What is a valuable asset in the development of a business? I believe that one of the answers is employees.
A company's attitude towards its employees often has a significant impact on whether the company flies higher and goes further. Especially when an enterprise undergoes some changes, the attitude and way of treating employees highlights the pattern and values of an enterprise.
In 2018, AVATR Technology was officially established. This brand integrates the best industrial partners in China - Changan Automobile, Huawei, and CATL, and redefines the new luxury standard in the era of intelligent electric vehicles through the deep empowerment of the CHN model.
As the brand enters a new stage of development, in order to adapt to the rapid changes in the market, AVATR constantly adjusts and optimizes its strategies and methods, and finally achieves sustainable and high-quality development.
When it comes to change, it's natural that employees are the first to be affected. They also have a very deep feeling about the change of AVATAR. From their perspective, the author will gain insight into the human temperature of AVATR in the channel change.
The most humane care is to have a guaranteed income
Change can often be painful, especially with the impact that revenue can have. In this channel reform, AVATR implemented the "A+B" salary model for the employees who were previously transferred from directly operated stores to dealer stores. In addition to receiving wages from channel agents, transferred employees can also receive special subsidy wages from AVATAR.
Under such a salary system, many employees have ensured that their income has not shrunk after being transferred, and according to the actual situation of channel agents, some employees' income has even increased slightly, and they have a "sense of salary increase".
Sales Tan Zi (pseudonym) said bluntly: In his previous sales career of car companies, he has also encountered changes in brand sales channels, but no car company provides subsidized wages for transferred employees like AVATR to help them get through the period of change.
It is understood that from April 18th to June 15th, AVATR completed the communication and transformation of 1,430 people in the channel reform, and the final personnel retention rate reached 75%. Three out of the four people chose to stay, which really shows AVATAR's huge "charm of enterprise". Such results not only ensure a smooth transition in the transformation process, but also retain the core combat strength of AVATR stores.
Lily (pseudonym), who was in charge of sales in the directly operated store before the transfer, said that her income in AVATR has always been relatively stable, and she is relatively satisfied. After transferring to a channel agent, because the person who pays the salary becomes the agent boss, I don't know if this stability can be sustained.
However, this worry was quickly broken, and in the income composition, there was also a subsidized salary from AVATAR, and at the beginning of the channel reform, we had not set a very clear performance target, but the salary remained the same as before, which made me feel that the choice to stand firmly with AVATR was not wrong.
In fact, for employees, the most tangible promise that an enterprise can give is a guaranteed income. Not only for employees, AVATR has achieved "economic care", but also for dealer partners, AVATAR's wage subsidies can also share their cost pressure and achieve "risk sharing". AVATR uses real money to help employees and partners meet the new future with a relaxed attitude in the early stage of comprehensive channel reform.
The most reliable trust is to have expectations for the future
For AVATAR, one of the reasons for channel change is to undertake product dividends. It is understood that from September, AVATR will continue to launch new products. Including AVATR 07 dual power, AVATR 11 range extender and AVATR 12 range extender, AVATR 012 and AVATR 11/12 special edition" and other products.
After 25 years, large five-seater and large-six-seat products will be launched successively to meet the diversified and full-scene car needs of users. With such intensive launch of new products, channel changes are inevitably needed to undertake product dividends and help sales increase rapidly.
The rapid development of the enterprise undoubtedly contains more development opportunities for employees.
Li Gang (pseudonym), a sales consultant who has been working in AVATR for a year and has just been transferred to a dealer, said: "AVATAR's channel reform and the absorption of agents are obviously to prepare for the launch of new models in the second half of the year. ”
As a new car-making brand deeply empowered by Changan Automobile, Huawei, and CATL, AVATR can be said to be born with a "golden key", and it also has a high-end and luxurious brand tonality, and its direct employees are also bathed in the "halo of a big factory". In the channel of transfer agents, it is also an objective fact that there will be a psychological gap after taking off the direct sales card of a large factory.
However, for the transferred employees, this channel change is both a challenge and an opportunity. "After moving from delivery to sales, it is clear that sales is strong performance-oriented, and this challenge can stimulate my potential and allow me to continue to grow." A transferred AVATR sales said in an interview with the media.
It is foreseeable that due to the need for a large number of sales elites and even managerial talents for AVATAR's newly expanded agent contact points, the transferred employees who are originally more familiar with AVATAR's brand concept, model selling points, and delivery process are naturally the main objects of consideration. This is equivalent to providing them with a broader upward channel, which is of great benefit to their future career growth.
It is understood that three employees of a dealer in Jinan who have been transferred from direct sales have been promoted. I believe that in the future, there will be more transferred employees who will be displayed on the platform of the "new owner" and realize their own value. There is expectation in the future, this is the greatest trust of employees in the enterprise!
epilogue
At present, the domestic new energy vehicle market is fiercely competitive, but its essence is the competition of all kinds of talents. For brands, only by valuing the interests of employees and meeting their specific personal and work needs can they stimulate their fighting spirit, strengthen their business capabilities, and more successfully complete the set goals.
It is worth mentioning that in this AVATR channel reform, many partners have done a lot of meticulous work in the process, such as leading the team to communicate with each other, as well as group dinner talks, farewell letters, resignation souvenirs, induction ceremonies and other arrangements, so that AVATR employees can feel the excellent market competitiveness of dealers, excellent internal management and sincerity in absorbing talents, and stay in the AVATR system to continue to fight with peace of mind, laying a solid talent foundation for the rapid implementation of AVATR channel transformation. AVATAR's channel reform regards the interests of employees as an important part, which has been highly recognized by employees, and more than 75% of the old employees who are directly operated choose to transfer to stay in AVATAR's dealer channel, which is a two-way rush.
As the channel reform nears its end, AVATR is moving towards the goal of lower cost, higher efficiency, and better experience. It is understood that AVATR held a dealer channel commendation conference on July 3 to draw a blueprint for development with partners.
AVATR will also adhere to the channel development strategy of "100 cities and 1,000 stores", adopt the synchronous layout of "automobile business district + life business district", and build 1,000 order centers in three years. Among them, 500 will be built in 2024, achieving 100% coverage in first- and second-tier cities and 80% coverage in third-tier cities. This is undoubtedly a huge career development benefit for every employee. I believe that they will realize the value of their lives in AVATAR.