六级实时阅读之小关键致使零售业的成功Word下载.docx
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六级实时阅读之小关键致使零售业的成功Word下载.docx
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retailisdetail"
.Hepracticestheconceptinmultiplevisitstostores,oftenappearingunannounced.
HavingbeenappointedasthenewpresidentandchiefexecutiveofficerforWalmartChinaonlysevenmonthsago,Foranmakessuchvisitsthreedaysaweek,havingbeento240ofthe380storesintheChinesemainlandsofar.
Ononeshelf,adozenbagsofdeodorantthatappearedtooheavyforthehookcaughthiseye.Forantoldhisassociatestogetthepackagingredesigned.
Atsectionswheresomeofitemswereoutofstock,heaskedforthemtoberefilled."
Whenwintercomes,therewillbeabigdemandforheatersandelectricblankets,"
hepointedout.
Passingbyapileofneckpillows,henoticedthebarcodewashiddeninthepackaging.Suchpackagingwillprolongcustomers'
check-outtime.Hesaidtothemanagerofthestore:
"
Howisitscannedatthecheckout?
Thisisanexampleofthingsnotbeingpackagedproperly"
.
Pointingatasurfacecoveredwithout-of-seasonclothes,Foranwasunhappywiththedisplay.Hesaid:
Youneedtobecarefulhowmuchyouputonthetable.Itishardtoselectanitemevenifthepriceisgood.Itwouldbebettertoleaveitonthehangerontherackwithabigpriceonit."
Turningtoanothercounterwithdiscountedgoods,Foranformedadifferentopinion,saying:
Whenthepriceisverylow,peoplewillgotothecounter."
ThenewCEOhasquicklygainedrespectfromhisChineseassociateswhoyearnforprofessionalguidanceandadviceintheirdailywork.
"
Hisobservationsfocusondetailandoperations,"
saidLucyLang,districtmanagerofWalmartBeijing."
Helookedatthingsinawaythatcustomerslookatthem.Hehasveryhighstandardsforqualityandprice.Heisveryprofessionalwhenitcomestomakingajudgement.Andheisnice."
Themostfrequentquestionsheraisedfocusonagoodmixtureofmarginsandsales.Butmostimportantly,ForanwantshisassociatestounderstandwhatmatterstoWalmart.
Themoretheyunderstandaboutthat,thebetterdecisionstheymakeaboutwhatitemstheyaregoingtosellinthestore,"
hesaid.
HispredecessorasheadoftheChineseunit,EdChan,quitinOctoberlastyearamidapork-labelingprobethattemporarilyshutall13ofthecompany'
sstoresinChongqingmunicipalityinSouthwestChina.
Walmartsaidthereasonitwantedtohaveanewleaderisbecauseitwantstotakethestorestoanewlevel,oneof"
excellenceandbeingabletodeliveronfoodsafetyandvalue"
inevenbetterstores,DougMcMillon,WalmartInternationalpresidentandCEO,saidinFebruary.
Thecompany'
sfastexpansionstrategyinthepastfewyearsdidnotworkwell.Lastyear,WalmartChinarankedNo4inthetopforeignchainretailerlistintermsofrevenue,afterRTMart,CarrefourSAandYum!
BrandsInc.ThelistwaspublishedbyChinaChainStore&
FranchiseAssociationinMaythisyear.
Toregainabalanceindevelopmentandtheconfidenceofstaffandcustomers,Walmartiseagertoshowcaseitsreturnto"
Americanvalues"
Unlikehispredecessor,ForandoesnothaveaChineseface.ButhebroughtthesameWalmartculturethatvalues"
servantleadership"
AtameetingwithChineseemployeesmarkingthestartoftheyear,hedroppeddownononekneeasademonstrationofthatconcept."
Iwasprobablyfeelingtiredafteralongflight,"
hejoked.
Wepreparefantasticmerchandisinginacleanwaywiththerightdisplayandexcellentfreshfood.Butserviceatthecheckoutisimportant.Acustomer'
stotalexperienceofastorecanbeaffectedbyonefinalexperienceasheorsheleavesatthecheckout.Wemusthavewonderfullytrainedandengagedassociates.Servantleadershipisthewayforwardforthemtoachievethat,"
Foranbeganhiscareerwithapart-timejobstockingshelvesatWoolworthsinAustraliaattheageof15,ultimatelyleadingtohismostrecentroleasheadofWoolworths'
supermarketdivision.
HiscareerincludesseveralseniorroleswithinWoolworthsincludinggeneralmanagerofBigW,thediscountdepartmentstoredivisionandDickSmith,whichspecializesinconsumerelectronics.
InForan'
sopinion,toleadtheoperationsinthefastest-growingmarketintheworldis"
theopportunitytomakeadifference"
WalmartenteredtheChinesemarketin1996andhad370outletsbyMarch.Themarketcontributedlessthan10percentofWalmartInternational'
ssalesrevenue.ChinawasoneofthecontributorstothehighestdollarincreasesinWalmartInternational'
snetsalesgrowthin2012,whichgrew15.2percentto$125billioninnetsales.
Earlythisyear,Walmartannounceditwillremaincommittedtoallocating60percentofitsfundingtodevelopinghighergrowthmarketsand40percenttodevelopedmarkets,accordingtoMcMillon.
WithhighhopesfortheChinesemarket,ForansaidheishearingreallypositivethingsaboutWalmartinChinaanditwillcontinuetoopennewstores-around30ayear-andbuildnewdistributioncentersandSam'
sClubs,namedafterfounderSamWalton,whoopenedthefirststorein1962.Sam'
sClubisachainofwarehouseclubsthatsellgroceriesandgeneralmerchandise,ofteninlargequantities.Sam'
sCluboutletsare"
membership"
stores.Itisalsothebiggestprivateemployerintheworldwithmorethan2millionemployees.
TheopeningofnewstoresinChinaisareductionontheapproximate40ayearpreviously.ForeignretailgiantsinChinaareexperiencingdifficultiesinmaintaininggrowth.BritishretailgiantTescoPlc,theworld'
sthird-largestretailerbysalesrevenue,hasclosedfourstoresinChina.
ThankstotheweakEuropeaneconomy,CarrefourSA,theworld'
ssecond-largestretailerbyrevenueandowningaround210storesin64Chinesecities,hasalsopulledbackitsfastexpansionplansinthenation.
ZhaoPing,deputydirectoroftheconsumptionandeconomicresearchdepartmentoftheChineseAcademyofInternationalTradeandEconomicCooperation,saiditissmartformultinationalretailerssuchasWalmarttoslowdowntheirexpansioninChina.ShecitedthetoughglobaleconomicclimateandweakgrowthintheChineseeconomyandconsumptionasreasons.
Astheeconomytightens,Walmart'
svalueinhelpingcustomerstosavemoneypresentsagreatopportunityforWalmart,Foransaid.
However,heinsisted:
Wemustnevercompromisethequalitynorourprice.Wemustalwaystryourbest.Wemusthavelowprices."
Foransaidhethinksthecompany'
sstrategyof"
everydaylowprices"
and"
everydaylowcosts"
isoneofthekeydriversthathelpsWalmartbeatrivals.
BeingaforeignercouldbeanadvantageasForanlistensandobserves.Inadditiontocloseresearchofhiscompetitors,Chineseandforeign,Foranisalsotryingtounderstandlocalcustomers.
HehasspenttimeshoppingwiththreeChinesefamilies.Hefoundtheyliveinaquitesmallapartmentsogettingoutoftheirhomesandgoingshoppingisasocialoccasion.Thediscoveryhasconvincedhimofthevalueofrunningphysicalstoresaswellase-commercestores.
ThemovealsohelpedhimbetterunderstandthebuyingpatternsofChinesecustomers,forexample,whyfreshfoodismoreimportantinChinathangeneralmerchandise.
TheaveragesizeofanapartmentinChinaissmallerthanintheUnitedStates,"
hesaid."
PeopleintheUnitedStatesbuyalotofstuffbecausetheyhavealotofspace.FreshfoodinChinaismuchmoreimportantthangeneralmerchandise."
Enhancinglocalizationisakeytosuccessformultinationalretailers,whichhavearelativelylowshareoftheoverallretailmarketinChina,saidZhao.
Retailbusinessoperatorsfaceconsumersdirectly.Themoreacompanyknowsaboutthelocalmarket,thebettertheyknowwhatproductsandservicestheyshouldprovide,andthehigherthecustomers'
satisfaction."
ForanisproudthathisjobcanhelpChinesefamiliestosavemoney.
ItwouldbeafantasticlegacyforWalmarttohelpmillionsofpeopletosavemoneysotheycanliveabetterlife.I'
dliketobepartofthat,"
saidForan."
Sothatiswhatmakesmegetoutofbedearlyandgotobedlateatnight."
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