【Introduction: When it comes to luxury brands, many people will first think of the BBA camp represented by BMW, Audi and Mercedes-Benz, and some friends will think of second-tier luxury brands such as Volvo, Cadillac, and Lexus. In fact, in addition to The german, Japanese and American luxury brands, Korean brands that have been gradually ignored in recent years also have high-end brands, such as Hyundai's Jenisses. For four consecutive years, this Korean high-end brand has been selected as the best luxury brand by the J.D. Power New Car Quality Research Report and has also won the North American Wind Car of the Year Award. But for the vast majority of Chinese consumers, they are relatively unfamiliar with Geniseis. Could it be that Genisesy "doesn't work" in China? 】
Written| by Cai Jialun and editor | Hezi
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. So, how did Genissy get to where it is today in the domestic market?
Poor visibility and strong opponents
In fact, the first reason why Genisesy is not favored by Chinese consumers is that Geniseses' popularity in China is too general. You know, at present, the vast majority of the domestic luxury car market share is in German riders; second-tier luxury brands, in addition to Cadillac, Lexus, Volvo, Lincoln, etc., other in the Chinese market are generally not good, such as Jaguar and Land Rover, which are discounted at every turn, infiniti, DS, Acura and so on. And these "not very good" second-tier brands, take one out at random, the popularity is much higher than Genisais.
To put it bluntly, even the "old cannons" in these luxury markets are difficult to survive in the domestic market, let alone a newcomer to the Korean luxury brand. Not to mention that Jeniss has taken the medium and large luxury car/SUV market as the entry point as a starting point, consumers at this price point pay more attention to brand awareness, even if the Genisesis product strength is strong, it is impossible to take advantage of the BBA. To put it bluntly, instead of buying the Genise G70, G80 and GV80, it is better to buy models such as the Mercedes-Benz 5 Series, Audi A6L and BMW X5; after all, consumers have spent so much money to buy a car, they certainly don't want to buy a luxury brand model that no one else recognizes.
The construction of the sales channel system is weak, and the offline layout is poor
In addition to its poor brand awareness, there is another important reason why Genisesex does not sell well, that is, the construction of the sales channel system is weak, and the offline layout is far inferior to that of first-line and second-line luxury brands. Friends can recall, since the debut of Genisesy, have you ever seen a 4S store in your city? I believe that most of my friends have never seen the Jenises 4S store. It should be known that at present, the official store of Genisesaith is only opened in Shanghai and Chengdu.
In other words, even if some consumers are willing to buy Genisesy's model products, but without any effort, I am afraid that they will not even see the face of the real car. And with so few outlets, future vehicle maintenance and after-sales are also a thorny problem, so why should consumers spend money to find guilt? On the other hand, BBA stores, that are really all over the first and second-tier cities, even in many third- and fourth-tier cities, you can easily find BBA 4S stores, consumers will definitely be more inclined to BBA.
The direct-operated model has no advantages, and the price of BBA models has been lowered
In fact, Genisesy also knows that its distribution channel construction is poor, so it has adopted the same direct operation model as Tesla, the national unified price, the official price is the naked car price, there will be no terminal discount. At the same time, from the perspective of product performance, Genises' GV80, G80 and other models are indeed worthy of their own price of more than 300,000 yuan in terms of appearance, interior, configuration and workmanship.
However, in today's second-tier luxury brands are rolled in and fighting a price war, a Korean brand priced above 300,000 does not even have a little discount, can consumers get used to it? There was so much money to buy the BBA early to go.
At the same time, what is more embarrassing is that before Geniseys insisted on a price of more than 300,000 yuan, BBA's models have long been down to more than 200,000 or even more than 100,000 price ranges, such as BMW 1 Series, Audi Q2L and Mercedes-Benz A-Class models, the price is more affordable, completely disrupting The strategy of "misplaced competition" of Genissy. In such a context, it is also doomed to the dilemma that Genises is currently at the end of luxury brands, and it is likely to be ignored by consumers.
Comments
There is a saying that Genisaith is indeed making cars with heart, and its model product strength is not bad; but China's luxury car market has been so "involuted", in the face of BBA, Cadillac, Volvo and other traditional giants who have been deeply rooted in the Chinese market for a long time, as well as emerging forces such as Weilai and Ideal, the belated Geniseys really can be said to have no chance at all. For Genissy, it is really "the ideal is very full, the reality is very bone".
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