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As we all know, different from traditional car companies, Tesla adopts a direct marketing model in China, with direct service stores rather than traditional 4S stores. As for why Tesla adopted this sales model, officials also gave an explanation today.

Tesla said that consumers need at least eight steps to buy traditional brand cars, such as browsing the official website, consulting dealers, store test driving, consulting specific configuration, comprehensive preferential plans, comparative financial policies, price negotiations, store price comparison, and so on. The process is very tedious.

Compared with traditional car brands, buying Tesla can save a lot of tedious relief. After browsing the information on Tesla's official website, you can go to the offline store for a test drive, and finally decide to buy a car. If consumers have decided that the car is their favorite choice, it can be simplified to place an order directly on the official website. Tesla said that there are never intermediate dealers and other links. Tesla owns and operates experience stores, service centers and delivery centers, so that consumers across the country can enjoy a unified, fair and transparent car purchase price. Based on the direct operation model, Tesla has cut unnecessary links and expenses, and the marketing expenses are close to zero. The company will focus more energy on R & D and manufacturing of the vehicle itself, so that consumers can realize the convenience and benefits of "car lift by manufacturers". In addition, Tesla service center is based on the direct operation model, the prices of maintenance items and accessories are transparent and unified throughout the country, avoiding the situation of "one store, one price" and "one car, one price".

From the consumer's point of view, Tesla's sales model is really worth learning. At present, most domestic automobile brands are still dominated by the "4S" sales model. For large brands, this model can quickly layout the market and form brand effect. No matter it is a first-and second-tier city or a third-and fourth-tier city, 4S stores can be seen. To a certain extent, it is convenient for consumers to buy cars, but the expansion of the sales model makes it difficult for manufacturers to directly participate in the operation of the terminal market. Therefore, when there is a price increase in the market, it is difficult for manufacturers to take direct measures to curb this behavior.

Compared with the direct sales model, generally speaking, the price is relatively transparent, more inclined to the manufacturer-user, omitting the dealer link, and consumers can understand the price changes of the model more directly and transparently. Under the direct sales mode, there will be no price increase sales. Of course, manufacturers who adopt the direct operation model do not mean that they will be able to save this cost. at present, direct stores, such as Tesla and NIO, are generally located in the commercial zones of first-and second-tier cities. For example, the rent of Tesla's experience center with more than 200 square meters in Shanghai Xingye Taiguhui is as high as about 930000 / year, and the annual rent of the Ulai Center in Wangfujing, Beijing is as high as 7000-80 million yuan.

At present, most of the new power brands that adopt the direct marketing model, in addition to Tesla, such as NIO, Xiaopeng, Gaohe, Polar Krypton, Lantu, etc., and more and more traditional brands are beginning to turn to this sales model, such as Volkswagen ID. Family, Volvo, etc. As for which way is more reliable, in fact, there are different answers from different angles. From the consumer's point of view, under the direct operation mode, consumers can buy cars at a more transparent price, and at the same time simplify the process of buying cars, which can really avoid a lot of trouble. In recent months, in addition to Tesla, the sales of other new power brands have also begun to grow significantly, which has something to do with this business model.

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