Looking back on the ups and downs of the past 19 years with Audi, Li Xiang said: "If the future automotive industry is described as a beautiful starry sky, the brightest and brightest star must be Audi. ”
Autobot reporter Li Lin.
Just after 9 o'clock in the morning, the Jiefeng Audi 4S store was lively. The concise and clear showroom design, the rich and diverse models, the endless stream of consumers, and the patient and thoughtful sales service together constitute the daily life here. As the first 4S store in Tianjin built in accordance with Audi's global unified standards, Jiefeng Audi has deservedly become the benchmark of Tianjin Audi's marketing service industry, and Li Xiang is the pioneer of this honor.
I don't have any successful experience, but I still have some insights from growing up with Audi. As one of the first Audi dealers in the country, he is humble and unassuming, with the ability to relax quickly, "I want to bring joy to everyone I work with." In a state of pleasure, people can bring out their greatest value, and I believe that this sense of pleasure is the catalyst for the success of a company. ”
From "camel culture" to Audi.
In Li Xiang's office, the most striking thing is the golden trophy in the shape of two dromedaries on the bookshelf. On the trophy, the two camels raised their heads high, and their proud and stubborn expressions showed the extraordinary meaning behind them.
This is our company's 'Golden Camel Award' trophy, which represents our Huaxing North's corporate culture of 'hard-working, simple, and attaching importance to team spirit'", Li Xiang said with a smile, "The establishment of the 'Golden Camel Award' has a origin. ”
After graduating from Tianjin University in 1988, Li Xiang and his team wanted to "do something" in the automotive industry. At that time, there were no regular 4S stores in Tianjin, so could this field become a breakthrough in his career? Li Xiang decided to give it a try.
It was a difficult process to start something from scratch, but for Li Xiang as a young man, he enjoyed this kind of challenge. At that time, as a distributor of Tianqi Group, Li Xiang personally did everything from planning to design in order to establish the first Tianqi 4S store. So far, the first 4S store was officially established in Tianjin. And the presence of two camels at the door has become a living label in his shop.
During the snowstorm in Inner Mongolia, we organized members of the automobile club to carry out public welfare activities there. In order to thank us, the people of Alxa gave us two dromedary camels. At that time, the Tianjin Zoo also did not accept camels, so we put two camels in the store, built a camel house for them, and hired local herders to raise camels. Talking about the origin of camels, Li Xiang said with a smile.
So far, the two camels have become the logo of the store, and more and more people know that there is a camel 4S store in Tianjin.
Camel marketing has brought huge profits to the 4S store, and at the same time, it has also achieved the corporate culture of Huaxing North Auto Trade, so the company has set up the "Golden Camel Award" to encourage employees to work hard, strive for self-improvement, learn and carry forward the spirit of camel.
Li Xiang, who has figured out the marketing doorway, has combined the culture of different automobile products to create more successful 4S stores. His successful marketing of the automotive industry has raised Tianjin's car culture and product culture, and has also become an opportunity for him to cooperate with Audi 4S stores.
In 1999, Li Xiang became one of the first batch of Audi franchised dealers in China. "A good dealer is a good gold mine in the local area. Li Xiang was deeply impressed by the words of the Audi leader, and Audi's brand influence, popularity, and good development prospects over the years made Li Xiang and Audi's cooperation an instant hit.
Recalling the influence of Audi's layout in China's automobile dealership industry at that time, Li Xiang said: "FAW Audi's distribution layout in China has given Chinese people a new definition of high-end cars. "Before that, the impression of domestic people on high-end cars mostly came from books and images, and this fragmented impression could not let Chinese really understand high-end cars. The success of Audi's dealership layout in China has brought high-end cars closer to ordinary people's lives. This practice has played a key role in shaping China's high-end car manufacturers.
In China in the 90s of the last century, the people's impression of high-end cars was vague, and the automobile sales industry did not have an overall concept of high-end car distribution services. What is the sales process for a high-end car? How do you receive customers? How to do a good job in after-sales service? Audi's dealership in China provides answers to these questions. In the dealership layout, Audi has introduced a standardized sales model for China's high-end car marketing industry, set a benchmark for sales and service in the automotive industry, and promoted the development of China's automotive industry with the power of role models.
For the automobile dealership service industry, Audi is more like a 'Whampoa Military Academy', which has set standards for the automotive industry and cultivated a large number of talents. Li Xiang recalled. For each position in sales and service, Audi has a set of strict talent training processes; In every area of the workplace in the store, Audi has rigorous and meticulous operating standards; These have not only opened up a new world for Audi's sales, but also raised the level of the entire Chinese auto dealership service industry and changed the life path of many auto practitioners.
Looking back on the ups and downs of the past 19 years with Audi, Li Xiang said: "If the future automotive industry is described as a beautiful starry sky, the brightest and brightest star must be Audi. ”
The interpretation and persistence of entrepreneurship.
I think the best embodiment of entrepreneurship is to lead the team, move forward bravely, and realize the dream of the enterprise; Down-to-earth to do practical things for the development of the industry; Realize social value with a sense of mission. ”
Our dream is to continue to provide customers with heartstrings of service, to become a customer trust, factory trust, employee satisfaction, social responsibility of corporate citizens, to build our enterprise into a 'car family common home'. ”
Li Xiang said: "We encourage our employees to make friends with customers sincerely, so that customers can feel the perfect service and real quality, so as to start the car experience happily." We advocate dedication, the spirit of learning, innovation and experience sharing. We pay attention to the employees in the core positions, but also pay attention to the hard-working and obscure employees, and actively create a healthy competitive atmosphere for them. We organize Huaxing people award ceremony and sports fun activities to continue to inspire the spirit of employees. We believe that in such a team atmosphere, the message conveyed by employees to consumers must also be positive, and this positive energy transmission can help realize the company's dreams. ”
Li is always recognized as a good leader by employees, and his personal charm is also reflected in the fact that at the beginning of each year, he will chat with employees, regardless of whether employees are from the management or the grassroots, as long as they work actively and hard, they can get the opportunity to chat with the chairman and put forward their own golden ideas. For these golden ideas, Mr. Li instructed the relevant departments to demonstrate, feedback, and finally implement. An employee who has followed Li Xiang for many years said, "This pleasant, full of sense of belonging work atmosphere makes the company's talent flow particularly small, I have worked in the company for 16 years, and I am still relatively young in the management." ”
The satisfaction of the cause and the sense of belonging to the enterprise make every employee of the company firmly believe that only by working hard can they live a decent and happy life, and all this stems from their trust in Li Xiang.
In contact with manufacturers, Li Xiang also focused on building up this trust: "The most important thing in the contact between dealers and manufacturers is to pay attention to the spirit of the contract, the manufacturer puts the Tianjin market in my hands, and I do a good job in the Tianjin market, which is the fulfillment of the spirit of the contract for the manufacturer." ”
Li Xiang vigorously promotes the spirit of model workers and craftsmen, creates a competency model for managers, and opens a fair, transparent and healthy promotion channel, so that his company has a skilled maintenance service team, a sales team with excellent ability and a mature leadership team. The conscientious and responsible management method has made the sales performance and service reputation of Jiefeng Audi 4S store among the best in North China. While successfully operating the company, Li Xiang grasped the Audi market in Tianjin and realized his commitment to Audi.
As the founding president of the Automobile Dealers Chamber of Commerce of the All-China Federation of Industry and Commerce, Li Xiang has never forgotten his responsibility, he said: "As the president of the industry chamber of commerce, to do things for the development of the industry, we must have more public welfare and less utilitarianism. ”
During his tenure as a member of the Chinese People's Political Consultative Conference (CPPCC), Li Xiang successively put forward proposals on the reduction of taxes and fees for second-hand car transactions in Tianjin and the temporary license plate for the movement of unsold new cars, which were closely related to the lives of the people and quickly received attention and solutions, speeding up the elimination of old cars, reducing the risk of moving new cars, and bringing the people closer and closer to the quality of life.
Li Xiang believes that the chamber of commerce can only truly promote the development of the industry and the development of the chamber of commerce itself only by being anxious about the urgency of member companies and speaking on behalf of the automotive industry.
Outside of work, Li Xiang is keen on public welfare activities. Li Xiang believes that as an entrepreneur, we must always think about creating wealth for the society, contributing to the development of the country, and fulfilling social responsibilities and realizing social value with a sense of mission.
In 2003, Li Xiang organized Tianjin Audi owners to carry out a large-scale public welfare tour of "Audi West", focusing on environmental protection, education and children. While providing help to poor areas, it also highlights the brand image of Audi.
In 2017, he set up the "China Guangcai Program Association" under the "China Guangcai Program Association", which aims to provide one-stop assistance for young people in poor areas who are interested in engaging in the automotive industry with study, internship and employment, and contribute to the realization of the national poverty alleviation goal in 2020.
In a high position, facing the rollercoaster changes in the automobile market, Li Xiang should have been under a lot of pressure, and he seemed to have the most reason to be anxious about the current situation, but this mentality has never appeared in his work.
For employees, Li Xiang strives to provide them with a pleasant working atmosphere and provide them with opportunities to realize their own value; For manufacturers, he fulfills the spirit of the contract, and learns and makes progress together with the brand; For the enterprise, he is serious and responsible, and forges ahead with an entrepreneurial spirit that is not afraid of difficulties. In the past 30 years, he has provided a successful model for the marketing of the automotive industry with a gentle and elegant gentleman's style. ("Automan" reporter Li Lin) [Copyright Notice] This article is the exclusive original manuscript of "Automan", and the copyright is owned by "Automan".