BMW drives more products to Chinese online shoppers

March 24, 2015 11:29 AM

German luxury carmaker BMW began to offer more products and services this week through its store on Alibaba’s brand goods marketplace, according to BMW. Besides selling limited-edition cars, BMW’s store sells original equipment manufacturer [OEM] auto parts and brand-related merchandise, such as BMW bikes and purses. The store also offers more services to online consumers, the company says. For example, consumers can make online reservations for services in the dealership shops and buy electronic coupons for maintenance service in the online store.    

Launched in late 2014, BMW’s Tmall store mainly sells limited-editions cars to online consumers, the company says. In a recent promotion event, BMW says it received about 200 orders from the Tmall store in two days. To purchase a car, online buyers first need to pay a small deposit, normally about $100, and get the car later at a nearby BMW dealership. 

“E-commerce can bring better services to our consumers. They can browse our merchandise from mobile devices and buy our products, such as windshield Wipers and engine oil at anytime from anywhere in China,” says Kang Bo, vice president of after-sales services at BMW China. started selling cars in 2011. Many automobile companies, including U.S. brands Chevrolet and Buick, have been selling vehicles online to tap e-commerce potential in China. 

Consumers have accepted the Internet as a new way to buy a car. Online shoppers placed more than 50,000 vehicle orders on Alibaba’s marketplaces in about 25 days around China’s largest online shopping holiday, Singles’ Day, on Nov. 11, according to Alibaba.

More Chinese e-commerce data is available in the just-released Internet Retailer 2015 China 500.



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