However, just three months later, Xinheng Glasses Company broke the news of arrears to suppliers; Last month, there was a full-scale outbreak of non-payment incidents; At the end of the month, some branches of Xinheng began to close.

Industry insiders pointed out that it was the chaotic management and blind expansion that eventually led Xinheng to the road of defeat. Xinheng's rapid expansion made it difficult to make ends meet. Within a month, Xinheng opened eight stores in Huping City, with more than 30 stores. According to estimates, according to the minimum investment, it costs about 300,000 yuan to open such a store, and the investment of more than 30 stores must be more than 10 million yuan, and Xinheng's claimed total investment is 10 million yuan, but in fact it is less than 5 million. This has undoubtedly led to a tight cash flow. Xinheng's emergency strategy is to default on the payment of suppliers to make up for the lack of liquidity.

Suppliers have no money to collect, dare not supply again, Xinheng has no goods to sell, forming a vicious circle. The mall will lose money when it opens, and it is a matter of time before it closes (Huping glasses consumers once complained about the scarcity of Xinheng glasses stores for a while, which is the reason). The incident of arrears of payment, such as drinking to quench thirst, caused the supplier to have strict doubts about Xinheng's integrity, which greatly shook the foundation of Xinheng.

"Lack of a sound and mature management system" is the evaluation of the decline of Xinheng by many people in the industry.

At present, the competition in glasses sales is fierce, which puts forward higher and higher requirements for the management, capital, talent, and marketing network of the "players" on the field. According to a person close to Xinheng, most of Xinheng's middle-level employees are not high, including many employees eliminated by other optical stores (most of the employees of the bankrupt Leiwang Glasses Company have gone to Xinheng Glasses Company, which is well known). It is difficult to guarantee the effectiveness of new business models such as the implementation of intelligent management, the establishment of telephone ordering centers and e-commerce platforms.

Previously, the person in charge of Xinheng also admitted that there were loopholes in Xinheng's management, and he failed to avoid the recurrence of some dishonest phenomena among employees, such as buyers accepting bribes, inferior goods entering the market, etc., and due to the payment turmoil, suppliers gradually stopped supplying, Xinheng gradually lost its attractiveness due to incomplete commodity varieties.

In addition, Xinheng also made mistakes in the selection of the location of the branch of the central consumer group. In addition to the Zhonghua store, the Dongzheng branch is relatively successful, and the store location of the branch in Huping City is mostly in the more remote section, lacking the central consumer group. The process of urbanization requires optical stores to have a forward-looking vision in store selection, and Xinheng is also lacking in this point.

What's even worse is that Xinheng has also had an unprecedented integrity crisis at the consumer level.

In the case of the same shopping environment, the service quality of optical stores has become a comparative measure of customer psychology. Let's look at Xinheng:

Marketing means - Xinheng Nanhua Road chain store played "1 for 50" advertisement, but consumers went to exchange coupons but shouted that they were deceived: 1 for 50 yuan "pie" and "must buy 500 yuan" additional conditions.

Service attitude - search the bags of some suspicious customers.

Ms. Chen, an employee of the Xinheng Dongzheng branch, was beaten by another young man when she was dissatisfied with the photos she had taken of her youngest daughter in the store and was arguing with the salesperson.

……

Such incidents that hurt the interests and rights of consumers have been as many as a few in the six months since Xinheng opened. Each case is a bloody double-edged sword for Xinheng, and it is not only consumers who are injured, but also their own lifeline - goodwill and credibility.

It is the neglect of integrity in the operation that leads to Xinheng's "lose-lose" situation - offending the supplier, Xinheng cutting off the "grain"; hurt consumers, Xin Heng cut off "money".

Under the internal and external troubles, it is not surprising that Xinheng has declined.

……

……

I slammed the table and shouted, "What's going on!?"

After looking at it, Zihan said, "This ...... This is not simple, it will kill Xinheng! ”

“***！ Zihan, you go out and inquire about the news! ”

After Zihan left, I dialed Ren Qiangzhi's phone and scolded: "Ren Qiangzhi, what good is it for you to do this!? We can't sell it, you ...... it."

Ren Qiangzhi interrupted me and said, "Mr. Yin, I still want to question you?" Why are there so many negative reports about Xinheng! It's none of our business if you Xinheng falls, don't bother our manufacturers! We have to rely on brands to eat! ”

"What are you pretending to be!?" I said angrily.

Ren Qiangzhi sneered and said, "Mr. Yin, I don't understand what you're talking about." You should do your best to solve your Xinheng problem! Good luck with you! ”

He hung up......

I called Li Jing and called Li Jing over.

Li Jing returned to Xinheng's office, I showed him these media reports, and I said to him: "Groundless! What funds are broken, what is the management is not effective, the competition is internally injured, and what the integrity crisis is discredited! Write it all over, you hurry up and give me a report on this and explain it one by one! ”

Manager Wen, who had been listening at the door for a long time, walked in and said, "Mr. Yin." ”

I shouted, "Didn't you see me busy!?"

"Mr. Yin, I have something important to report!" Manager Wen said.

I said, "Say! ”

Manager Wen said: "Mr. Yin, as far as I know, the incidents reported in this article about our Xinheng's poor marketing methods, poor service attitude, low employees, etc., which hurt the interests and rights of consumers, are all true. ”

I was shocked: "What? It's real!?Tell me about it. ”

"But after a comprehensive and careful observation, I always feel that someone is framing us, such as the consumption vouchers in the report to deceive people, we are not deceiving people at all, but we are marketing like this, but ......"

"But they wrote it like this, didn't they!?" I asked.

Manager Wen nodded, and then said, "The most important thing is to search the bag and beat the customer...... And ......"

"Did it really happen?" I asked, stunned.

Manager Wen said: "I read the case, why do I think that someone gave us a cover? The customers seemed to do it on purpose and got into an argument with the staff of our chain and then accused us of doing something wrong. In this era, consumers always feel that they are weak, and when a person posts such a fake news, the masses immediately blame the seller. Because of compassion, and hatred of profiteers. It's easy for them to blindly believe these rumors...... If you take a closer look at these cases, I have collected and found what happened to a certain store one day, although it is all a small matter, but once they are collected and sent out from the media at the same time, and the parties come forward to tell the story, it is almost as if it is true. How do I see them all childcare ......"

Childcare, childcare again! All the examples are drilled into the weakness of our Xinheng. I slapped the table and said, "Li Jing, Manager Wen!" Find these so-called parties for me right away! Be sure to find it! I called Brother Yong and asked him to send their people to help find it, and we need to clarify the matter! Zihan is ready to draft a clarification report! ”

"Yes......"

I called Brother Yong and asked Brother Yong if he had found one or two nurseries. Brother Yong said to me, "I didn't find it!" It's like looking for a needle in a haystack. ”

"There's really no way?" I asked.

Brother Yong said: "For example, someone brought a large group of migrant workers from a construction site in another city for less than half a month, rectified you, gave these migrant workers a sum of money, and then sent them back. How do you find it? Are they not from our side of Huping at all? Besides, even if you go to the police...... It seems that there is no basis for this, and it is impossible for the police to help you, let alone issue a wanted warrant! I've posted missing person notices all over the street, what's the use!?"

"Okay, okay, thank you, Brother Yong."

"You're welcome. But we still try! As little hope as possible, let's do our best. ”

I said, "Brother Yong, I still have photos of a few people on hand, you have to help me find them." These guys pretended to be customers to come to our store to find fault, and then deliberately made a mistake, and finally gathered together and made a big fuss in the media to accuse us Xinheng of doing things that damaged them. ”

"Okay, you send pictures of these people to my phone. I'll let the brothers do their best! Brother Yong said.

"Okay, thank you."

I said, "Zihan, you draft a clarification report, and I'll go around the chain store!" ”

"Yes."

When I went to a chain store in the city, all the questions I asked were real, and there were often unhappy incidents with customers. But...... Generally speaking, our optical store is extremely formal, and the goods sold will generally record the customer's address, gender, age, and contact information in the invoice receipt, of course, occasionally some people will not leave contact information, but none of these customers who have had friction have left any records. I think these people are childcare......

At the time of billions of dollars, we were used by the media to hype up how trash we were, and after that, we relied on our own efforts to suppress the rumors. But now the attack on Xinheng is really much higher, it is simply true.

Sent out to find these nurseries, but no one could find them, as I expected. Xinheng's sales were very severe, and a backlog of goods began to be ...... Two million goods have only been sold for less than a dime, and although we have issued a clarification announcement, consumers are not willing to believe us. Unless...... I need to find those nurseries.

The sale of glasses is different from the sale of other goods, and once there is negative news, people will say that it is a black store when they pass by the door...... More than a dozen chain stores in Huping city have lost nearly 30 percent of their turnover in less than a week, and several outside the city have dropped their turnover by 50 percent.

I sat in the office of billions, smoking cigarette after cigarette. A few days ago, I have issued a handling method, allowing people to deal with the negative news about our Xinheng from the online media and various media, and then issued a clarification announcement news. Then, in order to save our reputation, we also did a price reduction promotion to attract popularity, but unexpectedly encountered an unprecedented Waterloo. Public opinion has accused us of Xinheng being a show, and the company's business form is even more unoptimistic.

After thinking about it, I called Ren Qiangzhi, but I didn't dare to let Zihan know that it was Ren Qiangzhi who initiated the negative news. Otherwise, Zihan would definitely go out of his way to dedicate himself.

"Mr. Ren."

Ren Qiangzhi smiled and said, "Mr. Yin, don't come to harm?" Yin always wants to buy with me? Shut that down, right? ”

"Mr. Ren, shall we discuss it carefully?" I said.

"What are you talking about? Aren't we doing it well now? Hahahaha...... If you have anything to say, I will go to the soup and go to the fire! Ren Qiangzhi said in a weird manner.

I held back my anger and said, "Mr. Ren, I believe you also know about the false and negative reports of our company's media. ”

"I know, I also believe that you were framed."

I hurriedly said: "Mr. Ren, can you send us a clarification report in the name of your company, this matter...... Alas, I offended you before. I will be grateful to Dade ......"

Before I finished speaking, he immediately said, "Mr. Yin, let Zihan come over and talk to me here." Hahahaha, fight with me, you're just a milky hairy doll, and your Tao is not deep enough. Open the skylight and say something bright, you let Zihan come over, I promise you ......"

"Ren Qiangzhi, I will make you pay!" I shouted. Damn, I can't agree to make a deal with Zihan.

Ren Qiangzhi said, "Mr. Yin, did you kill me?" To be honest, I can't look down on your company's hundreds of thousands of goods a month, and the most important thing is that you don't take me seriously, you offend me! Do you know who I am? Have you checked my worth? Little ants, dare to be more arrogant than me! You wait to guard Xinheng's corpse! If you have a better attitude, and then send Zihan to me, then I ......"

"**, Ren Qiangzhi, I'll make you pay!"

"Take care of yourself first! The mouth is so hard, I see how you die!?" Ren Qiangzhi hung up the phone......

I kicked the pen holder off the desk and smashed him to pieces, and if he was in front of me, I would strangle him to death!

After smoking a few cigarettes, Zihan came in: "Xiao Luo...... Yesterday, Xinheng's turnover fell by six percent compared with the day before yesterday. ”

"Okay, I got it."

I was suddenly afraid that Ren Qiangzhi would call Zihan without authorization and tell him about it, and with Zihan's character, he would immediately get up without saying a word and go to that mang to seek good. I said to Zi Han: "Zi Han, you stay by my side every step of the way." ”

"What's wrong?" Zihan asked me.

I said, "I'm not in good health these days, I often lose my temper, and my heart hurts here for no reason. It hurts my heart, I'm afraid it's ......"

"Heart disease!?" Zihan said urgently.

I said, "I've consulted a doctor, it's not a heart attack, it's an increase in blood pressure, lack of sleep, and a rise in fire, and if you still lose your temper often, it may lead to fainting, and you will die." ”

"Huh!?" Zihan said in astonishment.

I made up a random reason, the purpose is to prevent Zihan from leaving my side for half a step. What about at night? It's better to sleep in the same room at night, or I'll go to her dormitory to sleep. Anyway, there are two bedrooms and one living room......

"What the hell is going on?" Zihan said.

I said, "Too much anger." ”

"Then you adjust your feelings......"

I said, "How do you tell me to adjust my feelings?" Things have come to this point! ”