Lawrence: Independently builds shop MINI to value China’s “road to money”

When Ms. Lawrence, the MINI China Brand Management Director, was interviewed by the “Daily Economic News” a few days ago, MINI began to establish an independent exhibition hall this year and will increase brand promotion efforts. At present, Shenzhen's independent exhibition hall has opened, and Xiamen, Qingdao, Wenzhou independent exhibition hall will also be opened this year. Lawrence said that eventually establishing an independent MINI4S shop in China is his dream.

Dealers set up MINI marketing team

Last year, the MINI model sold more than 430 vehicles in China. From January to May of this year, the year-on-year sales volume rose by 60%, which made MINI's sales team see hope for rapid development in China.

In April of this year, half of the key personnel responsible for BMW's marketing within Shanghai Baode Automobile Co., Ltd. were transferred to the MINI brand sales department. The distributor of the BMW Group in East China Region devoted more energy to BMW's younger brother MINI. . According to the company's MINI sales team leader, on their side, the MINI will no longer be considered for the BMW 3 Series, 5 Series sales of the same model series, and will truly become an independent brand for sales, previously MINI models It is sold on behalf of BMW's sales staff.

4 independent exhibition halls will be opened during the year

In April this year, MINI opened its first independent exhibition hall in Shenzhen. This shows that after many years of relying on BMW, MINI is trying to build a sales system that belongs to its own brand. Lawrence explained that because of the personality of the MINI models, they were more inclined to promote their brands with targeted promotions at the beginning of their journey to China. However, starting from this year, they will increase the intensity of new car delivery.

Lauren Stan said that in the past two years, MINI's market awareness in China has been continuously improved, and MINI headquarters is also viewing China as its major global market.

Do not reduce the price and push three new cars

Referring to the issue of whether MINI will cut prices after the import tariff adjustments on July 1 this year, Lawrence said that it would not cut prices accordingly. He emphasized that price reduction promotion has never been the main sales strategy of the MINI brand, but they will launch this year for the Chinese market. New car. Among them, MIINI parklane and MINI checkmate will enter China in July this year. At present, the sales price of MINI in China is between 360,000 and 395,000 yuan. Although similar to the VW Beetle, MINI thinks that their quality and positioning are completely different, rather than being the main competitors.