Buy a luxury brand. What are you buying?

    "We hope that under the guidance of the new brand's proposition of 'travel to the United States', by continuously introducing better products and services, we can brighten the beauty of Chinese consumers' lives and accompany them to create a new world in China." Beside Nicolas Monnot, DS's general manager in China, sits a champagne-gold DS9.

This is DS brand in China, "review the old to know the new", the launch of the second generation of products of the latest masterpiece, but also DS in China's first French luxury sedan.

    On August 6, DS launched its brand proposition in China at the fashion night of DS beauty at the creative show of Shanghai World Expo. This new brand proposition aims to strengthen and clarify the brand image of DS, so that Chinese consumers can more intuitively and clearly feel the gene and value of the brand.

    The chance of DS

    DS, a luxury car brand from Paris, is different from the bottom-up development model of Audi, BMW and Mercedes-benz in the past decades and hundreds of years. Since its birth, DS is not only a symbol of French design and luxury lifestyle, but also a symbol of French cars. Since its establishment, DS takes aesthetics as the brand source power, fully combines the high setting aesthetics from French luxury goods manufacturing industry and bold and innovative forward-looking technology, and creates a number of exciting individual works.

    The 1955 DS classic car represented a subversion of design, a technological innovation, and the embodiment of craftsmanship. But since DS decided to join the Chinese market in 2011, doubts have persisted about whether the brand, which has been out of production for half a century, could find its own place in China.

    Turning over the development track of China's automobile market over the past decade, we can see that opportunities and temptations brought by the booming market have made many automobile brands lose their ability to think independently. Including DS in recent years in the Chinese market collapse, let this shining brand tarnished. Therefore, abiding by the law of the market and keeping reverence for the market are rare in the current Chinese market.

    If you can't choose "big and whole", then you might as well choose "small and beautiful". Or, being far ahead in sales is one way to live, but being different can be another. Now, in the eighth year of DS brand's entry into the Chinese market, DS brand has learned from past experience, listened carefully to the voices of Chinese consumers, distributors and other social sectors, and will achieve long-term development in China through continuous innovation and reform.

    While Audi, BMW and Mercedes have swapped places in the luxury car market, Volvo and Cadillac have entrenched themselves in the second-tier mainstream, And Japanese luxury brands Lexus have courted, Acura and Infiniti are in a tailspin. DS has found its own development path in China, focusing on creating a niche and unique luxury car brand.

    Miss the first wave of rapid growth of THE DS, found that the luxury car market has a preliminary pattern. However, the market is always under the vicissitudes and the pattern and game that you sing and I come on stage. The demand for new products in the current market has become increasingly diversified. With the gradual enrichment of the luxury brand market, a variety of consumer demands have also begun to sprout, and distinctive and personalized needs have become the choice direction of new consumer groups.

    At present, young Consumers in China pay more attention to the quality of life and pursue things that have real meaning for them and are full of design beauty. They have more demand for beauty and higher demand for beauty. At the same time, they have the courage to express themselves and are willing to show their individuality. They don't care about being different on the surface, and they are more eager to seek unique self-expression.

    In recent years, the industry has been thinking: when you buy a luxury brand, what do you buy? A brand, a logo, a service, etc.? DS gives its own views, with bold imagination to achieve chic design, elegant interpretation of French luxury, with forward-looking technology to lead the human driving, giving users a unique driving experience.

    The true sense of quality is the essence of luxury.

    In China, for China

    The Chinese market has undergone great changes in recent years. In particular, the growth of luxury brands in the overall market in the first half of this year was driven more by the growth of SUVs and sedans. From the perspective of satisfying users' needs, DS hopes that such a product can bring Chinese consumers more choices.

    As the first model launched after the DS opened a new chapter in the development of DS in China, the DS 9, the latest masterpiece of the second generation of DS brand's French Luxury sedan, also presented its Asian debut at the event and opened pre-orders. The DS 9 has a cross-class body with a length of 4933mm and a wheelbase of 2895mm. It adopts the design and technology from the French luxury industry to create a personalized appearance and exquisite interior.

    At the same time, DS 9 will provide two types of models equipped with efficient and excellent 1.6T engine fuel version and plug-in hybrid version equipped with E-Tense power system, so as to bring new green travel options for consumers and meet their diversified travel needs. The birth of DS 9 will provide Chinese consumers with a unique legal system choice and experience of cross-class driving. It will also inject "elegant power" from Paris into China's luxury car market segment.

    At present, the new operation team of DS China in Shanghai is fully responsible for THE business of DS in China. Through new brand building, new product layout and new retail service mode, DS China is committed to providing Chinese consumers with brand, product and service experience with French inspiration, aesthetic design and high-end texture.

    Under the guidance of the new brand proposition of "Zhimei · Xingyuan", DS will successively launch a series of market activities to create a clear, consistent and unique brand image, and build emotional resonance with the new generation of consumers who pursue design beauty, advocate individual expression and pay attention to life quality.

    Although the current Chinese auto market is still a sunrise market, but there are many competitors, and luxury brands downward, joint venture brand upward from which the two pressure also makes DS feel heavy. In addition to providing more new cars, DS needs to do a lot of things, from the original business ideas, marketing, promotion, terminal and other aspects of transformation.

    's delight, the DS is changing, indications that it has been breaking the original jumping, this change may be at the expense of the decline in sales, but one can keep up with the market, keep up with the development of The Times system may be more important, the effect of this system in the current may be very weak, is a further development of security for the DS.

    The pattern has not finally taken shape. DS is committed to providing Chinese consumers with products and services featuring French inspiration, aesthetic design, high-end quality and exquisite experience, which is the core competitiveness of DS. The window has opened, but time is running out.