In recent years, some Xinhua Bookstores in China have successively explored "chain management", and some have made great progress. They soon "connected" with hundreds of them. The efficiency of the two or three years has been high, and there have been experiences. . Is it really easy for Xinhua Bookstore to engage in chain operations? The reporter recently went to the Northern Liaoning Book City to interview their “experience†of chain operations and talked with Wang Qi, the general manager. The northern Chinese man with more than one meter and eighty points was filled with emotion: å’± Liaoning Northern Book City has been established since 1997. The positioning within the Liaoning Publishing Group is a firm practice of chain operations. It can be said that our future fate is on the "chain." We started the practice of chain operations in 1998. At that time, it was as if we were "pleasant and lofty," and it seemed that we could easily make a big one. After 3 years, we were deeply puzzled. Now we can’t even dare to say that the dozen bookstores that we have connected to are really “chain storesâ€. We can only say that we conscientiously touched “stone†on the “chain†and made a short river run. Some attempts have initially realized the bitterness and hotness of chain operations; there is no experience, only experience and emotion.
Next, our interview with Wang Qi was changed to exchanges and discussions in a “sincere and friendly atmosphereâ€.
"Chain" Should Be the "Breakthrough" of Reform
In front of the reporter, the Northern Book City, which was established in accordance with the modern enterprise system and in the form of joint-stock companies, had been “fighting†for only four years since its founding, and book retailing had already occupied the “half of the country†of Shenyang City. However, their hearts were always in love. On the "chain". Why is that?
Wang Qi's straightforwardness and plain frankness of northerners: Xinhua Bookstore is wise in the direction of developing chain operations in the future and is the only way to go. Although our Xinhua Bookstore has been established for more than 60 years, it has undergone several "epoch-agrarian" reforms and has taken several major steps in its career. However, it has always survived under the protection of the government and has been unable to cover its planned economy with every move. . In the market, the division is severe everywhere, local protection is tough, and the barriers are solid; most of the concepts are “safety and safetyâ€, and lack of sense of competition, reform, and awareness of crisis; many traditional and backward distribution methods have been used for decades; There has not been a complete break in the old employment and distribution pattern. Many constraints have greatly constrained the enthusiasm of Xinhua Bookstore employees. What is the environment we are in? It is the rapid deepening of the Chinese market economy. It is an increasingly strong demand of the public culture for the issuance of reforms. If it is only an "internal" problem, we may still be able to cope with it for a while. However, we are also facing the WTO that is about to join. Those who have "back-filled" "full pocket" modern business ideas, advanced distribution methods, and flexible management Mechanisms and strong capital funds will soon make "long journeys" into overseas competitors in the Chinese publishing market. If we do not innovate and become stronger than Xinhua Bookstore, in the near future, the existing malpractices of Xinhua Bookstore will be fully exposed in the market competition of “national treatmentâ€, and we may lose the battle after another and even lose our extremely important position. "This is by no means sensational. Since chain marketing, which is in line with modernization, large-scale social production, and large circulation laws, is very likely to become a breakthrough point for our reform, development, and expansion, Xinhua Bookstore should unswervingly do it. Indeed, although we did not do well in the past two years, we did manage to chain operations.
"Chain" When Going Out of "Mistakes"
Some people in the industry say that China’s Xinhua Bookstore has its “Xinhua Bookstore†in districts, streets, and roads in thousands of provinces, cities, counties, and even cities spread across the country’s major rivers and north and south. This same name, the same system, the same management model, and the same The distribution content, the same sales promotion marketing method, the same industry regulatory requirements, etc., can be considered as a “chain†operation?
Let's take a look at the concept of modern chain operations. As the birthplace of chain operations, the United States’ commerce and industry census organization defines chain operations as: “Where two retail stores operate in Bubu, their operations are essentially the same, and they belong to the same capital, same management, same commodity policy, etc. Institutions are chain operations." In China, “Domestic Trade Department Law No. [1997] No. 24, “Opinions on the Operational Management of Chain Stores†has a clear definition of chain operations: “A number of stores operating similar products and using a unified company name are managed under the same headquarters. , adopt unified purchasing or granting franchise, etc. to achieve economies of scale in the form of business organization." And further standardize the most basic characteristics of the chain: "The chain stores are composed of headquarters, stores, and distribution centers, must be unified procurement and distribution of goods by the headquarters, unified management and management standards, procurement and sales separation;" chain stores including direct chain, There are three forms of voluntary chaining and franchising, which can exist in a chain enterprise; it can be implemented in supermarkets, convenience stores, specialty stores, and integrated shopping malls.
According to this comparison, can our country's Xinhua Bookstore naturally attribute to chain operation? the answer is negative. Although Xinhua Bookstores are all state-owned, they are owned and controlled by different local governments. Although there are national Xinhua Bookstore Head Offices, the head office does not have any assets, operations, and management controls and restrictions for Xinhua Bookstores at all levels; The titles, however, completely have their own independent asset operating rights that are independent of others. Although they have the same business methods and marketing and accounting methods, they divide their interests and they have both cooperation and competition in market operations.
So Xinhua Bookstore is neither "chain", it is what kind of business organization? Most of my colleagues in the industry believe that the current Xinhua Bookstore can only be characterized by distinctive Chinese characteristics, with a strong plan economy, political regulations, and administrative instructions, and have the same name. Similar business forms and industry norms, in their own independent operation to implement loose cooperation in the industry organization. Although it cannot be ruled out that Xinhua Bookstores in some places in recent years are actively engaged in the exploration of chain operations, and some of them have made encouraging progress in practice and exploration, there is still a long way to go from a standardized enterprise chain operation in the modern sense. Therefore, people in the industry have already called for the need to keep our heads awake in advocating chain operations. We should not regard "chain" as a "basket" and put anything into it. What the future "New China people" should do is a modern, standardized, strict and scientific chain operation in the true sense.
"New China" needs to make up the class first
How does the "chain" of Xinhua Bookstore "get"? Wang Jian led the employees of the Northern Book City after three years of groping that it should gradually create "software" and "hardware" conditions to transition to chain operations.
The so-called "software" conditions refer to business and market awareness. Chain management is a marketing idea that is both "old" and "modern". For 142 years since the Atlantic and Pacific Tea Company, the world’s first modern-day chain store, was founded in the United States in 1859, this “Eli Lianlian and Guan Suo†marketing method has passed through more than 100 years of “business†style. The rain of "industry" has actually developed with its tenacious vitality into an extremely standard and strict form of business management that meets the demands of large-scale production and circulation of modern society, such as the "Wal-Mart" of the United States, "McDonald's", and "Carrefour" of France. Japan's "Ito Yokado" and other large multinational chain companies and regional chain companies all over the world. With their leaping development performance, they proved to the world the vitality of the "old" "chain" in the contemporary era. As a Xinhua Bookstore that has just entered the socialist market economy from the planned economy and is still under the protection of the state's policies, it has a real sense of the normative chain business philosophy. There are still not many laws to grasp, even though the knowledge and understanding of the laws of market economy, the awareness of market competition, and the grasp and choice of business opportunities are still superficial. Therefore, the "New China people" engage in "chains" and must complete the lessons of concepts and knowledge, quickly change their old ideas, and thoroughly study and study the concepts and operating rules and methods of chain operations, and turn them from being amateurs to professionals.
The so-called hard conditions refer to the market, policies, mechanisms, brands, management, facilities and other conditions that the “chain†should start. The reporter saw that the Northern Book City established according to the modern enterprise system and flexible management mechanism has no “retreat†from the beginning of its business and can only concentrate on the market. Therefore, they have a slight sense of market concept and consciousness in terms of “softwareâ€. A bit "being unique", but they are engaged in "chain" of "hardware" conditions but like all other Xinhua Bookstores, they start from "zero".
"Lian" should be "tight" and "locked" should be "strong"
Currently, 13 chain stores under Liaoning Northern Book City have 5 direct chain stores, 1 Xinhua Bookstore franchise, and 7 private franchise chain stores. They are located in Shenyang, Jinzhou, Fushun, Benxi, Fuxin, Liaoyang and Panjin in Liaoning Province. Wait for 7 cities. These chain stores have a unified "Xinhua Bookstore Liaoning Northern Book City" store number, unified from the Northern Book City headquarters to train employees, develop chain management norms, conduct business guidance, unify the head office responsible for the deployment of books, unified from the main store "inside Banks are responsible for fund settlement; they rely on intensive operations to achieve benefit sharing. The chain stores of Mengjia store have a total business area of ​​more than 6,000 square meters and annual sales of book code of 15 million yuan. Although the scale is not large, and temporarily not very standardized, but done more solid and detailed, has begun to have a "like appearance."
In the course of the development of these chain stores, the Northern Book City thought that it should be called “chainâ€, and “connected†should be “rigid†and “locked†and should be “firmâ€. To this end, they have grasped several operating principles:
The first is "brand sharing." Because after several years of development, Liaoning Northern Book City has won wide acclaim for its flexible management, warm and thoughtful service, beautiful and comfortable environment. Its name has long been known in Shenyang and enjoys high popularity in the province. After the chain stores unveiled the brand of “Xinhua Bookstore North Book Cityâ€, they immediately gained the trust of local readers, quickly made a success and realized the profit of every family.
The second is the "profit ties." In addition to directly operating chain stores, franchising, franchising, and northern book city headquarters are a kind of "win-win-win" relationship based on benefits. Head office gains economies of scale and market share through intensive management; chain stores gain profits by enjoying the brand, relying on low operating costs and low purchase prices. Through the chain operation, the two have achieved a "perfect" combination of mutual benefits.
The third is "standard management." Before the opening of each chain store in Northern Book City, the head office had its managers, salespersons, deployment staff, and accounting personnel trained in the policies, regulations, and distribution of different positions. In preparation for opening, the head office was responsible for assisting the chain stores in the layout of the stores. After the opening of the goods, the main store is responsible for the dynamic management and supervision of the chain stores in the issuance of industry regulations, book distribution services, service quality, and store customer appearance.
The fourth is "clear division of labor." In addition to the standardized management of the chain stores by the head office, there is a strict division of labor among each other in book distribution. On the one hand, based on the results of market research and analysis, the head office provides continuous market information support to the time chain stores, and on the other hand, it dynamically learns the chain store sales through the microcomputer network, and quickly and accurately distributes and exchanges book products for the chain stores. The bank settled funds on time, and at the same time carried out unified marketing promotion according to different seasons and sales stages. The chain stores are doing their best to “concise†each day’s distribution business, “doing excellent†service to each customer, and “strengthening†each chain store.
The fifth is "responsibility for keeping the earth." The Northern Book City unwaveringly used the chain stores as a front for the building of socialist spiritual civilization, and unequivocally advocated the promotion of the main melody on the content of the distribution of books. For example, the speech of General Secretary Jiang Zemin's "1 July" monologue to the head office. Two days, all the chain stores have been placed on the counter "no discussion"; likewise, nothing can detract from this position and the "golden character" signboard. For example, there was a chain store immediately delisted from the main store due to "Cang Teng" pirated books." No discussion."
The principles that the Northern Book City complied with in the “chain†were still a certain distance from the modern, standardized, and scientific commercial chain operation, but they had initially demonstrated its effects and vitality. They relied on pragmatic and pragmatic spirit and tried to operate as closely as possible, "replicating" the chain stores of one family after another, and basically achieved "even" one "tight" one, "lock" one "strong" one, head office and each The strength of chain stores has gradually increased, and economic benefits have steadily increased year by year.
Next, our interview with Wang Qi was changed to exchanges and discussions in a “sincere and friendly atmosphereâ€.
"Chain" Should Be the "Breakthrough" of Reform
In front of the reporter, the Northern Book City, which was established in accordance with the modern enterprise system and in the form of joint-stock companies, had been “fighting†for only four years since its founding, and book retailing had already occupied the “half of the country†of Shenyang City. However, their hearts were always in love. On the "chain". Why is that?
Wang Qi's straightforwardness and plain frankness of northerners: Xinhua Bookstore is wise in the direction of developing chain operations in the future and is the only way to go. Although our Xinhua Bookstore has been established for more than 60 years, it has undergone several "epoch-agrarian" reforms and has taken several major steps in its career. However, it has always survived under the protection of the government and has been unable to cover its planned economy with every move. . In the market, the division is severe everywhere, local protection is tough, and the barriers are solid; most of the concepts are “safety and safetyâ€, and lack of sense of competition, reform, and awareness of crisis; many traditional and backward distribution methods have been used for decades; There has not been a complete break in the old employment and distribution pattern. Many constraints have greatly constrained the enthusiasm of Xinhua Bookstore employees. What is the environment we are in? It is the rapid deepening of the Chinese market economy. It is an increasingly strong demand of the public culture for the issuance of reforms. If it is only an "internal" problem, we may still be able to cope with it for a while. However, we are also facing the WTO that is about to join. Those who have "back-filled" "full pocket" modern business ideas, advanced distribution methods, and flexible management Mechanisms and strong capital funds will soon make "long journeys" into overseas competitors in the Chinese publishing market. If we do not innovate and become stronger than Xinhua Bookstore, in the near future, the existing malpractices of Xinhua Bookstore will be fully exposed in the market competition of “national treatmentâ€, and we may lose the battle after another and even lose our extremely important position. "This is by no means sensational. Since chain marketing, which is in line with modernization, large-scale social production, and large circulation laws, is very likely to become a breakthrough point for our reform, development, and expansion, Xinhua Bookstore should unswervingly do it. Indeed, although we did not do well in the past two years, we did manage to chain operations.
"Chain" When Going Out of "Mistakes"
Some people in the industry say that China’s Xinhua Bookstore has its “Xinhua Bookstore†in districts, streets, and roads in thousands of provinces, cities, counties, and even cities spread across the country’s major rivers and north and south. This same name, the same system, the same management model, and the same The distribution content, the same sales promotion marketing method, the same industry regulatory requirements, etc., can be considered as a “chain†operation?
Let's take a look at the concept of modern chain operations. As the birthplace of chain operations, the United States’ commerce and industry census organization defines chain operations as: “Where two retail stores operate in Bubu, their operations are essentially the same, and they belong to the same capital, same management, same commodity policy, etc. Institutions are chain operations." In China, “Domestic Trade Department Law No. [1997] No. 24, “Opinions on the Operational Management of Chain Stores†has a clear definition of chain operations: “A number of stores operating similar products and using a unified company name are managed under the same headquarters. , adopt unified purchasing or granting franchise, etc. to achieve economies of scale in the form of business organization." And further standardize the most basic characteristics of the chain: "The chain stores are composed of headquarters, stores, and distribution centers, must be unified procurement and distribution of goods by the headquarters, unified management and management standards, procurement and sales separation;" chain stores including direct chain, There are three forms of voluntary chaining and franchising, which can exist in a chain enterprise; it can be implemented in supermarkets, convenience stores, specialty stores, and integrated shopping malls.
According to this comparison, can our country's Xinhua Bookstore naturally attribute to chain operation? the answer is negative. Although Xinhua Bookstores are all state-owned, they are owned and controlled by different local governments. Although there are national Xinhua Bookstore Head Offices, the head office does not have any assets, operations, and management controls and restrictions for Xinhua Bookstores at all levels; The titles, however, completely have their own independent asset operating rights that are independent of others. Although they have the same business methods and marketing and accounting methods, they divide their interests and they have both cooperation and competition in market operations.
So Xinhua Bookstore is neither "chain", it is what kind of business organization? Most of my colleagues in the industry believe that the current Xinhua Bookstore can only be characterized by distinctive Chinese characteristics, with a strong plan economy, political regulations, and administrative instructions, and have the same name. Similar business forms and industry norms, in their own independent operation to implement loose cooperation in the industry organization. Although it cannot be ruled out that Xinhua Bookstores in some places in recent years are actively engaged in the exploration of chain operations, and some of them have made encouraging progress in practice and exploration, there is still a long way to go from a standardized enterprise chain operation in the modern sense. Therefore, people in the industry have already called for the need to keep our heads awake in advocating chain operations. We should not regard "chain" as a "basket" and put anything into it. What the future "New China people" should do is a modern, standardized, strict and scientific chain operation in the true sense.
"New China" needs to make up the class first
How does the "chain" of Xinhua Bookstore "get"? Wang Jian led the employees of the Northern Book City after three years of groping that it should gradually create "software" and "hardware" conditions to transition to chain operations.
The so-called "software" conditions refer to business and market awareness. Chain management is a marketing idea that is both "old" and "modern". For 142 years since the Atlantic and Pacific Tea Company, the world’s first modern-day chain store, was founded in the United States in 1859, this “Eli Lianlian and Guan Suo†marketing method has passed through more than 100 years of “business†style. The rain of "industry" has actually developed with its tenacious vitality into an extremely standard and strict form of business management that meets the demands of large-scale production and circulation of modern society, such as the "Wal-Mart" of the United States, "McDonald's", and "Carrefour" of France. Japan's "Ito Yokado" and other large multinational chain companies and regional chain companies all over the world. With their leaping development performance, they proved to the world the vitality of the "old" "chain" in the contemporary era. As a Xinhua Bookstore that has just entered the socialist market economy from the planned economy and is still under the protection of the state's policies, it has a real sense of the normative chain business philosophy. There are still not many laws to grasp, even though the knowledge and understanding of the laws of market economy, the awareness of market competition, and the grasp and choice of business opportunities are still superficial. Therefore, the "New China people" engage in "chains" and must complete the lessons of concepts and knowledge, quickly change their old ideas, and thoroughly study and study the concepts and operating rules and methods of chain operations, and turn them from being amateurs to professionals.
The so-called hard conditions refer to the market, policies, mechanisms, brands, management, facilities and other conditions that the “chain†should start. The reporter saw that the Northern Book City established according to the modern enterprise system and flexible management mechanism has no “retreat†from the beginning of its business and can only concentrate on the market. Therefore, they have a slight sense of market concept and consciousness in terms of “softwareâ€. A bit "being unique", but they are engaged in "chain" of "hardware" conditions but like all other Xinhua Bookstores, they start from "zero".
"Lian" should be "tight" and "locked" should be "strong"
Currently, 13 chain stores under Liaoning Northern Book City have 5 direct chain stores, 1 Xinhua Bookstore franchise, and 7 private franchise chain stores. They are located in Shenyang, Jinzhou, Fushun, Benxi, Fuxin, Liaoyang and Panjin in Liaoning Province. Wait for 7 cities. These chain stores have a unified "Xinhua Bookstore Liaoning Northern Book City" store number, unified from the Northern Book City headquarters to train employees, develop chain management norms, conduct business guidance, unify the head office responsible for the deployment of books, unified from the main store "inside Banks are responsible for fund settlement; they rely on intensive operations to achieve benefit sharing. The chain stores of Mengjia store have a total business area of ​​more than 6,000 square meters and annual sales of book code of 15 million yuan. Although the scale is not large, and temporarily not very standardized, but done more solid and detailed, has begun to have a "like appearance."
In the course of the development of these chain stores, the Northern Book City thought that it should be called “chainâ€, and “connected†should be “rigid†and “locked†and should be “firmâ€. To this end, they have grasped several operating principles:
The first is "brand sharing." Because after several years of development, Liaoning Northern Book City has won wide acclaim for its flexible management, warm and thoughtful service, beautiful and comfortable environment. Its name has long been known in Shenyang and enjoys high popularity in the province. After the chain stores unveiled the brand of “Xinhua Bookstore North Book Cityâ€, they immediately gained the trust of local readers, quickly made a success and realized the profit of every family.
The second is the "profit ties." In addition to directly operating chain stores, franchising, franchising, and northern book city headquarters are a kind of "win-win-win" relationship based on benefits. Head office gains economies of scale and market share through intensive management; chain stores gain profits by enjoying the brand, relying on low operating costs and low purchase prices. Through the chain operation, the two have achieved a "perfect" combination of mutual benefits.
The third is "standard management." Before the opening of each chain store in Northern Book City, the head office had its managers, salespersons, deployment staff, and accounting personnel trained in the policies, regulations, and distribution of different positions. In preparation for opening, the head office was responsible for assisting the chain stores in the layout of the stores. After the opening of the goods, the main store is responsible for the dynamic management and supervision of the chain stores in the issuance of industry regulations, book distribution services, service quality, and store customer appearance.
The fourth is "clear division of labor." In addition to the standardized management of the chain stores by the head office, there is a strict division of labor among each other in book distribution. On the one hand, based on the results of market research and analysis, the head office provides continuous market information support to the time chain stores, and on the other hand, it dynamically learns the chain store sales through the microcomputer network, and quickly and accurately distributes and exchanges book products for the chain stores. The bank settled funds on time, and at the same time carried out unified marketing promotion according to different seasons and sales stages. The chain stores are doing their best to “concise†each day’s distribution business, “doing excellent†service to each customer, and “strengthening†each chain store.
The fifth is "responsibility for keeping the earth." The Northern Book City unwaveringly used the chain stores as a front for the building of socialist spiritual civilization, and unequivocally advocated the promotion of the main melody on the content of the distribution of books. For example, the speech of General Secretary Jiang Zemin's "1 July" monologue to the head office. Two days, all the chain stores have been placed on the counter "no discussion"; likewise, nothing can detract from this position and the "golden character" signboard. For example, there was a chain store immediately delisted from the main store due to "Cang Teng" pirated books." No discussion."
The principles that the Northern Book City complied with in the “chain†were still a certain distance from the modern, standardized, and scientific commercial chain operation, but they had initially demonstrated its effects and vitality. They relied on pragmatic and pragmatic spirit and tried to operate as closely as possible, "replicating" the chain stores of one family after another, and basically achieved "even" one "tight" one, "lock" one "strong" one, head office and each The strength of chain stores has gradually increased, and economic benefits have steadily increased year by year.
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