Guangzhou: China to the United States into bilateral marketing management terminal transformation - GOME Electrical Appliances, Wong Kwong Yu - HC network appliance industry-hc360

China Product


,

GOME Electrical Appliances

Cluster General Manager, Guangzhou Branch Times reporter an exclusive interview to receive information, detailing the financial crisis of magnetic card reader writer

States United States card magnetic strip

New ideas, which is

Huang Guangyu

Guangzhou, China after the incident publicly for the first time the U.S. high-level communication with the media.



"To store management as the core, increasing the store management functions," a country the United States reform the core, high cluster point out that the U.S. will be 3? 15 as an opportunity to operate suppliers had the idea, and gradually into the terminal operator

Service

More attention to consumers, the implementation of "a bilateral market." The United States made this country great transformation of marketing ideas, but also for the industry to realize: the expansion before the great expansion of the country the United States, is the incident could settle down, For through the meticulous management, extensive end-run mode of GOME, win more consumers.



"To improve the quality of stores core business"



Earlier, the National US-Ho Yang Qing spokesman told the media that "this country will not increase the number of U.S. stores. We will shut down some poorly managed store, and then select some good in the new location opened about the same number of flagship store . "This is the first country outside the United States explicitly that" will close the store. " In this regard, the high cluster, said, "Guangzhou China in 2009, the United States will implement a similar 'off a shop, open a shop' policy to keep the total amount of 100 or so stores."



"Will improve the quality of stores core business", the high cluster, told reporters the United States in 2009 the country's top priority is to ensure the sound operation of the premise of market share and maximize profitability. For this strategy, he explained, "not appropriate for individual sites, rental sales ratio is too high, not enough good shops will be shut down operations, but also low in the strategic core business district to open new stores, maintaining the total unchanged. "



For the full year sales plan, high clustering, "said the United States this year, Guangzhou, China is expected to grow by 5% of sales." In fact, the financial crisis, how to ensure sales growth? In this regard, States United States put forward his new ideas: the decentralization of store, so that store their own decisions, maximize capacity.



It is understood that the strategic transformation of the country after the United States, the store manager will no longer simply responsible for sales, but rather from beautification store layout, store channel design, product mix, quality of service, comprehensive management of stores. "The manager will be given 'master' role, to assume more responsibility for store operations." Expressed the high cluster, and now the role of functional departments stores by the leadership of the past, into service to store, from store charge the former, States United States to provide protection in the rear. The "store-oriented, more clear to consumers to provide the necessary services and resources." In his view, "When competitive situation in the rapid changes, such a mechanism can be made more flexible tactical attack and defense."



To the "business end" transition



"In the future will improve the operating efficiency of the development of a single shop in the direction manufacturers from the operation of the upstream direction to a service consumer." Said the high cluster, with the

Home Appliances

Optimization of industrial development, industry concentration is high, the global financial crisis and other factors, how to grasp the needs of consumers, to provide consistent products and services to consumer spending, the enterprise survival and development of urgent problems. In this regard, he noted, "only to consumer demand, is the core competitiveness of enterprises evergreen. And the future development trend, companies will be jointly and to store store-centric, service consumers."



In the country the U.S. view, the transition to the business end, content not only in the sale, after sale service, more important is the simplification of work processes within the store, open up each joint directly to the customer reflects the efficiency of its services. It is understood that the United States opened the country's 400 free call center service already has 1,000 seats, the unified management by the headquarters, received

Complaints

Would be fed directly to each store, so that no blind spots of consumer complaints. High cluster, told reporters call center in addition to daily users pay a return visit, a reception address user comments, set up by each consumer the way customer information files, the user is refined to further improve the implementation of the domestic retail customers in the past extensive classification.



"In the past to resolve customer complaints is required within 24 hours to complete, and now we have limited time to resolve within 6 hours." Said the high cluster, in a series of rapid Return process, set up VIP green channel, the consumer were satisfied with the service from the previous 88.5% rise to 98%.