Source: China Petroleum News
Role Model Archive
Xie Yazhou, a member of the Communist Youth League, 26 years old, graduated from the Oil and Gas Storage and Transportation Engineering of East China University of Science and Technology. In 2016, he joined the Sichuan Leshan Sales Branch and has served as a gasoline employee, a customer administrator of the marketing department, a deputy manager of the gas station, and a gas station manager. He is currently the manager of the Tianshan Gas Station of the Leshan Branch. He has won honors such as Outstanding Communist Youth League Member of China Petroleum Corporation, Outstanding Communist Youth League Member of Sichuan Sales and "Data Gold Trying Expert" in Sichuan Sales.
In 2019, Xie Yazhou, who was seconded to the Marketing Management Department of China Petroleum Sichuan Leshan Sales Branch, took the initiative to ask for targeted assistance to the Jiajiang Hongqi Gas Station. Although this station is located on a national and provincial main road, it is an inefficient station with poor sales.
After Xie Yazhou arrived at the site, he found the reason for inefficiency through multiple full-process diagnosis - the market competition environment is complex, and a large number of engineering unit institutional customers and truck customers were diverted.
Xie Yazhou insists on the green mountains and does not relax. He went deep into the market, looked for customers, communicated and repeatedly explained the quality and high-quality services of China Petroleum and Oil Products. With a sense of unyielding momentum and tenacity, he sincerely convinced one customer after another and successfully diverted the institutional customers and truck customers to the Hongqi gas station of Leshan Branch.
Through a series of assistance measures, Hongqi Gas Station's daily sales have increased significantly, with sales in 2019 increasing by 183% year-on-year, successfully "up to the 3,000-ton step". Xie Yazhou also won the 2019 Best Assistance Individual Award for this.
In Xie Yazhou's view, as a young man born in the 1990s, he must rush forward, be brave enough to be a "diamond" and take on "porcelain work", give full play to the leading role of young members in sales work, and live up to their youth.
01 Data marketing "three-wheel drive" double-increase in quantity and efficiency streamline the relationship between the market, customers and prices, establish a quantity and price and efficiency analysis table, strictly control the promotion review, and successfully transform the previous situation of volume and efficiency reduction into a double-increase in quantity and efficiency through reasonable calculations.
In order to reverse the situation where gas stations only focus on sales but not on efficiency, Xie Yazhou actively studied during his tenure as a customer management position in Leshan Branch, followed the trend, and used "big data" to carry out precise marketing work.
He first established a quantity, price and efficiency analysis table and strictly controlled the promotion review. It caused "public anger" when it was first implemented. The manager of Jianwei gas station complained: "We have so many customers, can we achieve classification promotions and grading discounts?"
Xie Yazhou In order to help Jianwei gas station straighten out the relationship between the three-wheel drive of market, customers and price data, he went to the on-site teaching station manager to establish a customer ledger through the form and classify and classify customers.
He said: "The disadvantages are temporary, and the benefits are in the future. Once the customer has a price difference, small customers will strive to buy more oil from you, and enjoy more discounts after a step up. Large customers will also lock in buying oil at the gas station because they feel the VIP treatment." The volume, price and efficiency analysis table of provides strong support for gas stations to carry out promotional activities and customer maintenance. At the same time, it improves the promotion approval system and transforms the previous situation of volume increase and efficiency decrease into a double increase in quantity and efficiency through reasonable calculations.
Xie Yazhou has explored and used multi-party bidding and Internet platforms to continuously search for oil demand information in Leshan area, and has successively obtained the oil use rights of local financial departments, industrial groups and other units. At the end of 2017, he learned that a project in Minjiang was in need of oil. He drove to Jianwei County 6, 60 kilometers away many times and negotiated with the project leader to reach a consensus on the oil settlement method, discount range, distribution requirements, and overweight differences.
When Xie Yazhou felt that the cooperation was successful, what caught him off guard was that the other party suddenly notified that the public bidding was to be held, and the bid deadline was only 5 days before the bid deadline. The young man born in
90 was a little confused, but Xie Yazhou quickly calmed down and quickly began to prepare for the bidding.
Because of the first time to produce a bid, Xie Yazhou has no experience, the task is heavy and the time is tight. No matter how difficult it is to "chew" the "bone" of , it must be "chewed". Xie Yazhou went from not understanding to familiarity, worked overtime to the early morning for several consecutive days, preparing for the bidding work wholeheartedly, and finally completed the bid the night before the bid opening.
Early the next morning, Xie Yazhou participated in the first bid in his life with a nervous mood, holding a bid that was not so "high-end". Hard work pays off, and finally won the bid by purchasing oil through direct approval channels, successfully developing new customers for the branch.
02 "Seven Steps Method" successfully locks online customers
Tianshan Gas Station effectively locks online customers through the China National Oil Corporation Youtu App, and online payment of gasoline accounts for more than 40%, ranking first in Leshan Branch.
In April this year, Xie Yazhou served as the manager of Tianshan Gas Station of Leshan Branch. This is also a low-sales and inefficient station. After investigation, he found that customers can be effectively locked through the CNPC Youtu App. For employees, although it will be harder to promote at the beginning, in the long run, it reduces the time for front-end payment and invoices, allowing employees to have the spare time to play a role in opening marketing.
Xie Yazhou has been in office for more than four months, and oil sales increased by 11.12% year-on-year, of which gasoline sales increased by 56.52% year-on-year; non-oil revenue increased by 26% year-on-year.
Xie Asia vigorously promotes the "seven-step method" to promote the promotion of CNPC Youtu App, and strive to improve quality and efficiency.
The first step is to calculate the accounts. According to the current online oil-raising salary assessment model of Leshan Branch, Xie Yazhou lets employees know that after promoting payment of CNPC Youtu App, everyone's salary will be increased to a certain extent after participating in the secondary distribution. Therefore, for registered customers, you must use the App to pay. At the same time, after the customer scans the code to verify, the cheerleader will also receive corresponding rewards.
Step 2, create an atmosphere. Xie Asia held a mobilization meeting for the increase in volume, guided policies and operational guidance, and vigorously promoted China National Petroleum Youtu App payment. Report the task progress daily within the employee group, and use task pressure to remind employees to make key breakthroughs in weak links. Establish employee models and create an atmosphere of "learning and helping to surpass" and employee Zhu Hongxian, as the first person to "try the new", has higher online salary every month than every month. While Xie Yazhou praised her at the pre-class meeting, she also asked her to share her experience and encourage other employees to promote China National Youtu App Payment.
Step 3, build a bridge. Xie Yazhou took the initiative to negotiate cooperation in other industries at the surrounding reputation-Luoping Hotel. On the basis of the existing discounts for online payment, an additional 10 yuan catering deduction coupon will be given to customers who pay online over 180 yuan or have newly certified customers. Customers who have paid more than 100 yuan can be used for customers. The hotel will bear the cost to help promote the China National Oil Youtu App. When the scene was busy, Xie Yazhou took the initiative to cheer and assisted in the promotion.
Step 4, re-promotion. Xie Asia makes full use of the idle advertising spaces of non-oil ministry and the advertising spaces of cooperative units to post promotional activity posters, and at the same time establish a Tianshan gas station customer base, regularly publish promotional information such as CNOOC Youtu App activities in the group, and lock in customers to continue to use CNOOC Youtu App to consume.
Step 5: Control risks. In order to eliminate employee fraud, Xie Yazhou used his free time to talk to employees through communication and observation. "Once the company issues fraud, it will not only deduct 3,000 yuan, but also lose the integrity award and special award, which will not be worth the loss." At the same time, he promptly verified the invoice and system warning through video surveillance, forming a high-pressure situation and preventing and controlling risks.
Step 6, set the system. In order to steadily promote the CNOOC Youtu App, Xie Yazhou formulated the "Tianshan Gas Station Employee Management System", requiring employees to be familiar with the current CNOOC Youtu App activities and promote them. On-site, one of the current activities must be selected for opening marketing. Those who fail to open marketing will be fined 20 yuan; those who have verified that they have committed fraud in related businesses of CNOOC Youtu App will be fined 200 yuan for the first time and will be punished for the second time.
Step 7, re-teaching. In order to give employees a marketing awareness of "not letting go of a customer", Xie Yazhou stipulates that employees should promote all customers entering the station, whether they are looking for a bathroom or applying for card business to enter the station, they will be included in the promotion scope.Some fixed customers refuse to download due to time rush, bad mood, insufficient memory on their mobile phones, etc., but if they don’t work once, they will be twice, and if they don’t work twice, they will be three times. Many customers are eventually moved by the employees’ perseverance and downloaded the China National Petroleum Youtu App. At the same time, targeted marketing techniques are adopted for different customers, and functions such as membership discounts, payment without getting off the bus, and postponement of electronic invoices are explained to customers, so that customers can continue to use it after downloading the China National Oil Youtu App.
Through the "seven-step method" of the promotion work of CNPC Youtu App, Tianshan Gas Station achieved that CNPC Youtu App pays more than 40% of gasoline, ranking first in Leshan Branch.
03Careful planning and benefit in the fight against the epidemic
He "pried open" the door to cooperation with a certain institution customer by giving customers masks. During the epidemic at the beginning of this year, a total of three branches of the institution's customers went to Wutong gas station to buy oil.
In February 2020, the new crown pneumonia epidemic broke out, and epidemic prevention materials became scarce, which made everyone feel panic. Xie Yazhou, who was the deputy manager of Wutong Gas Station at the time, was also caught off guard by this sudden disaster.
Facing the sparse vehicles, the employees felt extremely anxious. Some employees even began to complain: "The epidemic in Leshan is getting worse and worse now, and several cases have been confirmed. Major banks in the town have also got off work early. Why do our gas stations still have to operate normally..."
In order to stabilize the "meanor of the army", Xie Yazhou talked to every employee, comforted everyone not to be afraid, and took the initiative to propose: "Don't panic when encountering foreign cars. I'll cheer them on. There is no problem for everyone to strictly disinfect and protect them according to the company's requirements. As for the optimization of scheduling, I will report to the company based on actual conditions. Please wait patiently."
After reporting to the Leshan branch and area, without affecting sales or increasing the labor intensity of employees, the original 3 people per shift was changed to 2.5 people per shift, that is, one employee had a half-day rest than usual. As a result, everyone's negative emotions have also been reduced a lot. He has visited more than 620 pharmacies and hospitals in Wutongqiao District, and has paid for more than 100 masks in person.
After inquiring from many sources, he learned that the Economic and Information Bureau of Wutongqiao District has a batch of epidemic prevention materials. He reported the news to the area in a timely manner. In the shortage of various protective materials, the area cooperated with the district to obtain 20 liters of disinfectant water and 100 disinfectant tablets from the District Economic and Information Bureau and the Center for Disease Control and Prevention, which met the daily disinfection needs of the gas station. Later, it won 160 medical masks to solve the urgent needs of the gas station.
While caring about employees, Xie Yazhou always cares about customers. Xie Yazhou "pried open" the door to cooperation with an institution's customers by delivering masks to customers.
At that time, an institution was about to resume work in full swing. Xie Yazhou prepared 200 masks and brought them to the other party's factory, and the person in charge of oil greeted him with a smile. The two of them were talking about oil purchase business while visiting the factory site. During the visit, Xie Yazhou found that the fuel oil output by the tanker in the other side's factory was slow. After inspection, it was found that the internal pipeline was loose. He told the person in charge of oil use: "Although this is a small problem, it also affects the efficiency of oil production to a certain extent. I will go back to the gas station to get some tools and I will solve the problem immediately."
Xie Yazhou immediately returned to the gas station and brought a new filter element and quickly replaced it. In order to ensure the safe operation of production facilities and equipment in the other company's factory, he took the initiative to provide "one-on-one" training for oil storage and maintenance personnel to provide mature experience and relevant professional knowledge for oil management of the other company. The person in charge of oil patted Xie Yazhou on the shoulder and said, "The road is far away and the true feelings are revealed in times of adversity. After we resume work in full, we will definitely go to China Petroleum to refuel." During the epidemic, a total of three branches of this institution's customers went to Wutong Gas Station to buy oil.
04 Carefully planned and seek benefits in the fight against the epidemic
strives to build a gas station into a warm and happy harmonious team, and do its best to help everyone learn and become a "pioneer to improve quality and efficiency."
When Xie Yazhou was the deputy manager of Wutong gas station, after learning that Leshan Branch had a station manager position to compete, he immediately encouraged two gas staff on the station to participate in the competition.He said : "Everyone should have a good life plan and be able to work hard for their dreams. They are not afraid of not understanding, they are afraid of not learning, and they are unwilling to learn. When the opportunity comes, we should be proactive. What if the goal is achieved?" After his sincere encouragement and patient guidance, the two employees learned humbly and faced difficulties. Finally, they became the manager of Xiba gas station and the manager of Niuhua gas station respectively through competition.
When Xie Yazhou was working at the Tianshan Gas Station, a gasoline crew member in the station performed very well and actively participated in various activities organized by the Leshan Branch. Xie Yazhou suggested to his area to promote the employee so that he could successfully become a vestibule supervisor, and then became the "pioneer to improve quality and efficiency" of Leshan Branch.
In Xie Yazhou's view, every employee is excellent and has his own highlights. Therefore, he always urges employees to actively participate in various activities organized by the branch, encourages everyone to speak more and show their strengths in as many occasions as possible.
catches the skill title test. Although there are only 3 gas staff at Tianshan Gas Station, Xie Yazhou still encourages everyone to sign up. He said: "We are all young people, and we must work hard for the future. During the exam days, the deputy manager and I will take the shift for you. You don't have to worry about work, concentrate on the exam."
In fact, in daily work, Xie Yazhou will take the job and pay oil every noon and afternoon, and replace the gas staff to eat, so that they can rest for a while, and stay at the gas station at night so that employees can take a comfortable hot bath. He always said: "I may not care about other things, but I can still make it possible to leave time for everyone to have a meal and take a hot bath."
Xie Yazhou is like this. He works diligently and devotes his efforts at work, relying on the wisdom and strength of employees to effectively carry out democratic management of gas stations, and insist on "five disclosures" - that is, "the tasks are open, everyone calculates the assessments are open, everyone calculates the allocations are open, everyone manages the expenses are open, and everyone chooses the evaluations are open, and everyone chooses the evaluations are open, and everyone insists on "brothers, clearly settles the accounts", "income depends on individuals, and promotion is based on ability", "not eating big pots", establish the concept of more work and more gains for employees, and fully mobilizes the subjective initiative of all employees.
At present, he is leading this warm and happy harmonious team to strive to find the various indicators issued to the Leshan Branch.
★Evaluation from all parties★
Leaders say Jiajiang District Manager of Sichuan Leshan Sales Branch Qiu Tangquan
Xie Yazhou was diligent and studious during his secondment to the marketing department, and his business level was improved quickly, which could help gas stations do business analysis and promotion management. Now serving as the station manager, managing gas stations starts from the "new" and promotes off-site and street stall sales, which has greatly improved the sales of refined oil and non-oil at the gas station, and plays a good leading role in the entire area!
Colleague said Sichuan Leshan Sales Branch Tianshan Gas Station Gas Station Refueler Zhu Hongxian
Although Xie Yazhou's manager is young, he can understand the company's policies and can settle accounts. The secondary distribution of gas stations is very fair, which truly reflects that more work and more income, and the employees' income has increased a lot. Everyone's work enthusiasm has greatly improved and they are willing to follow him.
Customers say Motorcycle refueling customer Wang Tao
Xiao Xie treats customers sincerely and treats old customers like me as well as new customers, with a comprehensive service. Although my motorcycle didn't refuel much, he still maintained a high enthusiasm for service. Every time I go to the Tianshan gas station to refuel, I have to chat with Xiao Xie. He recommended me the big gift packs from the gas station from time to time, which was really cost-effective. I have purchased several sets.
Author: You Fang Tan Xi
Photography: Gong Wei
Platform Editor: Wang Cong Li Bo Yang Fan
