Chain operation manager——
Efforts to improve consumer shopping experience (consumption window·experience new profession ③)
Reporter Luo Shanshan
A group of people are responsible for maintaining the daily operation of chain stores and promoting the scientific and modernization of chain operation management. This year, this post was officially included in the National Occupation Classification Catalogue as a new occupation, and this group of people became "chain management managers." How does the chain operation manager work? What role can this new profession play? Recently, the reporter walked into the Qinghemen store of Beijing Supermarket Chain Co., Ltd. to conduct an experience interview.
Commodity quality——
The purpose of the store is to put customer needs first. Products in question must never be sold to customers
At 6:50 in the morning, a large truck full of fruits stopped at the door of the Faqinghe store in a supermarket in Haidian District, Beijing. Four or five staff members were unloading and carrying the goods carefully. "These fruits have just arrived this morning." The store manager Li Guodong led reporters into the store from the side door before the door opened.
Li Guodong has been working in supermarkets for 20 years. According to the new National Occupation Classification Dictionary, chain operation managers such as store managers have become chain operation managers. "We open at 8 o'clock in the morning for business, and now everyone is busy preparing before opening the door." During the talk, Li Guodong walked into a small indoor melon shed, picked up a plastic tray in one hand, and quickly put a soft plastic foam Unfold it in the tray, pick up a mango and place it on the plastic foam, wrap it with a layer of plastic wrap, and then weigh and sign it.
"I thought that your daily work is mainly responsible for management. Didn't you expect to also work with the clerk?" the reporter asked.
"The purpose of the store is to put customer needs first. As the operation and management personnel of chain stores, you should always go to the front line to understand the daily operations and customer needs of the store."
The mangoes in the boxes are individually packaged, and the mango boxes are neatly stacked on the table. Suddenly, Li Guodong picked up a mango and put it in an idle box next to it. "What's wrong, is there any problem?" The reporter was puzzled. "This mango is crushed and cannot be sold to customers." The reporter turned the mango over and found that the appearance of the mango was somewhat damaged.
"Fresh fruits will inevitably be bumped during the consignment process. We must pay attention to the quality of the fruits during the packaging process. Products with problems must not be sold to customers." Li Guodong said, "The quality of the products is guaranteed to win more consumers. ."
At this time, there are still a few minutes before the opening at 8 o'clock, and there are already many customers waiting to open outside the supermarket gate.
At 8 o'clock, the service personnel of the fruit and vegetable group, food group, and daily service group will be in place. As soon as a bell rang, the supermarket door opened on time, customers poured in, and the originally quiet store suddenly became lively. "Go, let's go to the office to look at yesterday's sales, inventory and other data, to see if we need to adjust the product variety and shelf display."
At around 9 a.m., the store staff printed out the negative inventory management form and gave it to Li Guodong. Li Guodong checked it and introduced to reporters: "The so-called negative inventory means that the actual quantity of goods exceeds the quantity recorded by the system when it is put into the warehouse, which is equal to It is an abnormal value and the reason needs to be checked. If there is an error in the inventory, sales and other links, it needs to be corrected."
At about 10:30, Li Guodong walked out of the office, and there was already a long line at the checkout counter of the store. "I will send additional staff and open two more cash desks." Li Guodong said, "If the settlement queue is too long, some customers may give up buying, so that customers have a comfortable consumption environment."
Digitalization of operations——
Guide physical stores to realize digital transformation, and online live broadcast and Moments promotion have become the norm
In the past, offline stores were the home of physical retail sales, but now the integration of online and offline development is becoming a new trend.
Click on Li Guodong’s WeChat Moments, the first one is "Dear friends, the live broadcast will start at 10 o’clock. It’s not as good as action. Be prepared and come and buy it on time." Click on the picture and scan the code to enter the Love Shopping Mini Program. You can watch the supermarket live broadcast online.
"Look, we sold more than 1,000 white garlic sausages yesterday, ranking first in all supermarket outlets, indicating that our sales strategy is effective." Li Guodong is checking yesterday's stores through the BI (Business Intelligence) data analysis system on the mobile phone. Sales data. "Now we are implementing single product management. Through the data analysis system, we can quickly obtain the inventory, sales, gross profit and other data of each product, so that it is convenient for the store to optimize the product library, and at the same time, it can also tap potential single products."
Digital transformation not only improves the efficiency of store management, but also changes the physical retail sales network.
"Currently the live broadcast is once every two weeks. After the customer places an order and pays online, they can choose to pick it up from nearby stores or choose express delivery." In Li Guodong's circle of friends, there are not only live event information, but also store flagships every once in a while For promotional items, related news written by the "Supermarket Life" official account will also be forwarded.
"Not only must make good use of WeChat Moments, but also maintain the store community member group." Li Guodong said that through the community group, customers can place orders directly in the group, and the store can stock up in advance, and can also put forward requirements and requirements for the quality of store goods and services. Opinions, various event information of the store will also be sent to the group as soon as possible. "Community marketing has become an important channel for stores to understand customer needs in real time, which is conducive to strengthening the relationship between stores and customers."
"Now, the digitalization of the retail industry is the norm, and physical supermarkets can only keep up with the changes of the times by grasping new trends, embracing new opportunities, applying new technologies, and keeping up with the needs of the market and consumers with an open mind." Li Guodong said.
Store personalization——
Promote chain stores not only to implement the standards and regulations uniformly formulated by the head office, but also to achieve personalized development
During the shop visit, the reporter found that the fresh fruit and vegetable section of the supermarket had a large passenger flow, and a large number of customers selected fresh products at various fruit sheds and booths built in the store.
"Are these decorations built by the store itself, or a unified design by the supermarket company?" The reporter was curious.
"It was built by the Qinghe store itself, and there are seasonal fruits in every season, so the store will open up a special sales area, design a booth, put the same category of fruits together, and put up eye-catching product signs. Enhance customers' desire to buy." Li Guodong pointed to the juice placed on the edge of the fruit booth and said, "Sometimes the corresponding juice will be displayed, and the unit price of the customer will be increased through the display of related products."
"Will other stores of the supermarket also provide personalized decoration based on the actual situation of the store?" the reporter asked.
"Of course!" Li Guodong said affirmatively that chain stores have commonalities but also individualities. Each store must adjust store layout, product display, and promotional activities based on factors such as store location and customer groups. “There are many communities near the Qinghe store. The purchasing needs of customers are mainly to meet the daily life of the family, so fresh fruits and vegetables are very popular.” Li Guodong said, in terms of display, fresh fruits and vegetables have always been located in the core sales area of the store to ensure that customers are You can see it as soon as you enter, and the store is constantly increasing the display area of the fresh food area.
"Each store is different, so where should we talk about the coordinated and standardized development of chain management companies?" The reporter was a little confused.
"The advantage of chain stores lies in the standardization of management, and the formation of scale advantages in store business strategy, quality standards, employee incentives, etc., unified management, deployment of resources, and overall operational efficiency." Li Guodong explained, such as fresh fruits and vegetables. In fact, it is a test of the store’s supply chain system. “If a single store wants to purchase fresh fruits and vegetables from other places every day, the cost is very high, but the supermarket company has advantages in scale. The head office has a dedicated purchasing department responsible for contacting major The place of origin of fruits and vegetables is directly harvested; there is a professional inspection department responsible for the inspection of each batch of fresh fruits and vegetables to ensure food quality and safety; there is a logistics distribution team responsible for delivering fresh fruits and vegetables to each store every day."
"Of course, each store must not only implement the various standards and specifications uniformly formulated by the head office, but also achieve personalized development." After 20 years of business, Li Guodong admitted that the physical retail industry has undergone tremendous changes, as well as the management of chain stores. Put forward more detailed requirements.
According to data from the Ministry of Commerce, there are currently more than 20 million chain stores nationwide, with approximately 61.13 million employees. This year, the chain management position responsible for store operations has officially become a new occupation and included in the National Occupation Classification Dictionary.
"This is a great affirmation and encouragement for us. Nowadays, the rapid integration of online and offline and fiercer market competition require us to continuously improve our professional standards, quickly grasp changes in market demand, and strive to use new technologies and new formats. , The new model improves consumer shopping experience and improves customer satisfaction.” Li Guodong said.