Tesla not use a product and a technology to challenge the traditional industry

There is only one model, no definitive price, no car to test, no car to drive, a line to queue, 250,000 to pay for the queue, and the earliest to wait until next March. This is the current situation of electric vehicle Tesla in China.

But within 3 hours of the release of the limited "jump-queue" that Tesla and the Geek Park, the technology innovation community, has launched, "paying tribute to Internet innovators", 10 Tesla Model S, which are expected to involve nearly tens of millions of yuan, have been booked out of the Internet for an instant.

In fact, the American Electric vehicle enterprise Tesla in China has not yet made a formal appearance, its Chinese team has less than 10 people, no PR companies, no advertising, but its release of influence is more and more feel can not ignore.

Its official microblog from the register to now, a few months time only two micro-blog sent, but has more than 20,000 attention, one of the announcements "open book" Weibo has 1300 of the autonomous forwarding. and a 3rd party like the Geek Park triggers a group-booking example, has been in several circles, such as Tesla in the Snowball financial circle has been similar to a group of reservations, it is said that there is a love of science and technology well-known artists to pull friends together to order four cars ...

I have discussed these phenomena with a lot of people in the auto industry chain, and most people in the auto industry disagree. The main point of view is two: first of all, if the Tesla to lock themselves in the technology geek such a small group of people can indeed have the heat, but the market is too small, future is no future.

The second is Tesla's electric cars themselves, which they see as "countless" shortages of product details, and there are many infrastructure problems in China that cannot be solved, and traditional or hybrid forces will remain mainstream for a very long time.

I think what professionals say makes sense, but I can't help but think of the time when Apple's first generation of mobile phones and the initial formation of fans, the entire mobile phone industry tells the almost identical view-"a small crowd, lack of public awareness, low cost performance, music applications are not convenient"--a few years later, People across the industry have found that they are seeing "the shortest board", but users care about the longest board Apple has ever built-a new user experience. So in front of people's love, the small crowd eventually became the public, "inconvenient" even gave birth to a jailbreak industry out.

A tech elite has recently been invited to experience a traditional car giant's electric concept car, which is actually cooler and more avant-garde than Tesla. I asked him how he felt after the experience. His answer was unexpected: "My feeling is that you should buy Tesla stock, because the traditional car business innovation is completely wrong." "He thinks Tesla offers a better experience in normal driving habits, and this concept car is completely innovative to subvert the original shape and habits." In fact, the car industry's innovative model of concept cars has decayed for decades--taking out a complete avantgarde concept car, "flirting with users," then a local design or concept for a short period of 35 years, a long seven or eight years to implement the real sale of products-this traditional thinking in the Tesla online update mode, And in just a few years time to put the electric car from the concept of the popularization of the "savage Rhythm" is too passive.

The core of change in any industry is the user's foot, not the hand of the enterprise, so is the car industry, so it is important to focus on the user's attitude. The fact is that just because some of the reports from overseas, let Tesla in China has a lot of fans, this can only show that its innovative temperament so that people have not begun to understand has begun to love. And more importantly, today mobile internet and social networks have changed the great age of communication, and love is a very powerful force. For example, several domestic buyers who bought Tesla in the United States have now become the protagonists in various gatherings, becoming Tesla's actual "preacher".

The car is obviously a far more complex than the mobile phone industry, Tesla short-term also difficult to really impact the market pattern. But Tesla must not be slighted, it will certainly move to the traditional automotive industry cheese, because the essence of Tesla innovation is not to use a product and a technology to challenge the traditional industry, but with a new thinking and Gene to win the user's love.