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As we all know, Tesla has always been famous for "innovation and revolution". As a maverick automobile start-up company, Tesla adopts the Internet thinking of direct operation mode, which subverts the traditional automobile marketing mode.

However, it is reported that Tesla is gradually closing experience stores in luxury areas such as shopping malls in the Chinese market, many employees in the department responsible for store location have been laid off, and the original business has been taken over by the charging department. The plan will be to set up a new "Tesla Center" in the suburbs and integrate pre-sales and after-sales.

At the beginning, Tesla adopted the direct operation mode, using the experience store + after-sales center to replace the traditional 4S store. Because it can play a great role in protecting the brand, after all, it can be mastered by itself from publicity to sales, and at the same time, it can also improve users' reputation for vehicle brands. At the same time, it can also strictly follow the standard price system to avoid the behavior of "fare increase".

However, in order to reduce costs has always been one of Tesla's plans, Tesla has announced that most of the stores will be closed, leaving only a few stores to continue to operate as exhibition halls and information centers, and future sales will be transferred online. However, Tesla in China said that it will not be cancelled, and will open more direct stores in Harbin, Dalian and other places.

China, as an important market for Tesla's future development, must adopt a sales model that conforms to the habits of Chinese consumers to sell. If it is the same as in the United States, the direct adoption of online sales will affect the prospects, because the North American online operation is relatively mature.

In fact, Tesla is already quietly changing his plans. so far, two Tesla experience stores in Beijing's Chaoyang Dayue City and Shanghai Pudong Kerry Center have been closed. Although Tesla does not have the strategy of quickly closing stores in a short period of time, but to stop expansion, sources revealed that in the future, many of Tesla's stores in shopping malls may not be renewed when their contracts expire.

At present, there are more than 30 experience stores in Truss, China, generally located in the commercial center of first-and second-tier cities. According to a Tesla experience store of 300 square meters, the decoration cost is about 2 million, with an average rent of 35-400000, with 10 staff. The operating cost of a single store is about 40-500000 yuan per month.

Set up a new Tesla center with 1000 square meters, 15 employees, 3 million investment in decoration and equipment, 250000 rent, and a monthly operating cost of about 400000, equivalent to half of the experience store + after-sales center model.

The source also revealed that whether to close the store or not still needs to look at the passenger flow of each store, and some shopping malls will inevitably keep prices down in order to keep Tesla.

It is still a direct operation mode to set up a Tesla center in the suburbs. After all, the direct operation mode is generally based on car booking, which is different from the traditional car sales model, which can save a lot of costs and resources to a great extent. However, with the completion of Tesla Shanghai super factory, sales will also increase, and the use of direct marketing model, too large sales will make Tesla appear difficult.

Nowadays, more and more car companies are adopting new retail methods, such as NIO's latest "emulate" Tesla, which has increased to 47 NIO House stores in the past two years, all of which are located in the center of the city. However, the annual store rent spent by NIO accounts for a lot of expenses, and Tesla started out for publicity, but now with a certain reputation, reducing costs is Tesla's first consideration.

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