Price Butcher Tesla'S China'S Way Of Survival: Selling Thousands Of Domestic Model 3, Model Y Grinding Knife

On the afternoon of January 7th, Tesla CEO Elon Musk started dancing under the crowd in a factory area near Shanghai harbor. After a few twists, he did not seem to be enjoying himself. Then the music rang, and he jumped for a full jump. There was a cheer on the stage, and others began to scream.

This is musk, who is the helm of Tesla, the pioneer of electric vehicles. He likes to show others well and knows how to motivate others. Not long ago, in January 3rd, Tesla announced the price cut of domestic Model 3, plus the subsidy of new energy vehicles. The price of domestic Model 3 entered the 300 thousand yuan interval, and suddenly detonated the market.

The price cut of domestic Model 3 is expected. When the price was first announced in May last year, the industry expected that the price announced for the first time would provide room for subsequent price adjustment. In fact, price adjustment is the stimulating demand method frequently adopted by musk and its team, which are familiar with consumer psychology.

Past deliveries also show that this method is feasible, and this time it seems to be no exception. In twenty-first Century, a business reporter recently visited some stores in the Tesla line in Shanghai. Many salesmen said that after the announcement of the price adjustment, orders for Model 3 were "exploded". In those days, the queuing test drivers in the shop were far from normal, and could not even receive the weekend.

How hot is domestic Model 3? Prior to Tesla stakeholders have said, Model 3 is how much production will be delivered, the total supply is in short supply. And offline sales staff said that the domestic Model 3 now has a daily booking volume of up to 1000 vehicles. "If you order a day later, you will be able to pick up the car one week later."

Tesla has raised the price "butcher knife" to the Chinese market. After making the domestic product, Tesla can not only further control the cost at the supply chain level, but also enjoy the subsidies and other preferential policies provided by the Chinese government.

It is worth mentioning that Tesla did not stop the pace of expansion. In January 7th, Tesla held the first batch of social vehicle owners' transportation ceremony and the Model Y domestic project launching ceremony in Shanghai, which means that the domestic Model 3 will start a comprehensive delivery, while the other "volume" vehicle Model Y is also accelerating.

Tesla has raised the price "butcher knife" to the Chinese market. - Song Wenhui photo

Domestic Model sells 3 cars per day?

In January 3rd, Tesla announced that the price of domestic Model will drop from 355 thousand and 800 yuan to 323 thousand and 800 yuan from now on. Because it can still enjoy 24 thousand and 750 yuan of new energy vehicle subsidies, the actual price of the vehicle dropped to 299 thousand and 50 yuan.

After the price cut, Model 3 ushered in a wave of sales boom. In twenty-first Century, several Shanghai stores visited by economic report reporters, even on weekdays, many consumers came to consult Model 3. Among them, a Tesla experience center in Pudong New Area told reporters that every guide buyer can receive 20-30 orders per day, and the average number of orders per day is more than 100.

A salesperson said that the current domestic Model 3 orders have reached 1200 vehicles per day, if you like this model, we need to start as soon as possible, because if "late one day", it will be "a week late".

Another salesperson also expressed a similar view: the country's booking volume has exceeded 1000 vehicles per day, and now the production rhythm of the Shanghai factory is 1000 vehicles a week, so if the order is placed one day later, it is really possible to get the car one week later. She also said that the current domestic Model 3 cumulative orders have been "tens of thousands".

It is difficult to confirm the real order situation. On the one hand, creating a supply shortage scenario is the basic way of marketing. On the other hand, under the sales mode of Tesla, the binding force of the deposit is very weak. A salesperson told reporters, "even if it is in the afternoon, the car can be refunded in the morning."

However, from the date of delivery, the popularity of domestic Model 3 is still evident. Several stores offer different answers to vehicle delivery time, but the cycle is not short. A store said that when the world orders, the end of February can lift cars, there are stores that early March can only lift cars.

From the time of delivery, the number of domestic Model 3 sales is at least several thousand. Of course, the delivery cycle is also largely related to the selected configuration. A salesperson said that if you order a 19 inch hub and the body is blue or gray, you can pick up the car before January.

The delivery date is a sensitive time. Besides reflecting the order quantity, it also affects the amount of subsidy actually available. Another salesperson said, "ordering now is no guarantee that we can get the subsidy." According to past experience, relevant departments will issue the new energy vehicle subsidy policy in March or May (usually the first half of the year). After that, the vehicles delivered will follow the new subsidy standard.

Fast attack China market

Tesla has staged a wave of "aggressive attack" when the selling price is below 300 thousand yuan. In addition to the price of the vehicle itself, Tesla has made many more popular adjustments in its selection and configuration, for example, the price of the 19 inch sports hub with a price of 14 thousand and 200 yuan has been reduced to 6000 yuan.

More importantly, Tesla's price advantage lies not only in its own strategy, but also in its policy support after its production in China. Apart from the domestic Model 3 enjoying new energy vehicle subsidies, Tesla's entire models are also allowed to be exempt from vehicle purchase tax and enjoy "national" treatment, creating a precedent for non domestic new energy vehicle enterprises.

The purchase tax is calculated on the basis of the overall selling price, which means that the actual cost of buying Tesla is no longer required by the Chinese consumers to pay an additional 10%, equivalent to directly assisting Tesla to lift the price "butcher knife" to the traditional fuel vehicle.

With the promotion of Model Y domestic projects, Tesla's offensive will be even more rapid.

Model Y is Tesla's second SUV after the launch of Model X, the same as Model 3, and will also be introduced into China. Recently, news came out that Model Y will be produced in Shanghai factory this summer. However, musk, who was present at the launching ceremony of the Model Y domestic project, did not disclose the timeline.

"According to Musk's style, it can be an hour early in an hour." Insiders told the twenty-first Century economic report reporter that the key is that Tesla has been fully prepared to "go all out" in the Chinese market, which will have a huge impact on China's new energy automotive market and industrial chain.

On the one hand, China's new electric vehicle brand similar to Tesla will accelerate the reshuffle. On the other hand, the entire traditional automobile industry will also accelerate its transformation. "For example, there was a prediction that the new force of the new car will have two or three remaining in five years, and Tesla will have to change for four years," he said. Cao He, an automotive industry analyst, told reporters on twenty-first Century economic report.

In fact, Shanghai vigorously introduced Tesla manufacturing projects, in addition to showing the attitude of opening to the outside world, but also intends to use Tesla to develop a more complete and more mature new energy automotive industry chain. Therefore, after the Model 3 was made, the stock price of the underlying A related industry chain also rose several times along with the Tesla of the other side of the ocean.

The view is that, as the catfish of the electric vehicle industry, Tesla is indeed expected to drive the transformation of the automotive industry, but its impact on the industry is more driven rather than "massacre".

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