After solving a series of preconditions, what can BMW do after getting the data?

Mr. Gao Le, President and CEO of BMW Group Greater China, said: "Numbers will redefine luxury".

Luxury has always been a relative concept. In the popular sense, we just take money to measure it. Whoever is willing to spend money or even burn money at any cost will have a big hand, and often hard-core luxury goods seem to stand up at once. Therefore, it is often closely related to the labels of platform, center and price. There are many people who claim to be luxurious, just paying a high price to wait for people to see in the focus of attention. As long as you choose, a business transaction is almost proof of luxury.

But the trend of the times, rolling forward. Not only the users in China market are becoming more and more mature, but they also have their own clear judgments on the history and positioning of the brand. At the same time, with the rapid development of cmnet, disintermediation and decentralization have become an irreversible process. In short, no one can easily rely on the past centralized communication to gain a wide range of users; Similarly, it is no longer possible to endorse the attributes of luxury brands through the authority of the central platform. Looking back on this process in these years, we can roughly deduce-decentralization → authority → platformization → personalization → return to people-oriented. This path is not difficult to understand. In the era of decentralization, the authoritative attribute attached to the central platform naturally disappears. Since no one can say clearly what luxury goods are, there will be many controversies and new concepts, and the market will become more emotional and changeable.

Naturally, as a company like BMW, it is necessary to reduce the attention at high altitude to the place closest to the crowd. Use the clarity of customer circle and the volume of customer reputation to reshape your definition of' luxury goods'. "This means that there is no longer an educational definition of a single export, and there is no fixed label for the price of a single currency. Only when the user's values are recognized, the product strength is strong, and the matching high-level service is obtained, can we talk about establishing luxury brand awareness.

Everyone may understand the truth, but in reality, the first camp luxury brands, including BMW, seek the greatest common denominator because they want to ensure the quantity. This will naturally ignore some users who seem to belong to their novelty-seeking consumption range, but lack interoperability in values, and can only watch them cut off by the new forces. Therefore, in the current transition period of gradual electrification, BMW has begun to exert its efforts in product strategy, taking the brand-new 4 Series as an example, including personalized attackers represented by M brand, and at the same time accelerating the promotion of electric vehicles and new forces. But as big as BMW, 2 million in the world? The company with annual sales volume is a luxury brand, with 4.7 million customers and more than10 million brand fans in China alone. One of its weaknesses is that when we go deep into the slogan of people-oriented, the user portrait is seriously out of focus, and the granularity is slightly fine, leaving only mosaics.

The reason why this happens is that the model of collecting data before is actually profit and cost. Even with CRM, it records more hard data in the financial field. On the other hand, people's digital tags are not only low and rough in data dimension, but also difficult to reconstruct these histories and form future data decisions. That's history. In the future, BMW can capture "living and dynamic" data, explore personalization and realize people-oriented only by continuously actively "listening, understanding and serving" users. However, it is obviously impossible to rely solely on offline man-to-man sea tactics, and the cost is not allowed. BMW relies more on online, and all the preconditions on online are the need to reconstruct the company's ecological digital translation. Therefore, Mr. Gao Le said: "Digitalization is not only a technological change, but also a change in the entire organizational structure, management system and corporate culture."

This workload is obvious and the ideal is full, but Rome was not built in a day. The current situation is that BMW's digital strategy has just started, that is, the above-mentioned Yue Ling has just started from 0 to 1. However, BMW's "0 to 1" in China is still in the middle process of deplatform and "people-oriented". BMW can't fully reach users yet, and it needs an intermediary to participate in the transaction. But in doing so, the cost obviously does not match the income more and more. For example, many times CPM(CostPer? Mille shows it) because it doesn't meet the company's financial regulations, it can only be counted as money thrown into the water. And once there is KPI pressure, CPC (cost? Per？ Click), CPA(CostPer? Action) Because the whole process of information transmission can't be selected and amplified at any time in the cloud, the details can't be clearly ignored. For example, terminal conversion can't be traced back to an effective data link, and the authenticity and validity of data samples can't be falsified ... So, money is often thrown into the water.

If you are the manager of BMW, you must think, then why can't I build a complete data link myself first? Moreover, the company exports so many businesses, and some important data are in the dealer's place. There must be a data center around the unified view of users, which will collect all information including potential customers and car owners in one place, at least to realize the unified processing of multi-channel data inside and outside the company. So the above is the core purpose of BMW to build CDP customer data platform.

For the Spark project developed for this purpose, the front-end entrance will gradually transition from after-sales to pre-sales, so as to bring the dealer information sources into a unified digital chain. In the end, all users who have had contact with it will have data reminders, and the cloud can have a bird's eye view at any time, so as to deploy further action strategies in the future and realize the early goal of people-oriented. Therefore, Mr. Gao Le said: "In the past, there was a gap between the information of manufacturers and distributors, but now we are trying to integrate them. We have integrated all previous independent IT systems and formed a dealer operation platform. "

Similarly, Ms. Mei Xiaoqun said: "This product can improve the operation efficiency of stores, enhance marketing ability and optimize customer communication effect for dealers in an intuitive and image way. Reducing costs and increasing efficiency can also improve management transparency and reduce the management cost of dealer groups. For example, in sales and after-sales reception, staff can track every step of customers' mobile office through SPARK's mobile phone application, which not only improves the smoothness of customer experience, but also saves costs through paperless operation. At the same time, the recorded data information can help staff and management to analyze the re-offer, continuously optimize the sales and service processes and improve efficiency. The platform also integrates other digital customer contact ports of BMW, such as My? The BMW application, the "BMW Customer Service Center" micro-signal and the BMW membership system can open up customers' online and offline test drive, purchase, financial services and maintenance experience.

To sum up what we talked about today, in a word, when you are busy outside, you must settle down first.

BMW's lack of digital make-up lessons began with the integration of internal systems in China. Simply put, it must be difficult to achieve. Just like the "Spark" brand-new dealer operation platform developed by Yue Ling, it is planned to go online at the end of this year 10, and at the same time start the pilot of the dealer side. Attention, it's the pilot. In this process, system optimization, personnel cooperation, data purification and so on all need a lot of later time.

Finally, we use "flowers are getting more attractive, shallow grass can have no horseshoe" to describe what we will talk about tomorrow, which is not as abstract as today. BMW? Application program.

See you tomorrow.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.