IAUTO
Speed Depth Attitude
Introduction |
2022/01/16
Being dissuaded by the market is not terrible. When it slowly fades out of people's sight, but no one remembers, it is the most terrible.
Reporter 丨 Cao Jiadong
Responsible editor 丨 Cao Jiadong
Editor 丨Zhu Jinbin
When a brand new brand, after nearly a year of communication, began to be forgotten by everyone. Do you feel it, and there is a future? When all the insiders who applauded for it, after a short intracranial orgasm, still adhered to the selection mechanism of "you buy me recommended, I buy I don't buy", you will still feel that it can gain a foothold in the Chinese auto market?
Geniseith, exactly. If Genissy was so sworn when it officially announced its entry into China in April last year, how worried it is today. Watching the share of China's luxury car market increase day by day, BBA even has delivery difficulties in the terminal market, Genises' depression can be imagined.
I always think that China's car market is big enough to accept every car brand with its own attributes. This is especially true of the luxury car market, which has always been good. With the decline in the age group of China's main consumers, for the arrival of new brands, can we also invest more freshness, and give more tolerance and support. Judging from the current situation, Genissy is still too simple.
In just a few years, the Chinese auto market can make Alpha Romeo go high and low, and can force a number of luxury brands such as Jaguar, Infiniti, Acura and so on to be trapped in the trap, how can it not turn the "ambition" of Genisese into nothing?
The reality of being punched in the face
On November 5, 2019, at the China International Import Expo, Genises, a Korean luxury car brand that was once forgotten by the Chinese market, chose to appear in China again. The emergence of the luxury SUV concept car GV80, the pure electric concept car Mint and the luxury flagship sedan G90 is also telling the outside world that Genises' journey will stop there.
In 2021, since the announcement of the brand landing in China in April, to the establishment of the Genisesy Center and the Jenniss Home in Shanghai and Chengdu, and even the three models of GV80, G80 and G70 have been listed one after another, no one has expected that The Genises will dare to officially enter the eyes of Chinese consumers with such a laid-out posture.
"We have strong confidence in the future of the Chinese market, and we hope to lay a solid foundation." It can be seen from the mouth of Markus Henne, CEO of Genises (China), that Geniseses' Chinese dream is not just talk.
Unfortunately, with the end of 2021, Genissy has nothing but to add sadness. No matter how much He Ruisi emphasizes, the global epidemic and the "core shortage" crisis have brought much resistance to the delivery of Genisesy. When the terminal market no longer has the voice of this brand, the wind direction of public opinion is no longer steering to it, its fate is not doomed, but if it wants to turn red, it is easy to talk about.
According to the available data, in the six months since the brand entered China, the total sales volume of Genisais has been less than 100 vehicles. Even if there is a deviation, the monthly sales performance of a single store is extremely ugly.
Of course, due to the narrow channels and the objective factors of only two stores in Shanghai and Chengdu, it is almost impossible for Geniseis to win the respect of the market in the short term. But my view is that there is no sign of a luxury brand growing up in Jenisses. And this will be magnified in the days that follow.
In other words, for Genises, the cruel competitive pressure of the luxury car market is only one aspect, and the outside world wants to see whether As a luxury brand that is extremely successful in the North American market, Can Geniseis really get consumer recognition after entering the Chinese car market, so that young Chinese users can understand its brand philosophy.
He Ruisi has said that Genisaith is not a Korean brand, but a global light luxury brand based on the world. From the in-depth cooperation with the 2021 Autumn/Winter Shanghai Fashion Week, we can also see the determination of Genisai's ideas to integrate into the Chinese market as soon as possible. However, once the end market can not give a matching response, then sorry, you are not far from "cool".
It is undeniable that since the official listing of its G80, G70 and GV80, car critics and Internet celebrities have praised it on major online platforms without exception. From the appearance, the material, to the control, the power, almost exaggerated. Looking at it now, the only freshness of Genisesy is not as good as Sharon, Avita, and even those so-called new forces that do not know.
For short-lived brands, the Chinese Internet has no memory. Denises has no future, and it is by no means alarmist. Because calm down, you will find that at this price point, from traditional luxury brands to mainstream joint venture brands, and expanding to new car-making forces such as "Wei Xiaoli", it is enough to free up any space that can compete with it.
Not to mention the import identity and brand tone of TheGeniss, how much will be added to it, just to the Korean blood and weak channel ability that cannot be changed in the bones, and it will be very tricky to go out of the circle at this time.
The future is unclear
On December 20, 2021, Jenissee unveiled the restaurant section at the "Jenises House" in Hong Kong Plaza, Shanghai, seemingly adding to the luxury lifestyle that Jenises wanted to create.
And all this is also very consistent with What He Ruisi said, "For us, sales are not the most important, we are currently focusing on brand building". That is to say, from the very beginning, in order to avoid the BBA's sharp edge, Genissy has positioned itself as a luxury brand centered on the individual, and it has been implementing this since then.
But can these moves stand up to scrutiny? Genissy says it is a global brand. In all the publicity, the relationship with modern cars is hardly mentioned. However, the reality is that the newly opened high-end restaurant is a high-end Korean banquet directly based on the gimmick of the well-known Korean chef Yoo Tae-hyuk.
Indeed, if a luxury brand wants consumers to perceive it, it must have its own relatively clear identity label and national identity. Infiniti, Acura, etc., which were also born in the United States, will still be considered Japanese cars, and The Genesis is naturally no exception.
So, here, it's not that Korean ancestry can't give it some advantages. However, compared with other car series, Korean cars have always attached importance to the development path of cost performance, and have long let their image be solidified in the field of low-end cars. Since Geniseith will import Korean culture into its brand promotion from time to time, it is inevitable that it will be implicated in the dross left by Korean cars.
Again, from the perspective of the product itself, even if there is no excessive micro-words for the three models on sale, G80, G70 and GV80. But to say that compared with cadillac and Lincoln at the same price, where the advantage is, it is really not easy to find. To put it bluntly, if consumers really pay for it, they can't think of a reason to convince themselves, putting aside the restrictions of channels.
Pulling the line of sight back to the Guangzhou Auto Show at the end of November last year, Genises continued the previous speed of new car launch, and the GV70 pure electric version was launched worldwide. This behavior is also a response to China's current increasing electrification. However, compared with the Cadillac LYRIQ or audi Q4/Q5 e-tron, the obvious disadvantages of the product side are enough to make people's attention to Genisesys drop to the freezing point again.
To be fair, at the beginning of the brand's entry into China, I believe that with the psychology of curiosity, the heat of Genisese was there. After all, in the years since the luxury car market began to revolve around BBA+L, it has been too long since I saw the next new brand.
We often firmly believe that China has a 20 million-vehicle consumer market, and it is not impossible to give those luxury brands that have a slight personality a little space. And in the past year, In the eyes of many people, Genissy has indeed had a bit of the meaning of Being a fan of Alpha Romeo. But Korean cars are not doing well in China, and it is also obvious to all.
Before writing this article, I was advised not to waste time on brands that don't have a topic. I remember the last time, the same words were still used on the polar star. Perhaps Denis will not be sentenced to death by the market anytime soon. Unfortunately, when it begins to be slowly forgotten by everyone, and even can not arouse the industry's desire to report on it, let me ask, where is its future?
Really, Genises is not very familiar with China.
| Cao Jiadong |
Gasoline running in the blood,
Only fast is not broken!