Recently, General Manager of Beijing Yan Bao Auto Service Co. Mo Guocai give a exclusive interview to Dai Xiaohua, reporter of Beijing Review and told the story of BMW and Beijing Yan Bao Auto Service Co.

Can you talk about the development process of Beijing Yan Bao Auto Service Co. in China?

Beijing Yan Bao Auto Service Co. was founded in 1997. It was the first authorized dealer of BMW and the general distributor in north China. In 2003, the company also became the authorized distributor of BMW Brilliance Automobile Co., a Chinese-German joint venture. In recent years, with the introduction of foreign advanced technology and management concepts, we have promoted many unique customer services. Now, the sale of automobiles of our company is booming. In 2007, the company sold about 5,000 cars, an increase of 49 percent compared with the corresponding period of 2006. The total sales value was about 280 million yuan ($40 million), an increase of 40 percent. We have set up many branch companies such as Beijing Yan De Bao, Beijing Chen De Bao, Yingkou Yan Bao and Dalian Yao Bao.

Can you talk about your management idea and method? It must be unique since you have made such outstanding achievements?

Since our company is BMW's authorized distributor, our major concern is how to help our customers get an ideal BMW car and be satisfied with it. So we proposed the idea of "cherishing BMW, Yan Bao takes the lead" with the purpose of making Yan Bao a close friend to the owners of BMW.

We offer personalized service according to the different requirements of our customers. For example, we drive the cars to the companies or houses of the customers with purchasing intention and let them take a test drive in their spare time after lunch. We offer the customers who have already bought the car free regular examinations and personalized modifications. What is particularly worth mentioning is that we can pick up the customers to and from Beijing International Airport free of charge. Any customer can enjoy this just by making a reservation in advance, and we will do comprehensive maintenance for our customers' cars after they leave Beijing. We are the only one among all the BMW distributors in Beijing that offers such services. Our services are in accordance not only with the standards of BMW, but also the practical needs of the customers. Any customer can enjoy the warm, sincere and professional service of Yan Bao 4S shops, and feel the glory and dignity of the brand BMW.

As for operations, we keep an eye on the latest information about the international auto sales industry, and keep pace with the international level in the operating methods, such as replacing second-hand cars with new ones and other updated exchanging methods. We began to set foot in this field as early as the end of 1990s. Now we have expanded the scope of the cars being replaced from BMW to other brands. This year, we plan to launch more fashionable promotion sales methods.

In addition, our company is the only distributor that has the permission to sell BMW products to foreign embassies and consulates. We employed some foreigners with the right backgrounds for this service. A diversified field of service is another feature of our company.

Can you talk about the management system and company culture of Beijing Yan Bao Auto Service Co.?

We have an excellent international management group. They come from many different countries and regions such as China, the Philippines, Australia, Canada and Lithuania. Many of them have an overseas study background, and we have a very solid foundation of professional knowledge and ability. We have fully absorbed from other countries advanced experiences in management, and finally formed our own management system, which is people-oriented, open-minded and efficient. We want all the staff in the company to show respect and consideration to each other. Only in this way can we offer a sincere service to our customers. I believe that there can be no happy customers without happy employees.

I've heard that your company attaches great importance to social responsibilities and development potential. Can you talk about this in detail?

We are very clear that if we want to maintain the development momentum of the company, only having the most advanced facilities, technology and services is not enough; we also should have enough reserve of outstanding talent as a guarantee. Starting from 2003, we started a cooperative training program with the Automotive Engineering Institute in Beijing Electronic Science and Technology Vocational College. In the beginning, we provided scholarships for the college. In 2006, we set up the Yan Bao BMW Automobile Skill Training Center and now select 30 graduates to study and practice in the center each year. The qualified students can stay and work for our company. This has not only provided some reserve talent for our company, but has also provided employment for college graduates.

In addition, we actively participate in public welfare activities, such as holding charity performances and protecting intangible cultural heritage. At the beginning of this year, our company donated 500,000 yuan ($71,500) for the southern areas of China that suffered from heavy snowstorms.

Can you talk about how it feels for you working in Beijing?

I was born in Hong Kong, and received higher education in both Hong Kong and the UK. I came to Beijing in 2003. In the past five years I feel that Beijing, as the capital of our country, is full of opportunities and challenges, and is a lot of fun. I am very glad to see that our country is becoming more and more prosperous. All my family enjoys the life here. Although Beijing needs to pay more attention to protecting the environment, and the civilized level of the citizens needs to be lifted, I believe that everything will get much better in the near future.