognized by consumers, and Hu Zijing will win the support of investors in good faith in the future. Some people say that a down-to-earth attitude and hard work have made Hu Zijing what it is today. In this regard, he said: "No matter where you are, you must do things well, one step at a time. When I was making a scooter, all I could think about was how to tow it well. Now that I am the chairman, what I think about every day is how to do the work of the chairman. "

As a successful businessman, only through hard work, keen eye and quick market reaction can the outcome be decided at a critical moment. 198965438+On February 2nd, Hu Zijing took over the Friendship Store, and found that the situation was in a mess, the enterprise management and labor discipline were in a mess. What's more, there was almost no money in the account, but he had to support more than 600 people. Hu Zijing stayed up all night. The next day, while the employees were still waiting for the new person in charge to give a lecture, Hu Zijing had set foot on the train to Shenzhen with 2 million yuan borrowed from the bank. Two days later, Hu Zijing brought back 500 Konka TVs. He didn't explain much, and as the person in charge, he didn't have time to tell employees about management and discipline. Instead, contact the wholesale department in the province to prepare the goods for the Spring Festival. A month later, the first battle was successful, and the Friendship Store made a profit of 470,000 yuan. Since then, under the management of Hu Zijing, Friendship Store has embarked on the road of upward development for 20 years.

In 2004, faced with the increasingly fierce homogenization competition of department stores in business districts, Hu Zijing pushed for differentiated management and shouted the slogan of "building the first women's theme store in Hunan", which made a gorgeous turnaround for her spring department store, and it is still a hot topic in Hunan business districts.

Around the Spring Festival in 2009, many top international fashion brands such as Gucci, Cartier, EmporioArmani, Loewe and Dior entered the Friendship Store one after another, and Hu Zijing was determined to build a leading high-end department store in Central and South China. Why did Jiarunduo make a big move in the context of the financial crisis? In this regard, Hu Zijing's answer is to take the lead and proceed step by step. As early as four years ago, Hu Zijing made a forward-looking judgment on Changsha's consumption trend: Changsha's cities are developing rapidly, but businesses lack taste and brands, and high-end department stores will be able to make their own personality and characteristics in the competition. Therefore, Jiarun spent nearly 200 million yuan to turn Friendship Store into a high-end department store complex integrating luxury goods, fine products and fashion.

At present, Hu Zijing is in full swing to develop the "Outlets" theme shopping park at the junction of Changsha, Zhuzhou and Xiangtan. This will be the first theme shopping park in Changsha. Hu Zijing plans to take advantage of the opportunity brought by the development of Changsha-Zhuzhou-Xiangtan urban agglomeration to integrate modern commerce into the leisure of the park and build an international, modern and fashionable shopping center which mainly sells international and domestic famous and discounted goods and integrates leisure, catering and entertainment. May Day every year is the best time for major department stores in China to engage in promotional activities, but it is often superficial and too restrictive to bring tangible benefits to consumers. On the occasion of the May Day holiday this year, Hu Zijing flatly rejected the previous promotion plan. In order to enhance market confidence, he presented 20 million yuan of real money coupons to Hunan consumers, which created a new sales miracle in Hunan department store market under the influence of the financial crisis and won the hearts of consumers. Hu Zijing is very proud of this: those who win the hearts of the people win the world, and those who win the hearts of the people win the market. With the approval of consumers, are we still worried that there will be no benefits in the future?

Changsha is adjacent to Yichun and Pingxiang in Jiangxi in the east, Zhuzhou and Xiangtan in the south, Loudi and Yiyang in the west and Yueyang and Yiyang in the north. Convenient transportation and a wide range of commercial radiation have made it a battleground for merchants in past dynasties. In the early 1990s, there was an allusion to "five tigers make trouble in Changsha". Although the past four tigers have long been replaced by new tigers: Japanese Pinghetang, Malaysian Parkson, Hong Kong New World, Beijing Wangfujing, Shanghai An Baili, Hong Kong Meimei and other domestic and foreign business giants, Jiarunduo has always firmly occupied the leading position with absolute market share.

The reason, Hu Zijing said, is the brand first. The brand positioning of the seven stores under Jiarunduo has its own advantages and disadvantages. They are oriented to different markets and their brand combinations are staggered, forming a multi-level department store brand pattern covering different income and consumer groups. Secondly, Jiarunduo owns nearly half of the property rights of its department store real estate, and its own property management area is 83,700 square meters, which basically covers the core business district of Changsha, ensuring stable operation while minimizing operating costs. The third is the continuous innovation of marketing techniques. The company has a large number of key management personnel, rich experience and network resources all over the country, excellent work performance and high loyalty to the company. All these advantages make Jiarunduo far behind foreign and local competitors.

As Hu Zijing said, the department store retail market in Hunan has great potential. In the future, with the implementation of the strategy of the rise of central China and the approval of the Changsha-Zhuzhou-Xiangtan two-type social experimental zone, Hunan's economic strength will develop rapidly, and Hunan's consumer goods market will inevitably take off. For Jia Runduo, opportunities in the future outweigh challenges. Make the market bigger, businesses will benefit, consumers will get preferential treatment, and everyone will win. Having been in business for 35 years, Hu Zijing is proficient in management. Department store retailing is a service industry and a commercial platform. Because it has no investment in large-scale production equipment, workshops, scientific research and technology, the operating cost is relatively low, thus reducing the investment risk. In addition, Jiarunduo owns many self-owned properties, which minimizes operating costs. Therefore, he has the confidence to make good use of every penny of investors and create the maximum income with the least cost.

Entering the capital market, Hu Zijing first hopes to strengthen the internal management of the company with the help of the standardized management system of listed companies, so that Jiarunduo can go further. In addition, he said that Jiarunduo is a very healthy enterprise and is in a stage of rapid development. Listing can bring more development opportunities for Jiarunduo, and at the same time, it can also give more investors the opportunity to enjoy this economic achievement.

Where there are people, there is consumption. After 30 years of reform and opening-up, China has accumulated a lot of wealth, the people have become rich, and the quality of life and consumer demand have also improved. Therefore, Hu Zijing has reason to believe that in the next few decades, the department store retail industry in China will continue to develop at a faster speed. When it comes to the future, Hu Zijing is full of ambition. China is a rapidly developing country, and there are still plenty of business development opportunities. Once there is a suitable opportunity, he will expand Jiarunduo's territory in the whole province and even the whole country at low cost through mergers and acquisitions, restructuring, cooperation and leasing.

His development concept is not blind development for development, but latent. When the projects that can bring good returns are determined, it is time to act. The direction and path of his move is also very clear, that is, Hunan, the capital city of the country, is a developed coastal area.

Hu Zijing said that his lifelong pursuit is to do his own business well, that is, to build a century-old brand of national commerce.