Ma Yun said: Fat Donglai has triggered new thinking by Chinese retailers and is a flag of Chinese companies.

Lei Jun said: Fat Donglai has always been a godlike existence in China's retail industry.

Obtained the anger of two business gods, Fat Donglai is an out-and-out legend in the business world. Behind the legend has to mention Fat Donglai's strong label-service.

To what extent is Fat Donglai's service "god"? "God" to netizens are not allowed to have different voices! The netizens who complain about the fat east on social networks have almost only one kind of "end". They are subjected to large-scale crusades, and they are also called "spots".

ONE

Fat Donglai became popular, not just one "50 million"

Most netizens across the country know that Fat Donglai originated from the “50 million donation” in the early stage of the epidemic. A supermarket chain in a small third- and fourth-tier city in Henan Province donated 50 million yuan in the first place. This kind of love and courage impressed netizens. The "50 million donation" was also considered by many netizens to be a landmark event of Fat Donglai's popularity.

But the continued popularity of Fat Donglai is not just "50 million". The donation incident is more like opening a floodgate for Fat Donglai to spread spontaneously.

Soon some netizens dug up that during the SARS outbreak in 2003, the boss of Pang Donglai, Yu Donglai, donated 8 million; during the Wenchuan earthquake in 2008, Pang Donglai donated 8 million and organized employees to support the disaster area; during the epidemic, Pang Donglai all vegetables Selling according to the purchase price, the supermarket compensates the employees who stick to the front line... A series of information has made netizens admire the entrepreneurial pattern of its founder.

After the hot spot of the epidemic, more "interesting facts" about Fat Donglai were exposed one after another by netizens. Among them, many "interesting facts" make netizens feel incredible.

Because of being too "maverick", Fat Donglai's "anecdote" is completely rooted in the "curiosity" of netizens. For example, when Fat Donglai's Xinxiang store reopened in 2016, it was closed for one hour after opening. The reason is "too many customers", "the supermarket is about to be overcrowded", coupled with photos of other founder Yu Donglai on the spot to ease the traffic, netizens ridicule, this is a boss who is worried because of the good business; another example, closed on Tuesday Shop, all staff rest...

What kind of supermarket is this that has "flipped" Wal-Mart and Hualian to become the uncrowned king of local supermarkets? What kind of founder is he with such a feeling of family and country?

In the final analysis, the reason why Fat Donglai is completely different from ordinary Internet celebrities is because it has accumulated a heavy reputation before it explodes. The reputation makes the Fat Donglai in the eyes of netizens never allow others to be beaked. Therefore, it is logical for Fat Donglai to go from becoming popular to continuing to become popular.

TWO

Take service circle traffic

But it’s not just service as simple

Fat Donglai's popularity in 2020 can be basically divided into three stages according to the direction of the event. The first stage is the 50 million donation event; the second stage is the development of Fat Donglai and the exposure of its operating model; now, it has come to the third stage: the long-running netizens "exhibit service".

On the Internet, many netizens are enthusiastic about "breaking the news" Fat Donglai, from unreasonable returns to experiential services; from 8 types of shopping carts to "luxury" maternity and infant rooms... People are discussing with relish in the "breaking news" With Pangdonglai’s various services, some netizens did not hesitate to drive hundreds of kilometers to punch in Pangdonglai. Therefore, Pangdonglai also received a new label-"Scenic Spot Supermarket".

The Fat Donglai in the supermarket industry and Haidilao in the catering industry are now regarded as benchmarks in the service sector. But whether it is Fat Donglai or Haidilao, many catering people find that it is difficult to "copy" their services; the so-called "hype" with services is even more difficult.

It is true that the super traffic pool of the short video platform provides an excellent popular scene for Fat Donglai, loading Fat Donglai's various extreme services, allowing Fat Donglai to fully enjoy the traffic dividend. However, behind the traffic dividend, there is a factor that cannot be ignored-the "positive energy" of Fat Donglai. The three viewpoints of family and country, humanism, and mainstream displayed by this company are the keys to praise Fat Donglai from the whole network.

THREE

The deep gene of service is culture

Fat Donglai's supermarket is very clean, so clean that netizens can't fault it when they go to take photos of trash cans and toilets. The trash can is always as bright as new and has never been full; there is little water stains in the bathroom, and the smell is fresh. Behind the high level of cleanliness is the meticulousness of the cleaners, and the active working status of the cleaners comes from the attitude of the company to employ people. Fat Donglai’s salary level is much higher than the local average, and there are plenty of benefits on holidays, and he takes a vacation every Tuesday.In a netizen's revelation, Yu Donglai took the initiative to bear the child's tuition after learning that an employee's child was admitted to college but was in trouble due to financial problems. It lies in Donglai's philosophy, where wealth is scattered and people gather, "giving employees meat is a pack of wolves." Yu Donglai, who treats employees as his family, has managed the Fat Donglai team into a "big family". Before the opening of Fat Donglai's new store, the team of employees who spontaneously came to clean and tidy up formed a special landscape. This is the charm of corporate culture.

This charm comes not only from the personal charm of the leader, but also from the humanistic atmosphere that the company has formed for a long time. It guides employees to work hard and serve customers from the heart.

In Fat Donglai and Haidilao, the ultimate service is not only a system, but also a culture. It is not only reflected in the standard service such as entering the door and guiding the way, raining and umbrella, but also in various unexpected details. . For example, a magnifying glass specially prepared for the elderly, a children's toilet of the size of the maternity room, a caring wheelchair, etc., to paraphrase the words of netizens: "Only you can't think of it.

FOUR

Do service

Clear understanding, do what you can

There is system first, then culture; system is easy to decide, but cultural atmosphere needs to accumulate slowly. There are employees first, then the team. Employees are easy to find, but the team spirit needs to be polished and formed. Therefore, it is difficult to "copy" the service of Fat Donglai. However, this does not affect us to take "notes", and then build a service system suitable for ourselves according to the actual situation of the company.

Note 1: The service is "live"

On the short video platform, a mother posted a packet of biscuits given by the service desk of Fat Donglai. The reason is that the target product is temporarily out of stock when the child is taken to Pangdonglai to buy things. When I went to the service desk for consultation, the staff of Fat Donglai sent out a packet of biscuits to soothe the children's emotions, and promised to transfer the goods from other places in time.

Obviously, a pack of biscuits has won a loyal fan for Fat Donglai. I believe that the code of service must not require employees to give out a pack of biscuits when a customer’s child is crying. It is Pang Donglai that gives employees full rights and space. The "pack of biscuits" reflects the "flexibility" of Pang Donglai's service. This is the truly people-oriented service, which is guided by each individual's personality and needs, and delivers timely, appropriate, and warm service.

The ultimate service is not just a matter of keeping employees back, but also employees' response to the actual situation.

Note 2: Service is "changing"

The predecessor of Pang Donglai was the "Fatty Shop" commissary. When Yu Donglai was a small shop, he was loved by consumers for his good service attitude and guaranteed product quality. Today’s Fat Donglai is no longer limited to the "good attitude" service, but slowly develops a human touch on the basis of standardization, and constantly improves the details to achieve today's Fat Donglai.

Services should change with user needs and changes in the overall environment.

Note 3: Service is "beautiful"

On the Internet, someone pointed out that Haidilao’s birthday service was “too embarrassing”. The reason why it feels embarrassing is that many people want timely, appropriate, and undisturbed services. The service needs of modern people are like adolescent children, hoping not to be disturbed, and at the same time longing for comprehensive services.

Sending out the service naturally in a comfortable way is the most beautiful state of the service. This requires that the ultimate service of the moment must not only be "enthusiastic", but also be considerate enough.

Service is an essential part of catering operations. Especially in today's intensified homogenization competition, service has become a major part of the restaurant's competitiveness.

Regarding service, Fat Donglai and Haidilao are benchmarks, but what catering people have to do is not simply "copy homework", but to create their own service characteristics based on learning and summarizing, and use flexible, flexible and natural service as a restaurant. Drainage and even use service to form a major advantage of the restaurant.