Zhou Hongyu, High Quality Development Pioneer Store Manager Of Hongdou Group: Take The Initiative To Attack The Market And Innovate To Drive Performance Growth

High quality development pioneer of Red Bean Group

Zhou Hongyu, Manager of Hongdou Comfort Men's Wear Store: take the initiative to attack the market, and innovation drives performance growth

Since joining the Red Bean family in July 2017, Zhou Hongyu, the manager of the second store of Red Bean Menswear Lanling Kaiyuan International Shopping Center, has not only witnessed the growth and transformation of the brand, but also interpreted the belief that "attack is the best defense" with his own practical actions.

In recent years, the market tide is complex and fast changing, and the operation of physical stores is like a ship sailing against the current, with many challenges. How to forge ahead in this counter current has become a major issue that all physical stores urgently need to solve. "Whether it is a challenge or an opportunity, it is the right choice for us to actively face it and embrace it." Zhou Hongyu led the team to actively respond to the company's high-end strategic transformation, and played steadily in the fierce market competition, which not only stabilized the position of physical stores, but also achieved steady growth in performance in adversity. In 2023, Zhou Hongyu's store will achieve sales of 3.82 million yuan, with an annual sales growth of 1 million+.

With excellent performance and leadership, Zhou Hongyu has also been commended by the company for many times. From 2019 to 2022, she was rated as an excellent store manager of a regional or chain company for four consecutive years, and won the title of "star store manager" in 2021, becoming a benchmark of the company's sales front line. In 2023, Zhou Hongyu won the title of "Group Model". This year, he was honored with the honor of "High quality Development Pioneer" in the theme activity of "High quality Development Pioneer" carried out by the Party Committee of Red Bean Group.

As the haze of the epidemic situation in the past three years gradually dissipates, the market has ushered in a new turn. The men's wear sector of the shopping center where Zhou Hongyu's store is located is also quietly changing. The entry of several new brands has injected new vitality into the mall, and also promoted the transformation of its men's wear sector style from fashion leisure to business leisure.

In the face of this trend, Zhou Hongyu keenly catches the business opportunity: "Red bean comfortable men's clothing has left a deep imprint in the hearts of consumers with a classic and comfortable brand image, plus our ten years of precipitation in the mall, these characteristics are undoubtedly great opportunities for our brand." The comfort concept of Red bean men's clothing is exactly what current consumers are pursuing. In May this year, Zhou Hongyu's store completed a comprehensive upgrade from the second generation to the sixth generation of props, and welcomed customers with a more fashionable and comfortable shopping environment, which won unanimous praise. In June, the store carried out a roadshow for the re opening of the store, which achieved sales of more than 100000 yuan in two days, fully demonstrating the market appeal of Red Bean men's clothing. In addition, store manager Zhou Hongyu also insisted on the strategy of leading the market with the main products, and successfully won a number of high-end customer groups.

In daily sales, Zhou Hongyu always sticks to the brand concept of "classic comfort" of Red Bean men's wear, and does a good job in promoting the main products. "High quality products are the key to win the market, and we need to do a good job in promoting the main products." Zhou Hongyu's team has been constantly optimizing the product structure and strengthening the market competitiveness of the main products, especially focusing on the red bean men's special products such as comfortable shirts, plus pants, elastic jackets, warm goose down clothes. In the first half of the year, the sales volume of comfortable and warm goose down clothes promoted by the second shopkeeper of Lanling Kaiyuan International Shopping Center ranked first among the three Hongdou men's clothing chain companies, and also ranked first in the comprehensive ranking of the company's stores. The sales volume of zero sense shirts was nearly 700, and the repurchase rate was as high as 37%, which fully proved the market recognition of the products and the loyalty of consumers.

However, the market competition has never stopped. In the face of the challenges of generally depressed consumer market and insufficient purchasing power of customers, Zhou Hongyu did not shrink back, but actively sought solutions. On the one hand, she led the team to do a good job of service, and enhanced customer satisfaction and loyalty with high-quality shopping experience and sincere emotional value, winning trust and support; On the other hand, it actively expanded the incremental business such as group purchase, reached the target resources and successfully improved the transaction rate of group purchase by visiting twice a week. At the same time, Zhou Hongyu's team also strengthened the contact and interaction with members through WeChat community operation and member return visits to enhance user stickiness.

During his eight years as the store manager, Zhou Hongyu has always believed that "the right people do the right things, and the right people do the right things", and is committed to creating a stable, efficient and combat effective team. "My team is all old employees who have been working for more than three years. They have high stability and strong sales ability. Last year, the store sales champion exceeded 1.3 million." Zhou Hongyu said that for team cooperation and management, the most important thing is to let everyone gain in the team, have a sense of belonging, always adhere to the original intention, be organized Work purposefully and strive to achieve each goal.

For the future, Zhou Hongyu said that he would continue to adhere to his original intention and mission, lead the market trend with a classic and comfortable brand image, continue to innovate marketing, and drive performance growth. She believes that under the guidance of the company's strategy and the joint efforts of the team, Red Bean Comfort Men's Wear will continue to maintain its leading position in the fierce market competition and continue to write a more brilliant chapter.