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BMW GROUP PERFORMANCE IN CHINA
PETER VAN BINSBERGEN, SENIOR VICE PRESIDENT SALES & MARKETING, BMW BRILLIANCE AUTOMOTIVE
2014.07.09 Beijing

CONTENTS.

? BMW Group Performance in China ? BMW Group Dealer Network in China ? BMW Customer Base in China

? High Quality Development
? Sustainable Development

BMW Group performance in China, 2014, Beijing

Page 2

SUSTAINABLE DOUBLE DIGIT GROWTH FOLLOWS THE 45% GROWTH (CAGR) BETWEEN 2005 AND 2012.
BMW Group Sales Development
New car sales ‘000 units

+20% 391 326 362 +45%

BMW MINI

232
362

66 24
2005 2008 2011 2012

28
2013

28

BMW segment share: MINI segment share:
BMW Group performance in China, 2014, Beijing

22.8% in 2006 0.7% in 2006
Source: sales data

25.5% in 2013 2.2% in 2013
Page 3

WEST/SOUTH REGION AND TIER 4/5 CITIES LEAD THE GROWTH.
BMW Sales Growth by Region 2013 vs. 2012
New car sales ‘000 units

BMW Sales Growth by City tier 2013 vs. 2012
+13%

90 80 70 60 50 40 30

+44%

+28%

+17%

+13%

Total China Tier1 Cities Tier2/3 Cities Tier4/5 Cities

~23%

~20%

20
10 0

~20%

~37%

West

South

Southeast 2012 2013

East

North

– West and South regions provided stronger growth potential in 2013.
BMW Group performance in China, 2014, Beijing

– The early network expansion into lower Tier cities was a major contribution to BMW’s success in 2013.
Page 4

Source: registration, BMW internal analysis

SUSTAINABLE AND PROFITABLE GROWTH THROUGH A LONG-TERM VIEW.

PRODUCT

BRAND

FUTURE-PROOF RETAIL PRESENCE

QUALITY
BMW Group performance in China, 2014, Beijing

Page 5

13 TIMES CONSECUTIVELY, BMW WAS AWARDED THE “BEST CAR BRAND” BY AMS CHINA.
Best Car Brand BMW 3 series

BMW was awarded as Best Car Brand with “Well made”, “Good looks/styling”and “I like this brand” in the “best cars 2014”

BMW 3 series was awarded “Best Domestic Midsized Car” & “Best Mid-sized Car” in the “Best Cars 2014”.

BMW Group performance in China, 2014, Beijing

Page 6

STRONG FOCUS ON EXPERIENTIAL HAS REINFORCED THE BMW BRAND IDENTITY & PRESENCE IN CHINA.
Brand Development
BEC Opening With Passion Campaign Shanghai Marathon Expanding bigger customer base & interactive branding

Experiential Marketing
Mission 3 Experience Day Local Motorshow Unique experience to the customers across the country.

New Car Launch
F18 LCI Launch
BMW Group performance in China, 2014, Beijing

F34 Launch
Page 7

LOCALIZATION OF PRODUCTION WITH CHINASPECIFIC PRODUCTS KEY TO THE GROWTH IN CHINA.
Local production

Sales contribution 2014 YTD MAY

59%
Imported (BMW & MINI)

41%
BMW Group performance in China, 2014, Beijing

Page 8

BETTER SALES FUNNEL MANAGEMENT BRINGS HIGHER CUSTOMER SATISFACTION AND CONVERSION RATE.
Better Operational Steering Through More Transparency
Retail Support
Modular Loyalty Platform Central Data Analysis Services for Dealers Sales Funnel Management On-site Coaching Test Drive on-site Coaching Business Development Center

BMW Group performance in China, 2014, Beijing

Page 9

AFTERSALES SECURES CUSTOMER LOYALTY THROUGH FOCUSING ON CUSTOMER NEEDS. Maintaining Joy.
Customer Experience

Efficient

Transparent

Care

Process

BMW 1-hour Oil Service BMW Fast Lane Service BMW Body & Paint Quick Repair BMW Evening Service Appointment Booking Standard Parts Supply Network Dealership Coverage PuMA Quality Offensive

CBS (condition based service) BMW/MINI SRP (Service Repair Package) E-Workshop Workshop Visibility Aftersales Service Day Car Usage Training

Customer Care Hotline Accident Hotline Service Roadside Assistance Mobility Service High Value Customer (HVC) MINI Service Separation End of Warranty Check

People

Quality in Service
Page 10

BMW Group performance in China, 2014, Beijing

FUTURE RETAIL IN CHINA – MAKING RETAIL FUTURE-PROOF.
Future Retail is a global BMW Group initiative to: ? Increase the number of possible contact points with customers and prospects. ? Increase the services and benefits offered in its retail channels. ? Enhance the retail experience at all touch points.

New Roles New Tools

New Furniture

Communication @ POS

New Touch Point - Brand Experience Centres
Customer Treatment

BMW Group performance in China, 2014, Beijing

Retail HR

Mystery Shopping

Page 11

CONTENTS.

? BMW Group Performance in China ? BMW Group Dealer Network in China ? BMW Customer Base in China

? High Quality Development
? Sustainable Development

BMW Group performance in China, 2014, Beijing

Page 12

CHINA: FURTHER GROWTH OF PREMIUM-RELEVANT UPPER AND UPPER MIDDLE CLASS.
Income class definition by annual household income (inflation and purchasing power parity adjusted, base year 2005) 500 31 CAGR 8.2%
15mn premium-relevant households

Around 46mn premiumrelevant households

400

73 107
Upper Class (>100k USD) Upper Middle Class (60-100k USD)

300

200

100

11 24 23 105

CAGR 9.0%
213

Middle Class (40-60k USD)
Lower Middle Class (20-40k USD)

0
Source: Global Insight

2012

2025
Page 13

BMW Group performance in China, 2014, Beijing

BMW DEALER NETWORK KEEPS HEALTHY EXPANSION, WITH 428 BMW DEALER OUTLETS IN OPERATION BY END OF MAY 2014.
Hulunbei’er Daqing Jiamusi Harbin Changchun Songyuan Jilin Shenyang Mudanjiang

Kelamayi Urumqi

Lhasa

North Total 83

East 93

South West South Total east 69 86 97 428

Hohhot Jinzhou Beijing Baotou Anshan Panjin Yingkou Erdos Qinhuangdao Datong Tangshan Langfang Baoding Dalian Tianjin Yulin Shijiazhuang Dongying Yinchuan Yantai Taiyuan HandanJinan Weifang Lvliang Xining Changzhi Qingdao Zibo Lanzhou Linfen Linyi Yuncheng Xinxiang Lianyungang Luoyang Xuzhou Zhengzhou Yancheng Huai’an Xi`an Bengbu Yangzhou Pingdingshan Hefei Wuxi GuangyuanWeinan Nantong AnyangNanjing Suzhou Deyang Mianyang Zhenjiang Yichang Wuhan Changzhou Jiaxing Shanghai Huzhou Hangzhou Wuhu Chengdu Ningbo Jinhua Shaoxing Chongqing Shangrao Leshan Changsha Taizhou Lishui Zunyi Wenzhou Xiangtan Panzhihua Zhuzhou Nanchang Ningde Fuzhou Guiyang Chenzhou Ganzhou Qujing Putian Zengcheng Quanzhou Guilin Longyan Guangzhou Kunming Liuzhou Zhaoqing Xiamen Dongguan Foshan Nanning Shantou Jjiangmen Huizhou 4S/5S Zhongshan Shenzhen Zhuhai
Haikou

Status: as of May. 31st, 2014
BMW Group performance in China, 2014, Beijing

SR/MSR Service(SC/FLR/FLC) UCC
Page 14

STRUCTURED APPROACH FOR LONG TERM DEALER NETWORK PLANNING.

? Post Code Level Registration Data ? Socio-Dem. Data ? Long Range market prediction

Methodology
Planning premises ? City tier categorization ? Potential forecast

County-Level Sales Potential Analysis

Methodology
Adhoc Impact Scenarios ? Impact on existing outlets ? Driving time ? Retail formats ? Workbay demand

Format-based differentiated Network Planning

? Territorial breakdown

? Profitability
? Competitors

BMW Group performance in China, 2014, Beijing

Page 15

FIT THE NETWORK FORMAT TO THE NEED AND LOCATION.
Necessity to diversify retail formats
? ? ? ? ? ? ? 4S/5S Enhancement of Brand Accessibility Approach and development of new customer groups Optimization of retail channel network Increase of network coverage Development of more flexible and scalable types Meet customer’s demands and expectations Improvement of dealer profitability and stability Service Center Fast Lane City

“Brand Enhancement and Profit Stabilization”
Used Car Center BMW Premium Selection Showroom

Showroom

Fast Lane Rural

M Showroom

2003-2006

2007-2009

2010

2011

2012
Page 16

BMW Group performance in China, 2014, Beijing

CONTINUE TO EXPAND PROFIT DRIVERS TO ACHIEVE SUSTAINABLE GROWTH TOGETHER.
Before
China Market Average New Car Sales %

More Profit Drivers
Aftersales Financial Services

>90%
Others New car sales

Fleet Sales

Customization

Used Car

Over 90% revenue contribution comes from new car sales only in China.
BMW Group performance in China, 2014, Beijing Source: Deloitte research (2012 China auto dealer risk research report)

Page 17

CONTENTS.

? BMW Group Performance in China ? BMW Group Dealer Network in China ? BMW Customer Base in China

? High Quality Development
? Sustainable Development

BMW Group performance in China, 2014, Beijing

Page 18

UNDERSTANDING THE DIVERSITY OF CUSTOMER PROFILE TO BETTER SATISFY CUSTOMERS’ DIFFERENT NEEDS.

Business elite Respected Balanced

Age range 35~49 Middle class Company owner

Young
Progressive Dream
BMW Group performance in China, 2014, Beijing

Age range 24~35
New entrepreneur Executive / managerial
Page 19

STRONG MODEL MIX ACROSS ALL TIERS IN CHINA.
Luxury Upper Medium 48% Lower Medium Small/ Compact

TIER 1
7% 52%

31%
14%

TIER 2
7% 54%

28%
13%

TIER 3/4
8%
BMW Group performance in China, 2014, Beijing Source: registration

25% 13%

Page 20

CONTENTS.

? BMW Group Performance in China ? BMW Group Dealer Network in China ? BMW Customer Base in China

? High Quality Development
? Sustainable Development

BMW Group performance in China, 2014, Beijing

Page 21

EXTENSIVE NETWORK OF TRAINING FACILITIES SUPPORTS HIGH QUALITY RETAIL DEVELOPMENT.

Harbin

Shenyang
Taiyuan Beijing (Replacement) Weifang Wuxi Shanghai
(TC extension)

Xi'an (new TC) Zhengzhou

Nanjing

Chongqing Wuhan Hangzhou * 4 Chengdu Zhuzhou
? Training Center: 3 existing + 1 new ? Training Base: 15 ? Temp. Training Site: 2 ? Body and Paint Site: 11
BMW Group performance in China, 2014, Beijing Page 22

Guangzhou Kunming

Fuzhou

CONTINUOUS INVESTMENT IN PEOPLE AND PROCESSES RESULTS IN TOP RANKINGS IN J.D. POWER AFTERSALES CUSTOMER SATISFACTION.
BMW shows continuous improvement and achieves top ranking among luxury brands for past consecutive years, according to J.D. Power CSI result.
900 850 800 750 700

2010

2011

2012

2013

BMW Group performance in China, 2014, Beijing

Page 23

CONTENTS.

? BMW Group Performance in China ? BMW Group Dealer Network in China ? BMW Customer Base in China

? High Quality Development
? Sustainable Development

BMW Group performance in China, 2014, Beijing

Page 24

SUSTAINABILITY FROM DESIGN THROUGH TO RETAIL.

Product Design

Production

Retail

e.g. Efficient Dynamics

e.g. BBA Tiexi Plant

e.g. 5S Dealership

BMW Group performance in China, 2014, Beijing

Page 25

BMW IS THE 1ST TO INTRODUCE THE 5S CONCEPT – THE BALANCE BETWEEN ECONOMIC, ENVIRONMENT AND SOCIAL ASPECTS.
5S Dealership
Economic
Sustainable Mobility

Environment
Sustainable Design

Social
Attractive Employer

Sustainable Training

Recycling & Waste Management

CSR on Dealer Level

Customer Orientation

Sustainable Service Operation

Customer Involvement

BMW Group performance in China, 2014, Beijing

Page 26

5S DIFFERENTIATES FROM OTHER OUTLETS BY THE EFFORTS IN CUSTOMER INVOLVEMENT, HEALTH & SAFETY AND EMPLOYEE CARE.

Waterborne Paint

Paint Shop Ventilation

Car Wash Water Recycling

Health & Safety Training

Social Contribution

Waste & Recycle training

Wind Turbines

BMW Group performance in China, 2014, Beijing

Page 27

TOGETHER WITH OUR DEALERS, BMW CONTRIBUTES TO A SUSTAINABLE SOCIAL DEVELOPMENT.
200+ Dealers’ WHF Activities from 2011-2013

BMW Group performance in China, 2014, Beijing

Page 28

THANK YOU FOR YOUR ATTENTION!

BMW dealer network in china, D.Kirchert, Oct 2012

Page 29


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