Tesla has selected shops in the bustling sections of china's first and second tier cities, surrounded by a line of designer clothes and luggage shops, and its red peugeot stands out beside the giant logos that can be seen in the distance.
There are not many models in the store. Through the windows, you can see the Model 3, Model S, which are placed in the center of the store as the main character, and the cleaned Tesla is flashing beautiful paint under the lights.
Tesla remained the leader of the new energy industry from across the ocean, and, at the speed of its \"thunderbolt \", wrote to the country's independent forces. Musk, the foreign industry leader, knew from the beginning that he wanted a battle for a new energy revolution.
Almost half of the country's new energy markets are now gearing up to meet the challenges behind Tesla's domestic production. But once upon a time, the battle looked more like a personal performance by Musk, proud and lonely.
Finally, before the 2020 new year, home-made tesla was officially launched, and mr. xu was well-versed in the particularities of chinese culture. On december 31,2019, tesla launched its first batch of home-made model 3s,15 of which were ordered by its own employees. The seemingly simple 15 Model 3s have been given a dignified sense of ceremony, like the \"lion dance\" that is popular in Guangdong.
Tesla's judgment and timely correction have had a good effect compared to those american technology companies that don't know much about the chinese government and cultural traditions (including google, yahoo, u.s. and others who have failed in the chinese market). Tesla has grasped the chinese market's pulse and has used its brands to promote sales in china.
As an american company, tesla must have used the iphone as a model for china's home-grown environment. Since 2016, tesla has built about 100 super-charging piles in china. From harbin in the northeast to shenzhen in the south, nearly 3600km away, tesla can just rely on super-charging stations to drive the north-south route, if you like.
Before 2018, the number of Tesla super charging stations in China expanded to 1,000, densely covering the Greater Southwest, Beijing and Tianjin Wings, the Yangtze River Delta and the Pearl River Delta region, connecting the country's major regional connections and self-driving lines; in 2019, Tesla's V3 super charging pile was released to support a peak charging power of up to 250 kW, charging at a rate of up to 120 km in five minutes. Tesla owners are expected to reduce their charging time by 50 percent.
Also from 2016, China has become Tesla's pre-quantitative global second market. As Musk himself put it,\" China is vital to Tesla's long-term development and even the future of electric vehicles.\"
China is the world's largest market for new energy vehicles, there is still a lot of room, government policies and support, give Tesla too much room for growth. In the long run, China is expected to contribute a third of the car sales to Tesla, so domestic, is not an overnight thing, Tesla has worked hard for nearly four years.
from july 2018, tesla signed an agreement with the shanghai government to build the plant, which began construction in january 2019, and tesla began trial production of vehicles in october. It took only 357 days to complete the overall construction period, and the industry has used \"China speed, Tesla speed\" to describe the project.
Presumably tesla is also the first time in the global spotlight to start its \"exotic show \", every minute being zoomed in by the industry's media, and perhaps this is the effect that marc wants, a car-industry leader who always knows how to market his own car, know how to make tesla a hot spot, and make its magic burn a little.
In addition to the charisma of Tesla and Musk, the city's assist is the icing on the cake, with a 50 billion project officially landing in Shanghai's Lingang New Town, Shanghai's biggest investment yet and the boldest attempt after the Shanghai Waigaoqiao Free Trade Zone.
China, the only country in the world with all the industrial categories in the United Nations Industrial Classification,41 industrial categories,207 middle-class,666 small categories, in terms of volume and comprehensive industries, is beyond the reach of the rest of the world, but even companies such as Google and Uber have to leave the domestic market because of repeated setbacks.
To move into the Chinese market, Tesla and the Shanghai city government made a bold deal, according to a Shanghai regulatory report in August 2019, Tesla's Shanghai plant and the city government finalized a lease treaty, and the factory had to hand over 100 million yuan ($100 million) a year to the city government from 2024 as a land tax, or the land must be returned to the government.
In addition, under the lease agreement, within the next five years, starting in 2019, the company will have to invest about 100 million yuan ($2 billion) in the process of working at the plant.
The tesla is so light that its original target is more than $2 billion, and the shanghai government's treaty is no problem for today's tesla. Even tesla said in its latest public quarterly financial report that \"the company firmly believes that even if the factory's actual output is lower than the figure in our forecast, tesla has the strength to meet the expense requirements and tax targets for such a sum of money.\"
Tesla officially delivered its domestic Model 3 product to its first domestic order owners on Jan.7, as it fretted about production qualifications and who it was looking for.
The world is already unfair, want to kill tesla's large companies countless, the only way to face the war, only faster, more efficient, harder, only the harder people can get closer to what they think.
On January 3,2020, Tesla re-announced the price of its home-made Model 3, with a guide price of ten thousand, excluding a free purchase tax and a $10,000 subsidy for individual car purchases, with the price of the Model 3 in the 10,000 range.
The price is estimated to be new domestic energy markets ready to fry, the Model 3's \"high-end popular\" line, a good card to kill the domestic high-end brand a surprise.
In tesla's user positioning, it has always been the \"middle class,\" a growing and tech-minded group that may not be able to afford luxury cars, but the\" high-end mass \"models that tesla has given them will allow them to find their own uniqueness among the masses.
But now, this unique price reduction is a bit fast, even users are a little caught off guard. It took Tesla just four days from the market price of $10,000 to the subsidy price of $10,000 before the original home-made Model 3 was cut. Ten thousand yuan to ten thousand, the middle of more than 60,000 difference, caused the old users antipathy. Users even pulled banners inside the Tesla store to get a statement, and some went to the Tesla store to deliver leeks.
\"To understand the mood, everyone wants to buy the best value for money,\" Tao Lin, Tesla's vice president of foreign affairs for China, said in a tweet early Jan. But the tariff policy isn't determined until December 15, and customers who place orders before that, we do want to prompt you for possible price increases for imported cars. Until the formal announcement of the purchase tax policy on December 27th, we were unable to specify and announce the official delivery time. Chinese governments at all levels have made a lot of efforts with us, hoping to let everyone enjoy the products with reasonable prices as soon as possible, and all the speed has set an industry record. Tesla's pricing strategy has been said before, no more explanation.\"
However, the number of such cars in front of the numerous, Xiaopeng car has suffered similar hardships. In July 2019, Xiaopeng car suddenly released the version of Xiaopeng G32020, which increased to 520 km of life, assembled a brand new square ternary battery, and also fully optimized the chassis and brake performance. And in price, the 2020 G3 has only increased by 10,000 yuan to 30,000 yuan, causing great dissatisfaction among old users, arguing that Xiaopeng car is suspected of deceiving consumers, because of the 2019 model and 2020 model release time is similar, but the price ratio is too good, triggered the first car building new power industry due to price disputes.
Although he xiaopeng timely public apology and take appropriate remedial measures, but users still do not buy, rights events are only slowly washed calm by time. There is no denying that the \"iteration\" of the car model incident also gave the new power car companies a warning.
Even if tesla's internal price cuts are conducive to opening up more domestic market share, the start is obviously not particularly smooth, and then what will happen is unknown, the only thing that is known is that the current chinese new energy market, tesla has become the enemy of self-owned high-end brands.
The domestic price reduction means that Tesla has found suppliers in the country that can cooperate for a long time, and the current domestic Model 3 has 30% of its parts and components domestically, and is expected to reach 80% of its body parts in July 2020 and 100% by the end of the year. Tesla's rapid climb in capacity could not have been a better opportunity for domestic suppliers of upstream components, of which the three most beneficial: changying precision, xusheng shares, wencan shares.
The high-voltage soft connection to the Model 3, which is largely supplied by the company's subsidiary, is one of the first companies in the country to enter new-energy automotive aluminium components, from individual parts to core system components such as transmission systems, suspension systems and battery systems.
The three companies are key to Tesla's realization of a 15 to 25 percent lower production cost than in the United States. Mr Musk also said after the Shanghai plant was completed that \"the average production process cost per vehicle is expected to be about 65 per cent lower than the current U.S. Model 3 production system.\"
This advantage needs to be achieved by using more local components as capacity spreads. Under the influence of marketing strategy and cost control, home-made Model 3 still has room for its terminal price, and the emotionalization of old users is only a vignette in the process of localization, and Tesla's sinking space is too big for the broader user group in China.
Whether it's a traditional car maker or a new car maker, they see tesla as a goal or a driving force. Since then, the once-crazy saying,\" Speed up the world's shift from fossil energy to solar energy... We won't stop until every car on the road is electric,\" said Musk, even becoming a blue-eyed hero in the new energy industry and even in the process of global electrification.
Now this hero is getting closer to us, but we are becoming more and more afraid. Especially when domestic independent brand determined to brand up, to achieve high-end electric travel mode, doomed Tesla must be the enemy, not friends.
China's huge and potentially new energy cake will be decided by tesla, and its own brands won't let go. At present, its own brand has locked the price range of high-end models at between 250,000 and 350,000 yuan: AionLX, ARCFOX, MarvelX, and Welly ES8, PengP7, and VermaEX6, the new energy source of Guangzhou Auto, have all locked prices in the range of 23 to 400,000.
The $10,000 Tesla, which has nearly a \"grenade\" thrown at its own brand, ranks first in the world in 2019 with 10,000 vehicles, including 104,891 in the fourth quarter and 112,000 in delivery.
CITIC expects home-made Model 3 to sell more than 100,000 vehicles a year, or reach a global range of 35 to 400,000 a year. And the domestic Model 3 price range has been reduced to 300,000 yuan, in the price will bring a lot of pressure on domestic independent high-end brands.
The balance of sales seems to be tilted toward Tesla, and if Tesla parts are to be 100% domestic in the future, it means that the lowest price of the Model 3 is likely to be as low as 200,000 yuan, and the market pressure on the self-branded $200,000 range models will be huge, but the market competition for the survival of the fittest should have existed, and the self-brand should have understood the truth.
Tesla's Shanghai super-factory now produces more than 1,000 units a week. On that basis, Tesla's total production in 2020 is conservatively estimated to be close to 50,000; in the future, Tesla's Shanghai super-factory will have a target annual capacity of 500,000 and will also dump the new force on the sand.
Musk believes that whenever it can be simplified into logical steps, the impossible will become possible, so the problems he advocates for electrification, global energy change, and so on, start with tesla, even if tesla's start is just a trade-off for the interests of the auto industry, but more people are willing to believe that tesla's home-made production will give the chinese auto industry a chance to re-identify itself. No matter what form, will be full of hope.