(Beijing) Since its birth, MINI, the British brand under the BMW Group, has been adhering to the credo of “focusing on basic elements and creating rich experiences”, constantly optimizing the urban life experience with urban people as the core, and integrating the brand’s unique creativity and passion into it. From manufacturing cars to culture, life, and residence, MINI provides fans and users with the most emotional experience in all innovative and fun ways. MINI, which is about to celebrate its 60th birthday, is still as full of energy and passion as it was when it was born.
Track legends, everyday cars, and fashion symbols, any one of them has an outstanding representative in the history of automobiles, but there are few exceptions that can combine the three, except for MINI. Today, on the occasion of its 60th anniversary, MINI, a fashion car brand with both “fun” and “individuality”, still adopts a unique and outstanding way – to build a MINI SHOPHOUSE store in Shanghai, presenting the most “MINI” to MINI fans and users. style” emotional experience, to gain a better self in the city.
MINI SHOPHOUSE store, get everything about MINI
A small room of 40 square meters, open for 60 hours, 111 kinds of limited peripherals that cannot be bought normally, all on the shelves at one time. Once again, MINI couldn’t hold back its “restless” heart, and in an absolutely novel and absolutely MINI way, invited all fans to gather in Shanghai to celebrate its 60th birthday with a grand celebration and the freedom of “overnight” with MINI. Here, MINI devotes all its resources to unreservedly presenting the visible and tangible immersive brand cultural experience to visitors from all over the world.
MINI SHOPHOUSE, located in the golden zone of the former French Concession in Xuhui District (No. 205 Urumqi South Road), can be said to be the epitome of MINI history. The original intention of its design is consistent with the concept when the classic Mini was born—that is, to create a “big space” with everything from a “small body” of 40 square meters. You can call this MINI exclusive buyer store, MINI home, or even a small MINI store, because all the furnishings here are related to MINI. Here is a set of hard-to-find CLUBMAN trunk storage, the MINI X PRONOUNCE cute pet suit that makes pets (zhu) things (zi) look forward to the autumn water, and the MINI brooch gift box that has made countless fans crazy. The car kit, the signature city illustrations of Mr. Slowboy, a popular illustrator with a sold-out temperament, and the old MINI advertising posters that people want to steal home and hang on the wall.
In addition, there are a large number of MINI limited peripherals, art publications, exclusive accessories for car owners, a USB flash drive that collects all MINI videos, and the first MINI car owner magazine “THE COOPERS” (little people) released before the public. ), etc., a total of 111 types, and all of them are available for sale! From 8:00 pm on July 19 (Friday) to 8:00 am on July 22 (Sunday), the MINI SHOPHOUSE store will open 60 hours of non-stop sales, and all sales proceeds will be donated to “China Charity Federation-BMW Love Fund”, to open a show that has nothing to do with “money”, but only a gift for the 60th anniversary of the sincere MINI – offering 60 years of absolute fun. If you want to experience the happiness brought by MINI, you can only buy it? of course not! As of August 31, this highly creative MINI “magic house” has new things happening every day, and more surprise “easter eggs” are waiting for you to discover!
There are not many brands that can make such a SHOPHOUSE, and being able to produce so many treasures at once is the temper and test of brand accumulation. In Accenture’s Chinese consumer research, 59% of customers believe that “buy not only a product, but also an experience.” Yes, buying and using a certain brand of product is no longer just an item. Using it also represents one’s own taste, one’s own taste and identity, and the way of life that one agrees with. Deeply cultivating the “customer-centric” emotional brand experience, as a legendary car brand, MINI always seeks for consumers a sense of ritual and space in life with its unique car culture.
The MINI user experience is upgraded again, and the innovative feeling is never discounted
In terms of innovative experience, MINI is also experimenting with many contact points that can resonate with consumers emotionally, and spares no effort to provide consumers with a comprehensive customer experience in a personalized way and provide MINI hospitality. In 2019, MINI dealerships and showrooms across the country will successively complete digital transformation and upgrades to welcome users with a fresh look. In addition, in order to realize MINI’s “Customer 360” strategy with greater strength, MINI also provides highly personalized after-sales service experience such as MINI rice noodles, a signature dish with a secret recipe developed by Michelin chefs himself. .
In fact, on the occasion of the 60th anniversary of the birth of MINI this year, it can be said that there are frequent actions based on the reshaping and building of the brand concept. The industry-leading MINI Nomad Hotel, created last year, has entered the hotel industry with its original products and customized services. After a few water-testing trips, many car owners and fans flocked to it, and the response was very enthusiastic. In April of this year, MINI also teamed up with Airbnb to provide consumers with a full range of immersive experience. By staying in a special listing on the designated page of Airbnb, you can unlock the MINI hidden in the listing and get a chance to test drive it. Discover new spring ideas around the city and spend a different weekend.
At the level of the car owner community, MINI has created the world’s first car owner creativity community “THE COOPERS·little people” car owner community platform, creating a spiritual home for car owners and fans, and bringing them a wider range of motivation and inspiration. This year, MINI will also organize a series of activities for car owners – “We Are The Coopers”, which will be carried out gradually at three levels from dealers, regions to the whole country. This autumn, a grand celebration of the 60th anniversary will be held in China. In July 2019, MINI will also hold carnival activities for MINI owners in five different regions across the country, uniting thousands of car owners and fans to celebrate MINI’s 60th birthday.
MINI is such an alternative existence, with its restless passion and innovative experiential marketing that understands people’s hearts most, communicates with users emotionally, and integrates the unique passion of the brand into every consumption touch point.