Of course, in the current period when the Internet is relatively developed, there will also be some Internet-based sales methods of "wool is on pigs and dogs pay the bill". These methods don't seem to earn money directly from consumers, but they will still get profits from manufacturers in other forms. In the final analysis, they just changed their marketing methods to achieve sales goals, and did not really save the price difference between middlemen.
Then, is there any way to get rid of the middleman to earn the difference and buy the product completely? Yes, it is the direct sales model. Manufacturers cut off the middlemen who directly give users, so naturally there is no price difference.
Tesla, which has been adhering to the mission of "accelerating the world's transition to sustainable energy", has not only led the electric vehicle industry with its products, but also had a huge impact on the automobile market, leading many new brands to follow suit.
The traditional fuel car dealer model, due to the different interests of car companies, dealers and consumers, often leads to differences in interest distribution, which takes a lot of time to win more benefits for itself, and breeds many opaque "middle zones", laying hidden dangers for the future. Judging from the market form in recent years, the traditional dealer model has fallen into a dilemma.
Tesla chose the direct mode at the beginning of its birth, and has been insisting on it since it entered China. Although in the eyes of many people, Tesla, which started from zero, will expand faster and sell more if it chooses the dealer model, Tesla believes that the direct sales model is the business model that truly meets the best interests of consumers.
As a global intelligent technology company, Tesla's direct selling model is also different from ordinary direct selling, in which digital and intelligent technologies are added to achieve fairness, justice and openness in sales and after-sales service.
Tesla's direct sales model divides the functions of traditional 4S stores into three parts. The direct sales experience store is responsible for pre-sales consultation and test drive, the service center is responsible for delivery and after-sales, and official website is responsible for product sales. The three are coordinated by the headquarters, each performing its duties, and there is no relationship between utilization, distribution and competition, which makes each link have no interest orientation and return to the essence of service.
Since Tesla's orders and payments can only be made through official website, there is no competition between direct stores. In the process of buying a car, every Tesla direct store will not offer discounts like traditional 4S stores, or need to bind insurance, decoration, etc., so that consumers are in absolute price transparency when buying a car.
The biggest advantage of price unification is that consumers will not be "slaughtered" because of information asymmetry. The products they buy are endorsed by official channels, and consumers don't have to make great efforts to compare prices and bargain everywhere, saving a lot of unnecessary time and energy. This brand-new car buying experience has also been imitated by many new brands.
In addition to direct sales at the sales end, Tesla also maintains a direct sales model in after-sales service.
Since the sales end adopts the direct sales mode, Tesla does not need to rely on users to come to the store frequently to generate profits after buying a car. Therefore, when traditional 4S stores rack their brains to attract users to come to the store for after-sales, Tesla tries to avoid users coming to the store through product features, technical means and after-sales mode to save users' car cost and time cost.
Moreover, Tesla's after-sales stores operate independently of direct stores, and there is no cross-interest relationship with other stores, ensuring the transparency of after-sales service.
At the same time, Tesla itself is an electric vehicle product. Compared with traditional fuel vehicles, Tesla has a simple structure and no complicated mechanical parts, which reduces the maintenance frequency of mechanical parts during use. And through the application of intelligent technology, Tesla is also more flexible in the investigation and maintenance of vehicle problems. If it is not a hardware damage problem, Tesla can solve it through remote software update.
If you encounter hardware damage, if it is not serious, Tesla and Mobile? The service guarantee car can directly find the user's site to solve the problem, without the user driving to the store himself.
Even if you really encounter a problem that must be solved at the store, Tesla can know the problem in advance through remote diagnosis, prepare the corresponding parts, and speed up the maintenance of the vehicle.
This kind of after-sales direct sales allows users to basically enjoy the "invisible" service in the process of car use, which can save a lot of time and money compared with the maintenance of traditional fuel vehicles.
Since entering China, Tesla has been insisting on building its own super charging network, which is indispensable for electric vehicles. According to different travel scenarios of users, Tesla has created a variety of different charging methods, such as home charging, super charging and destination charging. By arranging the charging piles in the high-frequency scene of users' lives, users are provided with various choices of daily commuting, suburban travel, long-distance self-driving and other travel life.
Up to now, Tesla has built more than 2,500 super charging piles and 2,400 destination charging piles in China, covering about 90% of densely populated cities, making it the largest single-brand charging network in the domestic new energy market.
At present, Tesla's new generation V3 super charging pile has been launched in Shanghai, Guangzhou and Beijing. The new super-charging pile adopts new charging structure and new power electronic components, and its charging speed is faster than V2 super-charging pile. In an ideal state, the V3 super charging pile can support the peak charging power of 250kw at most, and charging 15 minutes can supplement the cruising range of the vehicle by more than 200km.
This year, Tesla is expected to add 4,000 super charging piles (including V3 super charging piles) in China, which will be twice the total number of super charging piles built by Tesla in China in the past five years. Compared with other electric vehicle brands that need to rely on third-party charging, Tesla, which is directly overcharged, is far ahead in both charging environment and charging efficiency, and has also laid a solid foundation for product growth.
Tesla adopted the direct sales model in sales, service and charging, which triggered the change of business model and created a brand-new business atmosphere. Under this direct mode, all commercial projects are open and transparent, which is more fair and just for consumers. Behind the straight mode is the cooperation of Tesla's advanced electrification and intelligent technology. In the long run, this direct selling model that makes everything transparent will better adapt to the era of electrification and be more conducive to the long-term sustainable development of the new energy automobile industry.
Therefore, we finally expect a "real" business model without middlemen to earn the difference, so some middlemen should stop squeezing in.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.