Musk personally tore off Tesla's fig leaf.

There is a saying in the small circle of marketing circle that if a commodity wants to win popularity in China, it must meet two conditions: First, it must be expensive; Second, it must be known to all that it is expensive-it may even have no practical use, such as diamonds. In this way, the goods have a full aura of luxury goods, and the status of the owner is self-evident.

Under the group effect, people will not only discuss value and unworthiness, but even compete to ridicule-expensive is not the short board of goods, but its own short board. At this point, functionality is not particularly important, people will have considerable tolerance for products with this luxurious aura, and some defects in product function will not affect the attribute of transmitting information to the outside world. Some people even take the initiative to interpret the fault as an accident or a small probability event, but they are unlucky-for example, some fans argue that the phenomenon of burning oil in luxury cars is that engineers originally think that oil is a consumable.

Under the influence of the mentality of buying up and not buying down, the more the price of goods increases, the more they increase the price to buy, the more they can arouse more people's desire to buy and trigger a buying tide. However, if a commodity is reduced in price, that is another matter. Even those who really need it will wait or simply give up, and those who have already bought at a high price may even start the rights protection mode.

Once a commodity enters the stage of price reduction, there are many examples of sales volume and popularity falling instead of rising, such as Tibetan mastiff, Land Rover and some real estates ... Many things have fallen off the altar after price reduction, and suffered a tragic situation of falling volume and price. Tesla is another vivid example.

Musk made three taboos.

Less than half a year, model? Two sharp price cuts have caused heated discussions among many media and consumers. To sum up, Musk's price strategy made three taboos.

First, Musk did not take into account the feelings of early consumers and aroused public anger within a certain range. "Don't suffer from poverty and inequality" is a value engraved in the bones of many people in China. There is no need to discuss right and wrong. This has become an objective law and few people can challenge it. From ancient times to the present, only those who respect and apply this law can win the hearts of the people and achieve great things.

Second, Musk's price strategy has indeed improved Tesla's hedging rate, which makes the depreciation rate of cars suddenly rise, especially for consumers who bought cars in the early stage. The actual loss is not only much higher than that of the same class fuel vehicle, but even higher than that of the same class electric vehicle. This also worries the next wave of consumers, when is the next price cut? Will the car bought today be 50% off in six months? It is not easy to make money, so people should think carefully.

The third and most important point is that he has completely lost the aura that some people value. Does Tesla really rely on technology and products to remain competitive? No, its experience in northern Europe can explain the problem.

When new energy products such as Volvo, Kia and Volkswagen are listed, consumers choose to vote with their feet and choose manufacturers with more stable product quality. In the relatively developed automobile society, the so-called halo effect of the vehicle itself is much weaker, and the tool attribute is dominant. China's economy hasn't developed to that degree, so cars are still a big household item for many consumers in China, which plays a facade role to some extent. Just like in the 1970s and 1980s, bicycles were a sharp weapon for urban and rural residents, but in today's economic development, bicycles are almost just tools.

Musk's move was originally for small profits but quick turnover, and he wanted to make full use of production capacity and realize his ideals. Cleverness is mistaken by cleverness, and he ignores the psychological needs of consumers in China.

Once everyone knows that Tesla is cheap and the price drops, the aura of foreign monks chanting will disappear. At this time, someone will start to be alert. The original model? Nothing special. The shortcomings that were originally shrouded in aura, including quality problems and workmanship problems, will be re-examined under a magnifying glass. In that case, it will be returned sooner or later.

There is no choice but to spend money.

Of course, Musk would not understand this, but he chose to do so. To some extent, he had to.

From the model? S and Model? Judging from the bleak sales of X, Tesla failed to attack the high-end market on a global scale. It should also be said that brand building is not achieved overnight, and Tesla can't compete with real luxury brands.

The same is true in China, low-priced models? 3 is the main sales force of Tesla at present, which can be described as a life-saving straw for Musk. Musk needs sales to cross Wall Street, Model? 3 can't lose-of course, it refers to sales. Capital can accept that Tesla is not profitable, and even can accept losses, but they can't accept the company's lack of business and running water. Just like Ruixing, in the case of insufficient orders, it is necessary to pay extra to make the sales look good, which is to seek investors. A statement.

Tesla's most dependent China market has changed, and more products with strong competitiveness have appeared in the market, which is very difficult for Model? The status of 3 poses a fatal threat.

In the past, with a model? 3 The pure electric products with similar prices are only the SUV series of Weilai, and there is no direct conflict between them. The products listed this year, such as Han EV and P7, jumped directly to Model? 3' s hand-to-hand combat began, and Musk's most taboo thing happened.

In product design, Korean EV, p7, etc. It has deeply catered to China consumers' preference for beauty, but Tesla has obviously not made any localized improvement for China consumers.

Musk is a very self-centered idealist. If Tesla makes any changes for China consumers, it will destroy Musk's ideal of cutting costs through mass production. Between localization needs and ideals, Musk certainly has to stick to his own ideas and take overseas models to China to copy: it doesn't matter what consumers like, what products I provide is the most important, and you have to learn to appreciate my products.

BYD and Tucki, on the other hand, pursue the customer-centered concept, and design and produce corresponding products according to consumers' preferences and acceptance. This route has had a great influence on Tesla's self-centered concept.

What is the model of the core three-electricity system? 3 In the face of competing products at the same price, there is nothing we can do. Take Korean EV as an example:

Consumers' eyes are discerning. They clearly know who has the greater advantage. Han has a backlog of more than 30,000 orders-now its sales depend on BYD's production capacity. With the continuous release of production capacity, the sales volume of Korea is also rising month by month, 1.200, 4,000, 5,600 ... which brings considerable pressure to Tesla. In the case that Model3 is at a disadvantage in all directions, price reduction is also a helpless choice.

But even after the price reduction, Tesla's sales may be bad for a long time. The price of 249,900 yuan is only less than 30,000 yuan lower than the flagship model of Korean EV, but the value of vehicle configuration and safety products is far less than 30,000 yuan, and it is still much more expensive than the long-life model of Korean EV 22.98, and the cost performance level is not dominant.

And as mentioned above, when everyone knows that Tesla is cheap, it will fall into competition with competitors in terms of product strength. Its product strength is not as obvious as the price model, and there is even a professional media model? 3 valuation, considering the price of its low-profile Model 1.5 million, and the high-profile model is about 230,000, then model? Do not rule out the possibility of lowering the price again. Moreover, consumers in China generally have the psychology of buying up and not buying down. Models? The future sales volume is even more confusing. ...

Perhaps, the next time you write Tesla's article, you should change the comparison object, because after further price reduction, its price will be completely different from that of Korean EV and P7, and there is no comparability. We have all thought about the title of the next article: "Model3 and AION after the price reduction? Who is more valuable, S or Qin EV? 》。

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.