In logistics, cargo turnover rate.

The way to success

Three major beliefs

1. Respect individuals

2. Serve customers

3 .Pursue excellence

Business rules

1. Control costs.

2． Profit sharing plan.

3. Motivate your colleagues.

4. You can learn from anyone.

5. Appreciate colleagues’ contributions to the company.

6． Allow failure.

7. Listen to what everyone in the company has to say.

8. Exceed your customers' expectations and they'll come back again and again.

9． Control costs lower than competitors.

10. Swim against the current, take a different path, and let go of traditional ideas.

Cheap prices

Wal-Mart supermarkets are slightly larger than ordinary supermarkets. Each store covers an average area of ??about 45,000 square feet. They sell a full range of goods, covering everything a family needs. All items can be purchased here, also known as “family shopping”. From clothing, cloth, medicines, toys, various daily necessities, household appliances, jewelry and cosmetics, to auto parts, small yachts, etc., they are all available. Product display is clean and neat. People who first come to the United States often don't know where to put the things they need when they go to the supermarket. Wal-Mart's logo is very clear, so you won't get lost in such a huge flat space. Every Wal-Mart has a big slogan "Everyday Low Prices." After careful comparison, the same brand of products is cheaper in this store. Buy two "Target" brand toothpastes, which cost $1.99 each at Wal-Mart in other supermarkets, but only $1.36 here. The quality of the products is beyond reproach. In other cheap stores, Taiwanese products are abundant, and most of the customers are blacks and other ethnic minorities. In the Wal-Mart market, most products are made in the United States. Customers are greeted by a "Buy American" banner upon entering. This both inspires patriotism and is a symbol of high quality. Wal-Mart's customers include the middle class and low-income people who make up the majority of the American population. Customers who are dissatisfied with any item purchased at Wal-Mart can take it back to the store for a full refund within one month.

All large supermarket chains adopt a low-price strategy. What makes Wal-Mart unique is that it tries every means to save money in terms of purchase channels, distribution methods, marketing expenses, administrative expenses, etc. It has put forward the slogan of "affordable prices every day, consistent" and strives to achieve its promise of cheaper prices than other companies. Rigorous purchasing attitude, complete delivery system and advanced inventory management are the key factors that enable Wal-Mart to achieve the lowest cost and cheapest price. Its founder Walton once said, "We value the value of every penny, because one of the purposes of our service is to help every customer who purchases in the store save money. Every time we save a dollar, we win To gain the trust of customers.” For this reason, he requires every purchasing staff to be firm when purchasing goods. He warned: "You are not bargaining for the store, but bargaining for the customer. We should get the best price for the customer."

Feedback and Efficiency

Wal-Mart's The computer system is second only to the US military system and has more servers than the Microsoft headquarters. High-speed computers at headquarters are connected to Wal-Mart stores around the world. Every item sold through the store's checkout laser scanner is automatically credited to the computer. When the inventory of a certain product is reduced to a certain amount, the computer will send out a signal to automatically place an order and remind the store to request restocking from the headquarters in a timely manner. The headquarters arranges the supply of goods and sends them to a shipping center closest to the store, and then the computer in the shipping center arranges the delivery time and route. The required goods will appear on the warehouse shelves within 24 hours after the store places the order. This highly efficient inventory management enables the company to quickly grasp sales conditions and market demand trends and replenish inventory shortages in a timely manner. This can reduce inventory risks, reduce the amount of capital backlog, and accelerate the speed of capital operation.

Wal-Mart also adopts warehousing operations, which fully reflects economies of scale in terms of commodity sales costs.

For example: Sam's Club store decoration is simple, and all shelf space is used as much as possible to store and display products. The price is not marked on each item, but uniformly marked on the shelf. As long as the bar code of the item is scanned, the cash register will accurately charge the price. Products are mostly sold in large packages to reduce the cost of individual packaging. With the continuous improvement of my country's productivity level and the enhancement of consumer purchasing power, many cities have the conditions to implement this model. Merchants gradually realized the advantages of the warehouse business model and began to make some attempts. Affordable warehouse stores similar to Guangkelong opened one after another. The most critical issue at present is to learn from the experience of successful foreign companies (such as Wal-Mart) to achieve the lowest cost and achieve economies of scale more comprehensively and thoroughly.

In the retail industry, a comfortable shopping environment and high-quality and thoughtful services are inevitably associated with higher prices; in chain supermarkets with low-priced goods, customers often only get discounts on shopping prices. , and cannot enjoy high-quality services. K-Mart is a well-known large-scale discount chain store in the United States. Its stores are vast, but in order to save labor costs, it has very few store employees. Although the store displays a wide variety of products at low prices, it is not easy for customers to find one or two store clerks to ask relevant questions. Here, although customers satisfy their desire to buy cheap goods, they do not feel that the clerk pays a little attention to them, so they feel regretful about the imperfection in the heart of the customer.

For retail companies to establish a brand image in the minds of customers, it is not enough to rely solely on high-quality and low-price products. Customers also hope to enjoy meticulous and warm services while shopping. Wal-Mart takes this into consideration and attracts a large number of customers with its first-class services from the customer's perspective. When you walk into any Wal-Mart store, a store clerk will immediately appear in front of you and greet you with a smile. There is a slogan in the store, "We strive to do this, and every product is guaranteed to satisfy you!" If customers are not satisfied with any product purchased here, they can return it to the store within one month and receive full payment. Walton once said, "We all work for customers. You may feel that you are working for your boss, but in fact he is just like you. There is a big boss outside our organization, and that is the customer." Wal-Mart Treat first-class service as your supreme responsibility. There are slogans like this hanging in many Wal-Mart stores:

1. The customer is always right.

2. If the customer makes any mistakes, please refer to Article 1.

This is a vivid portrayal of Wal-Mart’s customer first principle. Some employees said with emotion, "It was Wal-Mart that made us realize for the first time that the customer is always right." The secret of Wal-Mart's business is to constantly understand the needs of customers, put themselves in the shoes of customers, and provide convenience to customers to the greatest extent. Once, a customer went to Wal-Mart looking for a special paint, but the store was out of stock, so the manager of the paint department personally took the customer to the paint store opposite to buy it. Both the customer and the owner of the paint store were grateful. Walton often said to his employees, "Let us treat customers with kindness and enthusiasm, just like entertaining guests at home, and let them feel that we are always caring about their needs."

"One-stop shop" ”Shopping

Whether customers can purchase all the goods they need in the store at one time, whether they can get timely sales information on new products, whether they can enjoy additional services such as door-to-door delivery and free parking, and whether they can shop at any store. Shopping in the store during free time... These questions are also important indicators for evaluating the quality of a store.

At Wal-Mart, consumers can experience the new concept of "One-Stop Shopping". In terms of product structure, it strives to be rich in variety and characteristics to meet the various preferences of customers. It operates a wide range of items, including food, toys, new clothing, cosmetics, household appliances, daily necessities, meat, fruits and vegetables, etc.

In addition, Wal-Mart has also set up a number of special service types for the convenience of customers:

Free parking: For example, the Sam's Store in Shenzhen has a business area of ??more than 12,000 square meters and has nearly 400 free parking spaces. There are parking spaces, and another Wal-Mart shopping mall with a business area of ??more than 17,800 square meters also has about 150 parking spaces.

Wal-Mart has moved its pastry shop into the mall, and has also set up a "Sam's Lounge". All the delicious food and fresh pastries provide customers with leisure enjoyment after shopping.

The store employs professionals to provide customers with free consultation on computers, cameras, video recorders and related supplies, which helps reduce the risks of blind purchases.

The store has a Xerox Document Processing Business Center, which can provide customers with a number of services including color document production, copying, engineering drawing enlargement and reduction, and high-speed printing.

Wal-Mart can provide delivery services for purchases of 2,000 yuan or more at a time, priced at 49 yuan each time within the specified range (because the product price does not include delivery costs).

In addition, Shenzhen Sam Store handles all mobile computer sales business, including all models sold by Mobile Bureau. The price is 100 yuan cheaper than other agency outlets; it also sells Runxun's communication products as an agent and collects station fees for various models. Various Chinese and digital machines are 50 yuan cheaper than other Runxun outlets on the market.

When choosing a store location, Wal-Mart also takes convenience for customers to shop as its primary consideration. In the United States, its tentacles extend to remote towns that Sears and Kmart disdain. From Minnesota to Mississippi, from Southern California to Oklahoma, Walmart is everywhere. Wherever a town lacked cheap stores, Wal-Mart opened there.

Donate to public welfare

In order to provide customers with more benefits, Wal-Mart tries to reduce advertising expenses. For this reason, it puts a lot of thought into promotional creativity and strives to obtain the most with the least investment. Best results. All products promoted by Wal-Mart are always sold out. Among the promotion methods, Wal-Mart pays special attention to the role of event marketing (Event Marketing). For example, a "Precision Shopping Float Training Team" was established at a branch in Fairbury, Nebraska, and organized to participate in local float parades. All the team members were wearing Wal-Mart uniforms and changing formations while pushing the floats, making them particularly eye-catching in the parade. In order to add some spice to the boring life in the community and create a happy atmosphere, Wal-Mart will often carry out a series of outdoor auctions, bands and circus performances to attract customers to come shopping. Every year on the second Saturday of October, Walmart holds a "mooncake eating" contest in the parking lot of its Oneanta store. This event attracted many customers from other states to participate and watch. News media coverage increased the competition's and Wal-Mart's visibility. In addition, when Wal-Mart's stock was listed, Wall Street securities analysts and shareholders were invited to go boating in the stream and camp on the lakeside.

Although Walmart has repeatedly cut back on its advertising spending, it has continued to donate to non-profit organizations and causes such as schools, libraries, economic development groups, hospitals, medical research programs, and environmental programs. At that time, he did not hesitate to spend money and was very generous.

Since 1983, Walmart has donated $52 million to United Way charities in various states across the United States.

The Fragrant Hills, Georgia branch held a pig kissing contest to raise funds for charity.

Since 1988, Wal-Mart has raised US$57 million to assist children's hospitals in setting up the "Children's Miracle" TV program, making it the largest sponsor.

Walton also actively supports public and private schools and establishes special scholarships to help Latin American students go to Arkansas for college. He will also donate a certain percentage of the sales of his own brand "Sam's American Selection" to scholarships for students studying mathematics, science and computers.

Comprehensive coverage

Sears is the founder of the global bulk mail order and retail industry, founded in 1886. Before 1992, it maintained its position as the top retail company.

Its popularity in the United States is astonishing—8 out of 10 people in the United States shop at Sears at least once a year. The product route taken by Sears has always targeted the middle and lower classes as its consumer appeal. One of its main selling points, like Wal-Mart's, is its low prices. But after entering the 1990s, Sears' retail industry was in crisis. By 1992, it had been overtaken by Wal-Mart, which had only a few decades of history. In order to survive and develop the company, Sears had to change its business strategy and focus on Move to the insurance industry, real estate industry, finance industry and credit card industry to conduct diversified operations. So why is Wal-Mart able to defeat Sears, which has been the dominant player for many years, on the battlefield of the retail industry?

In terms of brand management strategy, Wal-Mart has chosen a variety of retail formats to target different levels of target consumers. It is precisely because of Wal-Mart's all-round attack to seize the high-end and low-end markets that Wal-Mart replaced Sears, which was once popular throughout the United States, and became the number one brand in the retail industry.

After World War II, the structural level of consumers began to change. The original lower-middle class has gradually divided into two classes: "upper-middle" and "lower". In response to this change, Wal-Mart has decisively adopted brand strategies in different business forms. Among them, Sam's Club, founded in 1983, and Wal-Mart Shopping Mall, founded in 1988, are aimed at "lower" consumers, achieving the ideal situation of reducing spending more thoroughly, and winning over most of the customers who originally belonged to Sears. Another business model founded in 1987, Wal-Mart is a comprehensive department store with stylish decoration, large scale, and excellent service. The products sold are diverse and unique. In comparison, the products sold by Sears are mostly simple styles and lack of uniqueness. place, so of course the "upper-middle" class of customers no longer loves Sears. Since Wal-Mart challenged Sears and launched an attack from both aspects at the same time, Sears was unable to compete with it and finally gave up its position as the leader and moved to industries other than retail.

Membership is an emerging retail form. Sam's Club is a major feature of Wal-Mart's operations and a magic weapon for it to capture the market and defeat Sears.