Tesla's China troubles

Raptors crossing the river has always been a suspense. In the past two months, the whirlwind of electric vehicle upstart Tesla's debut in China has remained strong, but competitors have begun to fight back. At the Buffett shareholders' meeting held yesterday at the Chinese investor's reception, Li Di, general manager of BYD North America, said that Tesla is a role model in terms of marketing, marketing, and planning, but "we don't lose it technically." After the full honeymoon, Tesla’s “Chinese troubles” began. Localized production is not easy, infrastructure such as charging piles is not perfect, and prices are still high.

Worry 1: Who is the poor partner?

Last month, a reporter from the Beijing Commercial Daily witnessed Tesla’s “hot” at the delivery site. Although Musk was positive about the Chinese market, Tesla, who had always been out of the ordinary, still dared not take it lightly. A "foreigner" who has just set foot in the Chinese market wants to "settle down and settle down here". It is impossible to go it alone. Therefore, negotiating with a partner has become an important task for Musk China.

Hanergy is one of Tesla's important partners. According to the person in charge of Hanergy, Tesla started contact with Hanergy as early as March 21 this year and confirmed cooperation on or about April 11. Currently, Hanergy is mainly responsible for Tesla's charging piles in Beijing and Shanghai. This super charging station can fill up to 50% of the battery's maximum capacity in 20 minutes." In the end, Hanergy became a partner in Tesla charging station construction. "Mainly for Tesla's super charging station to provide photovoltaic equipment, carports, energy storage and other support."

On the same day of delivery on April 22, China Unicom and Cubic Telecom of Ireland signed a cooperation agreement. The two parties jointly provided Tesla with a comprehensive solution for car informationization to Chinese users. Lu Yimin, general manager of China Unicom, said that China Unicom will rely on its own LTE and WCDMA integrated network to provide automotive communication solutions for Tesla Motors, enabling navigation, remote monitoring, multimedia, Internet browsing, communications and other information services.

Subsequently, Tesla’s younger friends surfaced densely. Alipay users can use Alipay to order products from Tesla's China website since April 24. According to another source, Alibaba’s businesses, such as Alipay, Tmall, and High German, will be fully connected to Tesla. In addition, Musk also confirmed that Foxconn was responsible for the manufacture of automotive panels for Tesla electric vehicles.

Although Musk successfully "caught up" many partners, these small partners are obviously not enough for Tesla's long-term development in China. Especially in the joint venture partners looking for the future, the industry is not optimistic. Based on the over-optimistic expectation of the Chinese market, building a factory in the country became an important measure for Tesla to reduce costs and rapidly expand sales. At the same time, according to the relevant regulations of the government, only electric vehicles produced in China can enjoy subsidies. Musk also said on many occasions in China that the company is optimistic about the long-term development of the Chinese market. In the next three to four years, Tesla will conduct localized production in China.

Foreign auto companies entering China for localized production must set up joint ventures with a domestic company in China. However, the relevant government departments have made it clear that no new joint ventures will be added in the future. The industry believes that although the government may be "green light" for electric car companies, there are already many domestic companies like BYD, BAIC, SAIC, and BMW Brilliance that have introduced civilian electric vehicles, and a number of domestic car manufacturers have also stated that Tesla is only marketing. Well, technology does not excel, so when Tesla needs to identify joint venture partners, he or she will encounter flaws that no one takes over.

Worry 2: When the support policy landed

The plight of Tesla’s search for partners in the country does not seem to have affected Musk’s outlook for the Chinese market. Musk has repeatedly stated that the Chinese market is very important to Tesla and is expected to surpass the US market in early 2015 and become the company’s largest global market. According to Wu Bijing, Vice President of Tesla's China Business, the company's global sales are expected to double in 2014 to 46,000-4.8 million units. The Chinese market is expected to reach 14,000-1.7 million units, accounting for about 30% of global sales. By 2020, Tesla's global sales will reach about 500,000 vehicles.

Against this background, China, with its promising development prospects, has undoubtedly become the market in which Musk needs to focus its development. This has also caused Musk to carry out a special "private public relations" on China. The name "Iron Musk" seems to have exploded in China overnight. He has played rockets, played new energy, and played the Internet. He has won many Chinese fans and arrived in China with even bold and bumpy experiences in the field of science and technology. Was hailed as "Jobs + Iron Man + Du Minjun" three-in-one enhanced version. The Tesla electric car he created was also treated as a "super-national" on the land that is particularly admired for new energy.

During his stay in China, Musk was met with Minister of Science and Technology Wan Gang and Minister of Industry and Information Technology Miao Wei. This has also been interpreted by some media as Tesla’s “obstacle” for the development of a policy of elimination in China. Wan Gang said that the Chinese government is considering the reform of electric vehicles in taxation. For example, import tariffs will be different from those of traditional cars, but specific details are still being worked out. Miao Wei affirmed the current performance of Tesla, saying that the Chinese government is formulating policies to help companies like Tesla to enter China and promote the development of the electric vehicle industry in China.

However, it is worth noting that there is no timetable for when these support policies can actually land. Some domestic auto makers even bluntly stated that “if the tariffs on imported electric vehicles are reduced, other auto makers will also take the opportunity to export electric vehicles to the Chinese market. By then, electric vehicles of independent auto companies will face great difficulties. Therefore, tariffs can be appropriately reduced. , but there are also considerations for protecting domestic car companies." A person in charge of a domestic independent car company that did not wish to be named indicated to the Beijing Business Daily reporter.

For this electric car star, the high degree of attention did not allow it to get help in the Chinese electric vehicle market. While Tesla's rapid expansion in China, the challenges and problems it faced are also more clear. That is, he does not understand China's national conditions. Zheng Shunjing, general manager of Tesla's former China, is obviously not in this regard. “From the initial Tesla trademark dispute, to the slow delivery of vehicles in China, and to the unfavorable planning of charging facilities, Tesla is encountering the growing troubles of China.” Jia Xinguang believes that Tesla will seek greater development in China. There are many difficult issues to deal with, such as the relationship between the government and the media. These problems are obviously difficult to overcome with technology.

Wang Chuanfu, chairman and president of BYD's board of directors, stated that Tesla played an excellent role in promoting pure electric vehicles and nurturing consumer habits. But Tesla is only a toy for the rich and only suitable for a small crowd. "If household consumption starts, BYD can create Tesla in minutes." Wang Chuanfu said. Li Shufu, chairman of Geely Group, said that in terms of technology itself, Tesla is building cars through an integrated approach. As long as Tesla is universally accepted in the world, it is easy for Geely to produce a product that is similar to Tesla. “The Tesla, which is highly sought after by the market, is currently successful, but in the area of ​​new energy vehicles, its prospects are not clear.” Li Shufu believes that the development of new energy vehicles has a gradual process, the first step is how to traditional energy Automobiles improve efficiency, reduce emissions and reduce fuel consumption; the second step is to continuously increase the proportion of electric and battery, reduce the engine's displacement, weight and fuel consumption; the third step is to achieve pure electric.

Trouble 3: How to Marketing After "Honeymoon Period"

Although Musk’s visit to China was "fruitful", Tesla's high-end position will be its first insurmountable bottleneck for a beginner who is just starting out in the Chinese auto market. In January of this year, Tesla released an official blog that officially announced that the retail price of the Model S 85kWh model in the Chinese market was 734,000 yuan, and the retail price of the P 85kWh Performance model was 852,500 yuan, which was much lower than expected. Although the price is sincere, but the automotive industry analyst Zhang Zhiyong believes that Tesla's price range is still higher than the same level of luxury cars, 734,000 yuan Model S in the current Chinese automobile market is a niche models, is a relatively strong economic strength customers The choice of personality, not the mainstream consumer.

The list of the first owners of Tesla that Beijing Daily News reporters have obtained shows that these individuals are elites in various industries. Including Yunyou Holdings Chairman and CEO Wang Dongfeng, Sina CEO Cao Guowei, Ctrip.com founder Liang Jianzhang and others. “In China, many consumers still order Tesla with an 'imagining' mentality. However, when Teslager went past, the sustainability of the market and how large the capacity is are still difficult to predict.” Zhang Zhiyong Analysis Say.

According to a reporter from the Beijing Commercial Daily, Tesla is more like a luxury than the pro-commuter electric cars that other automobile manufacturers have launched. In the Tesla official development plan, the first phase of the first launch of luxury electric vehicles, priced at about 100,000 US dollars; the second phase will be launched with an annual output of 20,000, the price of 70,000 US dollars Model S models The third stage is the introduction of affordable family-friendly ordinary family cars.

More importantly, the Tesla Model S is not perfect. As the head of the car owners, Li Xiang, the president of the car home, told Beijing Business Daily that he had purchased Tesla and added insurance, etc., and spent a total of 1.1 million yuan. "Buying this car is mainly about its technology and sense of value, in order to keep up with the trend of this era." After the test drive, he believes that in terms of appearance and driving experience, Tesla's car valued at 1 million. The standard of the yuan. However, the rear seat is a "hard injury": the seat is relatively low, not very comfortable. From the rear seat ride experience, it is only 100,000 -15 million in magnitude.

Although Li Xiang also supports Tesla on Weibo: Do ​​not underestimate Tesla, because the advantage of Model S is not something that traditional car manufacturers can catch up in minutes. As a four-door coupe, its driving experience is At the same price Mercedes-Benz CLS, Audi A7, Porsche panamera above. But Li also clearly stated that as a luxury car, Model S still has too many obvious shortcomings. In addition, the expansion of electric vehicles is also much more difficult than mobile phones.

Worry 4: How to solve the charging problem

Compared with the high prices and difficulty of domestic production, the most realistic Chinese troubles before Tesla are still imperfect charging settings. According to Musk’s assumption, Tesla wants to establish a super charging station in China, but it turns out that due to different national conditions, Tesla’s strategy to replicate the US’s success in China is difficult.

There have been reports that Tesla is discussing with the State Grid about the possibility of building a super charging station. However, in response to previous concerns about cooperation with the national grid, Musk’s latest response stated that charging is not dependent on the national grid. In this regard, Zhang Zhiyong believes that Tesla's construction of a charging station network in China is not an easy task. "Tesla wants to build a super charging station in China. It is because it does not understand China's national conditions. Unless there is more capital injection, Tesla cannot maintain the huge construction cost of a super charging station." Zhang Zhiyong analyzed.

"The focus of Tesla now is to study whether his charging standards are consistent with the Chinese market, rather than having to set up a separate super charging network." Zhang Zhiyong believes that Tesla wants to rely on his own strength because of his plan to rely on the Chinese market. It is certainly not feasible to quickly change the status of China's electric vehicle industry. Tesla also needs to carefully study the relevant policies of China's electric vehicles. According to the rhythm of the Chinese electric vehicle market, coupled with its own characteristics, Tesla will get faster development.

According to information previously obtained by the newspaper alone, Tesla will discuss cooperation matters with Sinopec. Although Sinopec did not disclose specific cooperation contents, but outsiders unanimously speculated that Tesla had taken a look at Sinopec's powerful gas station network. Sources said that this time Musk will promote Sinopec Beijing to enter the charging station industry as a breakthrough point, after the pilot, its fuel charging and comprehensive service station will eventually be extended to the city, and then extended to Hebei, Tianjin and even greater scope. However, the news did not get Tesla's official confirmation. After Musk concluded his visit to China, Tesla did not report more about the cooperation with Sinopec.

“The construction of charging stations in China requires the approval of different departments, and Tesla must coordinate the interests of all parties. This is not an easy task for a foreign-funded company that first arrived in China. In addition, the construction and support of charging facilities in all provinces and cities. The operating model is not consistent, and whether Tesla can break through the restrictions of geographical protection and build a unique charging facility on a large scale is also a problem,” said Jia Xinguang, an automotive analyst.

Despite Tesla's recent upsurge in domestic market, its share price in the US market has reached a record high. However, if it cannot solve the “last mile” charging problem, it will be more difficult to fully enter the Chinese market. In the U.S. market, an important reason for Tesla’s popularity is the establishment of a free fast charge network. To attract Chinese customers with the same effect, Musk’s huge investment in China includes the construction of charging stations.

The battery capacity of Tesla's pure electric vehicles has reached a staggering 85kwh. If the economy is running at full speed, this capacity can run up to 500 kilometers, basically solving the problem of the mileage of electric vehicles, but it also brings another Problem - charging.

According to Tesla's plan, the company plans to build a self-built charging station along the Beijing-Shanghai line. This plan needs the support of the national power grid. The national power grid must first ensure that residents and enterprises have a stable and reliable power supply for production and life, and can meet the large-capacity capacity. Slar charging requirements are still unknown.

In addition, according to the Beijing Commercial Daily reporter, this year, with the gradual implementation of relevant policies, domestic auto companies have really begun to force electric vehicles, but also appeared in BYD e6 and Beiqi E150 electric version of good performance electric vehicles, the future Even if Tesla achieves domestic production and lowers prices, the competitive pressure it faces is still not small.