Analysis of Tesla Direct Sales
Tesla direct sales model of the main operating procedures: model to understand, intention to buy → store experience, booking test drive → official website booking, payment deposit → factory orders, custom production → payment of the end of the payment, vehicle delivery. Tesla direct sales model and the domestic automobile OEMs commonly used dealers 4S shop sales model is very different, we from the consumer, Tesla company and other dimensions for the Tesla direct sales model of the advantages and disadvantages of the analysis. This saved huge traditional marketing expenses, without even the need to setup Cheap Advertising Feather Flags at the POP.
For consumers, Tesla’s choice of direct sales model compared with the traditional 4S agent distribution model, because the abolition of the dealer, reducing the intermediate links, simplifying the purchase process, have the opportunity to reduce the user’s purchase costs. Self-operated offline experience shop can provide standardized, specialized and not for the purpose of direct transactions for the purpose of experience. Online purchase price tag, you can make consumers fair and transparent consumption. Because the vehicle uses customized production, to provide consumers with the choice of diversity, highlighting the differentiation of consumption.
However, there are advantages and disadvantages, Tesla’s direct sales model for consumers, there are many problems. Because of the use of self-line experience shop, from the store site, interior decoration, consumer experience design to the store staff recruitment training and other aspects of Tesla company solely responsible for the serious impact on the expansion of the store.