Three product marketing channels combine to lead BMW in China

For BMW, the Chinese market is a slice of green grass. This year, BMW set three records in China, with the first annual sales exceeding 200,000 units, and the first 9 months of sales exceeded last year's full year. Compared with competitors Audi and Mercedes-Benz, BMW's sales have grown fastest this year.

“This year is the best year for BMW to sell in China.” Xu Zhijun, president of BMW China, provided a series of data to support him. He said: “China has become BMW’s third largest market in the world. In the first 11 months, BMW was in China. The sales of more than 210,000 vehicles." Run from ample preparation. In 2011, BMW launched a series of combinatorial punches in China.

“Buying” Olympic champions and leveraging the Olympic Games have become another bright spot after BMW’s promotion strategy of “Easy China”. Dai Lei, senior vice president of marketing at BMW Brilliance, said that since the 2008 Beijing Olympic Games, more than one-third of Chinese Olympic champions have become BMW owners. In December, Xu Zhijun said: "The BMW brand has become the champion of choice. More than 150 Olympic champions and Asian Games champions have purchased BMW products." BMW's pursuit of victory has expanded the scope of cooperation to BOCOG. In the two Olympic Games including the London Olympic Games, BMW will support the Chinese sports delegation sent by the Chinese Olympic Committee to participate in all comprehensive events; in addition, the BMW Group will also join hands with the International Olympic Committee and plan to exhibit at the next few Olympic Games. Fist feet.

While marketing approaches come to the fore, BMW China is launching heavy new products. In April 2011, the new BMW 6 Series Convertible was launched in China. On December 15, the new 1 Series sports hatchback was officially launched in China. The two models were priced at RMB 278,000 to RMB 306,000. Three months ago, the all-new 1 Series sports hatchback had just started its global debut in Frankfurt. “The new 1 Series is the only rear-wheel-drive model that is considered to be the most sporty, high-end compact hatchback. It sells more than 1 million BMW cars worldwide and hopes to attract more urban fashionistas.” said Xu Zhijun. : "China is BMW's third-largest market in the world and its growth potential is very optimistic. It is also a market that BMW Automotive attaches great importance to. Because of this, many BMW World Premiere or Asian launch models will be seen in China." Dai Lei revealed that in the next three years BMW's 3 Series and 5 Series, two of the world's largest sales vehicles, will be replaced. Among them, the BMW 5 Series has been replaced last year, and the BMW 3 Series is planned to be replaced in China next year.

Selling can not be separated from the channel. This year, BMW is expanding its sales network with a 30% growth rate. Its authorized dealers nationwide have increased from 200 at the beginning of the year to more than 250. Dai Lei said that in addition to the first and second-tier cities in Buzi, BMW is stationing in prefecture-level cities and county-level cities. The BMW that once missed the first private car wave hopes to seize the tide in the second wave of private cars.

In an interview with reporters, BMW Motors never avoided the problem of insufficient production capacity. This short board also led to the acceleration of the new BMW plant. In May 2011, BMW Motors announced that it had doubled its investment in the new Tiexi plant in Shenyang, and strived to complete the construction of a new BMW plant in 18 months. The investment quota was increased from the original 560 million euros to 1 billion euros so that the production capacity could The planned 100,000 vehicles have been increased to 200,000, and BMW's total capacity in China has increased to 300,000. Dai Lei said: "At the beginning of next year, after the BMW Shenyang plant is put into operation, we will gradually introduce other new products in addition to X1 to further enrich the product line in the Chinese market."