In China as an entrepreneur I built the import business of Morgan Motor Company cars. We used PR, social media, events, promotional items alongside appointing distributors.
We sought funding - and this deck shows the business we built, and shares insight into how others could build a brand in China.
British Motorsport Festival in China Oct 1 & 2nd in Beijing.
Morgan Car China Investment Memo
1. 摩根中国
Jim James金宝
Managing Director执行总经理
Morgan Cars (Beijing) Ltd 摩尔文摩根
汽车销售(北京)有限公司
April 2018 2018年4月
Morgan Cars China
摩根汽车中国
http://www.morgan-cars.com.cn
jim@morgan-cars.com.cn
+8613910731967
400-630-1870
2. Opportunity to build a British motoring lifestyle community in China using the
platform of classic British sports cars hand built by the Morgan Motor Company.
通过手工定制的英国老牌汽车品牌摩根介入和建设中国汽车文化平台和社区
Summary 摘要
• To invest in the Authorised General Distributorship of Morgan Motor Company
in China.
投资英国摩根汽车独家授权的中国总经销商
• Exclusive license to import classic British hand made sports cars until 2032
英国手工制造跑车的独家进口权,营业执照年限至2032年
• Diversified traditional and on-line sources of revenue
多元化的传统和网路摩根产品收入
The opportunity 商机
3. Experiences 体验Merchandise 商品Cars 汽车
Value Proposition 商业价值
pop up stores 商店
e-commerce 在线商务
m-commerce 移动商务
Flagship Stores 展
厅
MOG Club 俱乐部
British Motor Tours 英伦汽车旅行
Morgan Racing 摩根赛车
Hill Climbs 爬坡赛
Rally events 拉力赛
Owners 车主 Fans车迷 Community社区
Customer
客户
Offering
产品
Platform
平台
Trend
setters
Automobile
enthusiasts
Experience
seekers
Classic cars generate revenue from multiple audiences via diverse platforms
经典车通过多平台、不同群体获得收入
趋势制定者 汽车爱好者 生活探寻者
4. Founded 1909 建立于1909年
Privately owned by Morgan family and management
摩根家族和管理集团的股份私有企业
200 staff 员工200人
500 cars made per year每年产量500台
Cars hand made手工制作
http://www.morgan-motor.co.uk
5. The Range 产品范围
Aero 8 - 4.8L
Plus 8 - 4.8L Roadster - 3.7L
Roadster - 3.7L (4 seater)
Plus 4 - 2.0L (4 seater) Plus 4 - 2.0L
Plus 4 - Cosworth 2.0L
4/4 - 1.6L M3W - 2.0L
Classic Model Automatic 经典车型系列自动排挡- 2019
M3W homologation certification三轮国家认证目录 - 2016
EV3 (electric) 电动三轮车 - 2018
6. Business model 商业模式
• Cars built to order. 4-6 month delivery time. 生产定制交付周期:4-6月
• Cars pre-paid by customers 客户预付款
• Dear Margin 20% 经销商折扣20%
• Low stock inventories held 低库存
• On-line tools used to sell 网上销售工具
• Sales in accessories Margin 20% or above 销售摩根部件利率20%以上
• After sales revenue streams 售后收入
• Community Based Commerce 社区商业
8. MOG Club Events 摩根俱乐部活动
Time Trials
Member Gatherings
Objective: Build community of 250 owners and
50,000 followers by 2020.
目标:至2020年发展250名车主会员和5万会员
Revenue sources: 收入来源
• Annual Fees 年费
• Merchandise 商品
• Owner & Spectator Events 车主和观众活动
• Entrance fees 入场费
• Sponsorship 赞助费
• Connect with International Clubs 与其他国际俱乐部建立联系
MSCC UK has 5,000 members
MSCC英国车主俱乐部5000会员
Car Rallies
Classic Vehicle Union of China Rally attracts 40 cars
and 2,000,000 spectators over 10 days
CVUC老爷车拉力赛40台车20天200万观众
Morgan Club China
car badge
9. Future Mens Range
未来男士系列
e-commerce and m-commerce
电子商务和移动商务
Objective: ‘Toys for Boys and Gifts for
Men’ range of classic car themed goods.
目标:为男士礼品设计的经典车主题产品
Revenue sources: 收入来源
• on-line commerce 在线商城
• pop up stores 线下商店
• concessions 特许经营
10. 英国汽车旅游
Outbound Travel
Objective: Attract 1,000 clients in 2017
目标:至2017年吸引1,000人前往旅行
Revenue sources: 收入来源
• Package Tours 旅行套餐
• Car Rentals 车辆出租
• Commission on sales 销售佣金
• Car Sales 汽车销售
http://www.hellobritain.cn/zhuanti/morgan/
China Welcome programme aims to secure 650,000 Chinese visits a year to the
UK by 2020
“欢迎中国”项目计划至2020年,保证每年65万中国人前往英国旅行
*source - Visit Britain 信息来源 Visit Britain
185,062 Chinese visit UK (2014)* 24.24 nights ave. length of stay
2014年185,062中国人前往UK旅行,人均旅行时长24.24晚
11. Revenue sources: 收入来源
• Car sales 汽车销售
• Car leasing 汽车租赁
• Parts Upgrades 零件升级
• Ground logistics 物流服务
• Event management 活动管理
• Sponsorship 商业赞助
•2017: 6 Race weekends 2017年6个周末赛车比赛
•Technical service centrally managed 技术服务集中管理
•Arrive and drive package 驾驶套餐
•Driver‘s skills count 驾驶技术培训
Objective: Build Morgan Challenge Cup in 2017
目标:2017年建立摩根挑战者杯
Grid of 12 Morgan cars 16台摩根汽车比赛
Motor Racing in China 中国赛道
• 6 registered street circuits 6个注册街道赛道
• 6 permanent circuits 6个永久赛道
• 1 F1 circuit 1个F1赛道
18. 4 Point Outlet Strategy
三和集团
W China 西部地区
云南,,贵州 S四川, 重庆
Malvern Morgan Cars.
N. China
(Beijing)北京
Morgan China –eastern
Region
Morgan China –
southern Region
20. Legal Structure 法律结构
Malvern Morgan Cars Beijing (Ltd)
摩尔文摩根汽车销售(北京)公司
100% Subsidiary 100%附属于香港公司
Paid up Capital RMB1,910,000 注册资金191万元人
民币
Registered 06 Sept 2012 册于2012年9月6日
License to import vehicles - including
Morgan
Approved Morgan Importer to 2032
摩根汽车的进口权-有效期至2032年
21. 摩根中国
Jim James
Managing Director
Morgan Cars (Beijing) Ltd
August 2015
Morgan Cars China
摩根汽车中国
http://www.morgan-cars.com.cn
jim@morgan-cars.com.cn
+8613910731967
400-630-1870
Editor's Notes
2,000,000 witnesses and 40,000,000 audiences through the media report