'Mercedes me Sanlitun' stuns the city's landmark

"Mercedes me Sanlitun" debuting over the weekend in Beijing shows Mercedes-Benz's wish to appeal to younger and new target groups. PHOTO PROVIDED TO CHINADAILY

Fine dining and boutique shopping aren't the first things normally come to mind when thinking of the premium German auto brand Mercedes-Benz. But with "Mercedes me Sanlitun", the automaker is offering a range of lifestyle experiences that go beyond the strictly automotive, from dining to shopping, to socializing in restaurants, café, bar and retail spaces.

Following Hamburg, Milan, Tokyo, Hong Kong and Munich, Beijing is now the sixth city to have a "Mercedes me space".

"Mercedes me Sanlitun" debuted over the weekend in the heart of the capital's Sanlitun, a vibrant neighborhood crowded with restaurants, bars and clubs that attracts people around the clock.

"With our largest 'Mercedes me store' in the world, we establish a new lifestyle hotspot in Sanlitun," said Ola Källenius, member of the board of management of Daimler AG, Mercedes-Benz Cars Marketing and Sales.

The opening event for "Mercedes me Sanlitun" took place on Saturday, in the runup to Auto China 2016, over more than 2,400 square meters on two floors.

"In this highly sophisticated and relaxed atmosphere, we hope to appeal more than ever to younger and new target groups for Mercedes-Benz," said Källenius.

Whether existing Mercedes-Benz customers or not, visitors can access the full scope of what the Mercedes-Benz brand has to offer. It aims to provide an immersive enjoyable brand experience for all visitors.

"'Mercedes me' is the best for you - it is quite literally all about you," said Nicholas Speeks, president and CEO of Beijing Mercedes-Benz Sales Service. "Within this world you can enjoy experiences that are entirely individual and personalized to not only what you need, but to what you desire."

"In this way, we are making the connection with the world of Mercedes-Benz even more accessible, transparent, attractive and convenient. Our 'Mercedes me Beijing' space was created in China, and for China," said Speeks. "Our signature restaurant Si Fang San Chuan is a statement which demonstrates not only our understanding but also willingness to reach out and connect with the Chinese culture and its people."

Chinese contemporary restaurant Si Fang San Chuan offers a taste of Southwest Chinese cuisine, with a menu that is a fusion of the cuisine of Sichuan, Yunnan and Guizhou.

The new space features a range of lifestyle experiences, such as socializing with restaurants, café, bar and retail spaces. PHOTO PROVIDED TO CHINADAILY

The restaurant focuses on healthy ingredients without additives, and modern cooking techniques that present the superior flavour of the food in the best possible manner.

Likewise, Mercedes me's dedication to local sourcing continues Me  Café and juice bar, which serves coffee from one of the few certified-organic bean growers in China's Yunnan province and caters to those looking to explore healthy international flavors with a Southeast Asian focus.

"'Mercedes me' not only integrates mobility services, but also lets the Mercedes-Benz brand communicate and interact with local consumers face-to-face with our 'Best Customer Experience'," said Li Hongpeng, senior executive vice-president, BMBS.

"In the future, we will consider incorporating additional elements into 'Mercedes me Sanlitun' to enhance the customer experience and allow more people to fully immerse themselves in Mercedes-Benz' innovative lifestyle," Li added.

Of course, visitors are able to experience the brand's automotive side as well. Visitors can enjoy both virtual and real world interactions that introduce the brand's products and features.

Digital touch tables, for example, allow them to configure the perfect Mercedes-Benz vehicle for them, and a team of product experts are on hand to deal with questions or arrange a test drive.

"Mercedes me Sanlitun" also features a world of fashion, art, and entertainment. Customers can keep up to date with the latest news and events not only from the world of Mercedes-Benz but also from the worlds of fashion and Formula One.

"Best Customer Experience" is an integral part of the automaker's strategy and its way of focusing its sales organization on the changing requirements of customers.

It is a flexible multi-channel approach that brings together a whole host of innovative sales formats and digital elements, which complement the services offered by traditional Mercedes-Benz dealerships.

In addition to the Mercedes me space, temporary pop-up formats, online stores, and new job profiles such as mobile sales staff connect with the lifestyles of customers and people interested in the brand.

In the end the new location is about serving both existing and new customers. "Customer loyalty is at our heart. We strive to exceed our guests' expectations, and give them an excellent impression of Mercedes me and ultimately Mercedes-Benz," Speeks said.