· Is Tesla's potential users more stupid?
Born in South Africa, Maske studied in North America and has a rich father and supermodel mother. He is a continuous entrepreneur, and PayPal, Space X, Solar City, and Tesla are his masterpieces.
In March 2013, Musk contacted Google CEO Larry Page to recommend the acquisition of Tesla. However, this transaction was not successful. It is also the failure of this transaction that prompted Musk to once again embark on the peak of his life.
At the end of 2013, Musk led Tesla into China.
In December 2013, Tesla's first exhibition hall in China, the Beijing Fangcao Experience Center, opened, which meant that Tesla entered the Chinese curtain.
In April 2014, Tesla delivered the vehicle to the first batch of users such as Wang Dongfeng, Chairman and CEO of Yunyou Holdings, Yu Yongfu, Chairman and CEO of UC Excellence, and Zhang Han, the famous CCTV producer.
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As of now, Tesla has been in China for more than two years. For technology products, n times of upgrade iterations can be completed in two years; for a car, two years is far from being settled, and it is not a replacement; for Tesla, a technology + car, it takes two years to happen. What changes?
Tesla China’s top executives have confirmed that Tesla’s potential buyers are mostly investment industry and elites in the IT industry. What these users want is not just to buy a good enough electric car, but more to hope that Tesla will create a personal image that is environmentally friendly and keen to experience the latest technology products.
Nowadays, Tesla's potential users are also elites in all walks of life, paying attention to environmental protection or stupid money?
Through research, it can be found that there are mainly three types of people who pay attention to Tesla in the Chinese market, namely, browsing users, attention users, and intention users. Both "attention users" and "intentional users" are likely to be converted into final purchase users, that is, potential users, which determine the future of Tesla. What kind of group is Tesla's potential users?
Concerned users: prefer IT digital focus on enjoyment like new things
“Attention-oriented users†are mainly young people, and more than half of them are young people aged 25-34.
Commonly used PC browsers are more dispersed, 360 security browsers and IE are the first; mobile browsers are mainly Android browsers.
The online shopping consumption level is at a medium-high level, and 83.4% is above the average level.
The online shopping category is wide-ranging, focusing on health, loving life, and playing with it.
Prefer to browse video and IT digital media information, pay attention to enjoyment and new things.
Love sports, the top five brands include Adidas, Nike, Li Ning three sports brands, and are willing to pay for technology.
Intentional users: 1/3 of middle-aged people have a sense of family responsibility
“Intention-oriented users†are mainly young people, more than half of them are young people aged 25-34; middle-aged people aged 35-49 with certain economic strength account for 31.6%.
Online media browsing for such users focuses on family-related information such as education and maternal and child care, as well as financial information. They have a clear sense of excellence and a sense of family responsibility.
The preference for clothing accessories, maternity products, shoes and other daily necessities has subverted the inherent image of the people who opened Tesla in the eyes of the public.
Brand preferences are more dispersed, focusing on mobile communication brands, love sports, and care about air quality.
Potential User Tags: Like Changxin Young and Vibrant
1. Higher income
2, younger, more energetic
3. Emphasis on shaping the concept of environmental protection, accepting new ideas, and being brave in adopting.
Tesla China Dilemma
Tesla has a high-end positioning and a strong sense of technology.
At this stage, pure electric vehicles are still a regional and niche product. Tesla can capture the hearts of some people from the high-end market.
From the analysis of potential users of Tesla, this group belongs to the middle class. It is young and energetic, has high income, has certain economic strength, and subverts the high-end image of Tesla owners in the eyes of the public.
With the gradual saturation of Tesla in the high-end crowd and the gradual decline in brand value added, the recognition of Tesla's comprehensive performance by potential users formed by middle-class families determines the future of Tesla in China.
Although Tesla's price in China is only a matter of adding some tariffs to the United States, it is considered to be kind, but after all, 700,000 or even a million cars are still slightly high for potential middle-class users. And at a price to buy a better car, such as Audi A6L, BMW 5 Series, Mercedes-Benz E-class top, giving users not only the brand's cross-century history, but also a lot of technology configuration and luxury decoration, special The Sla Model S is obviously not as good. The analysis believes that Tesla's sales in China are far less than expected, mainly due to high prices.
At the beginning of Tesla's entry into China, she never thought that in China, not only was sales bleak, but also caused by problems such as charging, the market prospects were confused.
2015 was the year of the explosion of new energy vehicles in China. The sales volume of 330,000 years was 340% year-on-year, of which the sales of pure electric vehicles was 113,000. But the Chinese auto market does not seem to be the angel of Tes. Because in the first nine months of 2015, Tesla sold only 3,025 vehicles in the mainland. In 2015, it was estimated that Tesla sold about 5,000 vehicles in China, and the sales target of 10,000 vehicles was still a lot worse. In 2014, Tesla sold 2,499 units in China. In the past two years, Tesla has sold a total of about 7,500 vehicles in China.
In this regard, Musk expressed dissatisfaction, and therefore lowered the 2016 sales target to 5,000 units.
In addition to sales, Tesla faces another problem in China, which is that it is difficult to charge.
According to statistics, Tesla currently has 1,204 destination charging piles and 352 super charging piles in China. These 1556 charging piles are spread all over the country. At present, Tesla's owners are mainly concentrated in first-tier cities such as Beijing and Shanghai, and the number of effective charging piles is very small.
In fact, Tesla is not only facing a shortage of charging piles in China, but also facing such problems in the United States, which has the world's largest super charging network.
According to reports, the owner of Tesla in the United States is also complaining about the problem of insufficient use of the super charging station. At Tesla's owner's forum, users complained about a supercharged station in California, with up to 15 Tesla Model Ss lined up. To know that there are 37 supercharge stations in California, it is already the state with the largest number of Tesla supercharge stations in the United States.
Pulling down the price is still afraid of making money?
Since Tesla entered the automotive field, it has maintained a high profile. However, the number of rich people is limited, and the number of wealthy people driving electric vehicles is even more limited. To get the market, you still have to enter the mass market.
According to reports, Tesla plans to launch the cheaper Model 3 model in 2017, which is priced at $35,000 and is an entry-level model.
The price has come down and the supporting facilities have kept up. Based on the existing large number of potential middle-class users, is Tesla afraid of not earning RMB in China?
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