Chapter 33 Saner sells conscience medicine and creates a century-old store——Record of Liu Chengcai, the second national moral model

It is generally accepted that there are two places in China where people are best at doing business. One is Wenzhou, Zhejiang, and the other is Chaoshan, Guangdong. They are collectively called "Oriental Jews".A careful comparison reveals that the businessmen of the two places are also different: Wenzhou people are small and clever in doing business, high-profile and public, but it is rare to become a big business climate;Speaking of celebrities in Chaozhou-Shantou business circles, Li Ka-shing, Lin Baixin, Chen Weinan, Zhuang Shiping...the wealth comes from the people, and they are famous both at home and abroad.Among the listed companies in Hong Kong, Chaoshan merchant enterprises account for one-third; two of the top 10 domestic rich people are from Chaoshan; Gome, Hopson Development, Chaosheng Steel, Poker King, Yashili, Brands such as Ace are familiar to Chinese people.Although the society's evaluation of Chaoshan people is different, there is no objection to the belief that these "economic wild animals" can do business.

Water has a source, and trees have roots. There is a reason why the author sings praises for Chaoshan merchants before introducing Liu Chengcai.Clever readers may have already guessed the reason for this—Liu Chengcai is an authentic Chaoshan native. Where there is sea, there are Chaoshan people, where there is tide, there are Chaoshan people, and where there is money, there are Chaoshan people.Chaoshan people believe that "promising men will not stay at home". They are born to do business, and business cells flow in their blood, and doing business has become their instinct.In order to do business, they would rather travel through thousands of mountains and rivers, endure untold hardships, speak thousands of words, and use all means to win thousands of households and become multi-millionaires.

One side of water and soil supports one side of people.The terrain of Chaozhou is high in the northwest and low in the southeast, with overlapping mountains in the north and facing the sea in the southeast, forming a terrain surrounded by mountains and sea.Due to the small living space, Chaoshan people took advantage of the convenient geographical conditions leading to overseas, and traveled far away in the process of overseas trade and immigration, thus forming a tenacious and adventurous spirit and a tenacious will to forge ahead.They set off from the Chaoshan Plain, reached Southeast Asia, and then traveled to Europe, America, Africa, and Oceania.Wherever Chaoshan people go, they do business there, and finally they do business all over the world.The accumulation and precipitation of thousands of years from ancient times to the present has finally cultivated a unique Chaoshan commercial culture, creating a brand for Chaoshan descendants in the country and even the world.

Liu Chengcai was born in Chaoan, Guangdong in 1957. He naturally inherited the gene of Chaoshan people who are good at doing business, and the business culture atmosphere of his hometown has subtly influenced him.It is a pity that he was born at an untimely time, and his youth coincided with the "Cultural Revolution" period when extreme "left" thoughts were rampant.In those days, not to mention doing business, people had to worry about doing some sideline business. They could only suffer in the collective cage of the people's commune, and it was difficult to maintain food and clothing. Therefore, the talent of Chaoshan people in business was greatly suppressed.But Chaoshan people are geniuses in business after all. Even in such a harsh social environment, they have brought their business talents to the extreme and used all possible forbidden areas to break through.Liu Chengcai's brigade set up a food factory in the 1970s. Shortly after graduating from middle school in 1976, he was selected as a salesperson by the factory for his hard work and quick mind.This factory produces five-spice powder, monosodium glutamate and other condiments, but these humble small businesses have been flourished by him, and he has traveled all over most of China with these small commodities.

How do birds know the vastness of the blue sky if they don't fly high? How do people know the vastness of the world if they don't travel far? 19-year-old Liu Chengcai felt the vastness of China, realized the richness and variety of society, and received the most basic business enlightenment during his travels.I said before that he was born at the wrong time, but from another perspective, he was born at the right time, because when he entered adulthood, China opened the curtain of reform and opening up, providing the first generation of entrepreneurs with A stage for displaying skills.

Liu Chengcai believes that good men cannot stay at home since he was a child. A young heart is full of happy desire for future life. How can his restless youth be peaceful?Although he didn't have a clear goal for the future at that time, he had a vague feeling that hope was ahead, hope was in the distance.To have a breakthrough in one's own life, the first step is to go out bravely.Therefore, shortly after his wedding in 1980, he went to Hainan alone.At that time, Hainan was still a region under Guangdong Province, but under the leadership of the administrative commissioner Lei Yu, it had initially emerged, and its economy was more active than that of the mainland.This is why and why Liu Chengcai chose Hainan.It is often said that where there is sea, there are Chaoshan people, where there is tide, there are Chaoshan people, and where there is money, there are Chaoshan people.Liu Chengcai did not deliberately choose a place with the sea at the beginning, but unconsciously he repeated the path of his predecessors.

Hainan's economy was relatively active at the time, but it didn't mean that there were gold everywhere just waiting for you to pick it up.For Liu Chengcai, who has neither independent business experience nor capital, he can only start as a part-time job.Bottom-level experience, experience the whole process from wage earner to boss.Be a wage earner first, and then be a big boss.Accumulate entrepreneurial capital by working part-time.Especially able to endure hardship, especially able to start a business.Nothing creates a spirit of self-reliance.These successful maxims of Chaoshan people have been fulfilled one by one by Liu Chengcai.

He has sold tobacco, alcohol, and fruit; he has stayed in Haikou and walked across the Changjiang River.Groping in difficulties and accumulating in struggle.His first independent business was in 1989 when he contracted the Hainan Provincial Trade Union Printing Factory.He is both a factory manager and a salesman, and he rides a bicycle to run business all day long.Although it was still difficult at this time, it was not the same as the small stalls in the past. Not only did the income increase, but the social status also greatly improved. up.With his life stabilized, he moved his small family to Hainan and truly became a Hainanese.At this time, Liu Cheng had his own business and his own house, and he had entered into a well-off stage.

Today, when the concept of market economy has been deeply rooted in the hearts of the people, no one wants to be a boss, but there are very few who really dare to put this ideal into practice, and very few who dare to put it into practice and achieve success.And Liu Chengcai is one of the few lucky ones.Of course, his success is not based on luck, but the result of tenacious hard work.After the age of 30, Chaoshan men have to start their own businesses and do everything possible to become the boss, even if they can only open a small shop.Of course, he also thinks that he must be independent when he is thirty, that is, he must have his own business.At that time, Liu Chengcai's printing factory was doing well, but he was not satisfied.Practice told him that the profit of the printing industry is meager. If he develops high-end printing, he cannot afford the huge investment in equipment.More importantly, this printing factory is contracted after all, not its own industry, so it is impossible to devote all of its efforts to it.I am over 30 years old and must have my own business to be a veritable boss.

Of course, he knows that there are huge risks in being a boss, but in the eyes of Chaoshan people, not being a boss is the biggest risk.If you are not a boss, you have to work for others, and the fate of the wage earners is determined by the boss. Especially when you are old and weak, no one will use you if you want to work - don't you think this is the biggest risk?After making up his mind, Liu Chengcai made up his mind to set up his own family. The next question is what to do.The market is so varied and dizzying that it can be overwhelming to choose.Chaoshan people generally believe in the principle of "if you are not familiar with it, don't do it", but there are also some people who start from unfamiliar fields and achieve success.There are successes and failures in every path.The magic of using it is all in one mind.

Under market economy conditions, there is always a certain difference between market supply and demand, and these differences are business opportunities.Entrepreneurs should have advanced awareness, predict the potential demand of the market, capture business opportunities for development, and expand new markets.In doing business, there is often no routine to follow, and it all depends on the eyesight of investors.In a market full of fog, accidents may appear at any time, but not every operator can catch them and create miracles.Now or never.Some people succeed not because they get lucky chances.It's because they have a pair of discerning eyes and are good at capturing opportunities. For the above investment theories, Liu Chengcai may not be able to talk about profound and incisive experience, but Chaoshan businessmen pay more attention to practical experience and intuition.Chaoshan businessmen generally do not have a high level of theory, nor do they spend much time on theory.They believe that three points depend on destiny, and seven points depend on hard work. They say that everything is ten thousand, but the key is to do it.After some investigation and weighing, he finally chose the business of drug distribution. At that time, self-employed companies had many restrictions, but one of the characteristics of Chaoshan people was that they were flexible.Chaoshang insists that "business has no restricted areas" not only in the transaction content, but also in the transaction objects.As "citizens of the world" in shopping malls, Chaozhou merchants will never be affected by various ethnic groups, customs, and political environment factors. As long as they make money, they are willing to do business with each other.So Liu Chengcai, like many businessmen at that time, put on a "red hat" for his company, affiliated with the Social Welfare Medicine Supply Station of the Civil Affairs Department of Hainan Province, and finally successfully registered.Since then, Liu Chengcai has his own company for the first time. He takes good care of this enterprise like raising his children, making it bigger and stronger. Drug distribution is a very deep knowledge, Liu Chengcai knows nothing about it, and started from scratch.Relying on the tenacity and assiduous spirit of the Chaoshan people, he earnestly studied the relevant knowledge, observed all the time, learned by doing, and worked while studying. His professional level has been continuously improved, and his management has gradually become an expert. He started out as a wholesaler of medicines, and he naturally had to deal with pharmaceutical factories and retailers in his business.After several years of experience in this intermediate link, he has a full understanding of all aspects of the production, supply and marketing of medicines; he has mastered the basic pharmacology and properties of Chinese medicinal materials, Chinese herbal pieces, Chinese patent medicines and chemical preparations, medicines and health products. Knowledge; also familiar with the various business modes of wholesale and retail of these drugs; accumulated experience in various aspects of the drug retail industry from supply, quality control to market development; and got to know many network resources.From 1991 to 2001, Liu Chengcai worked in pharmaceutical wholesale for ten years, and his business spread all over Hainan Province. Not only did he get his first pot of gold, but he also learned a wealth of medical knowledge and management methods from the university of pharmaceutical distribution. It laid the foundation for the greater development of the enterprise in the future. Opportunities always favor those who are prepared. With the changes in national pharmaceutical and medical insurance policies and the improvement of people's living standards, new changes have taken place in the drug sales market.Liu Chengcai is keenly aware of this change. After careful market research and prudent thinking, he has the intention to engage in the retail of cheap medicines.He learned from practice that the drug retail market is broader and more profitable, so he made a strategic shift and entered the drug retail market in 2002. This seemingly straightforward statement contains profound business philosophy.Its essence is to take the lead in everything and innovate.Compared with their prominent industries, the words of Chaoshan merchants are like their simple life, very plain, and almost no sentence makes people feel profound.In fact, Liu Chengcai did not express any profound views on his own strategic shift. He said that knowing what is happening does not necessarily mean knowing why, as long as he can take one or two practical moves.Napoleon once said that the secret of his success was to arrive five minutes earlier than his opponent.In Hainan's special business environment, Chaoshan people are able to use their power to make changes, and they can notice business opportunities that others have not yet discovered.Liu Chengcai's transfer from drug wholesale to drug retail was not based on the guidance of any profound marketing theory, but more on the commercial sensitivity and market intuition cultivated through years of business practice. By 2002, not only in the whole country, but also in Hainan, retail pharmacies had already blossomed everywhere.Someone once jokingly said that in many cities there are more pharmacies than public toilets.Among so many pharmacies, as a rising star, how can Liu Chengcai have the advantage of being a latecomer and break out a new path? If it is said that Liu Chengcai was in the market five minutes earlier than others in transferring from the printing industry to the pharmaceutical distribution industry, then he must be ten minutes earlier than others in order to succeed in transferring from the pharmaceutical wholesale industry to the pharmaceutical retail industry.And his "ten minutes" is the first chain distribution model of the pharmaceutical retail industry in Hainan, and it has been a great success in one fell swoop.It is also one of the effective ways to capture business opportunities by studying competitors to find out the weaknesses of their products and marketing.Actively participate in market competition, learn from competitors' strengths, make up for competitors' weaknesses, identify market entry points, and develop products or services with better performance and lower prices, so as to find profit opportunities.Liu Chengcai pioneered the retail chain operation mode of pharmaceuticals, and unconsciously implemented this theory in marketing. Retail pharmacies directly face end consumers, so it is imperative to choose a store name before opening a store.Merchants in ancient and modern China and abroad have always attached great importance to the name size of their stores. A good name size is a priceless gold-lettered signboard.Liu Chengcai is no exception. He has worked hard to get a good name for the pharmacy.He knew that many old-fashioned pharmacies were called XX Tang, such as Beijing Tongrentang, Tianjin Darentang, Hangzhou Huqingyutang, and Guangzhou Xingchuntang, so he decided that his pharmacy must also have the word "Tang".He thought that the ultimate purpose of the general public in buying medicines was to keep them safe, so he decided to call his pharmacy Guang'antang, in order to entrust the good wishes of the general public to be healthy.In addition, he still has an idea in his heart, that is to use this name to commemorate Deng Xiaoping, the chief architect of China's reform and opening up, because Xiaoping's hometown is called Guang'an County!Like millions of people who changed their destiny through reform and opening up, Liu Chengcai is full of gratitude to Deng Xiaoping from the bottom of his heart. If the name is right, then everything will come true.Since then, Liu Chengcai's business history has opened a new chapter, and Hainan's pharmaceutical retail market has also entered the era of Guangantang. On October 1, 2002, taking advantage of the celebration of the National Day, Guangantang's first retail pharmacy, a store less than 100 square meters, opened in Daoke Village, Haikou.Pharmaceutical retailing is a fully competitive industry. No matter in the mainland or in Hainan, retail pharmacies have reached saturation.In this situation, how can Guangantang stand out from the crowd as Cheng Yaojin who broke out halfway?In the few months after the opening of the pharmacy, Liu Chengcai visited the drug retail stores in other provinces and cities in China, and after absorbing the successful experience of the foreign drug retail industry, he started his innovative measures in the drug retail industry in Hainan, that is, the implementation of "as early as 5 "Minutes" strategy is to take the road of innovation in operation, and this new measure is to open a drug supermarket. Liu Chengcai looked at the pharmaceutical market from the perspective of an entrepreneur, and realized with the valuable experience accumulated over the years: pharmacies are no longer simply windows for selling medicines, and they are targeting a large market in the health industry.He sees far-sightedly that it will be a trend in the development of pharmacies in the future to manage medicines with the model of "product variety + service variety = hypermarket", organize rich health products like hypermarket, and face consumers at reasonable prices. "There must always be distinctive features in the market, and one step ahead of others, otherwise you will not be able to win in the market competition."This is the magic weapon for Liu Chengcai to win repeatedly in the mall. On April 18, 2003, Guangantang's first pharmaceutical supermarket, Haixiu Road Pharmaceutical Supermarket in Haikou, opened against the pressure of many relatives, friends and colleagues. The reason why relatives and friends objected to opening a store here was that the location was not good.Everyone understands the truth of "three cities in one step", location is too important for retail stores.The store is located at No. 3 Haixiu East Road, without any location advantages. Haikou people call it "Yinyang Street".The yang side is close to Wanghai Tower, including DC City, and is extremely popular; the yin side has few pedestrians, and no one dares to go at night.Although 98% of relatives and friends objected, Liu Chengcai still insisted on his own opinion.It turns out he was right.Due to the affordable price of Guangantang medicine, many customers come here especially, and it is very popular.Since everyone was not optimistic about this place at the beginning, the rent was saved a lot. No matter how good the strategy is, it must be tested in practice.In the first few months after the opening of the first drug supermarket, Liu Chengcai was always uneasy, because the drug supermarket is a new thing in Hainan, and there is no precedent for reference. Is this sales model suitable for the Hainan market?His mood has been hovering between confidence and hesitation.This concern was finally dispelled a few months after the opening, and it was confirmed in the affirmation from customers.Some of his peers have begun to follow this business model, which made him more convinced that his original judgment was correct. Haixiu store was the largest pharmaceutical supermarket in Hainan Province at that time, and its opening created a precedent for Hainan's pharmaceutical retail industry.For the first time, it introduced the business model of department stores and supermarkets into the pharmaceutical industry, and gradually formed a chain operation model of drug supermarkets, allowing Hainan people to enjoy affordable drug prices.According to Liu Chengcai's conception, the drug supermarket draws lessons from the supermarket sales model of the emerging department store industry and sells it open-shelf. It has a large area, a variety of varieties, and a wide range of choices.The novel marketing model has attracted an endless stream of consumers.Practice has told him and others that the drug supermarket model is suitable for the Hainan market and has strong vitality. During the interview, the author once asked Liu Chengcai: Now the drug supermarket model has been imitated and copied by many colleagues in Hainan. Don’t you think this will pose a threat to you?He smiled and said: If there is only one drug supermarket in Guang'antang in Hainan and even the whole country, it may not be a good thing.Everyone is engaged in drug supermarkets, which will force us to continuously innovate in content in order to attract consumers and promote the progress of the industry.Besides, the form is easy to learn, but the content is difficult to learn.The forms of KFC and McDonald's have been imitated by many domestic fast food companies, but none of them have surpassed them. Confidence contains wisdom, and when you succeed, you think of crisis.Liu Chengcai's unique vision is truly admirable.With his own practical actions, he has practiced the innovative spirit and pioneering courage of Chaoshan businessmen who dare to be the first in the world.This successful case is a testament to the unique business vision of Chaoshan businessmen, and it is also a perfect embodiment of Chaoshan businessmen's talent in discovering, grasping and creating opportunities. The characteristic of Chaoshan merchants in doing business is that they do not stick to the rules, try to avoid rigidity and rigidity, and are good at adapting to changes.The knowledge of doing business is to draw inferences from one instance and make flexible use of the original experience.It is indeed a pioneering work for Liu Chengcai to introduce the supermarket model of the department store industry into the pharmaceutical retail industry, but medicines are different from department stores after all, and we cannot rigidly copy the practices of department stores and supermarkets.However, there is no ready-made experience to learn from how it should work. We can only cross the river by feeling the stones in practice and advance in exploration. Guangantang's first drug supermarket retail model is indeed novel, and it has attracted a lot of attention for a while and has accumulated popularity.However, this model was quickly cloned by other peers. Therefore, in order to make Guang'an Hall prosperous, it must continuously inject new content into this model.There are about 500 pharmacies in Haikou City alone, and the fierce competition has already become fierce.However, Liu Chengcai adhered to the consistent philosophy of Chaoshan businessmen, and always believed that there are only weak businessmen and no weak markets.In line with the principle of what others have and what others have, we have intensively worked on the fertile soil of drug supermarkets, come up with new ideas one after another, and maintained a strong vitality through innovative innovations. One of the tricks is a wide range of business.In the Guangantang drug supermarket chain stores, in addition to traditional drug sales, there are more than ten categories of beauty products, hygiene products, nutritional food, medical equipment, etc., as well as service items such as in-person consultations and health care consultations.When the author visited the stores in Haikou and Sanya, I saw nearby residents buy injections at Guang'antang and then receive IV drips at the nearby outpatient department upstairs. The second trick is affordable.The price positioning of Guangantang's products in the store also reflects the flexibility of Chaoshan merchants.In order to adapt to consumer groups with different economic capabilities, Guangantang sells ordinary medicines and commonly used medicines at purchase prices or at par prices, and implements preferential sales for ordinary people; obtains reasonable profits through non-drugs such as health care products, and at the same time satisfies the needs of middle and high-income groups need. High quality and low price will always be competitive, and it is a time-tested marketing strategy.The biggest advantage of drug supermarkets is that they are affordable.How can consumers buy products with good quality and low price?In order to ensure affordable prices, Guangantang has established a price management organization: set up a price management leading group with the general manager as the team leader and the heads of relevant departments to implement unified management of product prices in Guangantang, and set up a price management department; Each chain store of Guangantang is equipped with a price officer to feed back the price information to the business department and purchasing department of Guangantang, and arranges 4 information officers to investigate prices in real time, collect information and customer feedback.In addition, Guang'antang also hired more than 300 retired veteran cadres as price supervisors to supervise prices and services at any time.In order to make price management well-founded, Guangantang formulated the "Management Measures for Price Setting and Adjustment", and formulated reward and punishment measures for price management personnel.In the chain stores of Guangantang, the prices of medicines are clearly marked, and the same product has a unified price, a unified label, and a clear price.Guangantang's strict control of the price system has brought more benefits to consumers, and consumers' trust in Guangantang has gradually increased.At the same time, the price management of Guang'antang has also been affirmed by the local government. In 2003, Guang'antang was awarded the "Demonstration Unit with Clear Mark Price" by Haikou Price Bureau; in 2007, it was recognized as "National Price Credit AA Unit" by the Price Credit Certification Center of the National Development and Reform Commission ". Don't be afraid of not knowing the goods, but be afraid of comparing goods.For the same thing, one shop is expensive and the other shop is cheap, so people naturally flock to the latter.Truth is ordinary, facts trump any advertisement.This is the biggest competitive advantage of Guangantang.The author inspected the store’s prices on the spot, taking the 360-pack Liuwei Dihuang Pills produced by Beijing Tongrentang as an example, Guangantang 92 per bottle; Haikou Zhongkang Pharmacy 13 yuan; Jinruitang is as high as 15.8 yuan - don't forget, they are a pharmacy in Beijing, which saves a lot of shipping costs compared to Hainan.No wonder as the saying goes, those who sell medicine rob the way.That means, selling medicine is like robbery, which is profiteering. On March 11, 2010, "Southern Weekend" published an article "The Price History of a Box of Medicine", which revealed that a box of levofloxacin tablets costs 2 yuan from the factory, but after many steps, it reaches as high as 12 yuan in the hands of consumers.Turned 6 times!This report fully confirms the truth of the above saying.Nowadays, medical expenses have become one of the three big mountains on the heads of the Chinese people. In the social environment where many drug dealers are ungrateful for their profits, Guangantang can really benefit the people, which is very good! The third trick is after-sales service.After-sales service is generally seen in industries such as home appliances and automobiles, and Guangantang is the first advocate and implementer of after-sales service for pharmaceuticals.Service is the core of industry competitiveness.Liu Chengcai has established a set of pre-sales, sales and after-sales service systems in Guangantang, and strives to provide customers with satisfactory services.Before sales, it is necessary to understand the customer's requirements for drugs and whether they accept the drug price; during sales, it is to recommend suitable drugs to customers, explaining the pharmacology and properties of drugs as much as possible; after sales, it is to inquire about the efficacy of drugs.The service is endless, and Liu Chengcai is still constantly improving the service system in order to provide customers with more professional, caring, humanized and differentiated services. In order to experience Guang'antang's after-sales service in person, the author went to several stores to experience it, and interviewed service stars Jin Hui, Chen Ye, Hu Haihua and Wang Haixia.Among the customers Chen Ye received was Mrs. Wang Shuqin, 79 years old, who suffered from multiple diseases after being rescued from a stroke, including high blood pressure and high blood sugar.Chen Ye rationally prepared medicines according to her condition, and the effect of taking them for half a year was very good.Chen Ye often led her to exercise and dance fitness dances. In the spring of 2009, she caught a bad cold and instead of going to the hospital, she called Chen Ye and asked Chen Ye to deliver her medicine.Aunt Zhang Li, because of Chen Ye's meticulous service, invited Chen Ye to live in her house and saved Chen Ye's rent. One of Jinhui's customers is an old lady from Shanxi. She went back to Shanxi to visit her relatives in June 2009, and she developed diarrhea soon after.After returning to Hainan, I found Xiaojin. She gave the old man to take Livzon Changle and asked her to drink more water (while the doctor told her to drink less water), and it stopped within a week.From then on, the old man trusted Xiao Jin very much, and the family moved far away to buy medicine here.Once I got burned, I called Jin Hui to deliver medicine.We only heard that celebrities have fans, and salespersons can also cultivate fans. What a superb level of service that is!Guang'antang can cultivate such excellent salespersons, what a superb marketing art it must be! In order to protect the interests of customers, Guangantang makes a solemn promise to customers: not to deceive customers with poor quality or counterfeit products, if there are poor or counterfeit products, you will be compensated ten per fake; not to deceive customers with inflated prices, if the product price exceeds the national price department Relevant regulations, ten times the compensation; not profit-seeking, not intentionally recommending high-priced products, and harming the interests of customers.Any customer who is dissatisfied with the purchased product will take reasonable replacement, return and compensation measures as long as the product package is complete and the shopping receipt is presented.Every employee of Guang'antang is instilled with the idea of ​​starting from the customer's point of view, thinking about the health of the customer, spending less money, and curing the disease, receiving every customer with integrity, and putting forward reasonable suggestions according to the needs of customers.The sales staff in each chain store are not from the product manufacturers, which is the style that Guangantang has adhered to for many years, which further ensures the fairness and objectiveness of recommending products to customers. Every successful fashion business is based on integrity.Integrity is the biggest characteristic of traditional Chaozhou merchants. Chaozhou merchants are smart, but they do not lose the spirit of integrity. Foresighted businessmen operate honestly.Chaozhou merchants value relationships and credit most.Untrustworthy business, do not make much money.Trust is the foundation of cooperation, "trust" is the magic weapon for winning competition, and taking into account the interests of the other party is the key to winning trust.The transaction of goods is just a formality, and the promotion of reputation is fundamental.The word "letter" props up the family business of Chaozhou merchants, and integrity makes Chaozhou merchants great careers. Chaoshan merchants have always adhered to the principle that the brand should live long and the quality should not be lost.Liu Chengcai upholds this concept. He believes that as a drug distributor, the greatest integrity is to ensure the quality of drugs.In drug supermarkets, the quality and safety of drugs is of paramount importance.In order to control the quality and achieve no fake, inferior or substandard drugs, Guangantang established a quality leadership group headed by the general manager and attended by heads of relevant departments, and set up a quality management department dedicated to quality supervision Work.The company implements strict "eight unifications" in product procurement, distribution, sales, and chain links, that is, unified procurement, unified distribution, unified logo, unified price, unified service, unified manpower, unified management, and unified accounting.One of the most critical part is unified distribution.Guangantang has established a 4,400-square-meter distribution center, which is purchased by its quality management department and reviews the manufacturer's business license, GMP certificate, qualifications, and production procedures.Unified inspection, after inspection and warehousing, it will be delivered to each chain store by special car, and the medicines will be stored and maintained in the store according to the guidance of the quality management department.Guangantang has also established a quality tracking system, once a drug problem is found, it can be traced back to the responsible person. In addition to ensuring the quality of medicines, the quality of employees, that is, the professional ethics and quality of employees, also needs to be guaranteed.Liu Chengcai repeatedly emphasized this point of view: "Human life is at stake in the pharmaceutical industry, and a slight deviation in the moral quality of employees will cause very serious consequences." Accumulate and improve.In order to enable a small number of non-pharmaceutical employees to master professional knowledge, Guangantang and Hainan Science and Technology School jointly organized a 200-person technical secondary school pharmacy class to provide them with opportunities for further education. In recent years, Guangantang has successively won the title of "Reassuring Drugstore" awarded by Hainan Provincial Food and Drug Administration, and the title of "Hainan Provincial Quality Trustworthy Enterprise" awarded by Hainan Provincial Quality Association; Awarded the title of "Outstanding Quality Person of Hainan Province". Guang'antang also regularly holds love marketing activities of sending doctors and medicines to the community. Employees with rich professional knowledge accept consultations from the masses, explain health knowledge to the masses, introduce drug performance in detail, and establish Guang'antang through face-to-face and friendly communication. image in the community. For many years, Liu Chengcai has been adhering to the fine tradition of Chaoshan merchants to be honest and implement it in business activities.He has always firmly believed that it is up to people to plan and succeed in virtue.In the fiercely competitive market economy era, honesty is not only a moral expression for enterprises, but also the foundation of long-term development of enterprises.Liu Chengcai is well aware of the importance of integrity to an enterprise, established the corporate purpose of "people-oriented, honest management", and interpreted his understanding of integrity with actions. Treat employees with integrity.Liu Chengcai respects the personality of employees, safeguards the rights and interests of employees, and cares about the interests of employees.While some employers are trying to avoid purchasing various insurances for their employees, Liu Chengcai signs employment contracts with the employees in accordance with relevant regulations, and pays various insurances to employees on time and in full.When the financial tsunami swept the world and many companies began to lay off employees and cut salaries, Guang'antang, which has more than 1,500 employees, did not fire a single person, but instead raised salaries for some employees.In Guang'antang, employees can grow continuously. Activities such as professional skill competitions, business training, and spare time reading are the soil for employees to grow. It not only enriches employees' spare time life, but also provides employees with a greater development. Space, at the same time, has also cultivated an excellent reserve army for Guang'an Hall.Liu Chengcai regards every employee as a member of the Guangantang family, and establishes a "party, industry, and league" organization to care about the lives of employees, sympathize with employees' worries, and resolve employees' difficulties. Treat customers with integrity.Customers are the basic necessities of the survival and development of an enterprise.The case of Guangantang treating customers with integrity has been introduced earlier, so I won’t repeat them here. Treat partners with integrity.Over the years of business development, Guangantang has established mutually beneficial business partnerships with many pharmaceutical manufacturers across the country.Regardless of the size of the supplier, Liu Chengcai treats them equally.If there is a problem, solve it in time.Do everything possible, not owe a penny to partners, this is his firm commitment to partners.Liu Chengcai's honesty has gradually gained the trust of his partners, and credit transactions have gradually become the main line of Guangantang's business.At present, 95% of the products operated by Guangantang are credit accounts, and the accounts receivable and bad debt rate are below 3/10000 of the turnover, which is far lower than the 3/1000 of the international advanced enterprises.Integrity enables Guangantang to calmly face the fierce market competition and save operating costs.Due to consistent honest operation and management, Guangantang was recognized as a commercial credit AA+ enterprise by Hainan Commercial Credit Management Service Center. Integrity has enabled Guangantang to have more than 1,500 employees with a strong sense of belonging, more than 1 million loyal members and customers, and hundreds of pharmaceutical factories and agents all over the country. In September 2009, Liu Chengcai was awarded the second "National Model of Honesty and Trustworthiness" and was the only winner of this honor in Hainan Province.With practical actions, he established a good moral style for the employees around him, made the employees actively join the ranks of honest and trustworthy employees, and set off a good atmosphere in the enterprise to learn from the national moral models. Chaoshan people have a natural ease when dealing with money.In their view, as long as they do not violate the law and are not ill-gotten gains, they should make money boldly, and they can make any money.The idea of ​​treating money like dung is absolutely unacceptable.In life, some people commit crimes in order to obtain wealth, but when they wake up, they attribute their crimes to money. In fact, this is an excuse to avoid responsibility.Regrettably, this concept is deeply rooted in the minds of ordinary Chinese people. However, Chaoshan merchants are an exception.They believe that love money but don't be greedy for money, you must see the beauty that money brings to life, learn to make money steadily, and use money correctly.Chaoshan businessmen's view of money shows their philosophy of advocating wealth and loving life.Therefore, they make money freely, regard making money as a happy thing, and are full of hope for the future.Therefore, Chaoshan people in life are constantly creating and making progress. The basic principle of business is to make money first. Chaoshan businessmen are born to love money and do not set limits on money, so they make money generously and become very rich.There is no good or evil in money, but greed is the root of all evil. People's life is inseparable from money.Money can allow people to receive better education and medical care, help people improve their lives, build self-confidence, and enable people to have the ability to help more people and realize their ideals and aspirations. Today, to evaluate whether a person is successful or not, wealth is a very important indicator.Because in the process of obtaining wealth, a person must have the ability to face difficulties and challenges.Therefore, for a person to gain more wealth, he must put in more effort, which also means that he has won more victories. When one person creates wealth, he also helps those around him.在潮汕商人眼里，赚钱的过程，就是为别人提供有价值的服务的过程；而花钱的时候，则给别人提供了工作机会。这一切，都对社会有益。 刘成才借鉴了潮汕商人科学洒脱的金钱观，因此不但生财有道，花钱更有方。企业利润来自社会，也必须回馈社会，这是市场经济条件下的新型社会关系。广安堂坚持取之于民，用之于民，倾注了极大的热情参与到社会慈善公益活动中去。2004年，为希望工程捐赠青少年知识读本10万册；2006年，组织“广安堂爱心之旅”文明生态村巡演活动，大力宣传文明生态城建设，赠送250万元医药给文明生态村和贫困群体；从2006年11月起至今，已安置300名下岗职工；2007年为先天心脏病女孩举行大型慈善义演；向中国健康扶贫工程捐款2000万元；2008年为汶川地震灾区捐款捐物100多万元。2009年与团省委、省就业局联合开展“海南省百店千人”青年创业药店创建活动，目前，已创建广安堂青年创业药店25家；2009年9月，与工商银行联合在省内发行工商银行牡丹广安堂信用卡，该卡的发行，在国内首创药品分期付款的方式，使顾客买药也能像买房、买车一样分期付款，缓解部分贫困患者看病贵、看病难和买不起药、治不起病的难题。几年来，广安堂先后向社会捐款累计2475万元。广安堂的公益行动，在社会引起强烈的反响。对于企业的社会责任，刘成才有着自己的见解：作为成长中的企业，广安堂的经济实力与许多企业相比是十分有限的，但他坚信，对社会承担责任并不是一定要在功成名就、经济实力雄厚之时，一切从现在做起，从身边做起，这是身为民营企业家不可推卸的责任。 在广安堂所做的社会贡献中，刘成才最看重的是先后聘用300多位下岗工人。他说捐助钱物都很快会用完，而给“四零五零”人员解决一个就业岗位，就是保证了他后半生的温饱，同时也救助了一个家庭。对此笔者深有同感，这真正是为民造福，为构建和谐社会做贡献。在广安堂总部，我亲眼看见那位下肢残疾的女会计，她是该公司招聘的众多残疾人中的一位。她蹒跚的身影反衬出广安堂的高大，宣示着刘成才对残疾人拳拳的爱心。 刘成才对潮汕商人的传统在新形势下继承，又在继承的基础上发展。潮汕商人有重实用轻文化的偏颇，而刘成才则对这一弊端有清醒的认识，深知这已不符合时代潮流，因此在实践中力避这一缺憾，特别注重企业文化建设。 为了提高广安堂的知名度和凝聚力，他在海南企业中独领风骚，创办了广安堂艺术团。许多人仅仅把艺术团看做广安堂在营销方式上的独辟蹊径，而没有认识到它对企业文化建设的潜移默化的作用。歌舞表演这种文化营销方式可谓广安堂的一个创新。广安堂有一支自己的歌舞团，这支以“欢乐海南岛，健康广安堂”为宗旨的歌舞团，以一种流动性的文化特色树立起广安堂的企业形象。每每新店开业、店庆、送药下乡、日常的营销活动等，就是歌舞团一展风采的时候，歌舞团的表演每次都会吸引邻里乡亲的热情参与。洋溢着欢歌笑语的表演，无疑成了广安堂最生动的品牌推广方式，提高了企业的知名度。企业员工每当看到艺术团表演时，便会不由自主地说：咱们广安堂的艺术团如何如何，自豪喜悦之情溢于言表。这种发自内心的对企业的认同感，胜过老板千百次的说教和鼓动。一个企业能养起一个艺术团，那经济实力自然不可小觑。这其中蕴涵的潜台词明眼人都会体会到。其社会效益和美誉度，是自吹自擂式的广告永远无法达到的。刘成才的高明之处就在这里，正可谓此时无声胜有声。艺术团还培养出陈晨辉这样优秀的团员，她参加“我型我秀”节目选拔赛，获得海南赛区第一名。又到央视参加了“非常6＋1”，成为小有名气的新秀。 广安堂的企业文化的另一个特点是外圆内方，即以中国优秀的传统文化为核心，支撑企业现代化的理念。公司将和《论语译评》印发给每个员工，作为职业道德规范教材，并且请相关学者来公司讲课。定期举办考试，提高员工素质，培养员工的职业道德感。员工素质的提高，有力推动了广安堂产品质量管理工作的开展，形成了良性循环。 广安堂和海南东升健康社区文化传播有限公司合办了《健康周刊》；先后和海口晚报、海南经济报、特区文摘报等媒体合作，向消费者赠报；支持赞助儋州诗词征文大赛；广安堂和海南日报报业集团南海网合作，在广安堂主要门店设立了新闻报料站。由这些举措，可见广安堂重视企业文化建设之一斑。 思想决定出路，眼界决定高度；眼光有多远，生意就有多大；人脉决定财脉，人缘就是财缘。广安堂已在海南扎下根基，但刘成才并不满足于已有的成就。他制定了第二个五年规划，预计在全国建立3800家连锁药品超市，使广安堂跨越琼州海峡，走向全国。我们相信，这个目标一定能够实现；我们预祝这个目标早日实现。我们期待，广安堂像同仁堂一样，做成百年老店，成为中华金字招牌。