International Luxury Car Brand Zenith Landing In China: Defining A New Realm Of Luxury

On April 2, deniseth, an international luxury car brand, held a brand night on the North Bund of Shanghai, announcing its official landing in China.

Born in November 2015, zenith, headquartered in South Korea, has entered the overseas markets of the United States, Canada, Australia, Russia, the Middle East and other overseas markets although it has been established for less than six years. It has performed well in many market segments and is highly praised. Zenith brand and its models have been awarded many awards by the third-party industry authorities such as North America's wind and cloud vehicle award, American consumer report and J.D.Power.

"The fearless journey of zenith has officially set sail in China. The Chinese market plays an important role in the global development strategy of zenith. We are very excited to be able to interpret a new generation of luxury concept for Chinese consumers, because China is the pioneer of the times. ". Zhang Zaixun, global head of zenith brand, said.

In recent years, China's luxury car market is in the stage of rapid growth, and there is a large space for growth in the future, but the market competition is also extremely fierce. Young deniseth, can it break through the encirclement in the Chinese market?

It is understood that when entering the Chinese market, zenith will first bring two models of zenith g80 and zenith gv80. At the same time, in order to quickly open up the situation in China's luxury car market, zenith hopes to create a good brand image to connect with the target audience.

"Zenith's goal is to establish a sincere and long-term relationship with Chinese consumers. Therefore, in the initial stage of China's development, our brand will mainly focus on its own brand building, so that more Chinese consumers can understand the brand of zenith. We will also invest a lot of energy and resources to present more highlights and surprises for Chinese consumers in succession. " Markus Henne, chief executive of zenith auto sales (Shanghai) Co., Ltd., said.

Three key words explain brand proposition

There are more than ten high-end automobile brands in the Chinese market. Now entering the Chinese luxury car market, zenith knows that it is necessary to quickly let Chinese consumers understand the difference of this brand-new brand. Only in this way can we accurately reach more target audiences.

He Ruisi frankly said that the primary task of zenith in China's market development is to build momentum for the brand, convey the concept and voice of the brand, and create a good brand image and value.

Compared with other luxury brands, what's unique about zenith? On the night of brand, he Ruisi emphasizes three key words of brand image: fearless, enterprising and Hanyun.

"Fearlessness is a kind of bold and fearless attitude; enterprising, regardless of the way of doing things or the way of thinking, maintains an innovative attitude and spirit, which will be reflected in our products and in our brand spirit. Han Yun, is the pursuit of the ultimate beauty, full of confidence, but also maintain a modest attitude He said.

At the same time, zenith is eager to provide consumers with an extraordinary new experience for each journey. In this process, zenith is not only a car brand, but also represents a unique lifestyle and experience.

The large and medium-sized luxury car zenith g80 and the first SUV jenisses gv80 jointly demonstrate the brand's exclusive "dynamic elegance" design concept, and the iconic "parallel double glow" double line design elements are fully reflected in the two models.

"This concept combines the seemingly contradictory movement and elegance to form a balance of beauty. The double line design elements of "parallel double glow" are reflected in many design details. For example, you will see the inspiration wing of the front face of the car, and the LED double line lamp has the elements of double line design. Once you see the two-line design, you think of the zenith brand. " He said.

Deniseth refers to its target audience as the "geneticses generation".

"We feel that this generation should be confident, which coincides with the confidence attitude of our brand. At the same time, they are fearless, dare to break the rules, they use a bold attitude to look at life. For their lifestyle, they not only have a delicate pursuit of fashion and aesthetics, but also have a unique appreciation of design. " He said.

It is understood that zenith will establish a unique zenith extraordinary experience, which is reflected in the product and brand design concept. At the same time, it is also reflected in the sincere and long-term relationship between zenith and consumers.

In order to highlight this point, zenith released a brand proposition with "you, a new realm" as the core. Zenith hopes to create every consumer contact point carefully, inject confidence into users, empower users with a new starting point, and open a new realm of breaking through boundaries and fearless enterprise.

Business model innovation opens a new experience

In order to provide better user experience for Chinese consumers, zenith will create a new business model for China. Based on direct marketing, supported by reliable partners and online channels, zenith will build a multi-channel and all-round experience and gradually expand the Chinese market.

The main reason for adopting the direct marketing mode in the Chinese market is that, as a very young brand, zenith hopes that Chinese consumers can really understand and understand the connotation of zenith brand. At the same time, to establish a good reputation.

"In this process, we don't seek speed, and we don't necessarily expand our business scope. We hope to deliver a complete and accessible zenith extraordinary experience to consumers in this process. In this process, it is very important for us to establish a sincere and long-term relationship with consumers. " He said.

It is understood that China's first zenith house will be located in the center of Shanghai this month, presenting a full range of "zenith extraordinary experience". Deniseth calls it an oasis of luxury lifestyle. In the home of zenith, you can not only experience the products, but also feel all kinds of art, culture and service concept of zenith.

Not only that, the original "zenith partner concept" will also be implemented in China, so that every consumer interested in zenith can enjoy a one-to-one high-quality service experience.

In addition, based on the transparent pricing model of "zenith one price commitment", all sales channels of zenith will have a unified price.

From the transmission of brand value and the creation of a new business model, it can be seen that after entering the Chinese market, zenith's development focus will be on brand building, rather than blindly pursuing sales. With the brand gradually rooted in the hearts of the people, brand value gains more resonance, zenith will also be favored by more Chinese consumers. The two complement each other to help it grow in China's luxury car market.

"Many brands have a very long historical heritage, but sometimes too long a historical heritage is not necessarily perfect. For a young brand, we are like "a piece of white paper", with unlimited possibilities. " He Ruisi finally said.

Zenith has great expectations for the Chinese market. And whether it can gain a firm foothold in the Chinese market is also the key to the further success of this young luxury brand in the world. In the future, what is the possibility of zenith in the Chinese market and whether it can stand out the encirclement? It's worth looking forward to.

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