When the reporter wanted to find out the reason for the "defeat" from the business thinking in Asia, Xiao, a senior financial reporter of Henan Daily, said that blind expansion was the main reason for the failure in Asia. Xiao Wei, who began to pay attention to Zhengzhou's commercial war in the 1990s, thinks that at that time, Asia regarded Japanese "Yaohan ■" as its opponent and teacher. Yaohan announced that it would open 65,438+0,000 branches in China before the year 2000, which has also become the decision-making idea for Asia to accelerate the pace of chain operation and blossom everywhere. Asia basically does not have its own conditions, relying on "one gas ■ to develop chain stores throughout the country. At the same time, when Asia opened stores in other provinces, almost every store opened its own stores, which led to great financial pressure and an increase in non-performing loans. As a result, one company lost another, dragging down the head office.
In addition to blind expansion, vicious commercial war is also one of the reasons for destroying Asia. Around 1992, Asia took the lead in causing "Zhengzhou commercial war ■, a big price war, especially red-eye positive price competition." As a result of this commercial war, the six major shopping malls that participated in the war suffered heavy losses. While hot-selling commercial wars in Asia hurt people, they also shot themselves in the foot. The insiders believe that vicious price competition will only waste enterprise resources and social resources, which runs counter to the ultimate goal of operating enterprises.
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The rise and fall of Asian business groups
1997, Wang Zhuzhou resigned as the general manager of Asia Business Management Corporation and Zhengzhou Asia Group Co., Ltd. and retired due to illness. With the departure of this leading figure, Asian business management companies also declared disintegration. Before the disintegration, there were 15 regular chain stores managed and operated by Asian commercial operating companies, with members all over the country and more than 20,000 employees, with a total business area of about 300,000 square meters and total assets exceeding 4 billion yuan. Among its chain stores, Guangzhou Qiancun Department Store, Shanghai Qiancun Department Store and Chengdu New Age Qiancun Department Store closed down one after another in this year. Fuzhou Qiancun Department Store and Xi 'an Asia Industry and Trade Center were transferred to local partners for holding operation. 1May, 998, Zhengzhou Asia Colorful Shopping Plaza closed down; In July, Chengdu Jiuyanqiao Qiancun Department Store closed. Some Qiancun department stores, shopping centers and Qiancun department stores that are still open, can't make ends meet; The benefits of Qiancun Department Store in Kunming, which is located in a remote place, are not satisfactory.
From 65438 to 0997, Zhengzhou Asia Group Co., Ltd. has cancelled the agreement of entrusting Asian commercial operation companies to operate and manage. Its five regular chain stores, Kaifeng Asia Commercial Building and Puyang Asia Commercial Building, closed down one after another, losing 86 million yuan. The branches in Zhengzhou, Nanyang and Luohe, together with the group itself, have total liabilities of 698 million yuan and book losses of 29.35 million yuan, with more actual losses. Previously, the Group Company and its sole wholly-owned subsidiary Zhengzhou Asia Mall secured loans of over 654.38 billion yuan for Asian chain stores in Henan Province, and its own loans were in arrears of 654.38 billion yuan for a long time. Before the end of the year, local banks and suppliers competed to sue the group company and Zhengzhou Asia Mall, and the court ruled that the amount was as high as 90 million yuan, and 60 million yuan entered the implementation period.
Throughout the commercial history of China in 1990s, Asia is an indispensable page.
In the early 1990s, Asia, which was just born, provoked a "Zhengzhou Commercial War" that attracted the attention of the national business community. His natural and unrestrained attitude of "one enemy against five", his bold attitude towards the collective and state-owned enterprises, and his unruly attitude towards orthodoxy have aroused the curiosity and appreciation of people inside and outside the business community. It is the first shopping center in China to advertise on CCTV. The phrase "Where is the trip to the Central Plains-Zhengzhou' Asia'" has made countless people who have never been to Zhengzhou see the fresh and elegant business hall and beautiful and enthusiastic hostess of the Asian Mall. A Tianjin primary school student wrote to the general manager of the shopping mall, saying that the teacher had assigned the composition topic "My Ideal", and many students in the class wrote: "Be a shop assistant in Asia!"
Asia's bold attempts in retail service, management and marketing concepts, methods and means are staggering. In the early 1990s, when there were no stars in the national business circles, Zhengzhou Asia made up for this position. Business units and other groups from all over the country have come to visit and learn from Asia. What it has done is called "Asian phenomenon" by the media, and related reports emerge one after another.
1993, when the concept of chain operation was first introduced to China, Asia was ready to move, determined to develop chain hegemony on a large scale. It first established Zhengzhou Asia Group Co., Ltd., and then led by Wang Yizhou, established a special retail management company-Asian Business Management Company. Its tentacles extend to cities above the provincial capital, quickly organize options and preparations, and open a large chain store every four months on average. Because of the different asset owners, the chain stores in Henan are still named after "Asia", and the chain stores outside the province are generally called Qiancun Department Store. Everywhere you go, you will make a big appearance, including indiscriminate advertisements, grand opening ceremonies, free bus routes for customers, and all kinds of outrageous and deliberate promotional activities. People in these places can personally observe the prestigious Asian style. But after contact for a long time, the public's eyes gradually became confused, indifferent and critical. Its acclimatization, nouveau riche's shallowness, naivety, impulsiveness and many other weaknesses are exposed, so that although every Asian chain store has been formally established, it is difficult to have real vitality and integrate into the local economic environment and people's lives due to the lack of internal and substantive support.
When Guangzhou Qiancun Department Store opened, the local newspaper cautiously criticized it for "fighting the price war at the expense of blood" and "the operating expenses are unsustainable"; After the closure of Shanghai Qiancun Department Store, China Business Daily called on the Shanghai business community to pay extensive attention to the "Thousand Villages Phenomenon" and not to repeat the same mistakes. 1998 On May 25th, when Beijing Qiancun Department Store decided to change its business format after a large number of goods were withdrawn by manufacturers, Beijing Daily paid full attention to and analyzed why Qiancun Department Store, which attracted 6,543,800 people in Beijing when it opened, was now in depression.
The "Asian Phenomenon" has finally become a depressing "Thousand Villages Phenomenon"-since 1994, the media reports on Asian chain stores such as Thousand Villages Department Store are mostly critical and derogatory.
[case study]
We are entering the period of socialist market economy in an all-round way, which is an unprecedented great change. Faced with this change, we have no ready-made countermeasures, and we all need to re-study and explore. Looking at the nine-year rise and fall of Asia, the most outstanding feeling we get is that it has been ahead in the retail industry and has done many market-oriented experiments, which is a rebellion against the spirit of implication, introversion, stability and harmony emphasized by traditional culture. These experiments have caused a multi-directional collision between the current economic order and social order, and enabled us to see the unique new phenomenon in China during this period, so as to get some inspiration from observing and thinking about its rise and fall process and ending, so as to better understand and grasp this great change.
However, these experiments are an attempt to graft the thought of natural economy to modern scale economy and realize the economic purpose of enterprises by means of political movement. Therefore, the social effects of the experiment are far greater than its economic benefits, and even go to the opposite side of economic purposes, including the random waste of limited resources of enterprises, the attempt to "leap forward" beyond their own capabilities, and the fundamental contempt and violation of the objective laws of the market economy. In the end, it also went to the opposite side of the social effect it pursued.
Developing the chain operation of large shopping centers is the biggest experiment in Asia and the biggest failed self-expansion-blowing out a big bubble and blowing it up again.
Thinking about the problem:
1. How's the CI planning of Asia Mall going? What are its advantages?
2. What are the main reasons for Asia's failure?
3. Some large-scale shopping malls at home and abroad have succeeded in chain operation, but why did Asia fail?
4. What are the characteristics of business philosophy and behavior in Asia?
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