Then, as a new brand in the 20th century, how did Tesla stand out among new energy vehicles and become the "heart meat" of a new generation of consumers?
I think the first is the face value. The most obvious feature of a new generation of consumers is to pay more attention to face value. They no longer think that products are practical, but have higher aesthetic requirements for the appearance of products and even the design of storefronts, and pay more attention to quality.
Tesla firmly grasps this pursuit of consumers, its model? The face value of 3 is impeccable, whether it is to give you the first look of fashion and dynamic, or exquisite and long-lasting.
Overall appearance, model? The overall design is eye-catching: the whole front face looks very sporty, the headlights on both sides are quite round, and the slender headlights look very energetic after being lit.
The waistline is still Tesla's unique high-value appearance, and the enchanting figure is vividly displayed, which helps to highlight the Model? The shape of 3. Through the use of the tail line, the three-dimensional sense of the tail is further strengthened, and the rear taillights also have a certain sense of advanced.
As far as the overall design of the interior is concerned, what is the model? 3 is relatively low-key. Configuration is definitely one of the strengths of Model3. The car is equipped with an electric four-way adjustable leather steering wheel, which makes people full of energy when driving.
The whole center console is made of plastic, leather and wood, and the materials and workmanship look satisfactory. 15.0 inch central control screen, with simple screen design but complete functions. The front row is also equipped with a dual-temperature automatic air conditioning control system, allowing you to freely debug the most comfortable space atmosphere. Leather seats provide passengers with just the right support and soft and comfortable touch.
In the meantime, models? 3? High-performance all-wheel drive skylight provides a wider field of vision, which can create a better visual environment and good sensitivity for the rear passengers and increase the light entrance for the whole vehicle. At the same price, the same level, the same model? 3' s trunk volume ranks eighth. The shape is very regular, and the storage volume is absolutely no problem for daily use.
Tesla never advertises, including TV advertisements, online advertisements, print advertisements and outdoor advertisements made by almost all automobile brands. Tesla has never set foot in it. Tesla was not interested when many car brands spent millions of dollars on advertising for a few seconds during the Super Bowl.
Tesla's marketing method is different from many emerging car-making companies under the banner of intelligence and electricity. Its low-key not only saves costs, but also shows its unique business philosophy.
Tesla gave itself a clear positioning at the beginning of its establishment, a high-end fashionable pure electric vehicle. Customers are concentrated in high-paying people, who often have strong ability to accept new things and good environmental awareness. Tesla's high-end fashion and energy-saving positioning perfectly meet their needs.
At the same time, through the influence of accurate KOL, Tesla opened its own market and established a high-end fashion brand image in front of the public. Tesla's sales model adopts Xiaomi-style online direct sales and Apple-style experience stores, which saves the intermediary channel fees purchased by customers and maintains the high-end fashionable product image.
The offline experience store located around luxury stores pays more attention to providing customers with a better experience than the "rainbow fart" that tries to promote products in the traditional mode. Its purchasing mode of prepaying first and then manufacturing has created a lot of cash flow.
The difference with the replacement of traditional car companies, grinding a sword in ten years; The changes brought by Tesla are beyond people's imagination, and the changes every few months make consumers feel fresh all the time.
Most importantly, Tesla firmly holds the core technology of the battery in its own hands. Open the patent of super charging station system technology to all competitors in the industry and cultivate a new industrial system. The establishment of a new industrial system will surely set off a Tesla wind in the future.
In the past two years, Tesla's price fluctuations have hurt many consumers and never faded the label of "cutting leeks". @ Sina Technology said that Zhu Xiaotong, head of Tesla Greater China, was very concerned about this.
He forbade employees to say the word "leek" internally. If found, one-time fine 10 yuan, with no upper limit. He also banned Shanghai supermarkets from selling foods containing leeks, such as leek buns and leek jiaozi.
Although Tao Lin, global vice president of Tesla, refuted this incident. But it doesn't make people think, why are so many people in China willing to be Tesla's "leek"? What charm does Tesla have to make consumers throw moths into the fire again and again?
In the domestic market, due to the support of policies and the good level of domestic battery companies, they have performed well in key performance indicators such as battery life and even driverless driving, but none of domestic car companies are BBA-rated, that is to say, only a few models such as Tesla and Weilai ES6 want to buy an electric car with a quality of about 300,000.
With its sense of science and technology, cool modeling and high-end, fashionable and high-profile image that has already been deeply rooted in people's hearts, it is not difficult for Tesla to explore the domestic market. Electric vehicles below 200,000 are facing fierce competition from domestic brands, such as Geely and BYD. There is a gap in the choice of 300,000 electric vehicles, and the market is not saturated, giving Tesla a place.
After Tesla factory landed in Shanghai, in order to integrate into China's consumer market as soon as possible, China's marketing method was introduced. People in China like to use QQ music, so I will give you QQ music. People in China like to fight landlords on holidays, and the car version of fighting landlords has been launched.
Tesla's official price increases and price cuts seem to have become their habitual actions, and car owners are gradually becoming accustomed to it. However, Tesla responded in Weibo, considering the production cost and other factors, China made models? The 3% price adjustment is based on the market environment.
With its excellent face value, product performance and marketing model, Tesla has laid a solid foundation in the domestic and international markets, and has always adhered to its original intention while improving its hard power.
In the ridicule of "one willing to fight, one willing to suffer", Tesla still has a lot to learn from domestic brands. Of course, as more and more brands enter the electric vehicle market, it will take time to test whether Tesla's marketing concept can be done once and for all.
Writing an article? Li Yiyi? Li wenyu
Editor in chief? Sun Chen
Pictures? network
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.