Yu Qingyi: Embrace the rising sun

Yu Qingyi speaks concisely and cautiously, and does not like exaggerated words and gestures, but his entrepreneurial experience is amazing: he started his own business when he was not confused, and became a dealer of Shanghai Volkswagen. He became a Shanghai GM dealer again. In the third year, Shenzhen Hongtong Auto Trading Co., Ltd. under his management became a double five-star enterprise of Shanghai GM's sales and after-sales service. auto dealer". His annual sales have grown from a few hundred to more than 4,000.

Yu Qingyi used "natural success" to describe her entrepreneurial process. Before starting his business, he sold cars in the Shenzhen office of Marubeni Co., Ltd. in Japan for 9 years. This accumulation provided important help for him to obtain the agency rights of Shanghai GM in the future. 9 years of experience in Japanese companies has made him form a rigorous and dedicated work style, which has paved the way for his successful business in the future. Yu Qingyi has always been fortunate that he has encountered a very good opportunity. In 2001, he became an agent of Shanghai GM. He could take the car first and sell it before giving money to the manufacturer, which saved him from facing financial pressure.

Yu Qingyi is most emotional about the company's growth. He said: "It is important to grasp the opportunity, but it is more important to continue the development of the enterprise." His success comes from the meticulous care for customers and the candid communication and cultivation of employees. For an agent, employees and customers are his most important assets.

Service --- After winning customers

A basic philosophy of Yu Qingyi's business is to focus on customers. In order to attract customers, Yu Qingyi first thought of mass advertising. At the beginning of the company's establishment, he spared no expense to do 1/4 color edition advertisements in the "Shenzhen Special Economic Zone News", and he did not miss the advertisements on the radio. Such an intensive advertising campaign had no precedent among auto dealers at the time. It was two years ago, and the advertising in the auto industry was not as overwhelming as it is now. Yu Qingyi's approach enabled Hongtong to establish continuous and regular contacts with customers. Many customers began to come to Hongtong to buy a car.

In the process of contacting with customers, Yu Qingyi's ideas gradually began to change. He believes that winning customers is not the goal, but creating the lifetime value of customers is the goal. To create customer lifetime value, we must rely on service. At that time, when the auto market was rapidly heating up, many dealers were satisfied with the rising business performance and did not spend too much energy on paying attention to the needs of consumers. Yu Qingyi seized the opportunity to fully tap the needs of consumers and give more care to customers. He said that buying a house is not the same as buying a car-buying a house is easy to make people quiet, but buying a car is exciting, and you need more space to enjoy your life.

He organized the first car owner self-driving tour in Shenzhen, the first domestic self-driving tour in New Zealand, and established the first car owner mountaineering team in Shenzhen; he held concerts in the exhibition hall, and he invited models to perform for clients; he held tennis and football matches , golf game; according to the characteristics of car owners as business owners and management, he invited management experts from Taiwan to give lectures to customers...

He implemented the life-long service of "one car and three consultants" within the company, buying a car with professional equipment Sales consultant, technical consultant, driving consultant. For example, customers should provide an introduction before buying a car, help customers with annual review and warranty renewal after buying a car, and provide customers with professional maintenance. Not only the repair rate must reach the target, but the process of repairing the car must also make the customer feel comfortable. To call for a return visit... The most important thing is to respect the customer throughout the service process. Yu Qingyi said frankly: "There is still a certain gap in our service, but our attitude is very good, and customers are very at ease with us. In some car washing places, customers have to watch and wash, but in Hongtong, customers are very relieved Just put the car here."

Yu Qingyi advocates cultivating lazy customers. Laziness here is not derogatory, but refers to cultivating one's own service ability and letting customers develop the habit of calling customer service whenever there is a problem. Good service to a customer, he will introduce relatives, friends and colleagues over. This is also the meaning of emphasizing the cultivation of lifelong customers. At present, nearly 50% of Hongtong's customers will introduce friends to buy a car.

Another result of the enhanced service is that the competitor, another agent of Shanghai GM in Shenzhen, also continues to improve the service level. The competition between the two parties is the competition of services, not the price war. The result of the price war is a lose-lose, but the result of the service competition is to enlarge the market. Last year, Shanghai GM's market share in the national car market was 10%, and it reached 12.9% in Shenzhen.

The gross profit of auto dealership is about 5%-6%, while the profit of auto service is higher. Yu Qingyi said: "If a dealer wants to capture the profit of every part of the value chain, its success depends not only on how many cars it sells, but also how many lifelong customers it cultivates. Service will be the main source of Hongtong's future profits. Source." Now, his goal is to make Hongtong the No. 1 brand in Shenzhen's auto service industry.

Employment --- After dismissing the vice president

Yu Qingyi believes that the key is to have a good workforce. Hongtong's strengthening of the construction of the workforce actually happened after one thing.

About one year after starting the business, several managers had disagreements with Yu Qingyi because of their incompatibility with the company's development in their personal abilities or business philosophy. In a good development situation, the internal staff did not work together, and Yu Qingyi couldn't accept it psychologically. In a rage, he fired 3 key personnel, including two vice presidents and a sales manager. Yu Qingyi later reflected on the matter and said, "They were all good people, but we lacked effective communication at that time. To develop a company, we had to rely on people, and we couldn't fire them whenever there was a problem. Put it in the right place, and let everyone work happily here."

Now, Hongtong has a good employment mechanism. According to the needs of employee development, the company provides comprehensive and systematic training for all employees. The training time for each employee is 40 hours per year, including internal training and external consulting company training, and all the people above the company's internal supervisors have the role of coaches.

In daily work, Hongtong strictly implements the morning meeting and evening meeting system, and meets twice a day for employees to share work experience and lessons. In order to promote the progress of employees, the company regularly holds reading clubs so that everyone can exchange their own experiences. Books such as "From Excellent to Excellent" and "Execution" have been discussed by Hongtong employees.

Recently, the company has also launched a personal brand building campaign. Yu Qingyi invited the best flight attendants, full-time models, and insurance company trainers from the airline to conduct professional etiquette, image building, service skills and other aspects of their employees. Training, helping employees build "personal brand", encouraging and helping employees become industry elites.

Through these methods, the company provides a platform for the development and progress of employees, gives employees the opportunity for successful exercise, enhances employees' sense of achievement and satisfaction at work, and ensures the development of the company. The development of the company has attracted a large number of outstanding professionals to join, forming a virtuous circle. Today, Hongtong has more than 400 employees, which is 10 times that of the initial stage. Among them, there are professional marketing, sales and management talents from Vanke Group, Taitai Pharmaceutical, Kingdee Software, Shenzhen Airlines and other companies.

Yu Qingyi believes that there is no sunrise industry, only Chaoyang enterprises. For entrepreneurs, no matter what industry, there are opportunities. But to make achievements, the key is to make your own advantages after seizing the opportunity.