Itou Saegusatomihiro Tells You The Shopping Strategy Of Customers.

20 years ago, Saegusa Fuhiro came to Chengdu, China, and began his retail career in Western China. After development, Ito's y. Yang hall has become the benchmark of the industry with its meticulous management and meticulous innovative business strategy.

In the list of China top 100 list in 2015, Ito Yang Hua Tang ranks the seventy-first in the list.

However, Saegusa Fuhiro said: "history tells us that today's strong are not strong tomorrow, and enterprises that can not cope with changes in the times and changes in customer needs will be eliminated."

A senior executive who has heard his speech told reporters that "the biggest difference between Japanese entrepreneurs and Chinese entrepreneurs is that you can see from the information they share at the meeting that they will generally make speeches from macro economic development, market research and competitor analysis, and prepare for the work to be meticulous."

Saegusa Fuhiro told reporters, "although our future main force is still a large store, it will develop more formats."

Next year we will open shopping centers, supermarkets, shopping centers, convenience stores and exclusive stores are all we will do in the future. Ito Yang Hua Tang has to provide customers with services in all aspects.

In fact, as early as 2012, Ito Yang Hua Tang announced that it would go to boutique supermarkets and open up high-end food supermarkets that are different from convenience stores.

"A good shopping mall is sure to give customers an exclamation of" ah ". In the interview with X, the three representative of Ito, vice president of China, said that in fact, the exclamation is that the mall has won the recognition of customers. However, under the double impact of brand homogenization and electricity providers, it is not a simple matter to let customers issue monosyllabic" ah ".

In fact, they do the same in their daily work.

"China's market is developing rapidly, and now China's development and changes are equivalent to five years and ten years of development in Europe and the United States, so Chinese customer demand has changed dramatically." Saegusa Fuhiro said frankly: "if we want to meet customer needs, the first thing we need to do is to lay a solid foundation, which is to maintain product freshness, clean stores, and enthusiastic services. Only when we do the basic work well, can we cope with customer changes and become an indispensable shop for customers."

"At present, what consumers buy is more high value added, healthy, simple, convenient, and vice versa, such as a lot of additives, which can be more effective or more expensive."

In this regard, Ito Yang Hua Tang constantly adjusted the brand.

A staff member who worked for many years in Ito's Nan Nan store has told reporters, "many customers can't tell exactly where they like Ito. Anyway, they like it."

In fact, what customers like is Ito's "understanding" them.

It is reported that when Ito just entered Chengdu, in order to understand the needs of Chinese consumers, Saegusa Fuhiro and his staff specially visited the refrigerator and cupboards of the citizens' homes, and even looked at the rubbish of the citizens.

Now, Ito has a more direct way, "will directly ask, what is your dissatisfaction with Ito?"

By constantly collecting the voice of customers, according to their response to the parking lot, goods and services, we quickly adjusted the distance between them.

"Although customers are concerned about the products themselves, they are more concerned about software services. I believe that one of the reasons for poor performance and low performance is that you do not understand customers.

At present, China has entered the era of service consumption. The purpose of customers entering the shopping mall has undergone a "qualitative" change. Shopping malls only face up to this change and respond in order to make customers "linger and forget", and this is also the "way of life" of physical shops.

Three branches further said.

In February 2016, Ito's Yang Huate hall ushered in a massive earthquake.

Former general manager Jin Xiaosu retired from office. Higuchi Aki took office as general manager of Ito Yang Hua Tang in Chengdu. The 40 year old Chinese cadre Huang Yamei was promoted to deputy general manager. He pushed forward the principle of CSC and strengthened challenge, speed and communication.

Statistics show that the number of personnel changes in Ito's hall is as high as 250, and the store manager takes up more than 75. The Deputy store manager has more 80 years, and the Deputy store manager has many fresh faces.

"Generally speaking, older people will be immersed in past successful experiences, and they will be bound by past experience. I hope to break this constitution, so I decided to open more young people."

Saegusa Fuhiro laughed, "though I am old, my mentality is very young. Young people have their own way of thinking. They will play a better role in the future."

Saegusa Fuhiro believes that speed is value.

Similarly, the production of a product, low efficiency, you lose at the starting line, the possibility of Jedi counterattack is very small.

It can be seen that after three months of personnel changes, Saegusa Fuhiro is quite satisfied with this move. "As China develops rapidly, past experience is no longer applicable to the present work. We must constantly deny our past successful experiences and constantly challenge and innovate."

Obviously, Saegusa Fuhiro has high hopes for this group of young middle-level cadres. After all, the retail industry is different from the simple calculation. It is not that 1+1=2 is so simple. The retail industry itself is the development of various formats.

So today, the only responsibility is not in others, but in the youth, Ito, the whole retail trade is like this.

For employees, although working in Japanese enterprises, "every day will face a lot of processes and rules", but only by "Ito may be one of the few retail enterprises that pay five risks and one gold according to high standards" is enough for employees to "work in a dead end".

Compared with other foreign retail enterprises, Ito's expansion has been very steady. However, Ito's "victory in stability" has recently begun to diversify its layout and try to diversify.

Saegusa Fuhiro told reporters, "although our future main force is still a large store, it will develop more formats."

Next year we will open shopping centers, supermarkets, shopping centers, convenience stores and exclusive stores are all we will do in the future. Ito Yang Hua Tang has to provide customers with services in all aspects.

In fact, as early as 2012, Ito Yang Hua Tang announced that it would go to boutique supermarkets and open up high-end food supermarkets that are different from convenience stores.

It is reported that Ito's food supermarket will be located in densely populated areas, with a store area of about 2000 to 3000 square meters, mainly for the sale of daily necessities. With fresh as the main force, the number of its own products will reach more than 90%, while the fresh competition is the main force to avoid the homogenization competition with 7-11.

Saegusa Fuhiro said, "in September of this year, Chengdu Ito 7 shop Meishan shop will open, and the 8 store green shop will open next autumn, followed by Leshan store.

Next, we will open a special food supermarket around 2018. It is estimated that the area of a restaurant is about 3000 square meters.

Although Ito Yang Hua Tang has not clearly indicated that there is a big idea to enter the electricity supplier, but the three Fu Bo has given enough attention and respect to the electricity supplier. "The electricity supplier is not the competitor, only the customer obtains the commodity method to be different. In fact, the bestselling product entity shop on the Internet should do better. After all, the electricity supplier can not replace all the shopping ways, the customer also needs to consume in the physical store".

Next, Ito will take the store reform as the top priority of the work, and put forward four new types of consumption, that is, open type consumption. Customers will feel very happy, secure, relaxed and happy when they come to the store. Entertainment consumption is to feel the excitement that they can not feel in other places; creative consumption is satisfied with their handmade products, or they feel happy during the production process.

In the moment of the impact of the electricity supplier, the traditional retail industry is becoming more and more difficult. But Ito's example tells us that the reason why the store sells badly is not in the electricity supplier, but in itself.