The reporter learned from the relevant channels that Tesla, who had planned to participate in the Tmall "Double 11" shopping carnival, has quietly terminated this cooperation. Industry insiders said that Tesla’s unilateral end to this cooperation has exposed Tesla’s poor communication with its US headquarters and Tesla’s attempt to bypass third-party e-commerce in the Chinese market. The practice of the sales model still faces great practical difficulties.
Prior to this, on October 20th, Tesla China announced that it was stationed in Tmall Mall and participated in the Tmall "Double 11" Shopping Carnival. This will also be Tesla China's first attempt to sell sales cooperation with third-party platforms in addition to its official website sales channels. It is understood that Tesla originally prepared 18 Model S cars for the double 11 day purchase. After the consumers placed the order and paid the full amount, they could “light the car†in the fastest five days. In addition, Tes La will also install home charging piles for customers who purchase "Double 11 Days" for free as a special offer.
However, this plan was vetoed by the US headquarters after being disclosed by the media. Tesla China insiders disclosed in an interview that Tesla's US headquarters is very dissatisfied with Tesla China's "testing water" behavior and has terminated this cooperation. However, according to its disclosure, as of Tesla's unilateral announcement of the lifting of cooperation, Tesla Tmall has sold seven Model Ss.
According to informed sources, Tesla's US headquarters is dissatisfied because Tesla's cooperation with Tmall has undermined the original vehicle delivery rules, which is unfair to consumers who placed orders. In fact, Tesla has had a good example in the Chinese market. In the Tesla order production mode, consumers have to wait 4-6 months for the application from the official website to the actual vehicle delivery. At the beginning of this year, 23 Tesla non-Beijing-Shanghai customers submitted a lawyer's letter, accusing Tesla of failing to pick up the car in the order of advance payment, and even consumers were screaming at the delivery site to express dissatisfaction.
However, the cooperation with Tmall stipulates that consumers in Beijing, Shanghai, Hangzhou, Chengdu and Shenzhen can use the Tmall order to pick up the car within 5 days after paying the full amount. Under the premise that Tmall and Tesla's official website have little difference in the ordering process, ordinary users have to wait for four months.
Automotive industry analyst Zhang Xin told reporters, "Tesla's unilateral end to this cooperation has exposed the poor communication between Tesla China and the US headquarters and the difficulty of Tesla's landing in the Chinese market. How to keep 'Large At the same time, the brand has expanded its sales through more unconventional sales channels. From the current point of view, Tesla China has not yet thought about it."
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