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Teslas don't understand China

via:博客园     time:2021/4/19 18:09:28     readed:85


writing / Fang Hao

Source: recruitment (ID: itakethat)

In previous years, the auto show focused on the models and thighs. This year, Shanghai auto show focused on the petitioners who showed their thighs.

The car companies that are targeted by the masses are all foreign brands of Yishui, including both traditional car companies and new energy car companies. The home advantage of Chinese auto companies is still very obvious.

Whether it's a traditional Chinese car company or a new energy upstart, which product has no problem? It can only be said that Tesla is too big to catch wind now, and behind it is that it does not understand China.

First, they don't know how to deal with Chinese users. I think my brand is very good. I treat the car owners as fans and deal with all kinds of crises from the perspective of God. It's a failure to let two strong men carry away a female car owner (no matter what his appeal or purpose is) in full view of the public.

Second, they don't know how to deal with Chinese media. Tesla's current competitors in China are not those state-owned enterprises that used to seek foreign capital in technology. Almost all the founders of China's new energy vehicles are born under the background of the Internet. They have lived to this day after years of artillery fire. Whether it is positive public relations or crisis public relations, they have long been refined.

Tesla's current situation in China is very similar to that of foreign Internet giants more than a decade ago: they think their products are sexy and represent the most advanced productivity and culture on the planet, and they can be invincible in China.

Now China's new energy vehicle enterprises, at least in the relationship between users and media, still reflect the strength of Chinese Internet companies. In the past few years, Tesla's huge sales in the Chinese market made it think that this is also a coffee drinking country, but it forgot that it also drinks Maotai, Pu'er and even garlic here. An auto show can be a runway or a battlefield.

The automobile industry is facing a great change that has not happened in a century. From fuel vehicles to electric vehicles is a change in the rules of the game. At that time, China's automobile market was open to the outside world, and the guiding principle was market for technology. But over the years, the market has been given to foreign car companies, and the technology has not taken root.

But in the era of new energy vehicles, the core technology is no longer the engine, but the battery and chip. These core technologies are no longer highly tied with automobile brands, but become part of the supply chain, and the entry threshold is greatly lowered. Foreign new energy vehicle enterprises no longer need to form alliances with Chinese vehicle enterprises, and Chinese new energy vehicle enterprises do not need to rely on foreign vehicle enterprises.

This has become the competition between Chinese and foreign Internet giants in those years: there is no limitation of core technology, I know the model you know, I can build the products you make, and I know better than you in the play you don't understand.

Musk is also an old Internet cannon. He may understand the current Chinese Internet cannon of car making, but he may not understand China.

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