[Please keep in mind the domain name of this site" ", or search in Baidu: Sanlian Literature Network]

In mid-July, Fan Wuzhi went to Chundu to inspect the work, and then was invited by the Zhengzhou municipal government to visit.

Fan Wuxian had never been to Zhengzhou before, so he agreed.

The Zhengzhou Municipal Government has done a lot of work for Fan Wuxi's arrival, not only making a lot of arrangements in terms of food, clothing, housing and transportation, but also arranging two beautiful girls for Fan Wuxian to be tour guides.

After arriving in Zhengzhou, Fan Wuxian decided to check out the Asia Mall.

In the autumn of 1988, Wang Suizhou, a retired political cadre of the Air Force, became the general manager of a department store under construction. It took him less than 200 days to complete the entire preparation period, setting a record for Henan shopping malls at that time. From the first day of its opening, Asia has been a sight to behold with a new and extraordinary image.

When Fan Wuxian and the others walked into Asia, it was as if they had entered a luxurious star-rated hotel, surrounded by flowers and green grass. There are not only salespeople, but also hostesses and singers and dancers in the mall. Every morning, there is also a guard of honor at the entrance of the mall to raise the national flag, play the national anthem, and perform for the onlookers, which once became the most famous viewing spot in Zhengzhou.

On the eve of the opening of that year, Asia Mall placed hundreds of thousands of yuan of advertisements in various newspapers in Zhengzhou, which was the sum of the advertising expenses of all Zhengzhou shopping malls in a year at that time. Almost overnight, Asia gained great recognition from consumers. In the second year of its opening, Asia's turnover was nearly 200 million yuan, ranking 35th among the country's large shopping malls. In the following three years, Asia's turnover increased at a rate of more than 30% every year, ranking first in Henan.

It was also at this time that some crises that were not even perceived at the time had begun to sprout.

Wang Suizhou is a master in the image building of shopping malls and the planning of commercial activities, but he is quite disorderly in his management, lacks a supervision and restraint mechanism, and has not conducted a comprehensive and thorough audit in the eight years since it opened. In the past eight years, Asia has changed four CEOs, but there has not been an audit or a handover. In its heyday, Asia's annual turnover rose by 100 million yuan, but the company's net profit never exceeded 10 million yuan.

In 1993, based on Zhengzhou Asia Mall, Wang Suizhou expanded its shares to establish Zhengzhou Asia Group Co., Ltd. The number of shareholders was expanded from two to five, and later to six, and the new shareholders were all financiers and real estate developers who had previously established themselves in Hainan. They almost surrounded Wang Suizhou and embarked on the road of chain operation.

In a short period of four years. Asia has opened 15 large department store chains. This company, with a total capital of only 40 million yuan, is carrying out a super expansion with an investment of nearly 2 billion yuan. But. No one would have expected that. This road to China's retail chain empire turned out to be a path of failure. Chain stores in Asia. The date of commencement of business is the time of loss. There was no exception to the tragedy.

The two little girls led Fan Wuxian around the mall. I was excited to see the dazzling array of goods. Fan Wuxian was thinking about when this mall would go bankrupt and go bankrupt? It's a bit of a contrast.

Zhengzhou will invite Fan Wuxian to visit and investigate. The main reason is that the land was confiscated from the cult in the first place. There's a piece of it here, too. And the area is not small. At this time, it has become a part of Fan's home appliance chain shopping mall. More than 5,000 square meters of land. It was developed by Fan Wuzhi in accordance with the operation mode of a warehouse-type supermarket. It is very eye-catching in the downtown area of Zhengzhou.

Moreover, Fan Wuxian deliberately made a batch of large-screen LED displays. All day long, some particularly infectious advertisements are played on a loop. It has attracted the attention of countless locals and outsiders. Make the mall full of customers. In an endless stream.

The time of the past few years. It is a good time to upgrade home appliances. Therefore, as long as there is a supply. Just worry about what will be the sales barrier. Fan Wuxian also took a fancy to this. That's why I agreed to help Boss Zhu clean up the mess. Took over so much land for business.

Since the opening of Fan's home appliance chain store in Zhengzhou. It has attracted a lot of media attention. Excellent environment and advanced management mode. It has attracted a lot of consumers to come and experience. And the media also seems to be particularly interested in these companies in Fan's Investment Group. From time to time, there will be free newspapers to advertise something. The fame of Fan's home appliance chain shopping malls has surpassed that of Asia. It has become the first famous shopping mall in Zhengzhou.

The most successful thing about Fan Wuxian is that he can make extensive use of high-tech means to create a shopping atmosphere, rather than simply relying on artificial entertainment to attract people, so in the home appliance sales industry, the performance of chain shopping malls in other places is the best.

There were originally 16 relatively large home appliance shopping malls in Zhengzhou City, since the opening of Fan's home appliance chain shopping malls, there have been 12 home appliance shopping malls on the verge of closure within half a year, and a few are already considering changing careers.

In this case, the Zhengzhou Municipal Government is both happy and worried, happy that the sales of one shopping mall of Fan's home appliance chain shopping malls have exceeded the total sales of more than a dozen shopping malls, and the worry is that other shopping malls can't do it, what should I do?

This time, they invited Fan Wuxian to come over, in fact, they also wanted to discuss with Fan Wuxi, can they take care of the shopping mall industry in Zhengzhou City, and give them a bite to eat?

Fan Wuxian went around the Asia shopping mall for a long time, and found a problem, that is, there is some confusion in management, it seems that many waiters are people who have not been systematically trained, as for those department managers or higher-level managers, there is also a common problem, that is, the appearance and image are good, but the understanding of business is very insufficient, and it is not suitable for the various positions currently undertaken.

Fan Wuxian has long heard that Zhengzhou Asia shopping malls often judge people by their appearance. At the end of last year, large shopping malls in Guangzhou, Shanghai, and Beijing opened one after another, and there was a serious shortage of management personnel. Asia recruited hundreds of young people from Xi'an, and after a short period of training, prepared to send them to three places. Because they did not know their personal situation, they had to send those with good facial features and clear speech to the shopping malls in Guangzhou, Shanghai or Beijing as managers or directors, and other personnel as salesmen.

And their employment policy is also very casual, it is said that Zhou, the announcer of the Asia Mall Troupe, is not worth the management and will not look at the accounts, and was actually appointed as the general manager of Kaifeng Asia Mall, which is a bit too child's play.

Another is nepotism, a cousin of a leader of Asia, who was originally a farmer on the outskirts of Zhengzhou, was actually appointed as the general manager of a large shopping mall in Beijing, and the two wives and brothers of a certain leader, a farmer in Shandong, were also entrusted with important tasks, and even his little nanny was appointed as the financial director of the distribution center of Asia Group.

One of the greatest drawbacks of Asia is the exclusion of dissidents. In Asia, four young Vice-Presidents were sent to field offices because they did not agree with the General Manager. The following year, when the Asia Overseas Office was abolished, the four vice presidents returned to the mall to find that their places had been replaced by someone else.

When the concept of chain management was just introduced to China three years ago, Asia was already moved by the wind and determined to vigorously develop the chain industry. It first established Zhengzhou Asia Group Co., Ltd., and then set up a specialized retail management company, extending its tentacles to provincial capitals and cities across the country, quickly organizing options and preparations, and opening a large chain store every four months on average.

Due to the different owners of the assets, the chain stores in Henan are still named Asia, and the chain stores outside the province are generally called village department stores. Everywhere it went, it had a grand debut, including bombarded advertisements, grand openings, free bus routes for customers, and all sorts of outrageous promotions. The people of these places were able to see first-hand the famous Asian style.

However, after a long period of contact, the public's eyes gradually become confused, cold, and critical. Its adaptability to the water and soil, its nouveau riche shallowness, naivety, impulsiveness and many other weaknesses have been exposed, so that although each Asian chain store has been established from the form, it is difficult to have real vitality and integrate into the local economic environment and people's lives due to the lack of internal and substantive support.

When the village department store opened, the local newspaper prudently criticized it for fighting a price war at any cost, and the operating expenses were large, and I was afraid that it would be difficult to sustain itself. After the closure of the village department store in Shanghai, China Business Daily called on the business community in Shanghai to pay extensive attention to the phenomenon of village and not repeat their mistakes.

Since the beginning of the previous year, media reports on the village department store and other Asian chain stores across the country have been criticized and derogatory.

At first, Asia regarded Japan's Hachiyo as an opponent and a teacher.

Baban's claim that it would open 1,000 branches in China 2,000 years ago has also become a decision-making idea for Asia to speed up the pace of chain operation and blossom all over the country. When Asia opened stores in other provinces, almost every store was built by itself, which led to a pressure on funds and an increase in non-performing loans. The result is to make one lose the other, and drag down the head office.

In addition to blind expansion, vicious business wars were also one of the reasons for the destruction of Asia. Around 1992, the Zhengzhou business war caused by Asia was a price war, especially the frontal price competition. As a result of this kind of business war, all the six major shopping malls that participated in the war have suffered serious losses. While the Asian speculation war harmed others, it also lifted a stone and shot itself in the foot.

Fan Wuzhi believes that vicious price competition will only cause a waste of enterprise resources and social resources, and runs counter to the ultimate goal of running an enterprise.

There are no pop-ups