Vigorous calligraphy, neatly arranged Buddhist scriptures, a long artistic conception of ink danqing, a yoga blanket spread out in a distant corner, and the furnishings of the office of Han Jia, brand director of Guanghui Automobile North China Region, make people clearly feel her philosophy of doing things. In Buddhism, "one flower, one world, one leaf, one bodhi" is intended to cherish the microscopic world and realize infinite wisdom, which is called "the path of birth one, life two, two births, three births of all things".
Since joining Audi in 2003, with the accumulation of 15 years, Han Jia has not only completed the transformation from an ordinary sales consultant to a sales manager to an assistant general manager to the brand director of Guanghui Automobile North China, but also made her have a strong heart. The cordial and sincere smile is the most beautiful makeup on Han Jia's face without powder, and this elegant, restrained and atmospheric temperament makes her the perfect spokesperson for the marketing of the Audi brand in North China, which complements the essence of the Audi brand.
Calm your mind to swallow nature
With the intensification of competition from high-end car brands, the performance of the 8 stores managed by Han Jia is closely related to her decision-making, and under the pressure, how to adjust her mentality and put into work in a better state is particularly important. How to adjust a good attitude, the furnishings in Han Jia's office have given the answer.
Han Jia's exposure to yoga was a fortuitous opportunity, in a group meeting, Han Jia found that the mental state and temperament of colleagues who were as busy as himself were maintained very well, and after asking the reason, he learned that colleagues used yoga as a way to relax after work. Since then, even if Han Jia is busy at work, she will take half an hour a day to do yoga, and while improving her temperament, yoga can release the pressure at work. For Han Jia, yoga has a similar way of relaxing is copying the scriptures. The origin of Han Jia's copy of the scriptures also comes from the enlightenment of colleagues, and the deep fit of the scriptures for 40 minutes a day allows her to gain physical and mental tranquility outside of work.
Whether it is yoga or copying the scriptures, it is a hobby that makes it easier for Han Jia to adjust her emotions, to extract herself from busy or even boring work, to effectively transform her work ideas, not only to create a better temperament for herself, but also to promote her work more targeted.
Alone can help the world
The 15 years of Spring and Autumn that Han Jia has followed audi's footsteps are the golden years of rapid growth of the Audi brand in the Chinese market and the realization of steady development and progress. Today's Audi brand in the North China market has formed a "early, more, excellent" brand advantage ("early" refers to Audi's early entry into the Hebei market, the brand image is deeply rooted in the hearts of the people; "more" refers to maintaining a large customer base, with more "user spokespersons"; "excellent" refers to Audi's comprehensive product layout, which is easier to meet the different needs of users). Today, the 8 Audi stores managed by Han Jia have developed rapidly in recent years, becoming a high-quality dealer enterprise with annual sales of more than 2400 units, and such excellent results are also inseparable from Han Jia's contribution.
Looking back on his professional resume, Han Jia is full of emotions, in the journey of becoming a true Audi elite, Han Jia not only personally does it himself, but also uses his own temperature to infect everyone around him.
In 2003, China's high-end car sales were still in short supply, and Han Jia, who was a sales consultant at the time, was at ease in her work, and the monthly turnover of 30 cars made her performance far ahead of her colleagues and became the sales champion in the store. "Buy an Audi to find Han Jia" has also become a phrase widely circulated in the Audi 4s store in Shijiazhuang from 2003 to 2006. Han Jia recalled: "Because there were too many customers looking for me to buy a car at that time, the company specially assigned me an assistant, I was responsible for negotiating business, and the assistant was responsible for the car pick-up process." Obviously, for a "grassroots" sales consultant, Han Jia's treatment is unprecedented. Of course, all this is determined by Han Jia's outstanding performance.
Han Jia will be "trust" as the core of sales services, in Han Jia's view, sales consultants are the tandem of the entire sales process of the car, can not sell the car to customers on the matter, after the sale of the vehicle, when consumers encounter problems, sales consultants need to actively solve, to achieve customer satisfaction, thereby establishing customer trust in themselves. Among Hanjia's transaction users, the proportion of new customers in the true sense is very small, and most of the new customers who come to buy a car are introduced by Hanjia's old customers. Such a high degree of user loyalty is inseparable from Han Jia's marketing methods that are good at tapping into user needs. The way of marketing, the heart is the highest. Only by allowing consumers to have a sense of identification with the brand from the bottom of their hearts can we have a strong emotional connection between consumers and brands, and Han Jia relies on the attitude transmitted by herself to let one new and old user feel the temperature of the Audi brand.
With the excellent performance of the past, Han Jia was officially promoted to the assistant general manager of the company in 2010, but Han Jia, who is still full of energy, has encountered a career bottleneck in his new position. "The assistant general manager is different from the sales position, when doing sales, I only need to do my own performance", recalling that experience, Han Jia gently lowered her eyebrows, "but the assistant general manager is facing many coordination matters about the after-sales department and the service department, and needs to give advice on their work." But most of the time, they don't accept your opinion, so the work can't be advanced and the target can't be completed. This situation made Han Jia confused and aggrieved, and fell into a period of confusion in her career.
At this time, Han Jia encountered difficulties and it was not difficult to understand, compared with the sales position, the face of after-sales work will inevitably not be fully understood. In the face of the dilemma, Han Jia did not shrink back, but instead thought more about new topics and changed his work ideas and methods. In Han Jia's own words: "Since I don't know much about after-sales work, I will go deep into the front line!" ”
In order to get the recognition of employees, Han Jia really came to the front-line factory of vehicle maintenance, and worked with workshop workers and service consultants every day to see how they picked up and repaired the car, which was a month. A month of study, so that Han Jia is proficient in the entire process of after-sales service from entering the factory to leaving the factory, and even troubleshooting some simple failure points. A month of getting along also made the after-sales staff change their views on Han Jia, and after learning that Han Jia is serious and responsible for her work, their sense of trust in her is increasing day by day.
From sales consultant to regional brand director, Han Jia's "small world" radius continues to expand, as an authentic activist, in the face of new problems that continue to appear in the work, immediately think of solutions, find ideas and quickly put into action. For the future, Han Jia said that he will still be a pursuit of perfection in action: "Life is not in vain effort, there is no coincidence of success, the road is out, not elected, no matter where you are now, what position you are in, as long as you work hard, with a positive attitude to meet every day, treat everything, you will meet a better yourself!" ”
Breakthrough and enterprising can be indomitable
As the first luxury brand to enter the Chinese auto market, Audi in the 1980s was like a high-achieving student who had just entered the society, and its outstanding product power made it attract much attention, but with the car ownership of only 0.7 cars per thousand people in China at that time, Audi had nowhere to find successful marketing experience. For a long time, Audi products have been named "official car", although it quickly gained a foothold in the market, but Audi knows that "official car" is a passive historical choice.
"Official car" has never been the cultural core of the Audi brand, not only can not be called the image of the brand, but also can not represent the real brand spirit. Where is the emotional connection point between Audi and the user? After a long period of exploration and discussion, Audi regards "enterprising" as the most distinctive symbol of the Audi brand, and also makes the Audi brand different from other competitors. From the perspective of the brand, the core concept of the Audi brand "breakthrough in science and technology to enlighten the future" precisely reflects the enterprising spirit of never being satisfied and constantly innovating; and from a social point of view, if the Audi brand caters to the low-key and calm mainstream cultural psychology of Chinese society, then in today's complex social environment, enterprising is undoubtedly the success law of the social elite.
With "enterprising" as the core value of the brand, Audi has rapidly improved its product layout, one after another highlighting the enterprising, young and fashionable products, and further conveyed the enterprising spirit of the Audi brand to Chinese consumers through the mainstream elite group of Audi users. Han Jia, who entered the Audi system in 2003, is highly compatible with the time node of the rapid development of the Audi brand and achieves common growth with the brand. The unprecedented achievements of the Audi brand in the Chinese automotive market are not only due to the personal efforts of the "Han Jia", but also to Audi's accurate interpretation of the brand spirit.