The difficult situation of Tesla's Chinese team

For more than more than 90 years, the United States has had a successful car company with the Tesla. In the highly mature automotive industry, but also many decades of efforts have failed to achieve breakthroughs in the field of electric vehicles, the difficulty can be seen. How hard is it to start a business? In Musk's words, "Stare at the abyss with Glass", work 100 hours a week, and eat while listening to the report during lunch. It was by this spirit of struggle that Tesla produced the first mass-production electric vehicle that could be opened on a motorway, roadster, not only comparable to traditional cars, but even in many ways. This is undoubtedly a revolution in the field of automobiles.

The product is only the first step, the market work more difficult to do. In the car market, only the Tesla is not advertising, only by Word-of-mouth marketing. Cars are not mobile phones, and things are not that easy, especially in China. China, with high expectations, has already made a number of easy owners because of the sales performance. Musk is Superman, his strong, and strict team requirements, start-up companies have no excuses only the blood and blood to survive only the way out. This is also a Silicon Valley start-up company's survival.

Tesla is still a small start-up with an annual output of tens of thousands of cars in front of a century-old car company, and Tesla China, which has only been in China for more than a year, is certainly more of a mini entrepreneurial team. Now the team in China is facing a difficult situation, to cultivate the market, to face the imperfect infrastructure, but also face the fierce competition from the traditional automotive industry.

But markets have never believed in tears, and the market will not sympathize with the Tesla China, which has no choice in the face of grim market conditions – it needs to be more explicit and more agile at the tactical level. It is gratifying that recently China's new head of Zhu Xiaotong in the media communication, for the first time for Tesla to put forward a clear positioning, but also to take the Chinese characteristics of the Tesla Road. This is a major change in attitude and strategy since Tesla's entry into China. Dare to hold high, but also the courage to stoop to ground gas, this is a very pragmatic step.

Attitude determines strategy, and strategy is implemented in practice to be effective. Tesla is a very good model for completion, Tesla China does not lack a good sale, the lack of knowledge of the local market, and based on this understanding of the localization strategy and strong executive power. Any multinational companies that underestimate the difficulty of China's market will pay the price, and the masses and General Motors, who have worked for years, must be deeply impressed. Tesla China's practice of more than a year is too short to compare with the old ones, and it needs more exploration and accumulation and, of course, more autonomy for the parent company.

From the point of view of the Tesla China team, it is of course hoped that U.S. headquarters will give them more time to achieve their goals, or to reverse the downturn. But in Tesla's genes and corporate culture, there seems to be not much of this "tolerance", in the "bad" market environment, Draconian has become the Tesla's survival instincts, the Zhu Xiaotong team needs to adapt to this challenge.

Around the world, Tesla, like a catfish, stirred the car industry and revolutionized the understanding of electric cars and sustainable transportation. Tesla's bugle of the popularity of new energy cars has only just begun with its remarkable performance. century-old car market is doomed to bumpy change, the former rules and systems to break the reorganization, the new market also need to be nurtured step-by-step. Therefore, for the change of Tesla, in addition to firmly stand on the side of the historical trend, more need to face the market twists and turns in the calm optimism.