Regarding the price of Tesla models, some people joked that it is similar to stocks. The price has been reduced for a while, and old car owners were joked that "cutting leeks"; and for a while, the price has been rising again, and everyone exclaimed that it is a "value-preserving product";
However, Tesla has been "sneaking" recently, why is it "sneaking"? Because it adopts insurance subsidies, it reduced the exemption of 8,000 yuan to the owners who delivered the car recently, and said more than more, and said less than less.
Tesla has not only cut prices recently, but also closed stores in many cities. The coachman saw a research report by Jielan Road. The report pointed out that Tesla has opened 88 new stores from the third quarter of last year to the second quarter of this year, but the total number of Tesla stores has reached 44. Currently, the total number of Tesla stores is stable at 226.
Considering Tesla's super high sales and popularity, the number of this store is not particularly large. And Tesla can now better utilize the brand effect to obtain the conditions for investment promotion in shopping malls. At the same time, for supermarket stores, its decoration cost is not high compared to the rent, which also gives Tesla greater motivation to adjust its channel network in time.
We can see which stores Tesla has closed recently -
From it, we can find that the closed stores include first-tier cities and second- and third-tier cities. Among them, there are supermarket stores with good locations in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen. In fact, the traffic of people in these shopping malls is quite good;
is mainly based on experience centers (only pre-sales functions), and 8 experience centers and service centers (that is, both pre-sales and after-sales functions) are closed, and relatively speaking, there are not many.
This is probably because with the increase in Tesla's own ownership, improving service levels is becoming increasingly important, and the after-sales business is indeed becoming profitable;
Therefore, the recent news that Tesla is considering closing exhibition halls of luxury shopping malls in Beijing and other cities may not be groundless. At the same time, the suburban stores with lower costs and both after-sales functions are indeed more suitable for Tesla's current development.
In addition, we can see that there are 6 new stores opened from the third quarter of last year to the second quarter of this year. That is to say, these stores were closed less than a year after opening. It is speculated that it may be internal factors such as decline in customer flow/order counts, cost optimization, etc., or external factors such as lease changes and shopping mall rent increase;
But no matter what, Tesla has set a precedent for domestic direct stores (supermarket stores), introducing direct sales model into the country, and changing prices It must be open and transparent (although it is rising and falling), and has brought about a group of later imitators;
now has begun to gradually close supermarket stores and move closer to the traditional dealership model, opening the store in the suburbs, with both pre-sales and after-sales functions, but it still adopts a direct sales method;
and as mentioned above, this is in line with its development path. After all, its popularity has already started, and everyone can watch cars and place orders online. At present, it is more about providing multiple services to customers in the service center.
Coachman commented on : Therefore, no matter whether Tesla raises prices or lowers prices, opens or closes stores, it is a "trend" in the new energy market and a "exotic atmosphere" that cannot be ignored in the domestic new energy market.
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