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Secret! Shanghai Yongan Department Store Will Not Fail In 100 Years

2011/3/29 10:17:00 112

Shanghai Department Store Yongan

When

Western style

When the department stores are stained with the way of life of the Chinese people, how many people remember the four largest Chinese department stores that were once brilliant in Shanghai?

The four European architecture built in the early 20th century, which stands on the Nanjing road in Shanghai, is the site of the four largest Chinese department stores. They have witnessed the rise and fall of China's modern department stores.


At the beginning of the neon, the European architecture was silent in the rain.

Looking back to the 30s and 40s of the last century, this place is called "ten seas". Behind the name is traffic, red wine and loud noise.

Shanghai, known as "the largest metropolis in the Far East", is dominated by many department stores with foreign capital based on convenient pportation and increasingly developed commodity economy.


Everything began to change in October 20, 1917. On that day, Shi Shi Department stores were opened, the Yongan department store opened in September of the following year, and 8 years later, and then the Daxin department store came out in January 1936. The four largest department stores in China rose to dominate Shanghai.


Service supremacy is like this age.


The founders of Yongan, Guo Le and Guo Quan, went to Australia to "open up gold" to open the fruit row, where they first peep at the basic principles of Western business world. Later, they went to Hongkong to open a department store to try their best to make them understand and practice the British business management system and method of the popular world.

When they arrived in Shanghai, they were able to "attack the shield with their spear" by facing their British counterparts. Faced with the old department stores, they used the "innovation" that their compatriots had never seen before.


September 5, 1918, lucky day.

Just opposite the Shi Shi department store, Yongan department store is about to open.

Previously, Yongan, the world department store, was declared 14 days in a row.

Declaration

Playing the "Notice of opening up" has lifted the appetite of the citizens.

Although the company adopted the method of "price ticket" admission to restrict it, the mall was still surrounded by crowds, and the competitors sighed.


The door opened, and the guests rushed.

The pattern of Yongan is different from the past.

At that time, stores like to put cheap goods outside the counter, while high quality and valuables are placed on the shelves behind the counter or hidden upstairs, or by the clerk, or only the rich are allowed to patronize.

But Yongan displays these goods on the open shelves, so customers can look up and touch them.

Most valuable commodities such as jewellery, jewellery, clocks, instruments and so on are mostly global products purchased by Yongan in Europe and America.


If you look at it further, you will find that there are many differences in Yongan.

If the stationery counter is obviously taller than the other counters, weird!

At this point, the clerk will explain to the curious customer: "you don't have to stoop when you buy the written test, just droop your chest!"

Details of the service of humanity.


Men and women dressed in black gowns, Qipao and black socks and black shoes are polite, orderly and diligent.

If a customer wants to buy a radio, the clerk will move out one by one and listen to it until the customer is satisfied.

If customers are lingering in furniture, carpets, suitcases and other large items, the enthusiastic shop assistants will introduce the goods in a concise and concise manner. At the end, they always remind them, "give you free delivery.


They are waiting for customers in accordance with the company's service process.

The service flow of Yongan is so entrustment to the clerk: "if the customer intends to purchase the goods, the other part should explain the Department in a concise statement, and guide the Department as far as possible before it is possible.

If the goods selected are not satisfactory, they should be interpreted in good terms.

The attitude must be sincere.

It is not difficult to pick up the goods from passengers, or to pick them up from the top of the cabinet. No matter how many times they are exchanged, they must be agreeable and comply with the requirements. The goods that have been sold are properly handled, and they should be asked whether they should be carried to the vehicle.

In case of guest crowding, when the time is not enough, you should take time to separate the number of words. Please wait a little while you can increase your patience.

"Business etiquette, consumer psychology, marketing skills are included.


The clerk also keeps a discipline in mind. The visitors are all guests and must be treated equally.

If not, it will violate the "heaven", the consequences will be very serious.

Yongan

The rules of service stipulate that: "we must treat the customers wholeheartedly, be friendly and cope with them, do not have to be tired of arrogance or speak ill of others, and those who have committed serious crimes should be dismissed.

"If there is a crime, Yongan will never let it go.


Every member of the shop has little leisure. Some of them introduce things to foreigners in English. In fact, the salesmen in Yongan must be fluent in English; some of them are invoiced and customers are not satisfied with the goods they purchased, or the goods are damaged, so they can be replaced by invoices.

All these things are like this world.


Upstairs, downstairs, 40 commercial departments, there are tens of thousands of goods, most of which are printed with foreign trade marks. They are simply the exhibition hall of brand-name products and new products in the world.

In fact, people have learned from advertisements that Yongan's quality is the most important proposition: "to manage the products of the world as a whole", we need to collect everything we need for daily life.

"In addition to the purchase of goods from Britain and the United States through Yongan, Hongkong, Yongan also ordered goods from Shanghai's local counterparts. Japan's products were personally purchased by Japan, while domestic commodities and local specialties were distributed to the country by purchasing" good money ".

The excellent route of selecting excellent products and the global purchasing vision make the peers alike.

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Folding coupons and shopping guide monthly


In the field, some customers will go directly to the specialized departments to handle "coupons" and coupons.

Yongan's original "fold" is the earliest VIP membership card in China, and customers can pay for them on the basis of bookkeeping.

Yongan's coupons are printed with the two lucky words of "Yongan", which are quite respectable.

Yongan has long realized that so many people pay their coupons in advance, and some of them will not rush to pick up their coupons.


Customers visit the more than 6000 square meter business hall. Customers often do not stop there because they will find that there are movie theaters and Casino on the upper floors.

After shopping, people can put up 2 closed overpasses on the fourth floors and arrive at the 19 storey Yongan new building on the east side of the shopping mall, which is the only high-rise building after Nanjing road was next to the international hotel.

The "seven heavens" playground on the seven floor of the new building in Yongan is still unknown in Shanghai.

Until today, the Department Store matching entertainment mode is still tested.


In the mall, don't forget to pick up a copy of the Yongan monthly to find out the latest product information.

Yongan is expensive, but it doesn't matter. Every year in spring, summer, autumn, winter and the anniversary of the company, there will be a big sale in Yongan. Maybe it will be worth a lot of money at that time.


Today, Yongan's business philosophy and marketing model are mostly common.

But at that time, it was an epoch-making innovation, stimulating the consumption desire of Shanghai and attacking the fashion and luxury concept of the world.


Speaking of innovation, by the way, it is known as "Shi Shi Department Store", a pioneer of China's department store industry.

Starting from the first Chinese funded department store in Hongkong, the company has launched many pioneering businesses: the first is to introduce the concept of "global goods"; the first one is "marked price"; the first one is to invoke the customers; the first is to allow employees to take turns on weekends; the first is to match leisure amusement parks; the most sensational way is to take the lead in the use of female salesmen.

At that time, women rarely showed up. Ma Yingbiao, who was the boss of the boss, had the courage to take the lead in the world and let his wife Huo Qingtang and her two sisters "get in the room".

For a time, guests came to the door and earned a lot of popularity.


"Innovation is the life of an enterprise", which is often regarded as a fashionable slogan nowadays. But for the four big Chinese department stores that competed with the same year, there is no need for its extreme commercial action to deduce "innovation". It has made Nanjing road the largest commercial center and shopping paradise in East Asia in a short span of ten years.


Management mode of "morality, intelligence and body"


It is a great rule of the Guo brothers to worship the ocean.

The personnel management department regarded by western big department stores as necessary is abandoned in Yongan.

Because some of the main managerial personnel in Yongan are the former partners of the Guo brothers, some of whom are friends and relatives who rely on the Guo brothers, others are the able people from Guo's brother Luo Zhi.

They usually invest in companies. They are both shareholders of the company and actual managers of the company. Such personnel arrangement is mainly based on interpersonal relationship. In this case, the independent personnel department appears to be cumbersome.


Although many senior citizens in Yongan are relatives of Guo family, there is a "family only" aspect of family business management.

However, these relatives must have been educated overseas, and they should be more talented than their parents.


Yongan's middle and lower level managers, even ordinary staff, must pass the English and mathematics examination.

The condition is high, the treatment is high, and the average monthly income of the general staff can reach 60 yuan. This income can be included in the middle class at that time.


The company has a heavy salary for employees who have work experience and diligent work, and a salesperson who is proficient in business and has a fixed number of customers on their hands, raises salaries, raises jobs or offers "dry stocks", so that they can turn from "western family" (workers) to "masters" (shareholders).

Some companies are afraid that salesmen will stay in a commodity department for a long time. If they are experienced, they will be taken away by other companies, and they will be pferred to employees so that they are always in a state of half knowledge and half knowledge.

Yongan is trying to maintain the stability of its staff positions so that they can work and study business.


Besides the heavy benefits, the quality service level of the shop assistants can be maintained and improved through the strict management of institutionalization.

The slogan of "Custmoers are always right", which is made of a neon lamp, hangs in the conspicuous place of Yongan shopping mall. Customers are always right!

Years ago, it was a measure of quality service for shop assistants.


The management of human beings shows the accommodation of Yongan founders.

Yongan is different from other Chinese enterprises at that time. It has set up three management departments: morality, intelligence and body.

Intellectual training refers to the education and training of store business and all kinds of work skills; physical training refers to activities such as aerobics to improve the physical quality of employees, and moral training is mainly through the holding of learning classes, seminars, reports, etc., to spread life cultivation, moral cultivation, ethical culture, and cooperation concepts. According to today's statement, the content of "corporate culture" is.

It can be seen that Guo Le brothers did not give birth to the western management system, but introduced, absorbed and developed a management system integrating Chinese and Western cultures.


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The vision of "beans"


When Guo brothers first arrived in Shanghai, they decided to build the shopping mall on the south side or the north side of Nanjing road. So they sent two people back to two sacks, one bag empty, and one bag of soybeans. They stood on both sides of the north and south.

The result of calculation is many pedestrians on the south side, and the address is chosen here.

But the problem followed. At that time, it was all Jewish and wealthy businessman hitun, and the conditions were very harsh: 150 tenant silver should be paid in the 30 year lease, and the land should be returned together with the Yongan building after the 30 year lease.

In the face of the shocking rent, Guo believes that it is no problem to earn 20 tons of gold in the 30 year lease. At that time, it will rent 8 acres, 15 points, 1 cents, 8 acres of land, and build the Yongan building facing the south.


People's vision and pragmatic style are far more than that. Yongan still has a way to go.

While paying huge rent, in order not to lose Yongan, in 1930, Guo built another 19 storey Yongan new building on the east side of Yongan, ready to be used as a new Yongan shopping mall in the future.

In 1945, Guo Linshuang, the second generation successor of the Kuo family, successfully negotiated with the Hon Tong foster son, and eventually bought the land of Yongan shopping mall at 1 million 125 thousand yuan.


In addition, the layout of shopping malls also shows the pragmatic side of the brothers.

When the first phase of the Yongan building project is about to be completed, Shi Shi department store is open.

In view of the fact that Cantonese have a habit of drinking tea, the shopping mall is a large tea room, and the shopping mall is located inside it.

Guo believes that this design is not suitable for Shanghai people and will affect business.

When they design in the mall, they should pay attention to the spacious and atmosphere to cater for the customers' pursuit of the top shopping malls.


Healthy competition and cooperation are the consensus and tacit understanding of the four department stores.

Whether in Hongkong or Shanghai, it can be regarded as a teacher in Yongan, but Yongan seems to be fighting for the first place.

When the board of directors began to know that Yongan was going to build six storeys in Nanjing Road, it immediately decided to press Yongan over the height and change the five storey into six floors. Yongan was also reluctant to give up the "Qiyun Pavilion" on the top of the building.

However, on the top of the building there was a three story "magic star building".


However, the two sides never make vicious competition between two sides. The price of Yongan of the same category and the same trademark is exactly the same as that of the former.

The two have also tacitly formed a price alliance, and they are doing business with each other, and they never dig each other's feet. They will never hire anyone who dismissal or resign.


Where is the glory of the past?


Guo Linshuang, Guo Lezhi nephew, son of Guo Quan, arrived in Shanghai in 1929 and served as deputy manager of Yongan company in Shanghai, and served as general manager in 1933.

When he was liberated, he refused his father's charter flight and insisted on staying in Shanghai. Another 3 of the four major stores were evacuated.

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Third days after Shanghai's liberation, Yongan opened for business.

But the lack of working capital has made Guo Linshuang feel increasingly difficult to support and work hard to maintain a deficit for many years.

In 1954, wholesale trade in China business has basically replaced private wholesalers. The supply of goods in Yongan is increasingly dependent on state-run companies or public-private enterprises. The quantity and variety of them can no longer be freely regulated.


In another two years, Guo Linshuang, 60, sang a Cantonese Opera "Golden Saddle" to make a hero who robbed the rich and help the poor.

This day, Yongan, Shanghai announced the implementation of public-private partnerships. He still holds the post of general manager, but he has no real power.

In 1966, Yongan became a socialist enterprise owned by the whole people.


In the "Cultural Revolution", Yongan changed its name to Dongfanghong department store. After that, it used to be known as "Shanghai tenth department store" and "Hualian Commercial Building".

At the end of April 2005, the brand of Yongan department store was restored, but it was different from others. Yongan, which is not Yongan, is far from a glorious place.


While the Kwok brothers in Yongan, Hongkong is another scene.

From the end of last 50s to the end of 70s, Yongan created a new prosperity with the widely known brand of household products. When Hongkong people bought their stores, the first choice was to "go to Yongan!"

In the era of.80, in the face of the strong impact of Japanese department stores, the winning magic weapon of Kok's descendants was "innovation", constantly changing their own business mode by changing the consumption and social environment of citizens.

This century old shop is still standing today, and is still one of the largest and most famous department stores in Hong Kong.


Link: old Shanghai


In the 30s and 40s of last century, Shanghai became one of the most prosperous commercial centers in China and even East Asia.

The forces of all countries blend in here, and the business elite of all parts of the world gather together. At one time, Shanghai will become a paradise for adventurers and the first prosperous city in the Far East.


This is the largest financial center in the Far East. HSBC, Citigroup, Bank of China and Bank of communications are all the leading players. Foreign exchange, gold and securities trading are very active, and world capital is confluence.


The social atmosphere of civilization and pursuit of fashion and pleasure is also thriving in department stores and entertainment industry.

Foreign wine, tobacco, jewellery, watch and clothing shops spread all over the place, hotel nightclubs are luxurious, facilities and services are world-class.

The tinkling trolley keeps coming and going. The red men and the green girls and celebrities are lingering in the night clubs.

Emerging social celebrities and film stars are also a prosperous aspect of Shanghai.


Shanghai has set up the best stage for the four Chinese capital department store founders.

In the 20s and 30s of last century, although the legal system was not sound and the taxes were heavy, the four major Chinese department stores were in all kinds of forces, especially with the help of concession, and ushered in their heyday.

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