On October 26, BMW and Alibaba signed a Memorandum of
Understanding (MoU) for strategic partnership in Beijing. Adhering
to the principle of “complementary advantages and win-win
cooperation”, the both sides will leverage their own resources, and
carry out comprehensive cooperation in branding, marketing,
channels, end-to-end operations, services, information technology,
etc., aiming to implement the digitalization strategy into BMW’s
full business process, and enable dealers to provide an end-to-end
and online-to-offline digital experience for customers.
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BMW and Alibaba management at the MoU
Signing Ceremony for Strategic Partnership (from left to right):
Mr. Sean Green, Senior Vice President of Sales and Marketing of BMW
Brilliance Automotive Ltd., Mr. Jet Jing, Vice President of Alibaba
Group and Secretary General of Enterprise Service for Alibaba
Digital Economy, Mr. Jochen Goller, President and CEO of BMW Group
Region China, Ms. Alice Mei, President and CEO of Lingyue Digital
Information Technology Co., Ltd. (Photo: Business Wire)
Jochen Goller, President and CEO of BMW Group Region China said,
“Cross industry collaboration and open innovation exchange are
indispensable in accelerating the ongoing digital transformation of
our company. As one of China’s leading tech enterprises, Alibaba
has unique competencies in terms of digital technologies, large
scale customer platforms and channels as well as targeted consumers
operations. We are delighted to join hands to create holistic
online-to-offline digital brand experiences for our Chinese
consumers, and at the same time increase our portfolio of digital
products and services.”
Jet Jing, Vice President of Alibaba Group and Secretary General
of Enterprise Service for Alibaba Digital Economy, said, “As one of
the most innovative international premium automakers, BMW is an
industry leader with outstanding products and services. Now BMW is
once again at the forefront of digital transformation, becoming the
first auto manufacturer to leverage Alibaba Business Operating
System (ABOS). This system will help accelerate the digital
operations across BMW’s business segments, aiming to provide
end-to-end customer-centric services throughout the product
lifecycle and high-quality growth by expanding, connecting and
serving customers in a more efficient way.”
Support dealers with digital technologies and accelerate
business growth
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.
Win-win cooperation to lead digital upgrades in the
industry
Nowadays, digital economy and digital trade are thriving and
changing the consumers’ expectation and consumption behavior. As an
innovative international auto manufacturer, BMW is accelerating the
digital transformation. In 2019, the BMW Group established Lingyue
Digital Information Technology Co., Ltd to implement its digital
strategy and promote BMW’s omni-channel marketing, sales management
and customer lifecycle management in China. Lingyue supports BMW’s
customer-centric operation transformation, creates more premium
experience for customers as well as creating value for continuous
growth of dealers and BMW.
In the digital era, business operations are undergoing
transformation. Efficient digitalization represents a holistic and
systematic upgrading process. Alibaba has drawn on its experience,
capabilities and success fully integrating its diversified business
using cloud computing and big data technologies to create ABOS, a
unique service designed to support businesses with digitalization.
ABOS helps companies by focusing on 11 major business elements:
branding, products, sales, marketing, channels, manufacturing,
services, finance, logistics and supply chain, organization, and
information technology, which will enable end-to-end digital
operation in the new era.
The partnership between BMW and Alibaba in digitalization is
another proof point that BMW moves digital transformation into the
fast lane. BMW becomes the first automaker to leverage ABOS. BMW
and Alibaba set a new benchmark for the digitalization upgrades in
the auto industry. In the future, the two sides will work together
to support dealers in pursuing business growth opportunities, drive
digitalization in the auto industry and auto life, and bring
further benefits to customers and dealers.
About BMW Group
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad,
the BMW Group is the world’s leading premium manufacturer of
automobiles and motorcycles and also provides premium financial and
mobility services. The BMW Group production network comprises 31
production and assembly facilities in 15 countries; the company has
a global sales network in more than 140 countries.
In 2019, the BMW Group sold over 2.5 million passenger vehicles
and more than 175,000 motorcycles worldwide. The profit before tax
in the financial year 2019 was € 7.118 billion on revenues
amounting to € 104.210 billion. As of 31 December 2019, the BMW
Group had a workforce of 126,016 employees.
The success of the BMW Group has always been based on long-term
thinking and responsible action. The company has therefore
established ecological and social sustainability throughout the
value chain, comprehensive product responsibility and a clear
commitment to conserving resources as an integral part of its
strategy.
About Alibaba Group
Alibaba Group’s mission is to make it easy to do business
anywhere. The company aims to build the future infrastructure of
commerce. It envisions that its customers will meet, work and live
at Alibaba and that it will be a good company that lasts for 102
years.
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version on businesswire.com: https://www.businesswire.com/news/home/20201026005438/en/
Corporate Affairs, BMW Group Region China Chelsea Miao Contact
number: +8610 6184 1351 Email: miao.miao@bmw.com
Corporate Affairs, Alibaba Group Ivy Ke Contact number: +852
5590 9949 Email: ivy.ke@alibaba-inc.com
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