A few days ago, it was reported that BMW Group Greater China announced a new round of management rotation. The following is a list of specific adjustments, in no particular order, which will take effect on June 65438+ 10/day, 2020.
Mr Chen Xuefeng (Mr? Kevin? Chen)
Will be the vice president of the East Side.
Ms. Zhao Yijia (Ms.? Maggie. Zhao)
Will become vice president of the west side.
Ms Wang Hua (Ms Wang? China)
Will be the vice president of the southern district
Mr Li Xuemin (Mr? Sherman? Li)
Will be the vice president of the North District.
Ms Lu Jing (Ms Sherry? Lv)
Will become the vice president of the southeast region.
Ms. Han Kun (Ms. Connie. Han)
He will serve as the vice president of the merged enterprises, institutions, diplomacy and used car sales.
Ms Huang Jing (Ms? Amy. Huang)
Will serve as vice president of BMW dealer development.
Mr. Xia Hui (sir? Stephane? Koeppel)
Will become vice president of BMW marketing department
Caijing Automobile contacted the relevant person close to BMW about the news, and the other party said it was true. The adjustment was normal rotation within BMW.
BMW said that the purpose of rotation is to promote the company's management innovation, realize a virtuous circle of knowledge, experience and "best practices" among various departments of the company, and at the same time train and reserve more localized senior management talents for the company.
Zhang Xiang, an analyst in the automobile industry, believes that the rotation of the management of the sales department is one of the sales strategies adopted by BMW, which is convenient for the regional sales directors to learn from each other, enrich their own experience, inject fresh blood into each sales area, and then improve the overall sales.
20 15 is the key node of BMW talent localization. Herry Liu succeeded Ivan Koh as the president of BMW (China) Automobile Trading Co., Ltd. and became the first president of BMW in China at that time in China.
In addition, in 20 16, BMW also implemented a large-scale rotation in China. Shao Bin was transferred to the vice president of North District, and Li Xuemin succeeded Shao Bin as the vice president of Southeast District. Wang Hong, former vice president of sales of BMW China, was in charge of BMW China Training Institute, and Bao succeeded BMW China as vice president of sales.
The data shows that BMW's personnel adjustment has achieved remarkable results. In that year, the sales volume exceeded 500,000 units, with a year-on-year increase of 1 1.3%.
However, compared with the other two luxury car brands, Mercedes-Benz and Audi, BMW failed to occupy a clear advantage.
In 20 17, BMW delivered a total of 594,000 BMW and mini-cars in China market, up by 15 1% year-on-year, losing to Audi's 598,000 and Mercedes-Benz's 588,000.
In 20 18, BMW sold 63.9 vehicles in China, up 7.7% year-on-year, which is the best sales record since 1994 when BMW officially entered the China market. However, the rapid growth of Mercedes-Benz in China market was maintained, with sales of 653,000 vehicles that year. Audi retained the title of single-brand sales champion in the luxury car market with the cumulative delivery of 666,5438+0,000 vehicles, with a year-on-year increase of 65,438+065,438+0%, while BMW retreated from the second place to the third place.
In the lost years of 20 17 and 20 18, BMW also made an internal personnel adjustment-rearranged three important positions in charge of China market sales and marketing, involving Gao Xiang (Sean? Green), Bao Yiming (Lai Na? Braun) and Shao Bin.
In 20 19, BMW Group led the luxury car market in China with sales of 723,000 vehicles, which was the first time that BMW returned to the championship after being overtaken by Audi in 20 15. Mercedes-Benz and smart brands sold 702,000 vehicles in China; Audi dropped from the first luxury car to the third with 690,000 cars.
Analyst Zhang Xiang believes that in the luxury car market, the competition between Mercedes-Benz and BMW is particularly fierce. A very important reason is that China is the "largest single market in the world" for Mercedes-Benz and BMW, and it won China, which means winning the global market to some extent.
BMW's first quarter financial report shows that in the first three months of this year, BMW delivered 477 1 10,000 vehicles of BMW, MINI and Rolls-Royce brands worldwide, down 20.6% year-on-year. Among them, the sales volume of BMW brand was 465,438+0.10.8 million, down 20. 1% year-on-year. At the same time, BMW sold 1 165500 vehicles in China in the first quarter, down 3 1% year-on-year.
The top five brands in the first half of the year were Mercedes-Benz, BMW, Audi, Lexus and Cadillac. In this qualifying session, Mercedes-Benz successfully surpassed BMW with a score of 349,400 units and became the first.
In June 2020, BMW announced that Shao Bin succeeded Herry Liu as the president of BMW (China) Trading Co., Ltd.
Zhang Xiang believes that the changes in the market environment have made luxury car brands gradually face pressure while fierce competition. In addition, the entry of new forces such as Tesla has also diverted a group of users. It is not uncommon for the sharp price reduction of luxury cars to lead to a general decline in profits. "Due to the decrease in profits, the marketing strategy with higher budget is out of date, and the rotation of internal sales executives has become a marketing strategy in a special period."
The data shows that in August, BMW finally surpassed Mercedes-Benz with 77,099 vehicles and regained the sales champion in the luxury car market.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.