From the appearance of the Genisesis G80 on the streets of Chengdu, we noticed that The Genises began to deliver vehicles in advance at the end of October, and the first batch of G80s and GV80s were delivered to owners in the southwest region through the Chengdu Chenghua Genisais Center.
On December 10th, Denises' second Jeniss center in China was officially opened in Chengdu, from the on-site Jenises high-rise platform, KOLs in various fields to participate in the opening ceremony, Genisesaith attaches great importance to the country's second Jenises Center to further expand the service network in the southwest region, inviting KOLs to promote their new stores shows that Geniseses has mastered the "play" of the domestic market.
Judging from the official entry into the domestic market in April this year, Genises' actions are currently limited to Shanghai and Chengdu , two cities with stronger inclusiveness of multiculturalism, compared with Beijing as the base of luxury brand Mercedes-Benz, Guangzhou has Lexus loyal consumers, Chengdu's unique regional culture and attributes, more suitable for the development of emerging luxury brands.
As the first Jinice Center in China, Shanghai Jing'an Jinice Center provides similar 4S store services. In a comfortable and comfortable environment, consumers can enjoy customized car purchase consultation, vehicle maintenance and other after-sales services. For consumers of luxury brands, aside from the face and spiritual blessings of the brand aura, the service after the purchase of a car is more valued, especially for luxury brand consumers who buy a car for the first time.
Before purchasing a car, there is a "city showroom" located in taikoo Li and IFS, the "city showroom" of the top business district, The House of Geniseis, to highlight the luxurious lifestyle and attract consumers to enjoy the experience brought by the Genisesy brand in the space of cross-border design, fashion, art and culture. After the purchase of the car, there is a perfect after-sales system such as the Genisesy Center.
The opening of Chengdu Chenghua Jieni Saisi Center also indicates that Jini Saisi provides a perfect one-stop service system of luxury brands for car owners in Chengdu and Southwest China.
In fact, by first improving the needs of consumers in Shanghai and Chengdu (southwest) and then radiating the markets of other areas in China, Genisais has a good service experience and loyal consumer groups in the early stage, so that the brand embarks on the road of a virtuous circle.
The two after-sales services of Geniseses - "Genisesy Pick-up And Drop-off Service" and "Jenises Worry-free Service Plan" are still more attractive to consumers of luxury brands. These include scheduled test drives, door-to-door delivery, and pick-up and drop-off services for car owners with specific repairs; five-year or 100,000-kilometer warranty and free maintenance services, and unlimited mileage Chinese mainland all-weather roadside assistance services over five years.
Of course, Genises also has similar concerns with every new luxury brand: in such a market that pays special attention to the brand aura effect, even if the Genisesais Center in Shanghai and Chengdu is in full load operation, from the perspective of the future development of the brand, the most fundamental need for new models to supplement, and in the era of gradually younger domestic consumers, enough excellent products can still impress consumers who hold coins to buy, pre-sale has enough appeal to consumers, and will not worry about the low retention rate of used cars. After-sales also do not have to worry about service and experience.
So, how to let the brand value be recognized by consumers when they have not yet formed an impression of the brand? At present, Genicesee has launched three models in China - Genice G80, Genice GV80, GeniceSYTH G70, and also launched the first China exclusive Model Genisesis G70 Edition 1 Limited Edition Edition. Obviously, three car series is obviously not enough, and what Denissys currently needs is the main sales model that can make the brand go, and the flagship model that can support the brand value.
In addition to the Place where Korean businessmen and Korean capital gather in Qingdao, we rarely see the South Korean Consulate car EQ900 on the road, and the G90, the real flagship car of Jennisses, has not been introduced to the domestic market, perhaps because the previous generation of models "Jacobs" was introduced to the domestic market through imported hyundai channels, but because consumers are not willing to buy a luxury D-class sedan close to one million in a Hyundai 4S store, even if the brand is independent of "Genesis", it is too late. Jacobs has not been recognized by domestic consumers.
In 2015, Genises launched a new generation of models EQ900 (overseas version is G90) in the Korean market, combined with the independent operation of overseas market brands, the Genisesee G90 created by the new platform with excellent design and interior texture, is sought after by high-end consumer groups in the political and business community in South Korea, and in the North American market with higher brand tolerance, the monthly sales of genisesis G90 once exceeded the industry benchmark such as Mercedes-Benz S-Class.
In 2019, the previous generation of G90 also underwent an annual overhaul, adding the latest family design language of Genisesy, the inverted triangular middle net design is more recognizable, with a stronger aura in visual effects, the taillights have also added a penetrating design to strengthen consumers' impression of a Korean brand D-class car, while the long wheelbase version further deepens the label of "Korean Maybach" through a series of luxurious equipment.
It can be said that the G90 has completely stabilized the D-class car market overseas, and has the strength to compete with the Lexus LS car series, and from the perspective of the G90 after the 2019 redesign, the G90 appeared at the Shanghai Expo, genissay is intentional to let flagship luxury cars such as the G90 establish a brand image.
At the end of November this year, Geniseys released a new generation of G90, changing the stacking design idea of traditional Korean cars and creating a design language for high-end models with simpler thin strips. One-piece front cover without gaps, turn signals blend in with headlights, and a double-layer design runs through the entire fender. The long-wheelbase version of the model, whether it is the electroplated decoration of the B-pillar window frame or the shape of the 20-inch wheel hub, has a Maybach S-class taste.
From the interior point of view, if the previous generation of G90 still has a little modern brand atmosphere, then the new generation of models completely continue the orthodox German luxury elements. In contrast, the Audi A8L's "Horch Edition" specially supplied for the domestic market in front of the new generation of long-wheelbase G90 actually makes a traditional German luxury brand appear insincere.
This year, we have joined hands with Shanghai Fashion Week twice, interpreting the ultimate aesthetic pursuit with the help of a world-class fashion platform, and it can be seen that Genisesy is shaping the brand image of high-end luxury through various cross-border means. However, in my opinion, the introduction of a new generation of G90 in 2022 is more realistic than these marketing methods - so that domestic consumers can really see the top industrial strength of Korean luxury brands, and at the same time, it can also make waves in the domestic D-class car market.
On the other hand, for the Geniseys brand entry-level model G70, a standard wheelbase sports sedan, it is clear that it is facing a relatively niche market segment. And the GV70 unveiled at this year's Guangzhou Auto Show will be the future sales of the Genisesy brand in the Chinese market, leaving aside the G70 pure electric version unveiled for the sake of points, the GV70 and the Genice G70 share a longitudinal engine rear-drive platform, which has been well received by the media in overseas markets, and I believe that the GV70 equipped with the 2.0T power system will have a role in the entire sales after the introduction in 2022.
Driver's Summary:
The opening of Chenghua Jieni Saisi Center and Chengdu Taikoo Li Jini Saisi Home formed a pre-sales and after-sales closed loop, not to mention the luxurious decoration and the environment of full taste, I think the opening of Chenghua Jieni Saisi Center is to prepare for the two heavy models of Jinisaisi next year.
Many people may have doubts, as the flagship luxury sedan G90, only in Chengdu and Shanghai these two places have after-sales service points will be a problem. But in my opinion, in addition to Shanghai, only a typical city with inclusive and multicultural characteristics such as Chengdu is most suitable for "cultivating" new luxury brands such as Genisys and new flagship luxury cars such as G90, so that they can complete the initial "growth" - the Volkswagen Phaeton and later Lincoln Continent (Chengdu's world's largest sales volume) are the best precedents.
Written/Photographed by John 117