Why is only Mercedes-Benz sales soaring in BBA?

In the past two years, Mercedes-Benz car sales have grown rapidly, with a growth rate that far exceeds that of BMW and Audi. Although the total sales volume has not yet surpassed it, according to this trend, it does not seem difficult to replace it. If you think it’s because Chinese consumers are superficial, face-saving, and crazy about Mercedes-Benz, you’re totally wrong. Because this year in the most mature North American market, Mercedes-Benz is already number one in terms of current sales.

Today Uncle Brick participated in the 2017 Mercedes-Benz Customer Experience Media Technology Day event and learned more about the surge in sales of Mercedes-Benz, especially at the non-product level.

To put it simply, Mercedes-Benz is not only selling luxury cars, but more importantly, it is to convey a concept to customers. Owning a Mercedes-Benz will change your life, and these changes cannot be brought to you by other cars. of. Let’s take a look at what Mercedes-Benz has done?

Establishing a Customer Experience Alliance

The rapid development of China’s Internet has made everyone more and more picky about “user experience”. To put it bluntly, if there is no good user experience, then goodbye. Therefore, Mercedes-Benz also attaches great importance to this aspect. For this reason, they created a new department in May this year-the "Customer Experience Alliance" in order to more flexibly and efficiently create a brand experience that meets changes in market demand. At the same time, Mercedes-Benz is also committed to opening up its brand experience platform to envision the future with partners and customers in different fields.

Released the Mercedes me car owners club based on the WeChat platform

WeChat is definitely the most frequently used software at present, so Mercedes-Benz also released it in a very down-to-earth manner The Mercedes me car owners club based on the WeChat platform makes it more convenient for car owners and members to communicate and enjoy exclusive services. In the previous trial operation phase, projects such as exclusive cars, airport services, and high-end medical care have been widely praised by users.

Now, the Mercedes me car owners club integrates cross-industry partners and is committed to building an open platform that covers new car sales, after-sales service, finance, travel, health, education, tourism, entertainment, etc. The open platform has brought Minsheng Bank co-branded credit cards, Peking University Guanghua open classes and other activities to car owners club members, and is about to sign cooperation agreements with a number of high-end hotels. In the future, members will enjoy exclusive housing prices.

A brief summary is that the portal has been launched on the WeChat platform, making it easier for car owners to communicate. At the same time, Mercedes-Benz joins other platforms to provide Mercedes-Benz owners with a series of exclusive services, and these exclusive services are not available to non-Mercedes-Benz owners.

In addition to the WeChat platform, the new Mercedes me application will be launched early next year. Through the use of the Mercedes me interconnection function, car owners can view vehicle usage guidance videos at any time using the app, understand vehicle data status in a timely manner, remotely open and close doors, find vehicle location, manage vehicle faults, and receive Mercedes-Benz related information. Personalized push of news and events, appointment concierge service and dealer service and other functions.

Launching an e-commerce platform

This year’s Taobao 1111 reached a transaction volume of 10 billion in just a few minutes. I believe that any company with sales business will not ignore the e-commerce platform.

In order to meet the needs of Chinese customers for e-commerce, Mercedes-Benz has launched an e-commerce platform, which is committed to providing customers with online car viewing, car chatting, car selection, and car ordering. Convenient service. The functions of the platform include 360-degree exterior panoramic display and VR interior interactive display technology, current car speed determination, 48-hour priority reservation, online product ambassador professional car booking consultation service, and the use of financial calculators to select the most suitable car purchase plan, Finance Online Approval.

As of December 15 this year, the platform provides online car viewing, introduction, car selection and car ordering services for 127 models in 38 model series, covering 476 dealerships in 217 cities across the country. business. In the future, the Mercedes-Benz e-commerce platform will also launch products and services such as D2D door-to-door test drives and smart e-commerce platforms.

Summary: If you use one word to explain why Mercedes-Benz sales have soared, it is "change". As for the product itself, the design elements of the new Mercedes-Benz are very attractive to consumers. It exudes a proud sense of luxury inside and out, and it feels like it has set itself apart from other brands.

As for the brand experience level, Mercedes-Benz is currently committed to providing car owners or potential car owners with a new concept, that is, the different new lifestyles that owning a Mercedes-Benz car can bring, and conveying the uniqueness of Mercedes-Benz.