Great Wall Holdings’ Electronic Procurement System has recently launched a global tender to support Great Wall Motor’s Ultra-Luxury Car BG Brand User Engagement Project. The project aims to provide tailored events for ultra-luxury vehicle customers.
The tender requirements are stringent, with a focus on selecting suppliers with experience serving top-tier brands like Apple, Coca-Cola, and luxury car manufacturers such as Rolls-Royce and Mercedes-Benz. Bidders must have an independent creative design team led by a director with a proven track record in the industry. They must also possess a dedicated social media team capable of engaging key opinion consumers on platforms like Xiaohongshu, Douyin, and Bilibili. Additionally, suppliers must have in-house production facilities for event materials.
One key requirement is that bidders must have experience serving ultra-high-net-worth clients between 2019 and 2024. They are required to submit detailed case studies showcasing their work with luxury or ultra-luxury brands such as Louis Vuitton, Hermès, and Ferrari.
This tender is not the first time Great Wall Holdings has sought external partners for its ultra-luxury car BG. Previous tenders included a “brand strategy project” for the division, emphasizing the importance of expertise in luxury markets and understanding high-net-worth consumer preferences.
GWM Chairman Wei Jianjun has revealed the company’s commitment to advancing its high-end product development by purchasing flagship luxury vehicles like the Rolls-Royce Cullinan and Ferrari sports cars for testing and analysis.
The initiative by Great Wall Holdings signifies a strategic move to enhance its ultra-luxury brand engagement and cater to the discerning tastes of high-net-worth consumers. The project opens up opportunities for suppliers with a proven track record in the luxury market to collaborate with one of the leading players in the automotive industry.
