Wen 丨 新 entropy, Author 丨 Sakuragi, Editor 丨 Moonmi
Countless savvy merchants have set their sights on Tesla's car business.
On January 2, 2022, global electric vehicle giant Tesla announced its own report card, with global sales of 936,000 units, an increase of 88% year-on-year. Strong growth data and a brilliant performance of 300,000 units sold worldwide in the fourth quarter directly pulled the stock price up by 11% on the day.
Looking closely at Tesla's buyers, the Chinese market is the absolute main force. According to the Chinese automobile sales data released by the Association of Automobile Manufacturers, as of October 2021, Tesla Model 3 and Model Y models have sold more than 330,000 units in China, more than one-third of the global market, and more than the total annual sales of the new car-making force "Wei Xiaoli".
Tesla has made all the marketing gimmicks on the macro side, but when people really spend more than 200,000 yuan to become Tesla owners, they will find that they have a lot to do. The phrase "the interior is like a rough house" is described by netizens as very in place.
The simple lines, rough quality, and lack of functional space obviously form a certain mismatch with the needs of oriental people, just like few people use iPhones without mobile phone cases and mobile phone membranes. When Tesla owners encounter the Douyin car evaluation owner's Douyin small yellow car, they often find that they can't stop at all.
Unlike the self-driving optional bag that costs tens of thousands of dollars to upgrade, from a few dollars of lens covers to hundreds of pillows, docking stations, and thousands of foot pads, these things can improve your happiness almost every minute. A head Taobao store, which sells more than 200 SKUs around Tesla alone, and the monthly sales of single products have reached 3,000+, which also verifies the owner's preference for modification and purchase of accessories. Tesla's various accessories have become the just needs of some car owners to a certain extent, especially after the sale of vehicles, this demand is gradually being fully developed, and related categories continue to expand.
The subsequent things are easy to understand, when the country ushered in a new round of large-scale rain and snow weather, when the temperature plummeted, you will find that the voice of Tesla in the past is endless, and this time almost no one complains, after the blessing of various accessories, Tesla's comfort is increasing day by day, so is the so-called mileage really important? Whether it is the popular 800v fast charging or the rapid development of power exchange, it seems to reduce people's anxiety to some extent.
Can we envision a possibility that in the new energy car owners who are no longer anxious about mileage, the strategy that can solve the comfort and functionality is the future.
01, rough house "itch" business
The business of star companies is actually not easy to do. Because Tesla's information is relatively transparent, the advantages and disadvantages are in the open, so Tesla with goods bloggers must be more meticulous and professional, in addition to the pain points and cool points of product marketing, find the most difficult to control the "itch point".
Regarding the itch point business, the advertisement of the blogger King Kong is explained very clearly. The "itch point" is within the scope of user needs, which is something that users/consumers need, but not just needed. For example, the lighter used when smoking, the windproof is better than the ordinary, but in fact, the frequency and scene of the windproof are not so much, and the user can also cover it with his hand to play a windproof effect.
The windproof here is the itch. The itch point can not solve the user's just needs, but it can make the user convenient, fast and comfortable when using it, and the experience is upgraded but the actual role is not necessarily great. Just like where there is an itch on the body, it is very comfortable to scratch it, and it is okay not to scratch it, and few people keep scratching.
What is Tesla's itch? To understand this there must be some geek spirit. In the vibrato blogger "geek Alai" in the video, the new entropy saw some clues: "Tesla's trunk, using felt material, not only not wear-resistant but also very easy to dirty, trunk needs those equipment to wear and scratch resistant, I evaluated a lot of products, this video gives you the best solution, you need the following four pieces of equipment, the first piece of equipment is the 3w trunk pad, German industrial design Red Dot Award winning works, environmental protection green, TPE material, no odor, the bottom of the reinforcement and anti-slip design .... ”
Tesla's itch lies in the lack of functionality under its minimalist design and the lack of experience brought about by rough interior materials.
From the 3W tpu mat, to the central control hidden storage box, from the seven-port 45-watt docking station, to the multi-functional car hook, these products are as convenient, fast and comfortable as the previous notes on the itch point, and the experience is upgraded but the actual role is not necessarily great.
"It is undeniable that the Tesla Model 3 is a very advanced design model, but the design and practicality often stand on the opposite side of the contradiction. Since the Model 3 entered thousands of households, there have been endless modification accessories on the market, and some of these accessories can indeed solve the shortcomings of the experience. A Tesla owner said. He admits that some accessories are really very useful, while some are just "IQ tax".
Looking at the data, we found that the accessories that Tesla owners are willing to pay for often have the following characteristics, strong practicality, environmentally friendly materials, excellent design, excellent quality, and price is a less important choice. Taking the data of multiple Taobao head stores and bloggers with goods as an example, the data of 5,000+ monthly sales of single products that meet the above conditions is really hot, and it can also be seen that car owners have a strong demand for this.
The itchy business about Tesla actually started very early. In 2019, the first generation of Douyin with goods bloggers began to get involved, when the main force of sales was a product called Tesla anti-motion sickness glasses. An old car owner of the year clearly remembers the grass planting video, "The blogger, starting from Tesla to start more fiercely, said that he was not adapted at the beginning, easy to motion sickness, and then said that the glasses through the principle of water flow, physical dizziness, very impressed." ”
Perhaps the understanding of electric vehicles requires a process, so the itch point business in the early years has been tepid, until Tesla sales began to rise, the number of evaluation media increased, and when the public demand gradually transformed into commercial products, the itch point business showed its staying power.
One of the most impressive ones for the author is Tesla's camera privacy protection cover, which is also a product with the amount of anchors, almost with the United States network hackers cracked the camera in the Tesla Model 3 model, with which to shoot two videos of the people in the car in the process of using the car, synchronously online, iteration speed can be seen.
Of course, the reason why Tesla's itchy business can be on fire is inseparable from the minimalist soil that prevailed after the Joe gang in Silicon Valley, Jobs can sleep on the unfurnished floor, and can pilaf with his hands in India, but ordinary people do not have such a height. In a way, they need a more comfortable, refined, and even extreme experience, and Tesla's rough workmanship and minimalist interior give room for this need to play.
The evolutionary path of this can be compared with the development process of smartphones. From the early stage of mobile phone tempering film, mobile phone case to the later stage for 1 + mobile phone directly began to emphasize the feel, Liu Zuohu said "you can't go back if you use it." When technology upgrades face bottlenecks, spillover demand may be transformed into new product directions.
From this point of view, to some extent, Tesla's itchy business is a necessity.
02, the imagination space of the "itch point" business
From the keyboard to the mechanical keyboard, from the mouse to the Razer mouse, from the mobile phone film to the anti-peeping mobile phone film, the evolution of the itch point business is also a proposition with very imaginative space.
This is even more vividly expressed in Tesla. According to media reports, in the first five months of this year, the search volume of "camping" on the Little Red Book increased by 428% over the same period last year, and when GLAMPING exquisite camping and wild luxury prevailed in the middle class, and people rushed to catch up with the trend, Tesla owners found a new way to play.
Because Tesla originally has its own camping mode, which can help ventilate in the car, maintain temperature, and set up atmosphere lights, then the combination of camping and car has become the focus of businesses, so Model Y exclusive extension tent, Model Y custom camping mattress have been online, and the same exquisite wind as the previous product, with almost comparable to the configuration of the caravan, let Tesla owners win again on various social media.
At the same time, Tesla officials seem to be happy to see the emergence of this malleable business. The most obvious point is the launch of the new V11 car system and FSD Beta V10.8 version on Christmas Eve, which provides light shows, new UI and amplifiers. According to the official introduction, anyone who owns a computer can create a light show through the free and open source software xLights, which is suitable for all new Model S, Model X and any Model 3, Model Y.
If the front is still tinkering, as well as the extension of the body, this time the light show is a business that develops in the direction of innovation. Many review anchors predict that in the future, whether it is used for couple confessions or other purposes, this interesting development will have a good space for innovation.
In the investment circle, there have always been two sets of logic for new energy vehicles, according to a certain level of market investors said, "California's way of playing is to install consumer electronics on four wheels, rather than replacing the car engine with a battery." Whether the subject is electronic or automotive is important, which determines which element of the system's entire workflow is essentially designed. ”
Now, Tesla's model must be developing in the direction of consumer electronics, from the tinkered mobile phone case business, to the extended camping tent, and then to the future entertainment of the strong function, you can meet Tesla's itch point business space is very large.
03, after the stacking, another route before the intelligence
Tesla's itch, in fact, to some extent, for domestic cars is also a kind of enlightenment, looking back at the development of smart phones, the cost-effective route at the Xiaomi conference, in fact, with the same intelligent car that is constantly piling up materials at this time, with higher performance, and cheaper prices, occupying the market. However, turn around and look at Apple's breakthrough of 3 trillion stock prices to know that the really successful products do not necessarily require the highest clarity, the farthest camera, after all, whether it is a car or a mobile phone, and finally a consumer product, a sense of balance is the biggest criterion for success.
From this point of view, in contrast, the current domestic car-making trend seems to be all bet on intelligence, automatic driving, intelligent cockpit, ar-hud, dazzling technological innovation, of course, there is a stronger imagination space, but the author firmly believes that all of this is based on balance. From another point of view, whether it is high-level automatic driving, or other technologies, the real intelligence of electric vehicles will take a long time. Focusing on the user experience may be a route in this era of stacking cars.
The neglected driving experience, comfort, and functionality should also be valued.
In this survey, we also found that most of the providers of Tesla's "itch point" solution are domestic companies, and their addresses, Shenzhen, Taizhou, etc., are almost similar to the era of Apple consumer electronics, and Huaqiang North, a car-like company, may be gradually taking shape in providing such services.
On the other hand, Chinese companies actually have an absolute advantage in solving the Tesla itch, listed companies Changshu Auto Accessories, Xinquan shares are deeply rooted in automotive interiors and parts for many years, customers from BBA to new forces in car manufacturing, almost have absolute technical strength.
The ultimate mission of technology is to serve people, and looking at this small branch of business from the perspective of service, perhaps we can find more answers.