Geschäftsmodell: BMW startet Partnerschaft mit Alibaba für Händlershops in China


BMW hat eine strategische Partnerschaft mit Alibaba in China verkündet, um die digitale Transformation der Händler zu begleiten. Interessant!

According to the MoU, BMW and Alibaba will jointly launch the first online sales and services businesses engaging dealers among premium auto brands, to create a seamless end-to-end online-to-offline digital experience. In the future, online traffic will be directed to BMW dealers to create more business opportunities for them. In addition, with the assistance of Alibaba’s membership system, BMW and MINI will launch brands’ membership services and marketing campaigns on Alibaba’s various online platforms, to enhance customer loyalty, increase their level of activity, and drive business growth.

One stop convenient services to create cross-business and multi-scenario consumer experience

With the support of ABOS, BMW and its dealerships will accelerate the digital transformation of dealer network in China, with the aim at providing Chinese customers with more premium, convenient and personalized services and experiences in digitalization. In the future, customers can purchase BMW and MINI vehicles online, sign up as the brands’ community members with one click to obtain exclusive benefits, as well as make online reservation for services including test drive, repair, maintenance, etc. with the support of dealers. In the decision-making of car purchasing, online financial services will guide customers to the most suitable financial packages and convenient financial plans to meet diverse financial needs of customers.

In the future, BMW and Alibaba will work together with dealers to build BMW’s end-to-end operating system, aiming to provide customers with full-link service which integrates “car-viewing, car purchasing and car maintenance” on the multiple platforms of Alibaba’s ecosystem, such as Taobao, Tmall, Alipay and Amap. It aims to reshape the customer-centric, cross-business and multi-scenario service experiences.

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