There is a saying circulating on the Internet: It is not necessarily the opponent of the peer who defeats you, but it may also be cross-border. From the level of traffic alone, the traditional domestic automobile companies never imagined that they had worked hard for decades, but they were robbed of most of the traffic in the automobile market by Huawei and Xiaomi, two outsiders.
Since the launch of Xiaomi cars, it has not fallen out of the industry's hot search list, and it has been silent for a few days, Huawei Zhijie S7 "grabbed orders" Xiaomi SU7, and once again sent this pair of friends to the hot search.
Lei Jun's response pattern is very large, and has won a lot of praise: "Domestic new energy vehicles are very good, if you are in a hurry to use the car, do not want to wait for Xiaomi SU7 to deliver car owners, you can buy other domestic brands such as Zhijie S7." "In terms of traffic, Xiaomi has never lost a game.
The pioneer of domestic traffic marketing is none other than Xiaomi, whether it is Huawei or BYD in this regard, it is a younger brother in front of Xiaomi. However, the involution and competition between the two are benign, and there is also a great tacit understanding between them. In this era when traffic is king, the more fierce the quarrel between Huawei Zhijie and Xiaomi SU7 is, the bigger the melon, the more traffic will be concentrated in these two car companies.
I don't know if you haven't noticed that in the commercial mutual praise between Zhijie and Xiaomi, the news of Tesla's price reduction has been squeezed out of the hot search. Since the beginning of this year, under the overwhelming traffic of Xiaomi and Huawei, it has become more and more difficult to convert Tesla's orders, and fewer and fewer people have bought Tesla.
The originator of new energy vehicle traffic should be Tesla, Musk does not advertise, does not charge money, but relies on the traffic of self-media to build Tesla's brand. A few years have passed, and I can't imagine that the boomerang hit me, and the two crossover players Xiaomi and Huawei are leading the traffic, making Tesla's exposure far less than before. Just like Wang Laoji and Jia Duobao fighting, the most hurt is Heqizheng.
Whether it is Xiaomi SU7, Zhijie S7, or AVATR 12, BYD Seal, everyone's direct competitor is Tesla Model 3. The brand fight between domestic brands not only gained huge traffic exposure, but also gained more new orders, which invisibly squeezed Tesla's living space. The Model 3 has declined in the domestic market for three consecutive months, with only 32,000 sales completed in the first quarter, a year-on-year decline of 25%, and Tesla is currently supported by the Model Y in the Chinese market.
Tesla was initially introduced as a catfish to stimulate the vitality of the entire domestic new energy vehicle industry. Now a school of sardines is active, but the living space of the catfish is getting narrower and narrower.
Although Tesla is still the first place in domestic pure electric vehicles, it has encountered great difficulties in performance growth and market share. According to the data of the China Passenger Car Association, Tesla's retail sales in China in March were 62,000 units, down 18.6% year-on-year, and retail sales from January to March were 132,000 units, down 3.6% year-on-year. In 2021, Tesla's share of China's new energy market was as high as 16%, but in the past two years, this figure has dropped to 6.7%.
Under the strong offensive of domestic brands, Tesla finally couldn't bear it anymore and began to reduce the price of 14,000 yuan for the whole system. With the cost advantage of the Shanghai factory and the same price as the United States, the Chinese market is Tesla's profit highland, and Tesla will not cut prices unless it is absolutely necessary. However, if it does not fall, sales will continue to decline, market share will further shrink, and a discount of 14,000 yuan will be given as a last resort.
However, judging from Tesla's single car profits, this price reduction is not very sincere. For new energy vehicles at the same price, domestic brands are better than Tesla in terms of performance and configuration, and the Model 3, which is more than 230,000, is still not very attractive. If you let the editor make a choice, instead of spending 230,000 yuan to buy a Model 3, it is better to add a budget of 10,000 yuan and directly replace it with the M7.
Xiaobian makes a prediction here that Tesla's sales in the second quarter of this year will decline year-on-year, unless it gives greater sincerity in price, or a breakthrough product comes out. Model 3 wants to maintain a certain share in China, and it is best to keep up with BYD Seal in terms of price, and Tesla does not have much advantage in comparison with the two cars.