Mercedes-Benz 2020 – Best Customer Experience: Talk of the town: the world's largest Mercedes me store opens in Beijing
Mercedes-Benz has opened the world's largest Mercedes me store in Sanlitun, the scene district of Beijing. As well as an interactive brand experience, the store offers contemporary architecture, top-class gastronomy and numerous events. Following Hamburg, Milan, Tokyo, Hong Kong and Munich, China's megacity Beijing is now the sixth city with a Mercedes me store.
Stuttgart/ Beijing, China - Mercedes-Benz has opened its first Mercedes me store in China. The opening event for the new store took place in the run-up to Auto China 2016, China's largest motor fair. "With our largest Mercedes me store in the world, we want to become the new lifestyle hotspot in Sanlitun. In this highly sophisticated and relaxed atmosphere, we hope to appeal more than ever to younger and new target groups for Mercedes-Benz", explained Ola Källenius, Member of the Board of Management of Daimler AG responsible for Mercedes-Benz Cars Marketing and Sales.
Covering a total area of more than 2400 square metres spread over two floors, the new Beijing store is the largest Mercedes me store in the world, reflecting China's significance as the biggest sales market for Mercedes-Benz. Its location in the scene district Sanlitun of the city's borough Chaoyang is likewise commensurate with the brand's premium appeal. The newly erected building in Sanlitun is one of the highest in the area. With the flagship premises of other international premium brands among its immediate neighbours, along with restaurants, bars and clubs, the store is part of a vibrant area that draws in visitors young and old more or less around the clock.
The typical Mercedes me store: a combination of online and offline brand experiences
The new Mercedes me store provides an access to the full scope of what Mercedes-Benz has to offer. Visitors are able to experience the brand interactively: they can use digital touch tables, for example, to configure the car they want and, if they're interested in proceeding further, they can establish contact with the dealer of their choice. Product presentations and visualisations can also be displayed on a floor-to-ceiling LED projection wall during events. Guests are furthermore able to undertake test drives in vehicles from the Mercedes-Benz Cars product range. A team of Product Experts is always on hand to deal with questions about the technical aspects and to provide practical advice on how to make full use of all the vehicle's features, from connectivity services up to driving assistance systems. Launched in parallel to the opening of the store is a Mercedes me social media platform specifically for China, which includes a special WeChat presence under the heading "MercedesmeStore".
Information, advice, gastronomy and events - all rolled into one
The Mercedes me store in Beijing stays open for its visitors into the night with a full range of catering facilities, from a café to a bar and restaurant. Its size and multifunctional concept mean that the store can accommodate a wide variety of events for up to 800 guests. The diary already includes numerous seasonal events, such as those to mark China's National Day on 1 October, but also brand-oriented events to coincide with the Chinese Formula 1 Grand Prix race, Mercedes-Benz China Fashion Week or Auto China.
Sanlitun is now the sixth location worldwide with a Mercedes me store. The first store opened in June 2014 at the Inner Alster Lake in Hamburg, while further stores have since opened right next to the Milan Cathedral in Milan, at the Tokyo's HANEDA airport in Terminal 2, on the “Odeonsplatz” square in Munich and the Queen’s Road in Hong Kong.
Multi-channel distribution – differentiated sales formats for personalized customer experiences
The Mercedes me stores are an integral element of the broad-based marketing and sales strategy "Best Customer Experience" within the Mercedes-Benz Cars business unit and part of the Mercedes-Benz 2020 growth strategy. "Best Customer Experience" is Mercedes-Benz's way of focusing its sales organisation on the changing requirements of customers. The objective is to appeal to new target groups while, at the same time, bringing loyal customers even closer to the brand.
Thus, the company is taking a flexible multi-channel approach that brings together a whole host of innovative sales formats and digital elements, which will complement the services offered by traditional Mercedes-Benz dealerships. In addition to the Mercedes me Stores, temporary pop-up formats, online stores, and new job profiles such as mobile sales staff are intended to appeal to customers and interested people in their personal environment.