Dongdong's Emotional Catharsis Leads To Obesity.

Over the months, accompanied by the "fat Dong Lai Guan shop incident" came into being. Fat Dong Lai The storm of "falling out" also gradually returned to calm. Whether it is the timely "brakes" of media reports or the positive refutation of many "invisible" professionals or "fans" in the East, they want to explain one thing - fat east has not come down.

　 Disturbance

　 "As usual."

After October 22nd, no matter whether they left or stayed on the job, the employees of fat Donglai Group Co., Ltd. (hereinafter referred to as "fat Dong Lai") expressed their latest progress to the new financial reporter about the "fat shop" incident. And the customer service of fat east will add a sentence, "actually, it has been in normal business, thanks for the support and concern of fat east."

At this point, the "bulk shop" caused by the founder of the fat east came to micro-blog (Yu Donglai once said in micro-blog that only the time square shop was left in the next three years, and the rest of the stores were turned off or transferred). The Xuchang labor Road store, which was closed in September 22nd, "will be redecorated and opened again. The shop is closed because of poor hygiene." Fat Dong's customer service staff said.

"This time Fat Dong Lai It is a farce to describe an incident as a "neutral storm" and to describe it with a derogatory term. In fact, this matter has been overinterpreted, especially those who are not aware of the actual operation of the fat east. Lin Wen, who has long been concerned about the development of fat east, has said to the new financial reporter.

Lin Wencheng has been paying attention to fat east since 2012. He has been to Xuchang's fat east every two months. There were several very deep communication with Yu Dong Lai. "This incident was triggered by emotional catharsis in the East. It turned out to be "dumping" in the fat east, which was unexpected even in the East.

This is a normal phenomenon in the market. How many business tycoons have collapsed because of mistakes in strategy or strategy? The reason why fat Dong Lai has attracted much attention is that fat comes from many chains, "benchmarking" of department stores and an example of learning. Li Weihua, a franchise expert, said.

Public information shows that in Henan, Xuchang and Xinxiang, fat east comes under the banner of department stores, supermarkets, electrical appliances, jewelry, medicine, catering and other formats. Since its establishment in 1995, it has gone through nearly 20 years of development.

According to public reports, in 2008, there was a data in China's retail industry, which showed that the enterprises in eastern China ranked first among the Chinese private business enterprises. That is to say, the average sales volume or profit calculated by people or the average sales or profits calculated by area is the first in China, and entered the top ten with the commercial brands such as WAL-MART, Carrefour, lotus and so on. In the process of expanding from Xuchang to Xinxiang, Denis, the first brand in Henan, has been closed down because of the fat east. The Xinxiang shop of the Century Lianhua directly closes the door and sells it to the fat east to rename the fat east department store. WAL-MART has not been in business for 6 years.

It is such a company, but in the past month, it has been trapped in the public opinion.

Lin Wen said that in recent times, he was not in good health. Especially under the stimulation of drugs, the stomachache is unbearable and the mood is unstable. So there are a lot of emotional micro-blog content, for example, to turn off most of the shops; 22 day labor shop closed shop, and even after the shop to employees compensation micro-blog. However, soon after arriving in the East, he realized his impulse and sensibility.

"In September 30th, fat Dong convened a staff meeting for 7 hours. At the meeting, it was clear that Donglai did not close the shop, hoping employees would forget everything before, and began to work hard from October. If they still insist on resigning, they will not have any compensation." Lin Wen said, in fact, every time micro-blog's content comes from the East, the top executives of the fat east are not the first to know, but for the emotional micro-blog expression, they can not monitor and evade, and can only save the field again and again.

From the various Tucao of "Xuchang bar" and "fat east", we can find the sporadic content of the 7 hour staff meeting in Donglai in September 30th. In Lin Wen's view, in September 30th, it could be a turning point in the whole event. However, this turn led to the opposite direction.

crisis

The real "crisis" starts with compensation.

In the East, micro-blog says it wants to close most stores, but also on micro-blog, it says it will give 5000 yuan a month's compensation to the employees who will be leaving. Although this decision was rejected in the September 30th staff conference. But there are still a few people carrying the micro-blog to safeguard their rights.

According to the new financial reporter's interview, about 20 employees came from the eastern part of the eastern region. In order to get compensation, they found not only the local functional departments but also the TV stations.

In October 14th, a media in Henan reported on the issue of "fat east: employees' resignation and compensation, and why the boss promises to be hard to cash". Some of the salesmen who claimed to be doing well in the report did not understand the East's denial of compensation, and hoped to get compensation through the help of the media.

On the day of October 15th, because of the retention of the municipal leadership of the Xinxiang government, micro-blog also said in the East that he wanted to put fat east in Xinxiang. "But after seeing the report in the East, the mood became even more difficult to calm down. So decided to leave fat east. " Lin Wen said.

Later, in the East, micro-blog said, "it's broken! Thousands of employees are standing by him." Half a lifetime of business, only two of the husband and wife seriously ill, the building has a nightmare. After that, he deleted all micro-blog.

As mentioned earlier in Lin Wen's article, the top executives of fat Dong can't control the emotions of the founder of the company and the content of micro-blog. What is more uncontrollable is the direction of public opinion.

According to media reports and micro-blog's abnormality in the East, part of the media and experts participated in the incident. The news that "fat east is coming down" has been widely disseminated.

22 days, Yu Dong Lai When interviewed by a media in Henan, he responded positively to the event of "Guan Dian", and the news that the fat east had fallen down was gradually subsided.

"This is a crisis brought by the founder's emotional catharsis to the fat east." Lin Wen said.

"As long as you get a little understanding of fat Dong, you can understand why the eldest brother said he was chill when his employees tried to compensate. In the fat east, brother has been emphasizing the happy and happy corporate culture, and has been trying to make everyone live a better life. In the fat east, the income of employees is higher than that of peers, but there are always some people who do not know how to be satisfied. Fat came to the new financial reporter.

"Big brother" and "Dong Lai Ge" are the names of employees who come from the east to the East. Even in the interview, employees who have been away for two years will call them so.

"Actually, there are less than 10% of Dong Dong's stake in Dongdong. In the East, I do not have the power, and fat east to the daily operation, long ago do not need to go to the east to act as a parent, many are responsible for the high-level operation team. But because the name of the enterprise is named after the founder's name, his words and deeds will have such a big impact on the enterprise. Lin Wen stressed.

In his view, this problem can actually be circumvent by the governance structure of modern companies, but the founders of the problem did not share with the team the similar decisions made on micro-blog, which happened to meet a mobile Internet era. For the present fat east, there is no decision-making mechanism to control micro-blog in the East.

In the upper right-hand corner of the official website of fat east, there is a micro-blog link. Click that link, and the page will jump directly to the East micro-blog. This detail reflects the close relationship between fat Dong Lai and Yu Dong Lai.

However, nowadays, micro-blog has changed its username and authenticated it. After being deleted, there is only one October 22nd content - "bless forever."

annoyance

Even when the fat Dong came to the store, there were some "sudden" incidents, but for the employees who came from the East, they were not strangers. According to media reports, as early as 2012, Chuang Tung came to close 13 supermarkets.

"There are not many reasons for opening a shop and closing shop. It depends on the boss's consideration of the future development of the enterprise. Though reluctant, there is no way out. " The former fat east employee who left in the closing shop tide said to the new financial reporter regrettably.

The employee said, according to his understanding, big brother (Yu Donglai) wants to shrink operation, concentrates on the shop in Xuchang Times Square and makes boutique. When asked why the stores were all supermarkets, he said that the management and operation of supermarkets were relatively cumbersome, and things were more complicated than clothing and electrical appliances.

When he left fat east, the employee had been working in fat Dong for 10 years. He said that in the local area, fat east has basically no rivals in the retail industry. Closing the shop is not because there is something wrong with the operation.

Lin Wen learned that the operation of the fat east is: in 2013, fat east has achieved nearly 15% growth, more than 10 stores, and about about 7000000000 yuan of revenue. To illustrate this impressive performance, he cited an example of the 2013 annual report of Yonghui supermarket, which revealed that the company's revenue exceeded 30 billion yuan last year, and the number of stores opened has been 288. "Simply calculate, you will find that the single store management of fat east is very strong."

However, fat Dong Lai has encountered trouble in the choice of future development scale.

Combing the past two years in the east to receive media interviews or public statements, it is not difficult to find that, in line with the behavior of 2012 stores in the past, Donglai has long wanted to reduce the size of the East.

In Donglai, I wrote the preface for "fat east, how do you learn?" In the preface, he said so: the situation of "fat east" is still far from the desire of "first-class enterprise" in my mind. Fat east has developed from 2005 to today. It took only seven or eight years to expand. On a large scale, I find that we are not as good and good as before. This shows that our management and management capabilities do not meet the requirements of such a large scale management company, and can not guarantee employees to grow happily, and can not guarantee that the business philosophy is well implemented. If the service is not up to standard, it will make the customers disappointed and cool. It is also a waste of the youth of the staff. I am also very tired. This is the bitter fruit of my early blind expansion, and it is also the reason why we have closed more than a dozen stores over the past two years.

But in Lin Wen's view, there is no problem of not expanding or reducing scale. But with the growing share of fat east in the regional market, we must make a clear and firm long-term plan on strategic choice. In addition, the development stage of enterprises is different. In the East, we should learn to compromise between the two principles of market principles and humanistic considerations. "Of course, he also needs to eliminate the projection of human feelings and personal claims in the enterprise. The loss of the governance structure of the company is also what it must face.