Recently, Mercedes-Benz, Audi, BMW, lincoln in the new energy vehicle market have thrown heavy bombs, have turned to the new battlefield of electrification, luxury car market resurgence. However, the double day of ice and fire, in stark contrast to the head luxury brand, Acura has withdrawn from the Chinese market, Infiniti's sales have continued to decline, and Genissy is on the verge of elimination.
According to the number of new car compulsory insurance purchases, in the first quarter of this year, Jenniss sold 298 vehicles in China, an average of 100 vehicles per month. Its three products, GV80, G70 and G80, performed half a pound and eight two. Behind this almost untraceable sales figure, what happened to Genises?
A year ago, Jinisaisi announced its return to the Chinese market with great momentum, although many people were not optimistic at the time, but the pace of Jenisais did not stop, pushing new cars, building channels, building brands, and proceeding in an orderly manner. In July and October last year, Genises completed the launch of three new cars in just six months.
But after the listing of these products, the sales performance is surprising, although Genissy has emphasized at the beginning that its goal at this stage is not sales, more important than the number of brand building, service construction, but a few sales, but inevitably poured a few basins of cold water on it.
In fact, whether it is GV80, G70, or G80, the product force is not bad, the design has a very unique brand identity and temperament, the workmanship and configuration have also reached the level that luxury brands should have, and there is no sacrifice of control performance in order to lengthen the wheelbase, from the appearance to the listing, the evaluation of the product inside and outside the industry is not low, and a large part of the reason for the applause comes from the price positioning. Taking the G80 as an example, compared with the same level of medium and large luxury cars BMW 5 Series, Audi A6L, Mercedes-Benz E-Class, the starting price of the G80 is about 50,000 lower, lower than the Volvo S90, Jaguar XFL, Cadillac CT6 is also lower, it seems that a new brand should have the basic cultivation it has done.
However, it is worth noting that the terminal discount of medium and large luxury cars is not low, often tens of thousands, and Geniseith is completely imported, and adopts a direct operation model in China, which makes its terminal price relatively firm, and on the whole, its price has no advantage. The GV80 is also facing such a dilemma, especially after the listing of BMW Brilliance X5, the price advantage is no longer prominent.
Secondly, the slow progress of Channel Construction in Geniseis cannot match the market demand, and even if consumers want to buy, it is difficult to find a store to see. At present, Geniseis has built eight direct-operated stores in Shanghai, Chengdu, Nanjing, Hangzhou, Guangzhou and other places, and the coverage rate is very low, which greatly restricts product sales. It is understood that Genisesy plans to expand the nationwide service online store to more than 10 this year, but the progress is obviously still very slow.
In fact, for a new brand that has been launched for only one year, The products of Jenissex are very fast, but in the past year, the Chinese auto market has experienced the epidemic, lack of cores, and the price of raw materials has risen in the year, the consumer market is full of variables, and brands that have been deeply involved in the Chinese market for decades need to adjust themselves at all times to cope, and the foundation is inevitably shaking, not to mention the new brand Jeniss.
Facing the future, according to The Plan of Geniseys, it does not intend to abandon the Chinese market so quickly, and will vigorously introduce products, including electrified products. Although it is basically impossible to seize the market with the BBA, there is basically no possibility at present, but if the product positioning is more accurate, the products at all levels can open up a larger gap with the same level in terms of price, and the channel construction is also faster, and it is not impossible for Genissy to share a piece of the Chinese luxury car market, after all, the market segment is still in a stage of development that has risen sharply.
But there is also a big premise that Genissy should tell its own brand story well, so that Chinese users can pay for it step by step from recognition, from recognition to trust, and reverse the current passive situation. (Text|DanZig)