and the trunk. The dimensions of the axle, interior, rear door, and accessories are also changed, which will directly affect the vehicle handling and ride. Chinese car owners have their own aesthetics. The market is so big, and Germany must also cater to Chinese customers. LWB seriescompete directly with Audi A4 L, Mercedes Benz C- Class L. According to car sales data in the Chinese market. From 2016 to 2019, When BMW produced Long series for the Chinese market with BMW 5 series L and 3 series L, BMW car sales increased 234,500 cars, Audi increased 83.742 cars and Mercedes-Benz increased 268, 796 cars. Table 10. BMW, Audi, and Mercedes Benz Chinese market sales.YearBMWAudiMercedes - Benz201062,550204,06758,382201199,474257,52086,2652012150,816328,70098,4632013207,327411,730123,6002014278,195513,000139,5082015287,000509,998255,2702016310,000536,289326,6902017384,849549,117445,6872018465,044620,300513,1082019544,500620,001595,486Source[CITATION Carna \l1033 ][CITATIONCarna \l 1033 ][CITATIONCarna \l 1033 ][CITATION Carna \l 1033 ]
BMW MARKETING PLAN IN THE CHINESE MARKET 22BMW Long series like LWB 3 series, LWB X series will be produced by BMW Brilliance Auto to distribute for the Chinese market and it will increase market share and revenuefor the company. PlaceDistribution mention marketing action and delivery of products to consumers. The distribution also used to describe the extent of market coverage for a given product. In Marketingmix 4Ps, It is represented by place or placement [CITATION Ame17 \l 1033 ].In the Chinese market, the company used zero one level with BMW China company to sell products, BMW China also built a dealer network to sell products to the customer. Besides, BMW has a joint venture with Brilliance is BMW Brilliance company, it produces cars and distributes cars in the domestic market and export products worldwide. BMW distribution channel is shown below.
BMW MARKETING PLAN IN THE CHINESE MARKET 23Customers can buy BMW products directly from websites or find dealers to buy BMW products on the BMW China website [ CITATION BMW20 \l 1033 ]. Besides, Customers can buy BMW products from the BMW Brilliance distribution channel and BMW brilliance dealer network. During the probation period, BMW began to constantly search for Chinese partners. BMW established a four-in-one BMW store. It extends the brand, culture, and value of BMW. At the same time, BMW also regards the development of the dealer network as the focus of its work. To better meet the growing and diversified customer needs, BMW has rapidly developed authorized dealers around the country to expand its national sales and service network. The establishment of new outlets in the economically developed eastern and southern second- and third-tier cities have opened new areas whereservice facilities have not been established in the past, forming intensive mesh coverage in China. The average number of service outlets per thousand vehicles has outperformed that of major competitors. In the Chinese market, Audi also has a joint venture with FAW-Volkswagen Automotive, Mercedes-Benz has a joint venture with BAIC Motor and SAIC Motor. However,the Owner rate of BMW with Brilliance is 50 -50 and BMW has a plan to increase this rate to 75 - 25. Audi owner rate in FAW-Volkswagen Automotive is 60-30-10 (Audi 10%, Volkswagen 30%). Therefore, When Audi wants to make a new joint venture with a new partner, old dealers disputed with Audi to cancel the new joint venture and it makes Audi cars sale decline.