In 2010, the location of the Tiexi plant was only a typical agricultural land in the Northeast. Although the surrounding area cannot be described as “uninhabitedâ€, it does not reveal any shadow of the modern economic and technological development zone.
In June of this year, in the temporary tents, the BMW Brilliance Tiexi factory was successfully laid. Just two years later, at the end of May 2012, the Tiexi plant, which is known as BMW's most advanced factory in the world, was completed and put into production. At the time when BMW was at its peak in China, all parties were optimistic about BMW's prospects in the Chinese market. In spite of the excitement, the leaders of the Liaoning Provincial Government even made a slightly exaggerated speech to the investors of BMW Brilliance in front of hundreds of media at home and abroad. Even though the investment of the shareholders of BMW Brilliance was just landing, there was no output yet. .
Subsequent 2013 became a watershed in the rapid growth of Bao. The early retirement of the head of the company, Steinco, really took a brake on the development of BMW in China. At that time, the industry's interpretation of this incident was that BMW's headquarters will make a series of adjustments to its layout in the Chinese market, and this is a manifestation of the power of BMW's headquarters. Stenko’s successor actually plays the role of a regulator, not the pioneer of the former.
As predicted by the BMW headquarters in the Chinese market, since 2013, the Chinese luxury car market has experienced a sharp decline in growth due to economic and political factors. BMW's rapid expansion of channel construction has shown various incompatibility symptoms in the face of a sharp decline in growth. Although the veteran dealers can survive the downturn with a fixed amount of possession, but a large number of dealers in the new store soon felt the bitterness of the economy after the cold, and the "anti-water" self-help is actually a matter of reason.
This is also the main reason why the "adjuster" Ange did not adopt a strong posture like his predecessor, Sternko, when dealing with this matter. It is a wise move for BMW to pursue long-term interests in China in the new stage of strategy. Obviously, Ange knows this.
Endogenous corporate culture and cohesion are another cornerstone that guarantees BMW can go further. Unlike the scene four years ago, today's Tiexi factory is a modern, highly automated factory. The staff lounges in the sealed state can be seen everywhere in the factory. Each room is equipped with an independent ventilation system, as well as a matching area such as dining area and washing area. The decoration level and cleanliness are no less than a four-star hotel. In the assembly workshop where workers are most needed, the technology used in the production line also tries to minimize the physical strain of workers. Multiple turning stations greatly reduce the labor intensity of workers.
The sense of technology combined with human touch may be the real internal reason why BMW has occupied the dominance of the global luxury car market for many years. From this point of view, after the above-mentioned unsuitable symptoms are effectively solved and dealt with, BMW's dream of becoming the first in the Chinese luxury car market will not be far away.
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