TU-TESL

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What is the most expensive thing in the 21st century? Talent! 14 years ago, Mr. GE's line in "there is no thief in the world" is now being vividly interpreted in all walks of life. It has become a common consensus among all enterprises that "talent" means "future". But talent grabbing is not only high cost, but also low loyalty. What better way? Cultivate talents and keep them! As a luxury car brand that has been working in Chinese market for 16 years, it has always attached great importance to the sustainable development strategy, which they believe is the "cornerstone" of the survival and development of enterprises. In BMW's sustainable development framework, "focus on talent training" has always occupied a place. On November 1, BMW education of sales & Service Talent (best project) Beijing training base opened in Changping Vocational School, Beijing. This is the first time that the best project has been implemented in the first tier cities since it was launched in 2006. Next year, the project will also be located in Shanghai and Shenzhen. BMW is the first luxury car manufacturer to carry out talent training in the form of school enterprise cooperation in China. In addition to Beijing Changping Vocational School, there are now as many as 16 schools cooperating with best project, covering 14 provinces and municipalities directly under the central government, with more than 7000 trainees trained, providing strong support for BMW's sales and after-sales service in the Chinese market. Gao Xiang, senior vice president of marketing of BMW Brilliance, said: "for BMW, China is not only the largest sales market in the world, but also the strategic market of global business and one of the largest production bases in the world. A large part of our success in China is due to the cultivation of local talents. We believe that high-level talents are one of the key factors for BMW's sustainable development. " When asked about the original intention of establishing the best project, Gao Xiang replied: "because when BMW first entered China, it was unable to recruit enough technicians directly from the market, and they were qualified to meet BMW standards. So in 2006, BMW set up a campus talent education program, and began to focus on training after-sales technical talents. " According to Gao Xiang, the biggest advantage of best project is to introduce the dual education mode successfully promoted by BMW in Germany to China. He himself is the beneficiary of dual education mode. In 1988, at the age of 16, Gao Xiang joined BMW as an apprentice mechanic. Today, he has worked in BMW for 31 years. The dual education mode is "classroom theoretical learning + in store practice of dealers". In Germany, it is considered very important to have special skills, with more than 20% of German enterprises offering dual education programs or skills training programs, said Gao. Therefore, dual education has become a priority for many high school graduates. Before that, the best project only covered the second and third tier cities in China. Now, it focuses on the first tier cities, mainly to meet the growing demand for talents from dealers in the first tier cities. Gao Xiang pointed out that as the company's business and products are becoming more and more complex, dealers' demand for talents is growing and further development is needed. "BMW's business in the field of new energy is constantly developing, and the first tier cities are currently the fastest-growing areas of new energy models, so this year, we prepared the best project in Beijing, and worked with the cooperation school to cultivate new energy talents." He preached in this way. In the past 13 years, the best project has trained excellent talents with mechanical and electrical, body and paint, after-sales service / parts skills. In terms of curriculum content, Beijing training base has added new energy and sales courses, including high-voltage technician training, and BMW PHEV & BMW I non-technical after-sales training, so as to better respond to the development trend of automobile industry. Up to now, BMW has 461 new energy authorized dealers in China, each of which has 2 new energy certified technicians. The ix3, BMW's first BMW car made in China, will be put into the market next year. After the launch of this car, dealers will need more talents with nev related maintenance skills to serve customers. The first nev best students will just graduate in 2020. As another important landing of BMW dual system education in China, BMW Brilliance signed 10 dual system vocational education cooperation agreements with 9 local colleges and universities in Shenyang in June 2019. "Dual education goes deep into Shenyang, mainly to serve factories," said Gao. Before, we paid more attention to the skills training of employees in terms of production employees. Now we focus on technology research and development, and hope to cultivate more talents in Shenyang. " In BMW's sustainable development strategy, talent training and corporate social responsibility constitute one of the three core sectors, and the best project just covers both. Gao stressed that the establishment of best project is due to the market demand for technology and talents, and talents are the most important and valuable assets for BMW. The first step is to select the right people, and the second step is to retain people. The best program provides young people with vocational and technical learning opportunities and subsequent employment platforms different from "college entrance examination". Through the best project, BMW brings the best and most cutting-edge professional skills and knowledge to Chinese young talents, so as to promote the sustainable development of Chinese society and talents. At the same time, the best project helps BMW dealers cultivate high-quality talents, and also provides employment opportunities and career platforms for outstanding graduates to fulfill corporate social responsibilities.