Deng Jun grew from a common shop employee to become a leader of the retail industry. As a young entrepreneur owning the Xinhua General Store, with assets valued at 300 million yuan, annual total sales reaching 300 million, and annual profits exceeding 20 million yuan, Deng is held in high esteem by her fellow workers for her strong professional dedication and kindness and sincerity.

Deng focuses on personalized service and honesty as her guiding operational principles. She pays close attention to the quality of products. Making full use of holidays and commemoration days, she conceives various kinds of activities to promote the sale of goods in her markets, such as "Mother's Day, Don't Forget to Send A Gift to Your Mother;" "Moon Cake Exhibition on the Reunion Day of the Whole Family on Mid-Autumn Festival;" and "New Century, New Semester, New Wishes - Stationery Exhibition for Students."

Other activities include promotional sales cutting prices for laid-off workers, children's drawing and musical jigsaw puzzle contests, fashion shows, and entertainment programs. These activities not only highlight the cultural meaning of special events, but also add new contexts to traditional ways of trading, which are well received by consumers.

Due to Deng's correct mix of operational philosophy, the Xinhua General Store has been credited with achievements in local areas and industry for many years. Over the past two years, total sales for the store have exceeded 20 million yuan and accumulated profits and taxes between 1998-99 totaling 87.6 million yuan, ranking the organization first in the area.

(China.org.cn translated by Li Jingrong on November 15, 2002)