On March 31, based on the exclusive strategic cooperation between BMW Motorrad and Tmall, the official flagship store of BMW Motorrad on Tmall officially opened. With the help of Tmall’s rich content services and diversified marketing channels, BMW Motorrad will further shorten the distance between motorcycle culture and mass consumers, and also attract the attention of modern consumers with a younger marketing form. As one of the most successful luxury motorcycle brands in China, BMW Motorcycles uses leading digital innovations to allow more motorcycle enthusiasts to experience the spiritual core of “making riding a life” in a more convenient way. Set a new marketing benchmark for luxury motorcycle brands in the field of e-commerce.
Ride on Tmall, enjoy innovative marketing with multiple gifts
The newly launched official flagship store of BMW Motorrad on Tmall provides car owners and fans with a rich selection of BMW motorcycles, lifestyle products, and riding equipment. At the same time, it also adds service products such as after-sales maintenance service vouchers, test drive experience vouchers for all models . After consumers purchase e-vouchers online, they can go offline to dealer stores to enjoy high-quality sales and after-sales services. On the opening day on March 31, the G 310 series, the most popular model in the BMW motorcycle family, also launched an exclusive price for the opening. The substantial discounts provide fans who are obsessed with BMW motorcycles with a once-in-a-lifetime opportunity to buy a car. Not only that, the city commuting tool C 400 X is also added to the grand opening benefits. Buying a car can enjoy the original high-quality trunk, allowing knights chasing freedom to experience a more efficient urban commuting life.
In addition to a wealth of product discounts, various online interactive experiences such as live broadcast of the China Road Motorcycle Racing Team, GS Motorcycle Tour topic Weitao discussion, fan lottery and flash sales have been fully rolled out, creating a car-watching experience for all motorcycle enthusiasts. , car purchase, and chatting with BMW motorcycles.
Digital assistance opens a new chapter in cycling life
As the most personalized brand of the BMW Group, BMW Motorrad is committed to creating a unique circle of motorcycle fans, allowing consumers and motorcycle enthusiasts to have an exclusive community to exchange driving knowledge and riding experience. At present, BMW Motorrad’s official WeChat Weibo, Douyin official account, BMW Motorcycle Riding Life WeChat applet, and dealers’ online showrooms have all been launched, and the exclusive Riding Life APP will also be launched soon, covering high-end services throughout the life cycle The continuous improvement of the chain has gradually formed the culture of the BMW motorcycle circle.
To make cycling a way of life is not only to open a window for many motorcycle fans to know, understand and pass on BMW motorcycle culture, but also to provide opportunities for mass consumers to experience high-end products and feel the cultural atmosphere. Therefore, based on in-depth insights into consumer needs, BMW Motorrad proposed the 3T strategy in July last year, with product sales (Trading), driving training (Training) and BMW Legendary Tour (Traveling) as the business pillars, to create an all-round upgrade high-end service of luxury motorcycles. Not only that, BMW Motorcycle also introduced diversified experiential marketing activities, such as the BMW Motorcycle Cultural Festival, which has been held for 6 consecutive years and attracted nearly 20,000 people, and the global cross-country event such as the GS Trophy International Challenge Camp. Motorcyclists provide a world stage to showcase GS spirit and driving skills. On the occasion of the 40th anniversary of the birth of the GS series, BMW Motorrad will also hold larger-scale and more diverse experiential activities, so that everyone can feel the passion and pleasure brought by two-wheeled riding life.
In 2020, under the all-round 3T strategic layout driven by digitalization, BMW Motorrad will continue to cultivate the Chinese market. It will not only launch a variety of innovative products, but also focus on driving training and BMW Legend Tour to create a more Safe riding environment and profound cultural atmosphere. BMW motorcycles will pass on the spirit of “making riding a life” to more young consumers, and continue to promote the growth of motorcycle culture on this land.
