Red Bean Shares: Yang Qisheng'S "Desperate Samro" Rooted In The First Line Of Chain Stores

Red bean "Pioneer of the party's benevolence in the annual report of Qingbai"

Red bean shares Yang Qisheng: Rooted in the chain "Desperate Samro"

        On May 24, Yang Qisheng, general manager assistant of Hongdou Co., Ltd. and director general of the second men's clothing chain company, was commended as the pioneer of the fifth batch of Party members in the activity of "Celebrating the party's kindness in the annual report of Hongdou". In an interview with the reporter, he said that 2021 is the "evolution and efficiency" year of the group. The second chain company will focus on the red bean men's wear to adapt to consumption upgrading with high-end and differentiation, enhance brand awareness and enhance industry influence, comprehensively deepen the store operation quality, adapt to the digital economy era with digitalization and online, enhance competitiveness, and take small procedures as the starting point, Increase the proportion of online sales and achieve the annual marketing target!

Adhering to the standard of "seeking truth and pragmatism, hard work, extreme seriousness and meticulous operation", Yang Qisheng has always been strict with himself and set an example. From 2016 to 2019, he was awarded the title of "model of factory director" of the group for four consecutive years. In 2012, 2017 and 2019, he was rated as "Party member pioneer" and "excellent Party member" by the Party committee of the group for three times. Focusing on the development theme of "evolution and efficiency", in April 2021, red bean men's clothing chain No.2 company led by Yang Qisheng ranked third in the group's three-level enterprises.

　　 Rooted in the market and close to users is the basic quality of every chain person

Entering Hongdou in 2003, Yang Qisheng started from the wholesale position of Hongdou children's clothing factory. In his first few years of work, what impressed him most was the team spirit of hard work and the pioneering spirit of seeking truth and pragmatism. At that time, their work was also called "running the market". It was common for them to take charge of several provinces and run outside for more than 20 days a month. In the early stage of business development, limited capacity and lack of resources make it impossible for the enterprise to tolerate any adulteration in the process of seeking survival. In line with the professional principle that product quality is the red line of life, the market share from scratch to existence and from small to large is a small achievement obtained by every member of the team with sweat and perseverance, Such hard work and seeking truth and truth have laid down the values of plain struggle for the company. The spirit of "44 million" originated in southern Jiangsu is the most true portrayal of the team.

In 2009, in the second year of the formal transformation of red bean men's wear chain operation, Yang Qisheng was transferred to the manager of red bean men's wear branch. From direct marketing to joining in and then to the comprehensive transformation of the channel, Yang Qisheng led the team through a difficult exploration period and ushered in a highlight moment. From 2009 to 2015, Yang Qisheng has experienced the exploration of business model and store state, focusing on regions, building the root and soul of marketing line - products, and answering the question of "what value do we ultimately want to create for consumers?". In this process, Yang Qisheng believes that taking root in the market is the most important. Only in the stores can we find the real problems from the front-line, and we can get the most real feedback when we are familiar with the market and close to users. Taking Xuzhou market as an example, there are 27 red bean men's clothing stores in Xuzhou, among which there are 4 stores in Suining County with the best performance. Jinfuyuan store has won the honor of "store manager model" of the group for several consecutive years. When the store was first opened, the site selection in Xuzhou was questioned by many "whether it can be operated for a long time". In the face of doubt, Yang Qisheng is confident, because the location of the store has always followed the scientific basis, including the definition of business district, location and location, as well as the data-based information. In the site selection site, the developers hold a counter to record the flow of people, the ratio of men and women, consider the surrounding influence, and even understand the revenue of the surrounding stores through various ways, After such careful research, it will be finalized. The success of a store is bound to drive regional success, which is the power of focus and the result of being familiar with the market.

　　 Choosing a good store manager is the beginning of building a good store

Wu Xinliu, manager of Jinfuyuan store in Suining, Xuzhou; Gao Caiyun, store manager of Tongji street, Lishui County, Nanjing; Wu Qingqing, manager of Chaoyang Street, Sheyang County, Yancheng City, have one thing in common. They have won the honor of "model store manager" of Hongdou Group for many times. At the same time, they belong to the sales area of Hongdou men's clothing chain No.2 company. For such a strong and excellent store manager team, Yang Qisheng has a set of criteria in selecting and training store managers. He believes that men's clothing chain is after all a sales oriented store, and choosing a store manager with excellent sales ability is the first to bear the brunt of it - "so our store manager must be the sales champion.". Strong executive power and excellent management are the necessary qualities of store managers, but sales is the cornerstone of a store manager leading the growth of stores. After the sales champion is selected, we have to go through a "pattern" standard screening. To manage a store is not a single person fighting, but the overall performance of the team. Only those who have something to give can lead to the overall improvement. Finally, in the skills training of store managers, practical experience is the basic principle. 30s cash register, trouser leg repair, customer dress matching, identification of fake money, response to various scenarios, cooperation of staff in prosperous market and off-site are all required courses for store managers.

When it comes to Director Yang Qisheng, Wu Xinliu, the store manager, has endless "good" for him. Every time he visited the store, Yang Qisheng always solved the problems raised by the store in time. He had no leadership. He was like his big brother. He was familiar with the clerks and gave everyone positive energy every time he was trained. Once, store manager Wu reflected to Yang Qisheng that the problem of small store warehouse was solved quickly. Yang Qisheng recalled that this is not to solve the problem for the store. If the warehouse is too small, it will inevitably lead to overstocking of goods. When the shop assistant steps on or kicks the goods in a prosperous market, if the problem is not solved in time, the staff will take out the goods from the warehouse and deliver them to the customers with crumpled products. This is disrespect for the products and disrespect for the customers. The store is a bridge between red bean men's wear and customers, and the store manager is the most solid bridge pier. Caring for the store manager and caring for the shop assistants, Yang Qisheng is sincerely and sincerely concerned about the most important market reach point of the brand terminal.

　　 Open up online and offline, small programs open a new era of retail

Under the current situation, online and offline integration is accelerating, and the changes in sales scenarios and consumption patterns have brought new development paths for the traditional retail industry. In this series of accelerated changes, red bean men's wear as a retail practitioners, actively embrace online. In March 2020, the official red bean men's clothing mall launched its small program. In just eight months, it achieved 100 million sales, and won the best growth award of Tencent's small program clothing category.

As one of the project leaders of the small program, Yang Qisheng has been keenly aware of the change of consumers' shopping habits in the early days. He admits that there is no obvious distinction between online and offline, and the direction of chain operation reform is to seize the private traffic of social e-commerce. After more than a year's development, the activity planning of red bean men's small program has gradually shifted from promotion type to brand operation type. Yang Qisheng explains that the first user outbreak of red bean men's wear widget in 2020 is the brand day activity on September 25, which gives users the most intuitive experience of preferential concessions. The second activity is the double day at the end of the year, which has accumulated more users with down jacket, In April 2021, the company began to adopt the form of new product release, instead of blindly pursuing low-cost promotion, which led to a significant increase in gross profit rate. In this year's "3.26 small program men's God changing season", the Gmv of red bean men's small program single day activity exceeded 21.9 million. It can be seen that red bean men's wear is strengthening the "evolutionary efficiency" whether it is the effective multi-channel access or the deep collaborative operation empowerment.

As a vanguard of Party members, Yang Qisheng not only forgets his own work, but also works hard to carry out the system of "daily cleaning and daily settlement", but also cultivates a number of group pacesetters and advanced personnel for Hongdou men's clothing chain No.2 company, and delivers excellent talents to many positions of the company. In the future, he will focus on the "five strengths" put forward by Dai Minjun, chairman of Hongdou Co., Ltd., to enhance cohesion, endogenesis, product, marketing and execution, and lead the second chain company to continue to work hard and strive hard to achieve the annual strategic goals, and contribute to the realization of "100 billion red beans, wisdom red beans, happy red beans, and 100 year old red beans"!