Therefore, when domestic enterprises are at a loss, can they take a long-term view and not always pin their hopes for survival on the government's macro-control, but learn from international business chain groups and find ways to compete with them? (A) scale operation The advantage of chain operation lies in scale. Only when there are many outlets and large scale, it is possible to win more preferential prices by increasing the total purchase amount, thus reducing the purchase cost of unit goods and winning customers at low prices. When the sales volume goes up, it will naturally bring considerable economic benefits. There are thousands of shops in 47 world-famous retail chain stores. For example, there are 750 chain stores in May Department Store in the United States, and Kroog, the largest supermarket company in the world, has 350 supermarkets. Scale operation has brought considerable scale benefits to these chain enterprises. The total annual sales of 47 large retail enterprises exceeds 880 billion US dollars, and the total annual profit reaches 654.38+07 billion US dollars. Among them, there are two companies with annual sales exceeding $50 billion. For example, Vuormaa Special Company in the United States has an annual sales of 93.627 billion US dollars and an annual profit of 270.4 billion US dollars. There are 12 companies with annual sales exceeding $20 billion; There are 40 companies with annual sales exceeding $654.38+00 billion. On the other hand, the scale operation of the chain industry has also created a brand effect. Due to the increase of chain outlets, the scope of influence has gradually expanded. Chain enterprises have gradually consolidated their own brands among the growing consumer groups, and finally formed a virtuous circle in which chains drive brands and brands promote chains. For example, KFC fast food chain is the first chain enterprise in China to break through 400. On June 5438+065438+1October 3 1 day, 2000, KFC, a subsidiary of Yum! Brands in China, was among the top five franchised brands in China in 2000 announced by China Chain Store & Franchise Association! Restaurant group is specially recommended as the only foreign brand. Famous brands have a strong appeal. Since the opening of the first KFC restaurant in Shanghai from 65438 to 0989, KFC has more than 60 chain stores in Shanghai, and has repeatedly broken the turnover record of the global fast food industry. At present, it still ranks first in the world with a daily turnover of more than 400,000 yuan per store. (2) Some "unification" required by modern management technology chain is to realize low cost and low price of operation and form a benign system of its own development. The formation of this benign system requires both the subjective role of excellent "software" and the objective support of advanced "hardware". In this respect, Wal-Mart can be said to be a model of retail industry. The four secrets of Wal-Mart's success are low cost and low price, adopting the most advanced management from many countries, regarding customers as "gods", absolutely in-place service and the latest high-tech armed enterprises such as networks and satellites with computers as the application core. In particular, Wal-Mart invested 700 million US dollars to establish the current computer and satellite application system, and now there are six satellite channel communication networks in use. Sitting in the satellite communication room of Wal-Mart, you can have a panoramic view of the operation of any store all day. It has the function of image transmission, which enables the company's management and employees to establish face-to-face communication. Discuss the company's business problems with all employees of each branch twice a week through satellite programs; Exchange of goods and business information; Put forward innovative suggestions and so on. Moreover, Wal-Mart's computer tracks every link of the business and understands all the goods sold by the company. It knows the price of every commodity; How much money did the store earn by selling goods; How long does it take the cashier to scan this product? When customers buy this kind of goods, they often buy other goods; How much inventory does the supplier have, and so on. Knowing these data, we will know how to synchronize sales and distribution centers, and synchronize distribution centers and suppliers. The application of high-tech means has improved the guarantee of chain enterprises for commodity variety, quality and supply, saved a lot of funds, resources and time, reduced product costs and produced competitive advantages. In addition, the gradual accumulation of savings has laid the foundation for enterprises to expand their scale, and enabled enterprises to gradually embark on the road of scale operation. In the mode of production, economies of scale provide financial support for the renewal of "hardware" of enterprises, and then form a virtuous circle system. (3) Relationship with suppliers: Both suppliers and retailers are the main bodies of buyers and sellers, and retailers are the channels to contact suppliers and consumers. To keep this channel open, we should not only establish a good relationship between retailers and consumers, but also establish a good interaction between retailers and suppliers, so that products can be delivered to consumers smoothly. Wal-Mart shared information with suppliers through computer network and electronic data exchange system, and established cooperative partnership. Just like the relationship between Wal-Mart and Procter & Gamble, through networking, suppliers can always know the sales and inventory changes of their products in Wal-Mart stores, and adjust the company's production and distribution accordingly, so as to maximize efficiency and minimize costs. Another way for Wal-Mart to establish a partnership with suppliers is to arrange appropriate space for key suppliers in the store, and sometimes let these suppliers design and arrange their own exhibition areas, thus creating a more attractive and professional shopping environment in the store and competing with department stores and specialty stores for customers. Large chain enterprises directly purchase goods from suppliers, eliminating the link between wholesalers and middlemen, and making retailers and suppliers closely integrated; Mutual trust and interaction with suppliers enable retailers to buy goods at lower prices on the basis of providing good services to suppliers. At the same time, the efficient allocation of goods can enable enterprises to better serve customers, create conditions for the cross-regional development of chain operators, and make the development of enterprises move towards scale. Problems in China Chain Industry —— The chain industry support system needs to be strengthened. The most fundamental advantage of chain is to obtain the best benefit through intensive management. However, practice has proved that when the chain scale is expanding day by day, the self-construction of chain system will often become an important factor restricting the development of enterprises. The development of chain stores in China is in the ascendant this year. A number of companies in Shanghai, Guangdong, Beijing and other places have reached a certain scale by expanding the number of outlets. And these companies with good business performance are more or less overwhelmed by the development of chain connotation. Although we can't compare the present situation of China chain industry to a "three-year-old child". However, the construction and strengthening of the chain industry support system is a realistic problem. The so-called chain industry support system is divided into headquarters support system, store support system and social support system according to the functional attribution of the system; Some people divide the support system into four parts: supply, management, information and training. The former division allows us to find the existing problems, and the latter division just suits the remedy to the case. (1) The function of the problem headquarters is to simplify the operation of the whole chain outlets through standardized, intensive and professional management. However, at present, the headquarters of chain stores in China are mostly "developed limbs and simple minds". The centralized distribution capacity of commodities does not adapt to the expansion speed of business scale, the chain outlets develop rapidly, and the distribution support of headquarters lags behind; The structure of economies of scale is relatively simple, which is basically achieved through the expansion of the number of outlets, while the value-added function of the headquarters itself has not been brought into play. The interests of many multinational companies in the world include not only commodity sales, but also commodity development, private brand management, asset operation and other related industries. In addition, the headquarters lacks professional management talents, so there is a lack of effective planning and coordination in commodity development, commodity deployment and display, marketing planning, performance evaluation and so on. Due to the low quality and technical level of store employees, there are many problems: First, the technical level of most chain stores is generally low, and the operating costs are not up to the best, so it is difficult to compete with strong players. For example, the product barcode POS system has not been widely used, and there is a lack of timely and effective communication between the product information of the sales pilot and the comprehensive department. Secondly, at present, many employees of chain companies are recruited from other industries, and their comprehensive qualities such as job skills and professional knowledge need to be improved. The development of chain industry depends on the support of related industries and market environment to a great extent, so the social support system has faced a major problem-serious constraints from non-economic factors. Seeking benefits by scale is the essential feature of chain operation, but all walks of life lack a deep understanding of it. Chain operation can't "cure all diseases" and is not suitable for some businesses. If it can't be scaled and standardized after chain operation, it is bound to be a loss. At present, China has grown a number of powerful players, and international chain giants have tried their best to occupy a place. Therefore, the alliance and cooperation between small and medium-sized chain enterprises is an inevitable choice for survival and development. However, due to the interests of regions and departments, and even the "face" and "seat" of enterprises, the pace of SME alliance is too small. This will make these small and medium-sized companies miss the opportunity and make life more and more difficult. (2) Effective ways to learn from the operating experience of various companies make us understand that if we start from four links: supply system, management system, information system and training system, then the strengthening of the chain industry support system in China will be more targeted. 1 The supply system of the enhanced supply system includes two parts: procurement and distribution. The former is the relationship between chain enterprises and suppliers, and the latter is the spatial displacement of goods within enterprises. Because the supply system is not perfect, suppliers can only be required to deliver the goods directly to various stores, which leads to repeated inspection in various stores of chain companies every day, wasting a lot of time and energy; Secondly, because the combination of goods is carried out in various stores, it is necessary to increase the warehouse area, thus reducing the business area and consuming a lot of working time in the store; I bought it directly from the supplier again.

Receiving and delivering goods often can't guarantee the timely and accurate delivery of goods to stores. According to the investigation of a domestic chain company, suppliers generally need 130 vehicles for direct distribution, while distribution centers only need 10 vehicles for distribution. Therefore, when many chain companies in the world open new stores in a region, they often build distribution centers in this region first. The ideal supply system is that the number of stores in chain stores should at least keep balance with the distribution centers in this area. 2 Strengthening the management system Management system is to define and control the management authority of various functional departments and stores in the headquarters. The adverse impact on the management of functional departments is often not reflected in the headquarters, but in all stores in the chain system. Therefore, after determining the scope of purchasing personnel and commodities, there should be a special person to complete a series of business activities to prevent all kinds of fraud and bad phenomena. Although the sales performance is directly reflected in the store, the decisive factor is still at the headquarters. The sales function is implemented and completed by stores, and the management of stores actually reflects the management of employees' workflow. Store staff management is mainly aimed at store managers, tally clerks and cashiers. The headquarters should not only design and formulate the workflow of the store manager, but also embody the procedural and standardized management of tally clerks and cashiers.