[ad_1]
From the long-term perspective of the industry, Tesla is a teammate rather than a rival, and the next Apple. The green competition of smart cars with new energy is just the beginning. Everyone can eat if the base gets bigger. Make the price cut more drastic!
The sharp price cut of the MODEL Y has sparked heated discussions among consumers and the media.There are also many senior people with a strong sense of concern about the future of Chinese new energy vehicles, thinking that the knife of Tesla’s butcher will damage the vitality of national brands. .
If Cao Cao is there, he could say that Musk is not a hero. This matter must be viewed dialectically. Not that Tesla squeezed the living space of Chinese brands, but you can see that under attack from Chinese brands, Musk is forced to trade price for quantity, and there is no other way.
The truly terrible enemy lurks in the dark, not knowing what routines he has or what hole cards he has. And Tesla’s development path is actually very obvious: Due to Musk’s exultant personality, he will be “unscrupulous” in completing the sales target, and all actions will be based on his goals.
For example, for the price, Tesla is definitely not for “returning customers,” but for sales. The reason this time has drastically decreased illustrates two problems. The first is that the cost of Tesla is very low. This may also explain why the level of labor and materials has frantically complained; second, the competitive environment of the market has changed. Especially in the Chinese market, where powerful enemies await, they have to offer a surprising price.
In this regard, ARCFOX President Yu Liguo has a calm observation. Tesla set a high price first and then suddenly dived in, giving consumers the feeling of being profited (in fact, there are many routines). The PR effect of this price reduction is greater than the Actual Effect.
Tom Peters, known as the “Pope of Business” and the “Leader of Management Leaders” in the United States and throughout the Western world, once said, “In an increasingly crowded market, only fools compete for prices. Find ways to create in the minds of consumers. Lasting value is the ultimate winner. “
Musk, who started a business in the United States, would not ignore this, but Tesla still chose to use price means in exchange for sales. We can understand that they do not have better means and price has become the ultimate weapon at this stage. Musk has shown most of his cards, reducing marginal costs through cost-of-scale effects and formulating market policies accordingly. And this kind of routine is precisely the strong point of Chinese companies.
The auto companies represented by BYD are definitely not inferior to Musk in terms of cost control, and new forces like Weimar and Xiaopeng are no less expensive in terms of price. However, some people may say that they are not a class at all and are not considered competitors. It may seem like that now, but this day will not be too far away.
The halo of foreign accounts has faded and competition on the same platform is just around the corner
Tesla has such a halo, the American brand, about 300,000 yuan, in China, this home registration status, this price still has a certain X effect, even if the workmanship is rough, even if there are various risks like loss of control, many people still Furious.
In fact, Li Bin has already seen Tesla thoroughly. In an interview, he noted that, in the Tesla way, after production capacity remains high, the price will go down. In the future, the Model Y may continue to lower prices and the initial version of Tesla will go down. It is possible to reach more than 100,000. “Tesla’s strategy is to price according to increased production capacity and cost. It is also Tesla’s established path to make Volkswagen and Ford.”
With a Tesla valued at over 100,000 yuan, with Musk’s popularity and the effect of super IP news, people across the country will know that Tesla alone costs over 100,000 yuan in no time. What is this concept? When the time comes, I will buy a car worth more than 100,000 yuan and return to the village. I am ashamed to say the words “more advanced” to the villagers. Therefore, the X-equipped Tesla attributes will disappear by then.
At that time, it was time for Chinese brands that focused on technology and profitability to compete with Tesla. Therefore, for Chinese auto companies taking the product-oriented route, as long as they solidly improve their technical strength and product strength, reduce costs through scale effects, and wait for work, when Musk reaches his battlefield, there will be enough ammo and He PK on the same stage.
Price is only one aspect, and another reason its halo is fading is that more and more people are becoming rational. When Tesla is a myth, public opinion can brainwash consumers. Everyone is eagerly waiting for new things, and consumers who buy first are willing to show their best side. Some Chinese media found the flaws when they bought a new car, and even explained the problem via Twitter @ 马斯基, and then Musk’s response became their bragging capital …
With the increase in sales of the MODEL 3, more and more people own it, and more and more car owners are telling the truth. People are “surprised” to find that Tesla also needs to “wear long pants” in winter. Many car owners and the media have measured the MODEL 3’s winter battery life at just over 200km, which is no better than new energy home vehicles. This kind of rational judgment will only increase.
Stick to your strengths and don’t get sucked into Tesla routines
As Li Bin said, Tesla will continually lower the cost and price of the car and take the popular route. And the cars are so big that each brand can have its own characteristics, there is no need to keep track of Tesla, it should not be the second Tesla to beat Tesla.
Chinese brands must combine their own advantages and strengthen the characteristics of their products to meet the needs of different consumers, in order to maintain their advantages in the competition.
BYD Han did not compete directly with the MODEL 3, but instead used its own technical advantages to give consumers more space, more luxurious interiors and safer cars. It has successfully earned the trust of a large wave of high-end consumers. In just one month, it became one of the 10,000 car club, becoming one of the biggest threats to MODEL 3. This shows that as long as Chinese brands create products that can better meet the needs of consumers, they will definitely have the opportunity to achieve “anti-siege and suppression”.
Weilai, through its strong users and brand operating ability, raised the average transaction price to around 430,000 yuan. In fact, it has become a higher-end brand than the average Tesla-Tesla transaction price is only 306,000 yuan. Weilai managed to find its place when its main product was more expensive than Tesla’s main product, and Li Bin also confidently said that Weilai has no plans to cut prices and that Tesla’s strategy can no longer shake Weilai. High-end condition.
Brands such as Lantu FREE and Cyrus SF5 have found their own track rather than competing on the Tesla route by extending their reach while meeting the needs of both short and long-haul consumers. Other brands should do the same. Don’t be guided by Tesla standards. Only by carefully finding and nurturing your true core competitiveness can you win the battle.
In short, we are too concerned that Tesla’s price cuts will have an undue impact on China’s new energy brands. It is precisely Tesla’s response that demonstrates the strength of China’s new energy brands from another angle.
Also, ARCFOX Yu Liguo said that Tesla is a teammate, not an opponent. The basic drive of new energy smart cars is bigger, everyone has to eat. Based on this point of view, we can even carry forward the spirit of selling coal and say out loud to Tesla: Make the price reduction more drastic!Return to Sohu to see more
