What does it mean to own an Audi dealership in Beijing? Simply put, it's about making money. This is a widely accepted rule in the automotive industry, and many outsiders might think that's all there is to it. However, for Beijing Deoda Auto Sales Co., Ltd., one of the six Audi dealers in Beijing, the story is more complex. Established later than most, Deoda entered the market when others were expanding. Three years ago, while competitors were growing, Deoda was just starting out. Now, it has become a latecomer with a strong presence. Among the 52 Audi dealers nationwide, Deoda ranks among the top in sales and maintenance volume, and it holds the title of the first Audi store in Beijing.
These achievements are reminiscent of the brand itself—strong, reliable, and successful. But as Deoda approached its third anniversary, General Manager Shi Guiyuan and his team weren’t content to rest on their laurels. They realized that simply selling a well-known brand wasn’t enough. The auto market is volatile, and dealers must play smart, adapt quickly, and stay ahead of the curve.
One of the key strategies Deoda adopted was to "look at the market." As Deputy General Manager Bo Ming once said, "China’s auto market is a developing market, and that’s the biggest condition for being a car dealer." When Deoda invested 15 million yuan to build its showroom, it made a bold bet on the future of the market. In March 2000, the company was officially registered, and by July 2001, it had started operations. During those two years, China’s auto market was at a low point before a peak. It was a chaotic time—manufacturers struggled, dealers searched for survival, and few believed in the future. But Shi Guiyuan saw opportunity. With years of experience in imported car sales, he chose to focus on Audi, the only premium car available at the time.
He believed that as the market grew, so would the need for higher-quality dealers. FAW Audi’s marketing and service aligned with international standards, offering the best platform for brand management and professional development. Three years later, Deoda proved that decision was right. Even this year, when the market hit another downturn, Deoda not only survived but planned to open a second store—this time for Toyota.
Shi Guiyuan sees this shift from a single brand to a multi-brand strategy as a way to better serve customers and strengthen market resilience. "It's not about having many brands, but about managing them well," he said. "Toyota complements Audi, allowing us to meet diverse customer needs."
Another crucial factor in Deoda’s success is branding. The competition among Audi dealers is fierce, like a football derby. To stand out, Deoda focused on customer service, ensuring that every interaction left a positive impression. From the beginning, the company followed a simple principle: people-oriented and customer-centric. By focusing on customer satisfaction, Deoda built trust and loyalty.
A small example illustrates this: A customer once couldn’t find his car after a repair because there were three parking lots. The service team quickly resolved the issue by informing the customer of the exact location. The customer praised the staff, saying, “Everyone manages.†That kind of feedback comes from daily practices and a culture of care.
Deoda also emphasizes communication through various activities—from test drives to special service months, birthday cards, and even a cup of coffee or water. These efforts show that the company values its customers’ needs, emotions, and experiences.
Behind the scenes, humanized management plays a key role. Employees are treated like family. One employee, Xiao Gao, shared how the company organized her wedding, even with the general manager officiating. Such gestures create a warm, supportive work environment where employees feel valued.
With over 150 employees and a stable team, Deoda has created a strong foundation for growth. As it prepares to open a Toyota store, the same dedicated team will be involved. This stability and growth opportunities have helped attract and retain talent.
In summary, Deoda isn’t just a car dealership—it’s a model of dedication, customer care, and team spirit. Its journey from a latecomer to a top performer shows that success comes from more than just a good brand. It requires vision, adaptability, and a deep commitment to both customers and employees.
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