Chengdu Taigu Boshe Hotel

In the luxury car market in China, the traditional German brand BBA has dominated for too long. From the shrinking share of BBA last year, it can be seen that consumers urgently need a different "luxury".

At the beginning of the new year, various sales data of domestic passenger cars have been released one after another, among which the slight increase of 0.3% in luxury cars has aroused strong concern from the outside world. You know, during the epidemic in previous years, the luxury car market segment still maintained rapid growth.

It is worth noting that this small increase of 0.3% is accompanied by the shrinking of BBA. This means that with the promotion of consumption policy, the popularization of new energy vehicles and the improvement of consumers' awareness of products, the luxury car market has gradually become diversified after reaching the bottleneck. BBA's monopoly market has become a thing of the past, and the luxury car market also needs new blood to bring different choices to consumers.

For most consumers, Genese is a luxury car brand that has just entered the China market. What few people know is that its English meaning of "Genesis" is still the first volume of the Bible-Genesis.

Chaos begins to open and create the world. Predictably, at the beginning of the brand's birth, it had an unusual mission. Dzhanis just wanted to break the existing luxury car market pattern and open up a new era with the spirit of innovation and enterprising.

From the United States to Australia, from Canada to Europe, from Russia to the Middle East, Janice has made continuous progress in the global market, bringing new experiences about luxury goods to people of different languages, nationalities and cultures around the world. After accumulating numerous experiences, Dzhanis decided to enter China, the single market with the largest volume, the most complex demand and the fiercest competition in the world.

202 1 With the increasingly diversified consumer demand and the continuous wave of intelligence and electrification in China, Genese, a luxury brand with unique charm, began to tell his China story in this land.

Make every effort to take root in China.

Two years ago in the spring, a new Guinness World Record was being set by the Huangpu River. 328 1 UAV was launched at the same time in Shanghai Bund, offering a wonderful visual feast. As the founder of this year's most unmanned aerial vehicle exhibition, Janice sent a greeting to China consumers with a shocking gesture, "Hello, China".

This is a luxury brand with the goal of breaking the game, and its attitude and determination to the China market.

At that grand brand night event, Zhang Zaixun, global head of Jennisseth brand, made a statement in two sentences. The first sentence is "China is a pioneer leading the times", and the second sentence is "Interpreting the concept of a new generation of luxury goods for China consumers".

As for the future development prospects, as a young brand, Genese shows the sophistication and height of a mature automobile brand. In their view, the China market is very important, and China also needs Dzhanis.

Within a few months after entering the China market, Genese launched its medium and large luxury cars, Genese G80, medium and large luxury SUV GV80 and luxury sports car G70, and the product layout speed is rare in the industry. It can also be seen that Janice made full preparations behind the scenes in order to open the China market.

On the other hand, under the great wave of the global automotive industry's electrification transformation, Genese has demonstrated the great advantages of a young brand. At the end of last year, Janice released the vision of sustainable development, saying that from 2025, all new models will be pure electric vehicles; By 2030, achieve 100% zero emission; By 2035, the brand will achieve zero net carbon emissions.

For this reason, just over a year later, Dzhanis released three new pure electric vehicles in China, namely Dzhanis GV60, Dzhanis G80 and Dzhanis GV70. In other words, in less than two years, Janice has owned six product lines in China, even surpassing some luxury brands that have been rooted here for many years. ?

Being able to launch products so quickly is inseparable from Janice's powerful R&D resources and forward-looking system layout. It must be said that in China and even the global market, sustainable development has become an important strategy for Dzhanis to decide the present and lay out the future.

In addition to product strategy, Genese Seth's rapid layout in China is also reflected in channel construction. By the end of 2022, Janice had 65,438+04 offline stores in ten cities in China, including: Shanghai, Chengdu, Nanjing, Guangzhou, Hangzhou, Chongqing, Suzhou, Beijing, Wuhan and Changsha.

It is worth noting that, unlike the offline stores of ordinary luxury brands, the sense of luxury goods value displayed by Genese even reached the level of luxury goods.

Take Janice House, the first sales service outlet in China, as an example. Located in Hong Kong Plaza, with two floors, it covers an area of over 1, 300 square meters. It was designed by global construction company Suh Architects.

Here, every architectural space and experience details have been carefully designed, from material selection to Genese Seth's car display, so that consumers can feel the charming car of Genese Seth in Shanghai, and experience the brand's exclusive "dynamic and elegant" design concept and sincere and comprehensive hospitality.

It can be seen that Janice's positioning is not just an ordinary luxury. They have greater expectations for the future of the China market.

The future can be expected, shaping "different" luxury.

In the luxury car market in China, the traditional German brand BBA has dominated for too long. The shrinking share of BBA last year shows that consumers urgently need a different luxury.

Although traditional luxury brands still occupy the mainstream of the automobile industry, with the rise of young users, they are no longer blindly sought after, but also prefer unique and personalized automobile brands. Janice and other high-end brands with obvious characteristics are attracting more and more young people's attention and are expected to become a new trend.

Janice has her own unique understanding of the interpretation of luxury. Different from the rigor and solidity of the Germans, the introversion and reservation of the Japanese and the open cooperation of the Americans, Janice has a really unique taste. In appearance design, the combination of classical charm and modern technology makes the workmanship and material performance impeccable, giving people unique visual enjoyment.

Whether it is symbolic elements such as "parallel double-line design", "inspired wing" LED lights, "emblem of the brave" wide grille, or the brand's unique "beauty of leaving white space" interior design concept, Dzhanis's sensory experience for China consumers is unprecedented in the luxury car field, which refreshes the external cognition of luxury aesthetics and forms the brand's unique imprint in the domestic market.

In addition, in Janice's view, they are not just a car brand, and their luxury creation is not limited to the product itself. Janice also represents a unique lifestyle and experience.

He Ruisi, CEO of Dzhanis Automobile Sales (Shanghai) Co., Ltd. said, "Dzhanis not only designs products, but also creates a consumer experience. We are committed to making a positive impact on consumers' lives through Jenniseth's extraordinary experience. "

From the very beginning, Jennisseth joined hands with Shanghai Fashion Week and Fashion Designer Week in China to explore a new realm of luxury.

Then, Jennisseth restaurant was grandly opened, presenting culinary art with multiple imaginations, highlighting its in-depth exploration in the field of luxury lifestyle. Recently, we have joined forces with Swire Hotels Group's award-winning residential series, including Shanghai Yushe, Beijing Yushe and Chengdu Baise, aiming at creating a sustainable lifestyle and further enriching the car buying experience of Janice pure electric vehicle owners.

In the newly opened Seth House in Genese, Genese Seth displayed its attractive models in very fashionable buildings, which perfectly integrated the aesthetics of automobile industry and architectural design, allowing users to appreciate the artistic and cultural atmosphere of new Chinese style here.

In addition, as an extension of the brand lifestyle, Jennisseth Coffee on the second floor also provides handmade snacks and drinks with unique Korean charm, allowing users to enjoy Jenniseth's sincere and comprehensive hospitality and bring a more luxurious experience.

As they say, Jeniseth not only provides products for users, but also pays attention to creating a brand-new consumer experience, deeply integrating culture, art and fashion. Although Genese is an automobile brand, the value they give users far exceeds the simple buying and selling relationship between "consumers" and "automobile enterprises".

In order to establish a deep emotional connection with consumers, Janice launched the "Janice Partner Concept" for target customers, providing consumers with a one-on-one quality service experience from the first greeting. The exclusive Janice partner will provide warm service all the time, so that the diversified needs of every consumer can be met in the most comprehensive and convenient experience.

In addition, Janice also launched the brand and service highlights for pure electric vehicles, including Janice's free finance, Janice's free travel, Janice's worry-free service plan and Janice's free life. From car purchase to car use, from commuting to travel, intimate service will cover a variety of usage scenarios of pure electric vehicles.

Through the brand highlights throughout the product life cycle, including one-price commitment, two-type configuration strategy, free shuttle service and worry-free service plan, accompany consumers at different life stages. At the same time, Janice also provides flexible financial solutions to lower the threshold of car purchase and let more users feel this unique luxury enjoyment.

Compared with a large number of traditional luxury brands, consumers need new experiences, and Janice's idea is undoubtedly a new angle and attempt. While other enterprises are still talking about how to better "take users as the center", Janice has implemented this concept in all aspects of serving users.

Whether it is the new generation luxury concept brought to users in product experience or the all-round value embodiment of the brand, it shows the innovation and changes made by the brand-new Genese in the luxury car market in China.

Because of Dzhanis, consumers know that luxury goods can still be like this, and this cognitive change will inevitably be transmitted to the end market. The road is long, and the future is promising. I believe that with the deepening of Genese in China market, this brand will create more possibilities here.

This article comes from Businesscars, the author of Easy Car Number, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.