Ronghua Dongfeng: How Learning Enterprises Race with Cars


“The high profit rate of a company cannot sustain the long-term development of the company. Only by continuous learning can the company become bigger and stronger!” said Qian Chenghai, a 28-year-old Wenzhou native who has only this year, having a unique view on learning. Qian Chenghai now owns more than 10 companies including Hebei Ronghua Dongfeng Automobile Sales Co., Ltd., Baoding Ronghua Dongfeng Automobile Sales Co., Ltd., and Bohaihui Automobile Sales Co., Ltd.

At present, the competition in the automobile sales and service market is becoming increasingly fierce. How to gain a firm foothold in the fiercely competitive market is a problem that all levels of auto dealers have to face. Because of the fierce competition, dealers are constantly adjusting their business ideas.

Knowledge can change the fate, and business managers must strengthen their learning. In 2001, Qian Chenghai took part in the study of EM BA for Tsinghua Automotive Marketing and systematically learned the knowledge of car sales and management. Registered for senior manager training at the beginning of this year for a total of 11 times. No matter how busy the work is, he must attend the study, and take notes carefully while studying, and combine the theory and practice of the teacher. Earlier this year, he attended an advanced training class for the 2006 China Market Economic Forum in Beijing. During the course of listening to the famous economist Lang Xianping, he used the managerial theory in the teacher's lecture to put some of his own company's flow charts. After the class came out, he discussed with the company's other senior executives who took part in the training. Not only did they study conscientiously, but they also learned to apply what they learned. Every time he learns from outside, he has to compare the knowledge he learns with the problems in business management, standardize the company's management process, and amend the unreasonable system. Qian Chenghai believes that in addition to attending training, the successful personnel chat with all walks of life is also a kind of learning. Although the industry is different, but management is the same, other things can be "transplanted" to their own company.

Pay attention to the recharging of employees and motivate employees' learning with a common vision. Chairman Qian Chenghai said that he hopes that the employees and the company will develop in the long term. Investors will receive investment income, employees will live and work in peace, and the company will be regarded as a platform for individual employees to survive, grow and develop. The company described the vision of “leading the automobile sales industry and being a well-known enterprise in North China” for its employees. While increasing the income of employees, the company continued to increase investment in employee training and improve the overall quality of employees. In 2005, the company spent more than 600,000 yuan on various types of training to improve the quality of its employees. Through this figure, we can see the vision of the young private entrepreneur who is less than 30 years old. At the beginning of this year, a professional training company paid for nearly 60,000 yuan of management training at a time, and all of them were used to train employees' management knowledge. Through training, employees' team awareness, cooperation awareness, management ability, and execution ability are improved. In the training of employees, Qian Chenghai adheres to the principle of “separate, focused, and lacking”. In view of the rapid development of the company and the lack of management knowledge of the general manager of each company, in the first half of the year, it organized 4 times of corporate senior professional managerial management training for a total of 12 days. In addition to training, he also paid attention to practical training such as job rotation during the training of cadres. At the beginning of this year, three business units were established to adjust the organizational structure in accordance with this organizational structure that is most conducive to the cultivation of senior management personnel. In the past, the managers who used to be only one department manager became the general manager of the division. This not only mobilized the enthusiasm of the employees, but also made the sales more flexible and closer to the market.

Enterprises must also continue to learn and constantly improve themselves in development. Qian Chenghai believes that corporate learning ability is an important aspect of a company’s core competitiveness. Before 2004, the company mainly sold commercial vehicles, but with the development of the car market and the gradual popularity of family vehicles, Qian Chenghai realized that the product structure of the company was unreasonable, mainly due to the influence of the carts on the macro economy. Bigger, the company's ability to resist risks is poor. He made a strategic decision to adjust the product structure. After a one-year adjustment, he currently owns four sedan sales companies, including Citroen and Dongfeng Honda. In the second half of this year, he also declared a successful product brand. Several of the companies owned by Ronghua had sales of 400 million yuan in 2005, and had already exceeded 270 million yuan in the first half of this year. In October of this year, Hebei Ronghua was named “Top Ten Commercial Vehicle Dealers in China”. In December, the company was named “Advanced Unit in the Construction of National Private Enterprise Culture”. Qian Chenghai served as a member of the National Chamber of Commerce and Industry Auto Dealer Association recently established. director.


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