Tesla penetration: the layout of channels, products and charging piles is accelerated, and the design center will be localized.

About a month ago, when the first Tesla Center in Chongqing and the largest Tesla Center in Southwest China settled down, I really wanted to talk about the pace and speed of Tesla in China. But I haven't been able to calm down, connect the information before and after and sort it out. Until recently, I found that Tesla had another wave of new operations exposed, and I silently recalled it. A few words is also a little clue.

I was very surprised when the Tesla Center in Chongqing was completed. Why does Tesla, which usually appears in the center of the business circle, suddenly appear in the concentrated position of traditional 4S stores? Why has the southwest market, which has never been optimistic, suddenly had a big layout?

The so-called "not optimistic" is mainly aimed at areas with mature new energy development, such as North, Guangzhou and Shenzhen. Generally speaking, due to topography, policies, popularization of charging piles and other reasons, consumer acceptance in Southwest China is still not high and consumption level is relatively weak. Therefore, putting money into the channel layout in the west will make people feel that Tesla is crazy and Tesla is panicked.

"Crazy" and "panic" can have two meanings. First, have you tried Model? 3. The sweetness of the China market; Second, the rise of the new forces has brought a certain sense of tension. Of the two meanings, guess that the other person may think that the taste of "sweet" should be stronger, and "leek" is still very fragrant. The author thinks that "nervousness" may be serious.

Judging from the fame and fortune of its predecessor Volkswagen in China market, Tesla should be sooner rather than later. After all, it was not an era when information was relatively blocked and the domestic automobile industry did not start on a large scale, so it could be said to be a monopoly. For example, although Tesla models? 3 No Wuling Hong Guang MINI? EV is placed in the position of the opponent, but in terms of sales volume, it is indeed a positive bar.

Whatever the consideration, we also see that Tesla's accelerated action in China is in full swing.

Previously, a large number of employees were recruited in China to form a local team; In the same period, the layout of offline sales stores in second-and third-tier cities is also increasing. I think it's right. As a Tesla that has always adhered to the direct mode, the lineup of stores has expanded and no one can operate.

Compared with some stingy experience stores, Tesla Center can hold more exhibition cars, more experience areas and real rest areas, which is relatively grounded. China consumers need to adapt to the sudden direct selling mode, and the adjustment of the sales mode is a challenge to Tesla itself. Looking at the leopard in the tube, Tesla obviously compromised in the process of running in with each other.

Take Chongqing as an example. The first experience store in Chongqing is very small, and only two models can be put. You should know that there are three models on sale now, and there will be a fourth model next. If the car just put in the exhibition hall is not the car that users like, that is to say, users have to move to the garage or other places to experience it. Lazy people and beating around the bush are not suitable for China buyers.

In order to provide consumers with a better experience, the first Tesla Center in Chongqing has settled down. The spacious space and more comprehensive functional division have improved the previous problems to a certain extent, and the experience items are more abundant, which can fully talk with Tesla's ideas, far more intimate and comfortable than the experience store.

As for why we should compromise, we need to look at the location of the first Tesla center in Chongqing. It is said that not playing cards according to the routine is Tesla's usual means, but this time there are really traces to follow. We found that the center was built on the basis of the original traditional 4S store (originally owned by its own brand, now retired), which means it can meet the services of exhibition, experience, sales and after-sales, and even complete distribution in one stop (the center does not support distribution for the time being). This choice has a good advantage: the storefront has a foundation, the storefront is built quickly, the investment is small, and the geographical position is superior. It can be regarded as standing on the shoulders of the "predecessors", which is very helpful for speeding up the layout of Tesla channels and reducing the workload. Although the sales form is still different, the rhythm of service will inevitably adapt to each other.

Compare and see the new domestic forces, such as several giants of the same style, Wei Lai, Tucki, Ideals, etc. And learn more about the China market and Tesla's exploration road. The sinking of the channel has its own set of logic. Relatively speaking, the channel layout of the new forces is scattered and the coverage is wider. Weilai and Tucki already have certain advantages in quantity. They are faster and more disciplined than Tesla, and their ideals are a little late. However, judging from the sales of Li Yizhong, it should be a matter of time before they catch up.

Not only the channel layout, but also the product launch. At present, Weilai's main SUV has a car plan, and Tucki has also completed the two-car layout of SUV+ cars. Domestic Tesla is currently a model? 3 individual combat, sales tend to be stable, and market share is also being diluted by new forces. What about the upcoming domestic models? Y is very important for Tesla China. At present, the model? Y has been approved, which is very close to the delivery of 202 1. The user may have started the countdown.

For Tesla, products and channels go hand in hand, so as to hold a bigger "pure electricity" cake in the future China market. After all, China's major cities start from the policy aspect, and Chinese people's acceptance of new energy vehicles continues to ferment. So we think this is a card that Tesla has to play-comprehensively accelerate the expansion of product and channel layout.

Buying a house to buy a package and buying a new energy vehicle also requires service blessing, so the construction of Tesla charging piles should also keep up with the accelerated pace. According to foreign media, Tesla submitted a document to the Shanghai Municipal Government, hoping to build a new factory in Shanghai to produce charging piles, so as to increase Tesla's sales in China. It is reported that the factory will invest 42 million RMB and is scheduled to be completed in February 20021year. It mainly produces V3 super charging piles, with an annual output of 1 10,000 charging piles.

Perhaps Tesla didn't expect to ride the wind and waves in the blue ocean of China's new energy market at first. Obviously, Musk is not satisfied with testing the water for a long time. The current expansion is also a catch-up to the "homework" that once fell in second-and third-tier cities.

In addition to expansion, we also see a card-localization. What does localization mean? This is not just a run-in with consumers in China, but a "specialization" plan for consumers in China.

Franz, the chief designer of Tesla, said, "Our goal is to be able to do styling design and engineering design in China, and to launch models for the China market. We will work hard for this." Earlier, it was also reported that Tesla would set up a brand-new R&D center in Shanghai Superfactory to carry out R&D work around vehicle development, energy products and charging equipment, and comprehensively promote Tesla's localization strategy in China. Franz revealed that there will be some interesting designs on hand for local products in China, but it is not convenient to disclose them.

Generally speaking, Tesla still wants to keep a certain mystery and feels the last moment. It is not fun to be afraid of being seen through. So I got a specious answer from Flantz, "The design center is not necessarily in Shanghai, but it will be located in China". Generally speaking, we need some local designers to do it together, but we can continue to pay attention to attracting talents.

Although the voice of the Internet is declining one after another, as the first wholly-owned vehicle manufacturer in China, Tesla has fully enjoyed the dividend of China's opening to the outside world and has been at the forefront of consumers' attention. According to the information disclosed by the designer, I believe more products will be put into the China market. Driven by the energy transformation, Tesla's next action may not subvert anything, but it will undoubtedly affect the development of the whole new energy vehicle market in China.

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This article comes from car home, the author of the car manufacturer, and does not represent car home's position.