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In order to win the market, create a chain to the forest industry, and start from the chain. Nanjing Renhua Electric Co., Ltd. was established in 1994, when it mainly represented Philips lighting products, and later expanded to represent Osram, Sanxiong?; Aurora and other well-known brands in the industry.
In 1999, Lin Medical entered Nanjing Renhua, and this year, Ren Hua began to establish a chain organization. Lin? 毖 毖 洌 ld ldquo; who mastered the terminal, who is the winner of the market. "Renhua builds a chain to control the terminal to win the market. The joint venture products represented by T8 fluorescent tubes are violently impacting the market, while the state-owned hardware (power supply) wholesale systems are in a difficult transition process. Lighting products management Although the threshold is low, it needs a moderate scale, and it needs the support of modern management means. It also needs high-quality operators, because the "waterers" and the "water-splitters" are more; at this time, Ren Hua needs to complete the sales indicators of the manufacturers. Later, in view of the compression of the sales link, it is necessary to gradually shift the focus of work from wholesale to retail and engineering or commercial replacement, so that the terminal must be expanded and strengthened.
Based on this, they adhere to the concept of “close to life, serve the public, build chain and win the terminalâ€, and establish direct sales stores in key cities and regions, or in the form of equity participation. In 2006, Mr. Lin and Others were in some Small cities began to develop Renhua's franchise chain stores. He said that in the past few years, market research in Suzhou, Wuxi, Shanghai, Hangzhou and other places found that many hardware, decorative materials, electrical appliances and other shops still maintain the traditional business model. "On the one hand, this traditional business model lags far behind the tide of economic globalization. Under the strong squeeze of big terminals, there are strong demands for change. On the other hand, many big terminals such as big supermarkets and hypermarkets are mainly at present. The urban area has influence and cannot be radiated to the urban-rural integration area and the vast township market. Moreover, the various expenses of these large terminals have been high and the account period is long. When many merchants provide products to these large terminals, the retail price is often subject to people. This also requires the constant maintenance of regional personnel. On the contrary, those traditional small shops are large-scale, deep-rooted, and close to the community and consumers, can make up for the shortage of large supermarkets, etc. If you can use these traditional shops with modern By organizing and uniting business ideas, we can build a strong and efficient chain, which will form a business terminal that is extensively deep into the grassroots and has Chinese characteristics, and can also achieve the purpose of opening up the market at low cost."
Hard work pays off, and under the influence of Lin Yiye, now, Renhua Chain is mainly based in Jiangsu, Anhui, Shanghai, Zhejiang and other provinces and cities, and has 12 brand lighting stores and 3 Nanjing Renhua chain. Affiliate store.
Although the plan for the counter-current development has achieved good results, in the process of establishing a chain, Lin Bhan Chan is awkward. “First of all, the manufacturers still value the existing sales of local businesses for the time being. They don’t want to break the balance immediately. Because of this limitation, our logistics costs cannot be broken. Secondly, we face thousands of small scattered guerrilla merchants, they are 50,000. Yuan can open a store, low prices, fakes and vicious competition affect the speed at which we open stores. There is also the difficulty in establishing and unifying the concept when exploring the effective ways of chain cooperation with merchants."
To this end, Mr. Lin decided to establish a foothold in service. When the store opened, he also began to establish a mature enterprise resource planning system (ERP). Each facade has financial operations to ensure that all data is synchronized with the company, warehouse, and various facades. At the same time, it has also established a fast and efficient logistics distribution system, and has set up a special distribution team for many supermarkets, schools, hospitals, hotels and other units in Nanjing and nearby areas. In the province, the company's own vehicles are delivered to the door; outside the province, they are delivered by specialized logistics companies.
In terms of treating employees, Lin? Nightingale? Employees "do not have no position, suffer from the situation", attach importance to tapping and exerting the potential and enthusiasm of employees. He and his team have a detailed division of labor, "let the right people do the right thing", so that employees have room for development. For example, five years ago, employees were encouraged to invest 30% to buy a car. Other instalments were reimbursed by the company. Nowadays, Nanjing Renhua's core team has concentrated a group of highly creative young and middle-aged talents, and solved the talent reserve problem that many companies have headaches, which has enabled the company to develop very well.
These have laid a good foundation for Renhua's development. Lin? Yak? Nanjing Renhua Chain has the principle of mutual benefit and adapting to local conditions because of its advanced concept, and the principle of mutual benefit and local conditions. And the community", coupled with the initial start, will certainly have a good development, he intends to spread the Renhua chain organization to the whole country, and strive to achieve 30 stores, franchise stores or other forms of stores within three years, Three years later, a rapid logistics distribution system was established in suitable locations in North China, Central South, and Southwest China.
When talking about the long-term planning, Lin is full of pride: "We will gradually complete the cultural accumulation and accumulation of funds, and open the Nanjing Renhua chain to Huadu Paris!"
Editor's Note: If there is no advanced ERP system support, the chain operation is indeed “locked and lockedâ€, and sooner or later it will be self-defeating. It is indeed commendable that Ren Hua can recognize this and take a big step forward. 
Text / Liu Gongzhao Li Jincheng Lin? Yao? Jiangsu Jiangning, is currently the Managing Director of Nanjing Renhua Electric Co., Ltd. He likes to read, loves to travel, is keen on playing tennis, enjoys life while enjoying the work. pleasure. He has a mantra: "If you start, don't stop." This sentence is like the introduction of the ERP management system in Renhua's chain operation, and he is obsessed with every step of his progress...