Genices living in TikTok

A year ago, Jeniss was back in the Chinese market with more than 3,200 drones on the Bund in Shanghai, spelling out "Hello, China" and returning to the Chinese market in a high profile. A year later, the exposure of the Hyundai auto independent high-end brand was trapped in short video platforms such as Douyin. In recent years, the growth rate of the domestic luxury car market has continued to be at a high level, and Jenisses also wants to share this market segment cake. However, returning to the Chinese market for a year, the average monthly sales of less than 100 vehicles are sluggish, making it a niche among the niche of luxury brands and a curious tool for earning traffic.

Low sales have become internet celebrities

The Genisesy logo, which was formed by 3281 drones, broke the Guinness World Record of "the most drones flying at the same time", and carried out in-depth cooperation with Shanghai Fashion Week... A year ago, Geniseys announced its return to the Chinese market in a big way. At that time, Zhang Zaixun, global head of the Genisesaith brand, said: "The fearless journey of Genisesy has officially set sail in China, and the Chinese market plays a vital role in the global development strategy of Genisesy. ”

Perhaps, Zhang Zaixun's "fearless journey" also includes rough shipping routes, but he did not expect that going out of the port was a storm. In the past year, Genissy's sales performance has not been satisfactory. According to the data of new car traffic insurance, the sales volume of Genisesy in China in the first quarter of this year was only 298 vehicles, and the sales of its three models on sale, GV80, G70 and G80, were 86, 42 and 170 respectively. Although, He Ruisi, CEO of Genises Auto Sales (Shanghai) Co., Ltd., once said: "At present, we do not purely pursue sales figures, because we have our own plans and ideas to present to everyone. However, the average monthly sales performance of less than 100 vehicles makes it difficult for Genises to gain a foothold in the domestic luxury car market."

Poor sales, in addition to Shanghai, Chengdu, Guangzhou, Hangzhou, Nanjing around the Genisaith center can see the test drive back and forth, the brand model on the road chance of encounter is not high, its highest appearance rate is in the short video platform. Taking the Douyin platform as an example, the Beijing Business Daily reporter searched for #Genisesy,Except for a few individual users who posted vehicle videos, most of them introduced the performance of the model for the platform anchors. "Does anyone know this brand?" "It's not Bentley, it's the Korean luxury brand Jeniss." This has become the opening statement of some anchors.

Previously, Genisesy had two experiences in China, entering the Chinese market in 2008 and 2014 respectively, but finally opted out due to sluggish sales. Yan Jinghui, a member of the expert committee of the China Automobile Dealers Association, said that the third time to return to the Chinese market, Genissy needs to prove its brand power as soon as possible while formulating plans, in order to get a share of the luxury car market, but at present, consumers obviously do not have a high awareness of the brand.

Channels are unevenly hot and cold

In fact, in addition to the sluggish sales volume, the channel layout of Genissy is also confusing in the industry.

It is understood that last year, the country's first Genisesais center settled in Shanghai. Subsequently, the Genisesi Center in Chengdu, Guangzhou, Hangzhou and Nanjing opened successively. Different from the traditional brand authorized dealer model of car companies, the Genises brand re-enters China to choose a new business model, based on direct operation, supplemented by online channels, consumers can place orders online first, and the Vehicles will be delivered offline by the Genisesais Center.

However, at present, Genises has only opened 8 Genises centers in China, and it is mainly in the southeast and southwest regions, and the northern region has not opened offline channels so far. The Beijing Business Daily reporter learned on the official website of Genisesy that offline channels in Beijing and Suzhou are being planned. In this regard, the relevant person in charge of Jinisaisi said that at present, Beijing Jinisaisi Center is still in the decoration stage, and it was originally planned to open in the first half of this year, but due to the impact of the epidemic and other factors, the specific time has not yet been determined.

The uneven offline channels have caused many consumers to worry about buying Genises models. An official customer service staff of Genises said: If the consumer does not have a store in the location, he can place an order on the official website, and the Genisesy Center in other cities transports the vehicle for the owner, and the consumer can also go to the city with the Genisesis Center to pick up the car. "In terms of after-sales service, if the owner's vehicle is not used in the Jenissal Center, the owner can contact the relevant personnel on the official App, and there will be corresponding after-sales personnel to help the owner solve the problem." She said. A Genises center staff told the Beijing Business Daily reporter, "If there is no store or after-sales service, when the owner needs maintenance and repair, we can also send relevant spare parts from the store to the owner, and the owner can find a regular after-sales agency for maintenance." ”

Industry insiders believe that The early concentration of Genises in the southern region may be the heat of luxury cars in the central and southern markets. However, the uneven distribution of channels has made many car owners who want to buy Geniseys have concerns about both pre-sales and after-sales, and further limit the growth of Jenises' sales in China.

In addition to the purchase and after-sales problems, the above-mentioned Genises Center staff said that although consumers can customize the three models sold in China, the current opening of the customization channel is only G80, the pick-up time is about 4 months, and now the order can be scheduled for about 6 months. G70, GV80 is not open for customization are for sale, but not all configurations can be purchased, the current G70 only has a luxury version of 249,800 yuan, as well as a flagship version of the model that has been selected, and the pick-up cycle is about one month.

Electrification finds a way out

As an international luxury car brand with a global layout, Genisais became an independent brand in 2015, and its global sales exceeded 500,000 units last year. In the past two years, the sales volume of the domestic luxury car market has continued to grow, but the current sales performance of Genisesy in China is difficult to compete with Brands such as Mercedes-Benz, BMW, Audi and even Volvo and Lexus.

According to the data, the sales of domestic luxury brand models in the first quarter of this year were 861,000 units. Mercedes-Benz sold 192,000 units, BMW sold 208,500 units, Volvo sold 36,000 units, and Lexus, which sold imports with Genissy, also sold more than 28,000 units.

At present, the sales volume of the domestic luxury car market continues to increase, but the differentiation of the two camps is also intensifying, among which the market concentration of first-line luxury brands represented by Mercedes-Benz continues to rise, and the competition between second-tier luxury brands such as Volvo has also become white-hot. In this context, the living space of weak brands in the luxury car market has been further squeezed, and some brands have restructured or withdrawn from the Chinese market. Last year, Infiniti was placed under the management of Dongfeng Nissan, and this year GAC Acura left the market, and the luxury car market dividend is being divided by strong brands. As a high-end brand, although it has entered China twice before, Deniss is still a new brand for Chinese consumers. Choi Dong-shu, secretary general of the Passenger Car Market Information Joint Association, believes that as a Korean high-end brand, Genisesay has won consumer attention in overseas markets, but the Chinese market competition is particularly fierce, and mainstream brands are competing for share.

However, in the transition period of new energy, Genises will also plan to focus on the future pure electric vehicle competition. According to the plan, in 2022, Genisesy will continue to introduce new products in China. At present, the model sold by the brand in China is fuel models, but its previous plan said that from 2025, all new models of Genises will become pure electric vehicle models or fuel cell models, and become a 100% zero-emission car brand in 2030. At that time, Genises will launch eight new pure electric models, and the global annual sales volume is expected to reach 400,000 units. Although the plan does not mention the Chinese market, at present, As a major electrified car country, Genises is bound to participate in the competition of China's electric vehicle market.

At last year's Shanghai International Auto Show, Genises was the world's first Pure Electric G80 model. However, in the eyes of the industry, now that domestic new energy vehicles are also entering the Red Sea market, luxury fuel vehicle competition is also fierce, whether it continues to introduce new products or transform electrification, in the brand has not been recognized by consumers, whether Genisaith can catch up is still unknown. Beijing Business Daily reporter Liu Yang liu xiaomeng