Archives for posts with tag: Beijing Motor Show

iPhone 4 - China (中國)

September 25th marks the day the so-called ‘revolutionary’ iPhone 4 launches within Chinese shores.

You may be asking why is the launch being mentioned on a blog about advertising? Well, the answer is because the reaction of Chinese citizens to the product launch is a perfect example of how Chinese consumers are changing.

iphone 4 launch - Beijing Store

Despite being labelled a ‘developing country’ over 200,000 iPhone 4 devices were pre-ordered from Chinese telecommunications firm China Unicom and thousands were even prepared to queue outside for 2 days outside Apple’s Xidan Joy City store to get their hands on one.

iphone 4 - Apple store launch (Beijing)

This reaction highlights how disposable income among urban Chinese citizens has soared, and the fact that Apple have uncharacteristically decided to release the product so soon after its US launch demonstrates how the organisation has realised this and wants to make sure it profits as much as possible from the wealthy Chinese population.

Steve Job’s firm has even opened two more Apple Stores in the country (doubling the number in China previously to four) in order to meet the increasing demand from Chinese consumers.  Although ironically the demand for the new iPhone 4 in China is far exceeding the supply.

iphone 4 ChinaWith so much wealth flying around in the urban areas, it’s important to remember that there are still many, many Chinese citizens living in rural regions still struggling to get by each day. It would seem the gap between rich and poor is further increasing and one wonders what the Chinese Government can do help balance things out.

Nonetheless the success of Apple’s iPhone 4 launch will act as a bright beacon to Western firms looking to enter the Chinese market, and a battle between the rapidly growing domestic brands and their developed Western counterparts seems somewhat inevitable.

Yes, it’s yet another car commercial. I apologise for a lack of diversity in recent posts, hopefully I will get my hands on some advertising from other sectors soon.

BMW 5 Series Li (2010)

Nevertheless, BMW have just released a new advertisement promoting a special version of the BMW 5 Series Li for specifically for the Chinese Market. The main difference between this 5 series and those you will find in Europe and the USA is that it has an extra long wheelbase.

The ‘Li’ was launched on August 5th 2010 and prices range from 489,600RMB to 791,600RMB (£45,500 – £73,700). The tagline for the new model is 路有多远,只有心知道 (Lù yǒu duō yuǎn, zhǐyǒu xīn zhīdào) which in essence translates to ‘How long the road, only the heart knows‘. Here’s the ad:

Three print ads (as shown) below promoting the new model were also produced as part of ‘The Joy of BMW‘ campaign.

BMW 5 Series Li - Print Ad 1

BMW 5 Series Li - Print Ad 2

BMW 5 Series Li - Print Ad 3

Credit to: Leo Burnett (China)

Here is the recent TV ad promoting the new BMW X1 which launched in China last month:

The advertisement features the song ‘Lucky’ by Jason Mraz and is part of the 宝马之悦(Bǎomǎ zhī yuè) or in English the ‘Joy of BMW‘ campaign, which launched in April 2010 with these print ads:

Joy of BMW (China) - Poster 1

Joy of BMW (China) - Poster 2

The BMW X1 itself is actually rather special, as it is manufactured in China at BMW’s Shenyang Plant which produces vehicles solely for the Chinese market. The price of the car ranges from 358,000 RMB  to 522,500 RMB (£33,000 – £48,500) so certainly not cheap. What is more BMW are hoping to target the young so I would expect to see a few of these cruising around Shanghai’s city centre very soon.

Before I finish I’d like to mention that when the X1 launched at the 2010 Beijing Motorshow, BMW released new print ads (shown below) that pulled together themes of the car, man, heaven and nature. Quite beautiful wouldn’t you say?

Joy of BMW - Beijing Motorshow (Poster 1)

Joy of BMW - Beijing Motorshow (Poster 2)

Joy of BMW - Beijing Motorshow (Poster 3)

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