BMW and Alibaba have signed a memorandum of understanding to form a strategic partnership in Beijing. The partnership aims to digitize BMW's full business processes, and enable merchants to enjoy digital experiences as well as customers using Alibaba operating systems.
In addition, Alibaba and the Bavarian luxury automaker will leverage their own resources, and engage in comprehensive collaboration in branding, marketing, channels, operations, services, and information technology.
Under the agreement, BMW will be the first vehicle manufacturer to leverage Alibaba Business Operations System (ABOS). This will enable BMW and its distributors to accelerate the digital transformation of distributor networks in China, with the aim of providing more premium and convenient digital services to customers.
According to Jet Jing, vice president of Alibaba Group and secretary general of enterprise services for Alibaba Digital Economy, the system will help accelerate digital operations in the BMW business segment, which aims to provide a comprehensive customer-centered service spanning product life cycles and high quality growth connect and serve customers in a more effective way.
In addition, with the help of Alibaba’s membership system, BMW and MINI will launch brands ’membership services and marketing campaigns on various Alibaba online platforms, to increase customer loyalty, increase their activity levels, and drive business growth.
This will allow customers to buy BMW and MINI online and also make reservations online.
Meanwhile, BMW and Alibaba will also work with dealers to build BMW's end-to-end operating system, which aims to provide full link services to customers such as car viewing, car purchase and car maintenance on various Alibaba ecosystem platforms, such as Taobao, Tmall , Alipay and Amap.
Based on a statement issued by the president and chief executive officer of BMW Group China, Jochen Goller, inter-industry cooperation and open innovation exchanges are essential in accelerating their company's ongoing digital transformation. As one of the leading technology companies in China, Alibaba has unique competencies in terms of digital technology, large-scale customer platforms and channels as well as targeted user operations.
