In the first half of 2022, life is not very good. Repeated epidemics, layoffs in large factories... The torrent of the times wrapped around the fate of individuals, the current situation of anxiety tore people's nerves, "lying flat" and "swinging rotten", once became a hot word on the Internet, some netizens joked: "Everything is difficult at the beginning, difficult in the middle, and difficult at the end." ”
Does an individual's effort still make sense in a stressful environment? Hu Tingting, the regional manager of Jiabei Aite's Greater Changsha region, gave us a firm answer: "Efforts will not necessarily succeed, but efforts will not be successful." ”
This is an unbreakable truth, but also an unswerving original intention.
Hu Tingting - Regional Manager of Hunan Dashasha, Jiabei Aite - 2021 Ausnutria Group Marketing Elite
The road to chasing stars is also the way to chase dreams
May 25, 2022, is the 5th anniversary of the entry of Liu Jiang, the regional sales representative of Jiabei Aite Changde. As his former leader and good friend for many years, Hu Tingting sent him a message wishing him a happy 5th anniversary.
Liu Jiang returned a photo of her from 5 years ago. At that time, Liu Jiang had just joined the company, and Hu Tingting took him to a Beibei Bear pregnancy and baby chain store to do activities. In the photo, Hu Tingting, wearing a blue T-shirt from Jiabei Aite and wearing a microphone, teaches a group of children to bake cakes.
Liu Jiang couldn't help but sigh: "In the past few years, you don't look like you have changed at all. ”
△ In 2017, Hu Tingting taught children to bake cakes at the event site.
Time seems to be extra tolerant of Hu Tingting. After the years have passed, she is still as heroic and spirited as a teenager. Life is endless, "tossing" more than once, is Hu Tingting's youth code.
If work and profession had to match each other, Hu Tingting, a graduate of bioengineering, should have been a part of quality testing or R&D experiments like many of her classmates. However, she "naturally did not like to sit in the office for a long time" and took the initiative to choose marketing, an industry that was windy and sunny and hard-working.
After graduating from university, Hu Tingting has done activity promotion, promotion supervision and other work, and has accumulated rich experience in the FMCG industry. Prior to joining Gabeat, she was a marketing executive at a trading company where Ausnutria happened to be a partner. When talking about the reasons for joining Jiabei Aite, Hu Tingting said somewhat shyly: "Because Li is always my idol." ”
In 2011, Ausnutria acquired the Dutch century-old dairy company Haipu Nuokai Group, introducing its brand Jiabei Aite to the Chinese market, and in April of the same year, Li Yimin became the general manager of Jiabei Aite. Under her helm, Jiabei Aite has only spent 4 years to lead the imported goat milk powder market with a market share of 62.7%.
Li Yimin's deeds have always deeply inspired Hu Tingting. Therefore, when Jiabei Aite's HR contacted Hu Tingting in 2015, she did not hesitate to agree and single-handedly came from Wuhan to Changsha, which was unaccompanied.
"Workaholic" who dares to fight a hard battle
What is it like to work with an idol? In Hu Tingting's eyes, Li Yimin can be called a benchmark for professional women, she is not only wise and rational, excellent in ability, but also adhere to the results-oriented, always able to guide the team forward. Under her influence, Hu Tingting, with the same work concept, strictly demanded herself, and walked through the difficult days of 2015.
At that time, affected by force majeure factors such as product supply, Jiabei Aite's sales growth was limited, and performance pressure was overwhelming. Many partners have lost confidence in brand development and have chosen to leave and jump ship.
If you want to reinvigorate yourself and achieve your performance goals, you must have a team, otherwise it is "difficult for a smart woman" to cook without rice. In order to solve the urgent need of manpower shortage, Hu Tingting personally started recruitment, training and other work. She leads the newcomers to learn the corporate culture of Jiabei Aite, learn the job skills of the work, and at the same time pass on her recognition of Jiabei Aite and her expectations for the future.
During that time, the most common sentence Hu Tingting said was: "Believe in the power of 'believing'." "Every region, every stage, there are different difficulties, everything is only temporary.
Some people go, and some people come. Hu Tingting, with the initial team, set off from the trough in this way. In the case of limited manpower, in order to improve everyone's ability to fight individually in all aspects and achieve efficient cooperation among team members, everyone will share the daily work every day to understand each other's work content and communicate where coordination is needed. And Hu Tingting's work daily is often selected as an "excellent work daily" and published on the public account of "Jiabei Aite Family".
Thousands of miles, not a day's work. Hu Tingting and her team are united under the same goal, starting from serving every customer and doing every activity well, rolling up their sleeves and working hard. Recalling those days, Hu Tingting said: "All year round, only the few days of the New Year can be regarded as a rest day. "Usually, from Monday to Friday, the partners do their jobs and operate each business line; On Saturdays and Sundays, everyone is transformed into sales promotion personnel and active in the market.
△ 2016 "Jiabei Loves TA, Baby Sunshine" activity (Hu Tingting, second row, first from the left).
"We believe that such a group of people who dare to struggle can get things done well." With the steady improvement of performance, the team members have gradually stabilized. In the process of achieving the "small goals" again and again, the partners not only deepened their recognition of each other, but also strengthened their expectations for the bright future of Jiabei Aite.
In the first half of 2016, Jiabei Aite Changsha region finally achieved the phased performance target. When attending the "July Conference", Li Yimin asked Hu Tingting: "Is it good to participate in the company conference after winning the battle?" ”
"The tears almost flowed down." Hu Tingting, who wants to be strong, said. Those nights that have been stayed up, those who have sweated, and the heartache and pain that others have no way of knowing, are finally "worth it."
Rush with the back wave
Deeply cultivating the market in Changsha and its surrounding areas for many years, Hu Tingting's team has gradually grown from 2 people to more than 20 people, and the volume of completed performance has also increased year by year, becoming the mainstay of performance achievements in Hunan Province. Maintaining a high-spirited state of struggle and active in the market frontline, Hu Tingting can't even feel the passage of time.
Until one day, she suddenly found that she did not know when to start, most of the new partners were post-90s, or even post-00s.
Some time ago, "post-00s rectification of the workplace" once became a hot topic on the Internet. The post-00s on the Internet refuse to build a team, step on the point of work, arbitrate the company, and open up without a word... They seem to run counter to the spirit of hard-working and selfless dedication that they once advocated.
Are they subversives of the strivers' culture? Hu Tingting does not think so: "Each generation grows up in a different environment, and their mentality will be different. As a manager, you must not only keep the team's goals consistent, but also use people's strengths. Instead of nitpicking and arousing the rebellious psychology of the new generation of employees, it is better to respect the personality and hobbies of young people and stimulate their enthusiasm for work. ”
In May this year, Hu Tingting and the team held two unique events. A "Starlight Film Festival" combines regular community activities with the hottest camping topics of the moment, and there are many fun and interesting projects such as open-air movies and camping tents, creating a unique offline immersion experience for users. Another "time printer" activity, on the basis of the common form of activity of "printing the user's photo to the porcelain cup", was introduced, and the curtain, flowers and other props were prepared on the spot to take a group photo of the user's love, which caused the user's emotional resonance. Both events attracted the participation of many passers-by and caused a warm response in various terminal stores.
Most of these "ghost ideas" originally came from the team's post-90s and post-00s partners who were keen on new things. The post-80s partners in the team also have more experience and strictly control the details of the implementation of the activities from a more professional point of view. Multiple parties form a synergy to ensure the success of the event.
△ Hu Tingting (seventh from the left) poses with team members.
Back to the original topic, Hu Tingting's changes and changes over the years. She said with a smile: "The changes are still very big, every time I do a phased work review, I feel that there is still room for further improvement in the previous work." "The reason why Jiabei Aite can become the world's first goat milk powder brand is precisely because there are countless excellent family members who burn enthusiasm like Hu Tingting and constantly water their dreams with youth and sweat."
"In the future, I will always be active in the market." Faced with the impact of the current global special period and the challenge of the continuous decline in the domestic birth rate, Hu Tingting began to think more deeply about "how to do the current things to the extreme". This is not only a requirement to promote sales growth in the short term, but also a guarantee to establish and maintain customer confidence. Hu Tingting said modestly: "Although the strength of the individual is insignificant, I still hope to be able to help realize the dream of '10 billion Jiabei' as soon as possible." ”