In recent years, we have found that many companies have played cross-border, such as Gree's Dong Mingzhu to build buses, Xiaomi Lei Jun's deep ploughing into the new energy field, and Wuliangye Group's acquisition of the automobile brand Kaiyi, etc., but basically some foreign fields have settled in the automobile market, while car brands have not cultivated many other fields, but Genice is an exception.
According to the latest news, the Korean restaurant opened by the Korean luxury brand Jinises in Shanghai last year, which entered the domestic automobile market last year, has recently officially opened, which is located on the 2nd floor of the North Block of Hong Kong Plaza, No. 282 Haizhong Road, Huangpu District, Shanghai, of which the first floor is the Jenises Automobile Showroom, and the use of Jenises' own logo as the building logo.
It is reported that the Korean restaurant opened by Genisesaith invited the well-known Korean chef Yoo Tae Hyuk as the head of cooking, and offers two sets of meals to choose from, each set price is 588 yuan / person, and according to the official, this will be one of the most authentic Korean banquets in China.
The drunken man's intention is not to drink, and The intention of Geniseis to open a restaurant is obvious.
Many people may see the move of Genisesy's restaurant as just a cross-border division of profits in other areas, but this is not the case.
From the perspective of the automotive field, if a luxury brand that has just entered China wants to gain a firm foothold in the automobile market with a determined pattern, it is not only the product itself, but the brand's cognition, influence and reputation, which is far more difficult than shaping the product.
For the simplest example, as a luxury brand Cadillac, Volvo, etc., their products are strong enough in their respective market segments, but the annual sales situation is not even as good as mercedes-Benz, BMW, Audi "zero", which is fundamentally the impact of audience.
Although Geniseys has just entered the Chinese auto market, it sees this problem very thoroughly, from the Geniseys G80 and GV80 have been listed for half a year, has not achieved too impressive results, but when you go to the field, you will find that even a car can not be sold, in the terminal will not use the means of price reduction to balance sales, which is also the key to its difference from Cadillac, Volvo.
The car can't be sold, so naturally you have to find a way.
The Jeniss Korean Restaurant is a marketing strategy that has poured into the public eye, which is a means of creating brand influence through the user's "just need", through a world-class chef to tease the taste buds of the consumer group, thus slowing down the popularity of the restaurant, and the first floor of the restaurant is arranged with all the models under the Genisesy brand, with relevant consultants, which is far smarter than those brands that only know how to reduce prices to seek sales.
Genises Korean restaurant 588 yuan / person, such a price in Shanghai is not high, but to know that this is not everyone can accept, just in line with the brand style of Genisesis, Genises' current product matrix guidance price is 250,000 yuan - 620,000 yuan, in the automotive market is also said to be high, said low is not low positioning, so this Korean restaurant attracts just the ability to consume the products in this price group.
Therefore, from a marketing point of view, the purpose of Jenisses to open a restaurant is obvious, that is, to drain products, and gradually build brand influence through the traffic of restaurants, inject related products into the way of user experience cooking journey, highlight the perfection and style of the brand, and maximize the growth and construction speed of a new luxury brand in the domestic market.
I have to say that this game is very novel, to style do not sell and let the owner experience the honor from it, compared to the strategy of reducing the price and quantity, this is the smart bar. I wonder what you think about this?