BMW MINI complete Chinese mission

2011 years of China's market is doomed to be small luxury car the position of the disputes, BMW MINI, the beatles, Mercedes Smart public these public eyes of the luxury toy, in their own fashion show, personality and PFP. MINI back to 2010 launch "BEMINI" brand position, and to start from the brand, product and marketing send force three parties.

This February 24, 2011, China has announced the MINI, MINI brand first cross-border car, MINI family fourth member-MINICOUNTRYMAN formal in the national market. Before this, Mercedes China has in the United States signing NBA superstar kobe Bryant, the next three years Bryant will be in China brand ambassador of Smart; The public the beatles are preparing a new generation with the Shanghai auto show in April for global starting ceremony; Not only such, audi also has said publicly small cars in years audi A1 introduced in China.

2011 years of Chinese market, will be small current car disputes battlefield. As early as in 2003 to enter the Chinese market, from 2008 to and do the BMW MINI brand localization propaganda, would have a fancy to the market potential of Chinese small cars, and in 2010 started full hair force, in-depth publicity "BEMINI" brand position, and the development of a diversified product line to meet consumer demand of individual character, vogue, the marketing method is more close to people for route, make a MINI cultural personality.

Mini car of mini "money" scene

Experience in 2009 after the downturn, in 2010, China imported into half of the outbreak period. Different from before, the leading role is not to those large car, but small mini car.

Since 2010, the luxury car consumption wind turned to small mini level A car. New BMW 1 is the two-door car ran, an open sports car, all the new MINI system and new grade A Mercedes are listed in 2010 at the end of the stick. Add the BMW 120 I listed before, the X1, audi A3, Volvo C30, opel and special grade, luxury level A car market is lively unprecedented.

From A statistical audi internal data show that in no audi A3 edition of set limit to enter this market segment before, luxury level A car sales in 8700 vehicles, along with the new car to an 2010, predict to A level of current car total sales will be able to reach 20000 ~ 30000 cars scale, the future level A current car will be current car market the main reigns.

As the best-selling domestic three small current car brand, Mercedes Smart, the beatles, BMW MINI public all use special skill, marketing field in the table a. Mercedes Smart for the Chinese market to sign Bryant, is to borrow the power of the kobe Bryant, deepen in the Chinese consumer heart Smart reputation, also to convey Smart also suitable for men, Smart space don't small and so on new information. The public are actively action of the beatles, the latest in the Beijing sanlitun Village orange hall, 2011 "the beatles, the new rhythm city" New Year concert and Volkswagen "new beetles, my MV city rhythm creation competition" receive an official celebration blinding debut, aims to promote a belongs to Chinese consumers beetles car culture.

In this segment, MINI is to watch. In the face of the fierce market competition, MINI respectively from the brand, product line, marketing three party send force, has obtained the brand and the sales double harvest. In 2010, the MINI in mainland China for the first time the sales of 10509 vehicles, a 140% increase year-on-year. In January 2011, MINI to customer delivered 1208 vehicles, a 120% increase year-on-year. At the same time, the Chinese market has become the world's fastest-growing market MINI.

Brand new position "BEMINI" start

Although in the brand publicity MINI have never stop, but because in 2008 before the in China only MINICooper a vehicle, until 2008, CooperS series engine was introduced into China, MINIClubman was also the year to meet and consumers. So many consumers will MINICooper and MINI brand painting of the hospital.

In order to improve the MINI brand influence, reverse the misunderstanding of the consumers, MINI from 2010 at the beginning of the year in the global scope of a new brand promotion agitation, "BEMINI" brand new position to come on stage, through to the "BEMINI" brand position overall stressed that close and the distance between the consumers. Through the "BEMINI" global extension east wind, MINI in China also do a lot of the spread of localization work.

"BEMINI" is a kind of typical Nike "justdoit" type brand position, through the simple English words, form the image of the shortness of the impact, and embodies out brand appeal the freedom and the combination of diverse sex. MINI has been that their owners and fans the pursuit of life philosophy, should be optimism, confidence, responsible, full of energy and the spirit of adventure. "BEMINI" as a MINI the essence of the brand, its essence is the "BEME", it is to do the really yourself, realize the most yourself, show the nature of self, do as pure as MINI.

Brand personalized first

"See, see, which a MINI is your style themselves." In the BMW MINI web site, when you open MINI vehicles, first see is this sentence, the same inheritance "BEMINI" brand position.

October 30, 2010, China launched the BMW MINI 2011 new vehicle, this is the MINI family for the first time the unity of all products to upgrade action. As always, MINI products camp, in a horizontal MINI, CLUBMAN and CABRIO, vertical ONE, COOPER and COOPERS composed of 9 palace matrix, nine of represent difference of personalized MINI MINI consumer demand. To the understanding of the BMW, as long as you are a full of tide, personality, not to walk road and unusual and must attract attention, MINI 9 product, is certainly one for you.

And with MINICOUNTRYMAN formal in the national market, MINI in China with four 12 larger superkings cars sold in the car, as the pursuit of individual character of consumers provide more choice. MINICOUNTRYMAN English slogan "GETAWAY" Chinese official called "glide path", also give the new car gives a unique character.

In order to facilitate the consumer's brand memory, MINI will be four larger superkings cars were dubbed the "began in original, loyal to the original" (MINIONE), "drama behind" (MINICOOPERCLUBMAN), "a gentleman being naked" (MINICOOPERCABRIO), "XinKuan wide volunteers" (MINICOOPERSCOUNTRYMAN) of Chinese name, both personality and very joint Chinese consumers psychology.

Promotion firm localization

During the 2008 Olympic Games in Beijing, one special for Beijing manufacturing MINI human tricycles shuttle in the bar area and the trend of the old Beijing hutongs between the scenic spot, the rickshaw and MINIClubman of wonderful combination to passengers left a deep impression, this is the beginning of the spread MINI brand localization.