What is Li Zhucheng's occupation?

Li Zhucheng, a native of Dongguan, Guangdong Province, is the chairman of Fashion Electric Appliances. Leading the retail of household appliances, household appliances and digital goods in Dongguan, ranking among the top ten in the national retail of household appliances. And the ambition of the cloth world, let Humen people lead the fashion appliances, resolutely advance into the Shenzhen market of Crouching Tiger, Hidden Dragon, and compete with the princes of Gome, Suning and other countries. Throughout his life, it is one commercial war legend after another.

Chinese name: Li Zhucheng

Nationality: China.

Ethnic group: Han nationality

Place of birth: Humen, Dongguan

Occupation: chairman

Representative works: fashion appliances

Chairman of Fashion Electric Appliance Co., Ltd.

Li Zhucheng, a native of Dongguan, Guangdong Province, is the chairman of Dongguan Fashion Electric Appliance Co., Ltd. As the head of Dongguan's largest retailer of household appliances, household appliances and digital goods, and the top ten fashion electric appliances in China, Li Zhucheng, a native of Humen, is undoubtedly popular and a leader in the industry. Since its establishment, fashion has been developing rapidly and steadily with strong financial strength and advanced management system. At present, the company has 20 super-large branches in Dongguan and Shenzhen. However, Li Zhucheng put forward the service policy of "high quality and high enjoyment" and established the corporate mission of "creating high-quality life for customers", which made the annual sales of fashion increase by 30% and established an absolute leading position among the retailers of household appliances, household appliances and digital goods in Dongguan.

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"intellectual" crocodile

The first acquisition battle of Li Zhu's adult life went unexpectedly smoothly. Since then, fashion, Suning and Gome have gained a firm foothold.

In fact, over the years, Li Zhucheng has led fashion appliances to win many battles in the long-term "hand-to-hand combat" with his peers, thus establishing his own set of business tactics.

Fashion's 22nd store entered Venice and was discovered. On the same day, Dongguan Suning 18 branch also opened in the same place, only a few meters away from fashion appliances. Next to the two recruits are veterans of Shenzhen Shundian Electric.

This is a delicate moment. Previously, the shopping of several home appliance chains still stayed in the "crossfire" across the road and got together in the same street. Now, fashion appliances, Dongguan Suning and Shenzhen Shundian have become neighbors-Dongguan household appliance retail industry has entered the era of "hand-to-hand combat" shopping.

"Under normal circumstances, this should not be planned." This strange phenomenon, even if we look at the whole country, is rare. But Li Zhucheng seems confident and calm. "We are active choices, and they are passive followers."

The predecessor of this business intelligence war can be traced back to 1984. At that time, Kang Hua, Meixin, Feiyue and Li Sheng were stationed in Guancheng, known as the "four big families" in the electrical industry. Fashion and Xinghua were the "overlords" of Humen and Chang 'an respectively. From June 5438 to February 2003, Gome took the lead in whipping into the city, and the tug-of-war of the "four big families" began. In April 2005, Suning and Yongle entered Dongguan at the same time and opened the door. The "four big families" gradually faded out of Dongguan's household appliances market, Li Sheng closed down, and Meixin's household appliances business was acquired by Suning, which jumped out of the car audio industry, leaving Kang Hua, the third child, to stick to the old line.

"Predators" are pressing hard, which will devour 40% of the market share of fashion. At this point, Li Zhucheng targeted Xinghua Electric's 20% market share.

Xinghua Electric knew that strong alliance was the only way out, so the two sides reached an agreement in June 5438+February 2005. Li Zhucheng annexed eight chain stores under Xinghua (including two in Shenzhen) and large-scale logistics distribution centers, and at the same time * * * enjoyed its superior resources such as procurement, marketing, expansion, distribution logistics, after-sales service and human resources.

The first acquisition war of Li Zhu's adult life ended successfully. Since then, fashion, Suning and Gome have gained a firm foothold.

When he bought Xinghua, Li Zhucheng exposed his vision and ambition. In the following years, the two giants "chased" all the way. Every time a new fashion shop is opened, the two giants are stationed next to it.

Nowadays, the competition is more and more fierce. By the end of February, at 20 10 and 10, there were 22 stores in Dongguan for Fashion Appliance and 6 stores in Dongguan for Gome. In 20 10, the number of Suning stores in Dongguan rose to 24, surpassing fashion appliances for the first time.

However, fashion has not made any action since the new store of Winifred in Dongcheng. Li Zhucheng said, "To pursue an opponent is to fall into his trap."

"They opened a new store, which diverted the consumption power of the old store to some extent and eroded their own market." Li Zhucheng said, "Fashion has a preconceived advantage. Store rental costs are very low. I chose the best commercial land and the best store, and gained considerable single-store income. They are chasing behind and will definitely be slaughtered by others. " If an opponent has no choice but to close the store, "this will be greatly discounted in the hearts of consumers, and chain stores should be very cautious when closing stores."

Li Zhucheng claimed that the current market share of fashion in Dongguan Electric Appliances has exceeded 60%. Under the invasion of the dragon, fashion not only survived the "being incorporated", but also became more and more stable. What is Li Zhucheng's magic weapon?

Only fight prepared battles.

Fashion will not develop into home appliance manufacturing for the time being. "To be honest, I don't understand. Not my strong point, I won't do it. "

Every year around June 5438+ 10, the retail industry will usher in spring early.

Before Christmas in the West on February 25th, 65438, the retail of household appliances in Dongguan was already filled with smoke. On Christmas Day of 20 10, Suning opened three new stores in Dongguan, with the number of stores reaching 24, surpassing 22 fashion appliances for the first time.

The competition behind the numbers is more intense. Suning, Gome and Fashion have similarities in "festival-making movement" and various "horizontal alliances". They are all demonstrating the "value war" of competition in the home appliance market in the era of meager profit.

In this regard, Li Zhucheng said with a frown that the products and prices sold in home appliance hypermarkets are very similar at present, and homogenization has become a big problem. How to innovate in the way of profit has become the top priority of the new round of offensive of fashion appliances.

Some stores try to get through the industrial chain and produce home appliances. For example, Kang Hua, founded in 1994, is the earliest professional air-conditioning electrical appliance manufacturer in Dongguan. However, with the decline of the "four big families" in the electrical appliance industry, it is becoming more and more difficult for Kang Hua to survive, and it is constantly tightening its stores to protect itself.

"Producing a household appliance is not the same as circulating it." Li Zhucheng said that fashion will not develop into household appliance manufacturing for the time being. "To be honest, I don't understand. Not my strong point, I won't do it. "

He only fights prepared battles. At the end of 2009, the first professional fashion home mall, the first city of fashion home, was unveiled, which was Li Zhucheng's first chess piece in the field of testing water and home.

In 2009, the total amount of social consumer goods in the city was 95.6 billion yuan, and the retail industry became an important force in Dongguan's economic development, which played a positive role in stabilizing prices. The relevant policies issued by the Dongguan Municipal Government to support the development of the retail industry have also ushered in a golden period of development for the retail industry in Dongguan. For the rapid market cake of home appliance industry, various governors have coveted it for a long time.

With the gradual popularization of online home appliances in Dongguan, stores began to move from a wait-and-see attitude to a "real knife and real gun" competition, and Suning and Gome entered the online market one after another.

Li Zhucheng will also make moves. He revealed that fashion will "circle" the network.

"We have set up a special information development department." However, the network business will not be officially launched until the logistics construction and network construction are mature.

"We will start to go out of Dongguan next year and develop in circles in the Pearl River Delta". After more than ten years of development, Fashion has accumulated a solid foundation in many fields, such as enterprise development and management, background construction, talent reserve, store development, etc., and has the strength to go out of Dongguan. "There are many ways to go out, such as acquisition or joining. The key is to copy the mature model out of Dongguan ".

In essence, Li Zhucheng tried water in Shenzhen in 2005. The first fashion shop outside Dongguan was located in Baoan, Shenzhen, but it closed soon for various reasons.

In this regard, Li Zhucheng summed up the experience: "When fashion appliances go out of Dongguan, they go out in groups. It is not a climate for the two stores to open like this. " This is a typical tiger character, which is unexpected and explosive. "If you don't go, you have to go on a large scale."

To go abroad, the challenge Li faces is how to replicate the Dongguan model in other places and compete with Suning and Gome, which have already taken root.

Fashion "protective film"

It is not mysterious management skills that make its home appliance empire, but colorless and tasteless control.

Compared with the "tiger boy" character in the commercial battlefield, Li Zhucheng on weekdays has a "simple" side: a bright smile like a child, concise words, and no carving. Talking about beating friends on the golf course, he will jump with joy like a child who wins in the game.

Behind this "simplicity" is sophisticated and profound business wisdom.

Li Zhucheng has always been one step ahead of his peers in the food-grabbing war of Dongguan home appliance chain, with a unique vision. A reporter from the same city said that Li Zhucheng would definitely look at Feng Shui, otherwise, every time he opened a shop, the business was rolling, luring Suning and Gome to stay next to him. Li laughed after listening.

"The location of every new fashion store is decided after scientific consideration. The quality of site selection determines the problem of future output. " It is reported that he paid tens of millions of tuition fees for site selection, but he calmly replied, "We will only open large-scale stores, and we will not open stores casually."

From 65438 to 0985, Li Zhucheng, who started as an electrical wholesaler, became the "overlord" of Humen Electrical Appliances in Dongguan with superb marketing methods. After 1992, Guangdong became the base of China White Power Company. With keen business intuition, Li Zhucheng quickly transformed into a retailer among many wholesalers and built the first fashion electrical appliance city in Humen Town, Dongguan. Humen fashion alone occupied 20% of the whole Dongguan market at that time.

In 2002, Li Zhucheng left Humen and found that local rivals in Guancheng generally "don't do marketing" and were weak in publicity, promotion and service. Li quickly made a move, took root next to the Wal-Mart supermarket in Guancheng, and stood out with excellent marketing methods.

However, the achievement of its home appliance empire is not mysterious management skills, but colorless and tasteless control.

In the evaluation of Huang Guangyu, he is euphemistic. He believes that Gome's nationwide operation is very successful and excellent, but it is unrealistic to continue its crazy expansion in Dongguan.

"Talent cannot be copied. It is difficult to guarantee that they are the best talents in every region. " However, he finally broke his caution. "Guo-yu huang had an accident. Obviously, Chen Xiao is more popular than him in terms of cohesive team strength. "

Li believes that a kind of control is needed to ensure that fashionable employees are the best talents in Dongguan industry.

Some people think that private enterprises are absolute private territory, and the owner's control over his own company is absolute and exclusive. Who owns the enterprise, whose capital is large, who has the final say. But Li Zhucheng doesn't believe this.

"The company is an organization, and individuals are subject to the organization and the board of directors at all times." As a founder, he has been carefully balancing the relationship between the founder's dominance and the enterprise, expanding the scale of the enterprise and condensing the core culture and values. He decentralized the shareholder structure and set up a team of professional managers, so that fashion can operate normally without Li Zhucheng.

In essence, I only spent one third of my time on fashion appliances. Li Zhucheng said frankly that he would authorize Zhang Keqin, the general manager of Fashion, to handle all matters with full authority. The rest of the time is spent on his hobbies, such as business investment.

But don't think he just gave up. To some extent, he is good at winning people's hearts. At present, there are more than 1000 people in fashion, of which more than 10% are middle managers. Li Zhucheng will give classes to employees at different levels on weekdays. "Different levels need different ideas".

"There are competitors coming to the company to dig people, but they can't dig." Li Zhucheng endowed fashion with a protective film. This huge home appliance empire has high cohesion and operates automatically like a machine.

This machine has a heart and two hands. The central nervous system and logistics distribution center can ensure that Li Zhucheng's tentacles are as stable as a manipulator. "Our competitors are outsourced to others and we do it ourselves." Li Zhucheng's right-hand man is both a "buyer" and a "seller" in details such as talent, logistics and information system processing. In 2005, he made a landmark structural adjustment to the purchasing department, making the purchasing "buyer" king. There are also a group of professional "sellers" who want to increase their share in Dongguan market to 8% or 9%. These people will design a complete marketing plan.

With strong financial strength and advanced management system, when Dongguan household appliances were in a three-legged position, fashion appliances had been rooted in the urban area for two years, forcing Suning and Gome to catch up from the beginning.