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- 武松打腦斧武松打腦斧
  ·2021-09-27
  $老虎證券(TIGR)$我是不會了⋯⋯
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- 武松打腦斧武松打腦斧
  ·2021-08-03
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  特斯拉改变卖车方式，开始回归传统的4S店模式
  特斯拉有意减少一线城市商超体验店的数量。
  特斯拉改变卖车方式，开始回归传统的4S店模式
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15:36","market":"us","language":"zh","title":"特斯拉改变卖车方式，开始回归传统的4S店模式","url":"https://stock-news.laohu8.com/highlight/detail?id=1103968530","media":"第一财经","summary":"特斯拉有意减少一线城市商超体验店的数量。","content":"<div>\n<p>作者／唐柳杨\n当其他车企纷纷效仿特斯拉在商超开店卖车时，特斯拉却悄然变革渠道模式，开始回归到传统车企的4S店模式。\n第一财经记者独家获悉，特斯拉有意减少一线城市商超体验店的数量，转而在传统汽车商圈建设更多传统4S店形态的网点，以提高展销和售后服务能力。\n“特斯拉现在找的场地都集中在传统汽车商圈附近，找了很多传统汽车经销商的投资人进行谈判，想要租他们的场地，建设‘前店后厂’的网点。前面的展厅可以进行...</p>\n\n<a href=\"https://www.yicai.com/news/101129259.html\">Web Link</a>\n\n</div>\n","source":"dyvj","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>特斯拉改变卖车方式，开始回归传统的4S店模式</title>\n<style 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}\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n特斯拉改变卖车方式，开始回归传统的4S店模式\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-08-03 15:36 北京时间&nbsp;&nbsp;&nbsp;<a href=https://www.yicai.com/news/101129259.html><strong>第一财经</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>作者／唐柳杨\n当其他车企纷纷效仿特斯拉在商超开店卖车时，特斯拉却悄然变革渠道模式，开始回归到传统车企的4S店模式。\n第一财经记者独家获悉，特斯拉有意减少一线城市商超体验店的数量，转而在传统汽车商圈建设更多传统4S店形态的网点，以提高展销和售后服务能力。\n“特斯拉现在找的场地都集中在传统汽车商圈附近，找了很多传统汽车经销商的投资人进行谈判，想要租他们的场地，建设‘前店后厂’的网点。前面的展厅可以进行...</p>\n\n<a href=\"https://www.yicai.com/news/101129259.html\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/9e0d9f23e003547a93295253f05b6a55","relate_stocks":{"TSLA":"特斯拉"},"source_url":"https://www.yicai.com/news/101129259.html","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1103968530","content_text":"作者／唐柳杨\n当其他车企纷纷效仿特斯拉在商超开店卖车时，特斯拉却悄然变革渠道模式，开始回归到传统车企的4S店模式。\n第一财经记者独家获悉，特斯拉有意减少一线城市商超体验店的数量，转而在传统汽车商圈建设更多传统4S店形态的网点，以提高展销和售后服务能力。\n“特斯拉现在找的场地都集中在传统汽车商圈附近，找了很多传统汽车经销商的投资人进行谈判，想要租他们的场地，建设‘前店后厂’的网点。前面的展厅可以进行体验和销售，后面的场地用来维修保养。”一位知情人士表示。\n值得注意的是，虽然形态类似于传统汽车4S店，但特斯拉依旧采用直营模式，即没有中间代理商环节，新建的网点均由特斯拉直接管理。此外，这些网点没有建设交付功能，以上海为例，交车、金融、上牌、车主培训仍集中在外高桥的交付中心。\n上述知情人士表示，特斯拉有意把上海市19家体验店缩减至10家左右，减少一半左右的体验店。至于为什么不建设更多的交付中心，是因为集中式交付既可以降低成本，也便于服务过程和质量的管理。\n特斯拉是汽车直营模式的开创者，传统汽车公司的销售和售后服务交给代理商，以4S店的形态提供包括展示、销售、交付和售后为一体化的服务。特斯拉则把展示、销售、交付和售后功能拆分，在城市里建设体验店、体验中心、交付中心和售后中心，通过商超的高流量来实现更大的用户触达和销量规模。\n不过随着品牌知名度的提升和销量规模的扩大，特斯拉开始调整策略。\n“原因有几个方面，一是特斯拉现在品牌知名度起来了，不再需要商超的高流量来触达用户。同时也可以降低成本，商超太贵了，像上海徐家汇片区的商超一天的租金要达到20多元/平方米，但4S店每天每平方米只要几块钱。二是随着销量规模的提高，特斯拉售后服务能力有些跟不上，需要建设更多的售后中心来维护这个体系。既然建售后中心，前面的场地摆几台车进行展示和销售其实也很方便。”上述知情人士说，按照规划，特斯拉计划在上海每个区建设1~2个类似于4S店的网点。\n值得一提的是，特斯拉在逐步减少商超体验店的同时，中国造车新势力以及其他传统车企打造的智能电动车品牌仍在积极抢占商超的店面，并且积极地选择与特斯拉等头部的造车新势力品牌“做邻居”。\n这也导致部分商超的店租水涨船高。据国内媒体报道，小鹏汽车位于北京三里屯近500平方米的旗舰体验中心，年租金在一千万元左右。蔚来汽车位于北京王府井，展厅面积3000平方米的蔚来中心年租金更是高达7000~8000万元。\n“原本商超的场地主要是租给餐饮、服装等竞争很激烈的行业，租金并不高，大批汽车公司带着热钱进来，把商超的租金抬高了。”特斯拉中国内部一位人士向记者表示。\n该人士同时表示，特斯拉有时候也会选择错误的开店地址，但是其他品牌仍会跟风过来，花的价钱还特斯拉还高，“我觉得它们并没有理解选址的内在逻辑，而是跟风去模仿，觉得特斯拉就是对的。”\n“新零售不等于进商超，在商超开店是一个阶段性的表现。新的品牌缺乏品牌沉淀和知名度，渠道策略上选择用店找人，把店建在人流量大的地方。当新的品牌具备了知名度，它会从商场走出来，回归汽车商圈，建设综合性的服务中心，完成从‘店找人’到‘人找店’的转变，特斯拉正在这么干。”一家新能源车企中国区营销负责人向记者表示。\n他认为，特斯拉在全国不同层级的市场会采取不一样的策略，比如在继续下沉的三四线城市，特斯拉的首选仍是商超，这将是一个动态变化的过程。\n与此同时，虽然不少车企争相模仿直营模式，但行业内仍有许多争议之声。一家合资车企营销高管向记者表示，直营模式的优点是高流量、品牌宣传效应以及与用户直接接触，缺点是没有成熟的渠道网络消化库存，无法准确预估市场销量，风险无法分摊，他认为再过几年汽车公司的渠道模式会出现4S店模式的“回流潮”。","news_type":1,"symbols_score_info":{"TSLA":0.9}},"isVote":1,"tweetType":1,"viewCount":1598,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"defaultTab":"posts","isTTM":false}