Bao Wo is a long history of the brand, but it is also a young and fashionable brand; Bao Wo is a traditional car prices, but it also has an unusual concept of development ... either on the global or in the Chinese market , Bauer is regarded as a miracle.This is precisely the automobile intelligence new media as a "sample" of the important reasons for their study.
In 2015, this German car brand from 1919 entered China. In less than two years, it achieved leapfrog development. The successful launch of two heavy-duty SUV models and several family-owned models of the Bauhoo BX7 and Bauhoo BX5, Channel layout from zero to 170 core cities nationwide coverage, the world's first 8-vehicle intelligent system industry 4.0 factory successfully put into operation ......
As the 'veteran army' in the global automotive market and the 'new generation' in China's auto market, how does PoWolling quickly open its doors and what about the (global) strategic layout and planning in the future? Today, please join us, Listen to Bao Zhaowen (vice president of China) and marketing manager Liang Zhaowen's story.
Automotive Information: It is understood that Bao Wo brand has been the layout of the global market, the current achieved what effect? What is the performance of the Chinese market in 2017? What do you think the car market in 2018 will happen? ?
Liang Zhaowen: Bao Wo cars have always been guided by the BGW global strategy, which inherits the Bourgeois brand spirit (BORGWARD Brand), with German wisdom as the core (Germany Engineering), the global market layout (Worldwide Footprint). As of now, Global markets include Europe, China, Southeast Asia, Africa and South America, and are actively deploying markets in Middle East countries such as Bahrain, Iran, Kuwait, Qatar and the United Arab Emirates. In 2018, Po Woo will also enter Latin America such as Chile and Peru Countries, opening up the layout in the Latin American market. By then, Bao Woo will achieve market operations in nearly 20 countries worldwide.
In 2017, in terms of channel layout in China market, Baowo has achieved the coverage of 170 cities in China with nearly 200 dealerships successfully constructed or contracted, and the distribution network will reach 220 by the end of this year. Meanwhile, in 2017, BX5 and BX7 TS on the market, so that Bao Wo SUV family system more complete.Our intelligence plant in China in productivity and production efficiency has also been improved again, the German factory construction is also on schedule to promote them.Nowadays, from the original launch of the ' Life-long warranty policy has been more than a year, the product has won the trust of consumers .Thus, through the overall market performance and feedback, the overall BMW good overall in 2017, in line with our basic development expectations.
There is no doubt that the automotive market will remain a challenging year by 2018. From 2017, more and more new brands and new products will be launched on the market. In 2018, we not only need to meet the challenges of traditional automobile brands and automotive products, At the same time also look straight into the competition of new energy vehicles.
Of course, no matter how the market changes, Baowoo Auto still insists on a steady pace of growth and builds multi-dimensional products such as products, channels, after-sales service and production so as to win the trust of consumers with high-quality products. In 2018, more new models, such as our new energy products BXi7, BX6 and so on, will meet with consumers.
Automotive Information: Bao Wo's consumer groups are mainly targeted at what age group or what kind of crowd? Bao Wo do what 'homework' to obtain the intention of consumers awareness and trust?
Liang Zhaowen: Since its entry into the Chinese market in 2015, Baowoo Motor Co. has consistently provided driving experience beyond the expectation for the backbone of the era. Now with its continuous efforts and hard work, the Baowo brand has become more and more popular.
In the aspect of marketing mode, Bao Woo proposes a dual-engine driven value marketing focusing on customers and distributors, allowing users and distributors to maximize their value in an open, win-win, endogenous and sustainable innovation marketing ecosystem .
Bao Wo implementation of brand and product line in parallel, the brand help product sales, product support brand development, to achieve both the simultaneous development.
As a brand new, how to eliminate consumer concerns, I think this is a continuous process of obtaining consumer trust to allow consumers to trust the premise that the product is recognized, the premise of product recognition is reliable quality.
In order to create high-quality products, Po Wo set up in China Industrial 4.0 smart factory, with the world's first eight-vehicle smart production line; and we launched the 'lifetime warranty policy', the industry's first launch of this policy car prices. According to Po Wo Car 'lifetime warranty policy', where the first BX7, BX7 TS and BX5 owners are entitled to life-long warranty service at the same time, within the warranty period of the vehicle can enjoy 3 years of free roadside assistance services exclusive services.
Automotive Information: New energy vehicles will become the future market in China and the global market an important direction for development, Baowo cars in the new energy models which planning and technical reserves?
Liang Zhaowen: As far as new energy is concerned, as early as 2015, Bauhinia Motors has introduced a unique e-Propulsion EV platform, which features a highly modular design with high performance, high efficiency, high elasticity and low energy consumption. After the first new energy concept car BXi7, the new ISABELLA pure electric concept car from Baowo is also equipped with this platform to achieve extremely long cruising while having high efficiency power. Meanwhile, in early 2016, In cooperation with SAP and Bosch, we will focus our efforts on intelligent product-driven and R & D of new energy vehicles to jointly create 'new energy travel solutions.' In the future, as a key part of the global strategy of Bao-Woo brand, Will greatly accelerate the global layout of the speed of Bao cars.
Automotive Information: It is understood that in April 2017, Bao Wo has signed a factory agreement with Bremen, Germany, please tell us about the progress of the factory? The German factory products for which the main market will be?
Liang Zhaowen: Starting in 2016, we plan to establish a European factory in Germany. At the end of last year, we officially located in Bremen and started the construction of the Bremen factory. The BWM plant will be based on Germany's leading concept of "Industry 4.0" Global advantages of resources, to achieve intelligent production.
According to the plan, the BWI plant in Bremerhaven is expected to start construction of the production line in early 2018. The initial production of the Baowei German plant will achieve the maximum capacity of 50,000 vehicles per year, and will be expanded to full-capacity production as the market demand expands To meet market demand.
Baorui Bremen plant full effort to create pure electric and plug-in hybrid models, as Bao Wo research and development production of new energy vehicles base camp.
Automotive Intelligence: What do you think of the new media in a fragmented, diversified and new era communication environment?
Liang Zhaowen: From the current rhythm of information development, the content of personalized, rapid information dissemination and timely interaction has become the new trend of communication, which also created a new media platform for communication.Compared with traditional media, new media More diffusive and more influential. At the same time, it is easier to capture niche groups. By segmenting the media, we can more accurately find our target groups. We can say that the traditional media are characterized by a wide range of diffusion and new media are more focused.
The rapid development of new media is both an opportunity and a challenge for Baowoo Auto Co., Ltd. Through the new media platform, we can create more innovative content, new topics can be diversified, and the dissemination can be more precise. At the same time, new At present, Bao Wo is using 'nine screen a cloud' service platform, throughout the marketing aspects, including product manufacturing, sales, after-sales and other sectors.By big data analysis, right Accurate target user needs to judge, to achieve accurate marketing.