Bypassing the "Subversion" tab to see the real support point of Tesla marketing

Differences in thinking between the east and the West may lead to a study of a hot event, and there will be significant differences in ways, such as the electric car Tesla.

The West is good at "deductive", the phenomenon will be repeatedly dismantled, from Tesla's technology, products, marketing, service ports, truthfully, layers of understanding, and Oriental thinking is good to do "inductive method", requires the conscientious to be able to "get its essentials" more to be able to "analogy". After reading and exchanging a great deal of information about Tesla, I tried to give Tesla a summary of the Oriental way of thinking: a series of "different" practices in the product, business model, and marketing side, based on technological innovation. It has to be accompanied by the phrase: Being different is a kind of ability, not a gesture. The blueprint for this is Ma's speech at Tencent's opening conference a few years ago: "Openness is an ability, not a gesture." "The original intention I understand, when we start talking about" openness "or" innovation "and" subversion ", we're talking about your abilities, and to what extent you can support them, rather than having a vision or posture like that. When Tesla electric cars in the security, mileage, charging problems, top speed and other links to meet or exceed the critical points of the common car, it has gradually achieved his business model and marketing services to launch a number of innovative "capabilities." Here is a confirmation that 龚焱, a professor at Ceibs, which specializes in Tesla, recently spoke about Tesla CEO Musk, a case in which the crisis PR was good. In the case, a foreign owner shared his Tesla experience on a social network, mentioning the length of a charge that did not meet Tesla's official claim, and said that he was traveling at different speeds, the time and the final voyage. In response, Musk quickly responded by posting a record of the car's travel on Twitter, a series of data from the car shows that the owner has made a strong rebuttal to the "how many miles of wheat and how many grains of wheat have been driven," as he claimed. Musk has a strong public-relations awareness, which must be acknowledged, and he did well in the early days of Tesla's fire. But from the case above, we see more of Tesla's leading technology (data tracking for each device) that protects him from a simple public-relations performance rather than a mere crisis-PR sense. If we take this technology leading "out", and then look back at Musk's personal marketing ability, frankly I think some of the characteristics will be inadequate. Tesla marketing characteristics and deficiencies in the feature section, except "Iron Man" this "label" sex topic, Musk seems to have a special feeling for the movie marketing. For example, he recently spent us$866,000, buying a 1977-year 007-series film "The Spy who loved Me," a Lotus Esprit S1 that can morph into a diving car.

the marketing sequel to this Iron Man, the topic points that can be extended include "tyrants extravagantly", "007," retro, fashion and technology ", and" I am 007 fans, when I learned that it can not be deformed, deeply regret, I decided to use Tesla's technology, to transform it into a real diving car. " "No one will go to seriously when he changed the good, this event marketing can be interesting, can be superb." Moreover, the problem-creating ability is slightly inadequate, as is the case with Maersk, such as Branson. In addition to the film, his speech is still centered around technology and technology itself.

, with its own rocket-recycling technology and the latest "gesture design," with a strong geek and engineering breath, in the involvement of the public to pay attention to this not enough, on the "entrepreneurial" "Innovation" and "business" part, he talked about not much, the language system is still thin, content marketing is not high yield. In addition, when it comes to marketing performance, and disruptive innovation, it seems that we always think subversive innovation is unrestrained, arbitrary, but you will see, Tesla in many marketing details, implementation is still rhythmic, meticulous. Musk Although the personal marketing capacity has yet to be plump, but his marketing sense is excellent, Tesla did not because to declare "subversion", it really abandoned the original those, proven effective means. We have time to look at Tesla's official website, will see their blog from still unknown 2006, insisted on writing now, Musk I write (such as the third article "The Burritos of Tesla"), in addition to a lot of front-line managers, will actively participate in.

I went through a 2006-year post that was the vice President of the Customer Service & Support Department, Mike Harrigan, who wrote a story about how to take part in the auto show. There are a lot of real marketing thinking and Tesla's implementation practices that do a great job of content marketing. Tesla's 8-year-long, 9-year blog has greatly enhanced the truth and appeal of the entire story itself. can always adhere to this, rather than being a variety of "innovative marketing means" clouds to hide the Chinese enterprises, and how many? The next part of the conversation about Tesla it was my recent conversation at the Tiger Sniffing F&m Innovation Festival with 龚焱, a professor at the Central European Business School (Tesla topic), and Mr. Peng Gang, senior vice president of music and video TV, as a "inductive" logic, which allows us to generalize Tesla with a third eye, And their marketing: Woo see: I would like to ask the music of the Peng General. As for Tesla, I also listened to Professor Gong's explanation, what do you think is the greatest inspiration? Peng Gang: I think it's a kind of kaiyuan hardware, it's the biggest difference with the traditional car, including the rising of the so-called Internet hardware, it is like this, is the tool into a service. Actually he was putting the driver's car backstage data that put a terminal, you drive all the data, whether it is driving, the road brake data or other data, are uploaded to the background, providing a comprehensive service to you, constantly through the software upgrade to optimize your driving experience. I think in addition to the marketing I just talked about, I think it is the value of the change, before you buy a car, that car is a tool, but the Tesla users buy back I think is to provide a new service possible. If we were to define this car, it could be said that the first manufacturer in the world knows how to drive a car, and only the engineers know how to drive after you crash. Now a lot of the logic of making new Internet hardware is going in this direction. We do TV today, and people ask us what the difference is, I say is not cheap, the price of free logic is because the transfer of services, your money is not attached to the hardware, but attached to the background service, I believe that all the people outside the Internet hardware is such a train of thought, not simply selling hardware, Must be the hardware backend data plus the user's service. Woo See: For today's link, I looked up some data, put Tesla and General Motors together, and listen: With 2013 Q3 data, Tesla net loss 38.5 million, General Motors net profit of 1.72 billion, units are in dollars; revenue, Tesla 431 million and GM is 39 billion; sales, Tesla Q3 delivery of 5,500 vehicles, GM, I did not find, but I checked its Chevrolet brand, a domestic portal site data show that its one-month China sales is about 4W units. Finally we look at the market capitalisation, Tesla currently (December 21, 2013)is 16.9 billion and general is 56.7 billion, about 30% of GM. I want to ask the professor, why the data gap such as revenue and sales is so big, but its market value can reach General Motors 30% (and still if Tesla recently fell about 20%) what part of Tesla do you think is most valuable? 龚焱: I think the ultimate way to help a business open up the entire valuation space, is definitely not a one-way product or technology, it is definitely a subversive business model. Back to Tesla, his present capacity, it's basically Ford or GM's 1%, but his market capitalisation is nearly half the size of Ford, which means he's less than 1% of the capacity and worth 50% of the other person, and the process is certain that the logic behind it is not capacity, certainly not scale, and certainly not a single product, And ultimately his whole model, his ability to propagate, a potential for his brand, or a potential space. Back to our subject, and ultimately the whole financial market to his valuation, here it should be said there is a big premium, the premium is based on the premise that: Tesla finally has a very large probability to subvert the industry, or at least can significantly change the pattern of the industry, this is a logic behind him. Judging by his current valuation, you also mentioned the concept of a more than 20 billion-to-more than 20 billion valuation at a high point, which means he now has a capacity of around $1.5 million for each car, which is an impossible task for a traditional car manufacturer. Yu See: Tesla into China, is it possible to work with some of the domestic Internet companies to actively cooperate? 龚焱: I think this opportunity should be very big, and recently I also observed that there are some driving forces are trying to move in this direction, including the possibility of inviting Elon Musk to China to do some promotional activities. China will be a particularly big potential market for the future, but from this point on, Tesla's current focus should be on the US, including the European market. Yu See: "I did not chat products, to Tesla 4 marketing recommendations," said Tesla's sales model is the experience shop plus net sales, and the traditional car manufacturers are 4S store dealer mode. My question is, if you don't have a core user base or a fan group, how can you face the pressure of a larger competitor, distributor system? Especially when you have some questions or difficulties, how does Tesla prop up the situation? Professor, what do you think? 龚焱: In fact, his whole model, the whole marketing this is bypassing the traditional dealer system, he now in Beijing should say that the first store has been opened, the follow-up store should also follow up, but in such a bypass the traditional distribution system under the premise, and seed users, Especially how to develop the interactive experience between the seed users under this line, this is very critical. Tesla in overall marketing, until now basically the traditional marketing budget is zero, including a lot of marketing activities in the country, are through with the seed users to take some interactive means to promote. Including, for example, the micro-letterSome of the seed-user groups are being launched, Tesla's first users, some key seed users, have built up some groups that are now underway and already have some activity. Audience: I have a particular question to ask, we know Tesla is in the tech circle, but it's hard to spot Tesla on those traditional sites, which means the guy Tesla is not really mainstream. If I wanted to play, I might get a BMW M3 this pure driving pleasure, but I wouldn't consider this electric car, the sheer torque of Tesla, I think he might not be my dish. As a car company, the people who pay more attention to you are the technology industry, rather than the pure car mainstream users, I think this is a particularly abnormal phenomenon, do not know how to see the guests? 龚焱: The question is interesting, Tesla started from birth, indeed, the road is not the same as the traditional automotive industry, we all know, if today in the United States to build cars, generally only a few points, South Carolina, Texas or New Mexico State, these places overall labor costs are low, trade unions are relatively weak, this is the traditional way of thinking. But Tesla from the start, from the first day of birth in Silicon Valley, including his current production base is also in Silicon Valley, even from the manufacturing cost of production, Silicon Valley should be said to be completely unsuitable, from a manufacturing logic, the Silicon Valley should not be built, so he was the beginning of the whole birth, Has grafted a lot of genes into the internet and software industry. Back to what you just said, the consumer's perception of his car is a problem, is to play Tesla's people in the end is the technology Tatsu people or car tatsu people, it should be said that his early seed users, more crazy seed users, more technology than people, and not the car tatsu people, technology talent includes such as Hollywood Some of the people, Including some tech leaders in Silicon Valley who are not necessarily fascinated by the extreme experience of racing or driving, but they have a stronger desire for power, intelligence, or environmental protection, so there is a difference between the two. It should be said that Tesla's overall adoption of the crowd has not yet cut into a mainstream market ...