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Behind the "Share BMW": Benshan Media and Friends Song Xiaobao Bi Chang is a shareholder
The craze surrounding the sharing economy has caught the attention of celebrities, including stars investing in this trend. Recently, the news that Shenyang is getting shared BMWs has sparked significant interest, especially because some well-known figures, such as Song Xiaobao and Bi Chang, who are both disciples of Zhao Benshan, have been revealed to be shareholders in this venture.
On August 9, shared BMWs made their debut in Shenyang. According to visual reports, these cars will be available at airports, train stations, and major CBD shopping districts. Each BMW 1 Series sedan offers free parking at over 1,400 parking lots across Shenyang, with fuel costs covered by the platform. Users pay 1.5 yuan per kilometer, with a daily cap of 200 yuan.
Liaoning Hongyang, the operator of these shared vehicles, confirmed in an interview with Yu Xin News that Song Xiaobao has withdrawn from the project, and his shares are now held by his wife. The shared BMWs come equipped with advanced features like car Wi-Fi, fingerprint access, facial recognition, breathalyzers, and smart voice systems.
To use the service, users must scan a QR code on the car, download the company's app, upload their ID and driver's license, and pay a 999 yuan deposit. The initial batch of vehicles was supplied by Shenyang Express Tongbao Auto Sales Service Co., Ltd., and future plans include expanding the shared car service to cities like Beijing, Shijiazhuang, Tianjin, Guangdong, Xi’an, Chengdu, Hangzhou, Ningbo, Chongqing, and Harbin.
The involvement of celebrities like Song Xiaobao and Bi Chang, who are part of Zhao Benshan’s circle, has drawn significant public attention. Liaoning Hongyang Shared Car Leasing Co., Ltd. was founded on August 1, 2017, with an initial investment from Bi Chang, Song Baoli, and Yan Hongyang. A few days later, the company’s investors shifted to Promoting (Beijing) Technology Development Co., Ltd. (Promoting Yang).
The parent company of Liaoning Hongyang, Beijing Jinyang, was established earlier this year with a capital of 100 million yuan, also initially funded by Bi Chang, Yan Hongyang, and Song Baoli. On August 15, Promoting Yang's investors underwent another change, replacing Song Baoli with Wang Xue, who is reportedly Song Xiaobao's wife.
Insiders have mentioned that Song Baoli is connected to the comedic star Song Xiaobao, while Wang Xue is his wife. Yu Hongyang confirmed this information, stating that Song Baoli has stepped back, with his wife taking over. When asked about the reasons behind this shift, Hongyang remained silent.
Bi Chang, the wife of Yan Hongyang (who played Wang Xiaomeng in “Country Loveâ€), has also been seen supporting her husband’s business ventures. She even visited the scene during the launch of the shared BMWs in Shenyang.
However, shortly after the launch, the shared BMW initiative found itself embroiled in controversy. Reports emerged alleging reckless driving by users, though the company denied these claims. Founder Yu Hongyang addressed the issue on his verified Weibo account, asserting that the video in question didn’t involve company vehicles. He explained that the company monitors the performance of shared cars online, including fuel levels and braking patterns.
Despite these reassurances, some skeptics remain unconvinced, questioning whether such luxury cars can truly succeed in the sharing economy. One netizen pointed out that renting a BMW for weddings might cost less than the proposed daily cap of 200 yuan.
Adding to the controversy, BMW Brilliance released a statement denying any prior knowledge or cooperation regarding the shared car project. Sources close to BMW mentioned that these cars were bought directly from local dealerships in Liaoning Province, totaling around 20 units. They did not go through BMW’s official large customer channel.
BMW’s upcoming mobile travel service, ReachNow, is set to enter the Chinese market in the second half of the year, focusing on new energy vehicles. This move highlights BMW’s distinct approach compared to the current shared BMW initiative.
Another issue arises with the shared car app, which is currently only available on Android platforms and has limited download options. Media exposure has led to a surge in curious users attempting to register, but many have faced difficulties, receiving verification errors. The app itself has received criticism for its rough design and vague user registration agreement, which allows the company to update terms without prior notice.
Yu Hongyang explained that the company is still in trial mode, aiming to ensure safety before a full launch. The heavy investment required for this venture raises concerns about its sustainability. With each BMW 1 Series priced between 150,000 to 240,000 yuan, procuring 1,500 vehicles would require approximately 225 million yuan.
Moreover, the generous offering of free oil and parking has raised doubts among analysts. Besides financial pressures, there are concerns about the impact on BMW’s brand image. As a luxury brand, BMW values its premium positioning. This “low-cost leasing†model might dilute the brand's prestige and negatively affect third-party operations involving new models.
On social media, some BMW owners have placed notes on their windshields reading, “Don’t read it, this is not a shared BMW,†to distinguish themselves. Many BMW 1 Series buyers have expressed dissatisfaction, feeling embarrassed about driving their vehicles after they’re put into the sharing pool.
In conclusion, while the idea of shared luxury cars is intriguing, the practical challenges and potential backlash suggest that the business model requires careful consideration and refinement.