Scan the QR code with wechat < / P > < p > and share it with friends and circle of friends < / P > < p > Author: Tang Liuyang & nbsp& nbsp;& nbsp;& nbsp; Editor in charge: Tang Liuyang < / P > < p > < / P > < p > when other car companies followed Tesla's example of opening stores to sell cars in supermarkets, Tesla quietly changed the channel model and began to return to the 4S store model of traditional car companies < p > the first financial reporter learned exclusively that Tesla intends to reduce the number of supermarkets experience stores in first tier cities and build more outlets in the form of traditional 4S stores in the traditional automobile business district, so as to improve the ability of exhibition and after-sales service < p > "Tesla is now looking for venues near the traditional automobile business district. It has found many investors of traditional automobile dealers to negotiate and want to rent their venues and build outlets of 'front store and back factory'. The front showroom can be used for experience and sales, and the back venue is used for maintenance. " A person familiar with the matter said < p > it is worth noting that although the form is similar to the traditional automobile 4S store, Tesla still adopts the direct sales mode, that is, there is no intermediate agent link, and the new outlets are directly managed by Tesla. In addition, these outlets have no delivery function. Taking Shanghai as an example, vehicle delivery, finance, licensing and owner training are still concentrated in the delivery center of Waigaoqiao < p > the above people familiar with the matter said that Tesla intends to reduce the 19 experience stores in Shanghai to about 10, reducing the number of experience stores by about half. As for why not build more delivery centers, it is because centralized delivery can not only reduce costs, but also facilitate the management of service process and quality < p > Tesla is the pioneer of the direct marketing mode of automobile. The sales and after-sales service of traditional automobile companies are handed over to agents, providing integrated services including display, sales, delivery and after-sales in the form of 4S stores. Tesla will split the display, sales, delivery and after-sales functions, build experience stores, experience centers, delivery centers and after-sales centers in the city, and achieve greater user reach and sales scale through the high traffic of supermarkets < p > however, with the improvement of brand awareness and the expansion of sales volume, Tesla began to adjust its strategy < p > "there are several reasons. First, Tesla's brand is now well-known, and it no longer needs the high traffic of Shangchao to reach users. At the same time, it can also reduce costs. Supermarkets are too expensive. For example, the daily rent of supermarkets in Xujiahui area of Shanghai should reach more than 20 yuan / square meter, but the 4S store only needs a few yuan per square meter every day. Second, with the increase of sales volume, Tesla's after-sales service ability can't keep up, so more after-sales centers need to be built to maintain this system. Since the after-sales center is built, it is actually very convenient to put a few cars on the front site for display and sales. " According to the plan, Tesla plans to build 1 ~ 2 outlets similar to 4S stores in each district of Shanghai < p > it is worth mentioning that while Tesla is gradually reducing the experience stores of supermarkets, the smart electric vehicle brands created by the new forces of Chinese car making and other traditional car enterprises are still actively seizing the stores of supermarkets and actively choosing to "be neighbors" with the new forces of car making brands such as Tesla < p > this has also led to a rise in store rentals of some supermarkets. According to domestic media reports, Xiaopeng automobile is located in the flagship experience center of nearly 500 square meters in Sanlitun, Beijing, with an annual rent of about 10 million yuan. Weilai automobile is located in Wangfujing, Beijing. The annual rent of Weilai center with an exhibition hall area of 3000 square meters is as high as 70 ~ 80 million yuan < p > "originally, the venues of supermarkets were mainly rented to catering, clothing and other highly competitive industries, and the rent was not high. A large number of automobile companies came in with hot money, raising the rent of supermarkets." A person inside Tesla China told reporters < p > the person also said that Tesla sometimes chooses the wrong store address, but other brands still follow suit, and the price is still higher than Tesla. "I think they don't understand the internal logic of site selection, but follow the trend to imitate, and think Tesla is right." < p > "new retail is not equal to entering the supermarket. Opening a store in the supermarket is a phased performance. New brands lack brand precipitation and popularity. In terms of channel strategy, they choose to use stores to find people and build stores in places with large traffic. When the new brand is well-known, it will come out of the mall, return to the automobile business district, build a comprehensive service center, and complete the transformation from "store looking for people" to "people looking for stores". Tesla is doing this. " The marketing director of a new energy vehicle enterprise in China told reporters < p > < p > he believes that Tesla will adopt different strategies in different levels of markets across the country. For example, in the third and fourth tier cities that continue to sink, Tesla's first choice is still business supermarkets, which will be a dynamic process < p > at the same time, although many auto companies are competing to imitate the direct sales model, there are still many disputes in the industry. The marketing executive of a joint venture automobile enterprise told reporters that the advantages of the direct marketing model are high traffic, brand publicity effect and direct contact with users. The disadvantages are that there is no mature channel network to digest inventory, can not accurately estimate market sales, and the risk can not be shared. He believes that the channel model of automobile companies will have a "backflow" of 4S store model in a few years
2023-03-22 10:04:39