On January 16, The House of Machines (THoM), with BMW Motorrad as its exclusive motorcycle partner, opened its first Asian store in Shanghai. BMW Motorcycle will take this as a platform and combine the multi-in-one rider life experience space to create a motorcycle cultural contact point for Chinese consumers and further promote the development of Chinese motorcycle culture. As a bold attempt of BMW motorcycles in innovative retail, the opening of THoM Shanghai store once again demonstrates its leading attitude and benchmarking significance in the motorcycle industry.
“BMW Motorcycles has always been the main force behind the development of global motorcycle culture. The House of Machines, like BMW Motorrad, has a high passion for cycling and a free lifestyle, so we hit it off right away.” Dr. BMW Motorrad President Markus Schramm said at the opening ceremony, “In the future, BMW motorcycles will continue to focus on customers, deeply cultivate the Chinese market, and cooperate sincerely with our dealer partners to promote the continuation of motorcycle culture in China with luxurious and innovative experience. develop.”
Mr. Zhan Fei, Director of BMW Motorrad China, also said at the opening ceremony: “In 2019, we released the 3T strategy and are committed to creating a full-service chain for Chinese motorcycle enthusiasts. The grand opening of The House of Machines Shanghai store, It is an important exploration of BMW motorcycles in terms of innovative retail, and we hope to take this opportunity to create a richer riding life experience for Chinese motorcycle enthusiasts and make riding a real life.”
Multi-party cooperation to create a space for knight culture
BMW Motorcycle has always been a leader in the development of global motorcycle culture and experiential marketing, while THoM is committed to creating an “exclusive space for riders and motorcycles”. In 2017, the first cooperative store of the two parties opened in Los Angeles, USA, opening up a free space for many riders to exchange motorcycle culture and feel the spirit of BMW motorcycles. This year, BMW Motorrad joined hands with dealer partners China Grand Automobile Service Group Co., Ltd. and Alliance Brands Limited, the parent company of THoM, to bring THoM to Shanghai, creating a rider life experience integrating coffee, bars, food, music and motorcycles. museum. Here, consumers can not only taste top-level meals and bartending works, but also experience the classics and purity brought by the successor series of BMW motorcycles at close range; while the fashion brand LNLA (Limits No Longer Apply ) also allows consumers who enter the store to experience the flamboyant personality and unruly attitude of chivalry from another dimension. Using THoM Shanghai Store as a medium, BMW Motorcycle once again established a bridge between motorcycle culture and ordinary Chinese consumers, allowing visitors who pay attention to the quality of life and seek a free lifestyle to quietly immerse themselves in the two-wheeled experience created by BMW motorcycles. In the living atmosphere.
Focus on customers and promote the development of motorcycle culture with new retail
Since entering the Chinese market in 2013, BMW Motorcycle has always been customer-centric, relying on a strong product lineup, and using innovative experience marketing as a platform to bring passionate and surprising products and brand experiences to Chinese motorcycle enthusiasts. In September 2019, with the proposal of the 3T strategy, BMW Motorrad made full efforts in the three aspects of product sales (Trading), driving training (Training) and BMW Legendary Tour (Traveling), constantly creating consumer touchpoints and building motorcycles An exclusive life circle for car fans. The opening of the THoM Shanghai store by BMW Motorrad, together with dealers and partners, is an important attempt to bring innovative experience retailing offline after the brand e-commerce festival. Taking this opportunity, BMW motorcycles will further narrow the distance between mass consumers and motorcycle culture, allowing more consumers to experience the exciting spirit and culture of motorcycles.
In addition to exploration at the sales level, as a leader in the luxury motorcycle industry, BMW Motorcycle continues to promote the development of motorcycle culture in China through diversified innovative experience marketing. Introduced to China in 2014, the BMW Motorcycle Culture Festival has attracted nearly 20,000 people to participate in six years, becoming the largest gathering place for fans of luxury motorcycle brands; GS Trophy International Challenge Camp provides professional demonstrations and challenges for all off-road enthusiasts The stage of self. In January 2020, BMW Motorrad signed a cooperation agreement with the China Road Motorcycle Racing Team. While fully supporting the development of Chinese motorcycle sports, it will also bring national-level track training services to BMW motorcycle consumers, so that the track can be passionate. Glamor is no longer out of reach. BMW Motorrad always adheres to the principle of putting experience first and customers first, and constantly expands the influence of motorcycle culture among mass consumers.
Thanks to its profound insights into the Chinese market and unremitting efforts, with a strong array of nearly 30 products in 6 major categories and all-round upgraded luxury services, BMW motorcycles will continue to lead the luxury motorcycle market in 2019. In 2019, BMW Motorrad continued to maintain a strong growth momentum in the Chinese market with a year-on-year sales growth of 17%, and broke the global sales record for the ninth consecutive year. In the future, BMW motorcycles will continue to innovate unremittingly, explore new models of industry development, meet the diverse needs of customers, inject a steady stream of power into Chinese motorcycle culture, and provide more motorcycle enthusiasts with authentic riding pleasure And cultural experience, truly make cycling a kind of life.
