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Recently, according to Sina Automobile citing foreign media reports, Tesla will adjust his strategy, and Tesla China is considering closing some experience stores. It said Tesla China was considering whether to close experience stores in some of the country's large shopping malls, according to people familiar with the matter. The reason is that the rent of Tesla's experience store in China's first-tier cities is expensive, and the flow of people is often less than expected. The closure of experience stores in prime locations will pay more attention to suburban stores that are cheaper and can provide maintenance services. In response to the report, Tesla, relevant personnel in China, responded that the domestic sales channel is still in the normal pace of expansion, and I do not know where the news from foreign media comes from.

It is understood that Tesla takes the automobile direct operation mode, which is different from the model adopted by traditional car companies. The sales and after-sales services of traditional car companies are handed over to agents to provide integrated services of display, sales, delivery and after-sales in the form of 4S stores. On the other hand, Tesla adopts the direct operation mode, and the after-sales service system is divided into four modules, namely, physical service center, self-operated / authorized sheet spray center, virtual service center and customer service. Tesla directly manages all the new outlets.

Tesla's direct marketing model is divided into two sales channels: experience store and online direct marketing, which can provide car buyers with one-stop service from car purchase to after-sale. To buy Tesla car, users only need to browse the official website, store test drive, car purchase can be decided. Tesla has said that based on the direct marketing model, the brand has cut unnecessary links and expenses, and the marketing fee is close to zero. Using the direct operation mode, the price is transparent, which can reduce the car purchase cost, use cost and time cost for the car owner.

It has to be said that the existence of the direct operation model has certain advantages. Can directly allow users to connect with manufacturers, reduce the cost of car purchase, but also conducive to the brand's understanding and control of each link, can better manage the brand image of vehicles and vehicle services. However, in recent years, Tesla has built experience stores, experience centers, delivery centers and after-sales centers in the city, hoping to achieve a better user reach and sales scale through the high traffic of large shopping malls. However, the direct operation mode of large shopping malls also has some disadvantages, such as the high rental cost, the labor cost in the store and the construction of the terminal channel in the initial stage, which will increase the operating cost of the enterprise. Although the exhibition hall in the shopping mall layout can bring huge traffic for car companies, but also need to pay the corresponding price.

In recent years, many new energy vehicles have entered Shang Chao in the form of experience stores, direct stores and flash stores, and have also rewritten the ecology of shopping centers in the past. Experience stores of new energy vehicles can be seen in different city shopping malls. As the brands of new energy vehicles have entered the large-scale supermarkets, the rents of supermarkets have also risen. According to earlier media reports, Xiaopeng's store in Sanlitun, Beijing, costs about 10 million yuan a year, while the experience store in Beijing's Wangfujing costs more than 70 million yuan a year.

After the rent was exposed, it also aroused heated discussion among the majority of netizens, some netizens said: now electric car brands are placing cars in shopping malls, and basically large shopping malls cover the mainstream electric car brands in the market. Placing a car in a shopping mall can increase the exposure of the vehicle. However, some netizens pointed out: in recent years, due to the impact of the epidemic, many shopping malls have also become deserted, so high rents have also brought some pressure to car companies, and the performance-to-price ratio is getting lower and lower.

In this regard, some people in the industry said that the advantages of the Shang Chao model are high flow, good brand promotion effect and direct contact with users, while the disadvantage is that there is no mature channel network to digest inventory, unable to accurately estimate market sales, and the risk cannot be shared. Cui Dongshu, secretary general of the Federation, also said that at present, domestic new energy vehicles are still in a period of infiltration and development, and the direct operation model can still win high profits for enterprises when the market supply exceeds demand, but at the stage of supply exceeding demand, a large number of asset-heavy direct marketing channels are likely to become a heavy burden on enterprises.

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