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馬斯克的全球戰略,特斯拉的中國結
2020-01-11 18:28   来源:  www.yaya-resort.com   评论:0 点击:

馬斯克的全球戰略,特斯拉的中國結特斯拉选取了中国各类一、二线城市的繁华路段的商铺,周围是一排名牌服饰

特斯拉选取了中国各类一、二线城市的繁华路段的商铺,周围是一排名牌服饰和箱包店,在那些在远处就能看见的巨大LOGO旁,特斯拉的红色标致异常显眼。

Tesla has selected shops in the bustling sections of china's first and second tier cities, surrounded by a line of designer clothes and luggage shops, and its red peugeot stands out beside the giant logos that can be seen in the distance.

体验店里的车型不多,透过窗户,可以看见Model3、ModelS,它们以主角的身份被摆放在体验店的中心位置,被擦拭干净的特斯拉在灯光之下闪烁着靓丽车漆,的确有魔力让来往的行人伫立多看几眼。

There are not many models in the store. Through the windows, you can see the Model 3, Model S, which are placed in the center of the store as the main character, and the cleaned Tesla is flashing beautiful paint under the lights.

特斯拉依旧是来自大洋彼岸的新能源产业领袖的姿态,并以“迅雷不及掩耳”的速度向国内的自主生力军下了战书。马斯克这位异国的业界领袖,从一开始便明白,他想要的是一场为新能源革命而生的战役。

Tesla remained the leader of the new energy industry from across the ocean, and, at the speed of its \"thunderbolt \", wrote to the country's independent forces. Musk, the foreign industry leader, knew from the beginning that he wanted a battle for a new energy revolution.

如今,国内几乎半个新能源市场都在准备着迎接特斯拉国产之后带来的挑战。但曾几何时,这场战役看起来更像是马斯克的个人表演,傲娇且孤独。

Almost half of the country's new energy markets are now gearing up to meet the challenges behind Tesla's domestic production. But once upon a time, the battle looked more like a personal performance by Musk, proud and lonely.

终于赶在2020新年之前,国产特斯拉正式下线,许是马斯克深谙中国文化的特殊性,特斯拉在2019年12月31日下线了首批国产Model3,共有15辆,均为公司自家员工订购。看似简单的下线15辆Model3却被赋予了庄重的仪式感,如同在广东地区流行的“舞狮点睛”般。

Finally, before the 2020 new year, home-made tesla was officially launched, and mr. xu was well-versed in the particularities of chinese culture. On december 31,2019, tesla launched its first batch of home-made model 3s,15 of which were ordered by its own employees. The seemingly simple 15 Model 3s have been given a dignified sense of ceremony, like the \"lion dance\" that is popular in Guangdong.

比起那些不太懂中国政府和文化传统的美国科技公司而言(包括谷歌、雅虎、优步等在中国市场纷纷失败的企业),特斯拉的审时度势和及时纠正起到了不错的效果,特斯拉把握了中国市场的脉动,利用品牌采取了种种措施促进了中国市场的销售。

Tesla's judgment and timely correction have had a good effect compared to those american technology companies that don't know much about the chinese government and cultural traditions (including google, yahoo, u.s. and others who have failed in the chinese market). Tesla has grasped the chinese market's pulse and has used its brands to promote sales in china.

同为美国企业,特斯拉想必是把iPhone愿为中国本土化环境而努力当成了样板,从2016年开始,特斯拉就已在中国建成约100座超级充电桩,从东北的哈尔滨直到南方的深圳,近3600km的路程上,特斯拉可以仅仅依靠超级充电站的补给,驾驶完这条由北至南的线路,如果你愿意,可以一试。

As an american company, tesla must have used the iphone as a model for china's home-grown environment. Since 2016, tesla has built about 100 super-charging piles in china. From harbin in the northeast to shenzhen in the south, nearly 3600km away, tesla can just rely on super-charging stations to drive the north-south route, if you like.

2018年前,特斯拉在华超级充电站的数量扩大到1,000座,密集覆盖大西南地区、京津翼、长三角和珠三角地区,贯通全国各大区域连接线及自驾出行线路;2019年特斯拉的V3超级充电桩发布,可支持高达250kW的峰值充电功率,充电速率达5分钟120公里。特斯拉车主的充电时间有望减少50%。

Before 2018, the number of Tesla super charging stations in China expanded to 1,000, densely covering the Greater Southwest, Beijing and Tianjin Wings, the Yangtze River Delta and the Pearl River Delta region, connecting the country's major regional connections and self-driving lines; in 2019, Tesla's V3 super charging pile was released to support a peak charging power of up to 250 kW, charging at a rate of up to 120 km in five minutes. Tesla owners are expected to reduce their charging time by 50 percent.

也是从2016年开始,中国已成为特斯拉预定量的全球第二市场。正如马斯克自己所言,“中国对特斯拉的长远发展,乃至电动汽车的未来都至关重要。”

Also from 2016, China has become Tesla's pre-quantitative global second market. As Musk himself put it,\" China is vital to Tesla's long-term development and even the future of electric vehicles.\"

中国是全球新能源汽车最大的市场,还有很多空间,政府的政策和支持,给予了特斯拉太多的成长空间。从长期看,中国有望为特斯拉贡献1/3的汽车销量,所以国产,并不是一蹴而就的事情,特斯拉为此,努力了近4年。

China is the world's largest market for new energy vehicles, there is still a lot of room, government policies and support, give Tesla too much room for growth. In the long run, China is expected to contribute a third of the car sales to Tesla, so domestic, is not an overnight thing, Tesla has worked hard for nearly four years.

从2018年7月,特斯拉与上海政府签订了建设工厂的协议,于2019年1月开始投入建设,10月特斯拉开始试产车辆。整体完成建设工期只用了357天,业内纷纷用“中国速度、特斯拉速度”来形容此项工程。

from july 2018, tesla signed an agreement with the shanghai government to build the plant, which began construction in january 2019, and tesla began trial production of vehicles in october. It took only 357 days to complete the overall construction period, and the industry has used \"China speed, Tesla speed\" to describe the project.

想必特斯拉也是第一次在全球聚光灯下,开始了它在“异国的表演”,每一分钟都被行业媒体放大来观察,或许这是马斯克想要的效果,这位一贯懂得如何营销自己的车企领袖,知道如何让特斯拉成为热点,让它的魔力燃得彻底一些。

Presumably tesla is also the first time in the global spotlight to start its \"exotic show \", every minute being zoomed in by the industry's media, and perhaps this is the effect that marc wants, a car-industry leader who always knows how to market his own car, know how to make tesla a hot spot, and make its magic burn a little.

除了特斯拉和马斯克的个人魅力之外,上海市政府的助攻可谓锦上添花,一个500亿的项目正式落地上海临港新城,这是上海迄今最大的一次引资,也是继上海外高桥自贸区之后的最大胆的尝试。

In addition to the charisma of Tesla and Musk, the city's assist is the icing on the cake, with a 50 billion project officially landing in Shanghai's Lingang New Town, Shanghai's biggest investment yet and the boldest attempt after the Shanghai Waigaoqiao Free Trade Zone.

中国,全世界唯一拥有联合国产业分类中全部工业门类的国家,41个工业大类、207个中类、666个小类,从体量和综合产业来看,这是全球其他国家所难以企及的,但即便像谷歌、优步等企业在国内市场也因屡屡受挫而不得不离开。

China, the only country in the world with all the industrial categories in the United Nations Industrial Classification,41 industrial categories,207 middle-class,666 small categories, in terms of volume and comprehensive industries, is beyond the reach of the rest of the world, but even companies such as Google and Uber have to leave the domestic market because of repeated setbacks.

为了进驻中国市场,特斯拉和上海市政府做了一个大胆的交易,据2019年8月上海监管报告,特斯拉驻上海工厂与市政府敲定租赁条约,工厂从2024年开始每年就必须向市政府交上亿元人民币(约为亿美元)作为土地税收,否则土地必须归还政府。

To move into the Chinese market, Tesla and the Shanghai city government made a bold deal, according to a Shanghai regulatory report in August 2019, Tesla's Shanghai plant and the city government finalized a lease treaty, and the factory had to hand over 100 million yuan ($100 million) a year to the city government from 2024 as a land tax, or the land must be returned to the government.

除此以外,根据租赁条约,从2019年开始的未来的五年之内,公司必须在工厂工作的过程中投入约亿人民币(合20亿美元整)的资金输出。

In addition, under the lease agreement, within the next five years, starting in 2019, the company will have to invest about 100 million yuan ($2 billion) in the process of working at the plant.

对此特斯拉云淡风轻,原定的目标就已超过了20亿美元,上海市政府的条约对于如今的特斯拉而言,不存在任何问题。甚至特斯拉还在最新公开的季度财务报告中提出,“公司坚信,哪怕是工厂的实际产出低于我们预测中的数值,特斯拉也有底气实现这样一笔资金的开支要求和税收目标。”

The tesla is so light that its original target is more than $2 billion, and the shanghai government's treaty is no problem for today's tesla. Even tesla said in its latest public quarterly financial report that \"the company firmly believes that even if the factory's actual output is lower than the figure in our forecast, tesla has the strength to meet the expense requirements and tax targets for such a sum of money.\"

比起造车新势力还在苦恼生产资质和找谁代工时,特斯拉已在1月7日正式向首批国内订购车主交付国产Model3产品,同时宣布最新车型ModelY纯电动SUV项目在上海工厂启动。

Tesla officially delivered its domestic Model 3 product to its first domestic order owners on Jan.7, as it fretted about production qualifications and who it was looking for.

这个世界原本就不公平,想要干掉特斯拉的大公司数不胜数,唯一迎战的手段,只有更快,更高效,更努力,只有越努力的人才能越接近自己所想。

The world is already unfair, want to kill tesla's large companies countless, the only way to face the war, only faster, more efficient, harder, only the harder people can get closer to what they think.

2020年1月3日,特斯拉再次公布国产Model3的售价,指导价万起,除去免购置税以及万元的个人购车补贴,Model3国产售价在万区间。

On January 3,2020, Tesla re-announced the price of its home-made Model 3, with a guide price of ten thousand, excluding a free purchase tax and a $10,000 subsidy for individual car purchases, with the price of the Model 3 in the 10,000 range.

这个售价,估计国内新能源市场准备炸锅,Model3的“高端大众化”路线,打出一副好牌,杀国内自主高端品牌一个措手不及。

The price is estimated to be new domestic energy markets ready to fry, the Model 3's \"high-end popular\" line, a good card to kill the domestic high-end brand a surprise.

在特斯拉的用户定位中,一直不变的就是“中产阶级”,他们是一群在本土不断壮大且有科技头脑的人群,这类人可能买不起豪华汽车,但是特斯拉给予他们的“高端大众化”车型会让他们在大众中找到自己的独一无二。

In tesla's user positioning, it has always been the \"middle class,\" a growing and tech-minded group that may not be able to afford luxury cars, but the\" high-end mass \"models that tesla has given them will allow them to find their own uniqueness among the masses.

但现在来看,这个独一无二的降价速度有点快,连用户都有些措手不及了。从原先国产Model3未降价之前的市场售价万元到补贴售价万,特斯拉仅用了4天时间,又让自己赶上了一个大热搜。万元到万,中间的6万多差价,引发了老用户们的反感。用户们甚至拉着横幅在特斯拉店内希望讨个说法,有些用户还特意去特斯拉店中送韭菜。

But now, this unique price reduction is a bit fast, even users are a little caught off guard. It took Tesla just four days from the market price of $10,000 to the subsidy price of $10,000 before the original home-made Model 3 was cut. Ten thousand yuan to ten thousand, the middle of more than 60,000 difference, caused the old users antipathy. Users even pulled banners inside the Tesla store to get a statement, and some went to the Tesla store to deliver leeks.

面对用户们的舆论声,特斯拉中国对外事务副总裁陶琳也在1月5日早间的微博中表示:“理解大家的心情,每个人都希望买到性价比最好的产品。但是关税政策直到12月15日才确定,在此之前下单的客户,我们确实要提示您进口车有可能涨价……在12月27号购置税政策正式公布之前,我们都是无法明确以及对外公布正式交付时间的。中国各级政府和我们一起做了很多努力,希望能让大家尽快享受到价格合理的产品,所有的速度都已经创了行业记录。Tesla的定价策略之前已经说过,不用再解释。”

\"To understand the mood, everyone wants to buy the best value for money,\" Tao Lin, Tesla's vice president of foreign affairs for China, said in a tweet early Jan. But the tariff policy isn't determined until December 15, and customers who place orders before that, we do want to prompt you for possible price increases for imported cars. Until the formal announcement of the purchase tax policy on December 27th, we were unable to specify and announce the official delivery time. Chinese governments at all levels have made a lot of efforts with us, hoping to let everyone enjoy the products with reasonable prices as soon as possible, and all the speed has set an industry record. Tesla's pricing strategy has been said before, no more explanation.\"

不过,这类前车之鉴数不胜数,小鹏汽车也吃过类似的苦头。2019年7月小鹏汽车突然发布了小鹏G32020版,续航增至520km,装配全新的方形三元电池,还全面优化了底盘和刹车性能。而在价格上,2020款G3仅增长了1万元至3万元不等,引起了老用户的极大不满,认为小鹏汽车涉嫌欺骗消费者,由于2019款车型和2020款发布时间相近,但性价比却优异太多,引发了造车新势力行业第一起因售价引起的用户纠纷。

However, the number of such cars in front of the numerous, Xiaopeng car has suffered similar hardships. In July 2019, Xiaopeng car suddenly released the version of Xiaopeng G32020, which increased to 520 km of life, assembled a brand new square ternary battery, and also fully optimized the chassis and brake performance. And in price, the 2020 G3 has only increased by 10,000 yuan to 30,000 yuan, causing great dissatisfaction among old users, arguing that Xiaopeng car is suspected of deceiving consumers, because of the 2019 model and 2020 model release time is similar, but the price ratio is too good, triggered the first car building new power industry due to price disputes.

尽管何小鹏及时公开道歉并采取相应的补救措施,但用户们依旧不买账,维权事件也只是被时间慢慢冲刷平静。不可否认的是,小鹏汽车的“迭代”车型事件也给了造车新势力车企一剂警醒。

Although he xiaopeng timely public apology and take appropriate remedial measures, but users still do not buy, rights events are only slowly washed calm by time. There is no denying that the \"iteration\" of the car model incident also gave the new power car companies a warning.

即便在特斯拉内心降价有利于开辟更多的国内市场份额,但这一开局显然不是特别顺利,而后会怎样,不得而知,唯一知晓的是,目前的中国新能源市场,特斯拉成为了自主高端品牌一致的敌人。

Even if tesla's internal price cuts are conducive to opening up more domestic market share, the start is obviously not particularly smooth, and then what will happen is unknown, the only thing that is known is that the current chinese new energy market, tesla has become the enemy of self-owned high-end brands.

国产降价,意味着特斯拉在国内已经找到了可以长期合作的供应商,当前国产Model3已有30%零部件国产化,预计2020年7月车身零部件国产化率达到80%,年底达到100%。产能迅速爬坡的特斯拉对于国内上游零部件供应商而言,是一次再好不过的机会了,其中受益最大的是这三家:长盈精密、旭升股份、文灿股份。

The domestic price reduction means that Tesla has found suppliers in the country that can cooperate for a long time, and the current domestic Model 3 has 30% of its parts and components domestically, and is expected to reach 80% of its body parts in July 2020 and 100% by the end of the year. Tesla's rapid climb in capacity could not have been a better opportunity for domestic suppliers of upstream components, of which the three most beneficial: changying precision, xusheng shares, wencan shares.

长盈精密本部及控股子公司苏州科伦特均是特斯拉的重要供应商,Model3的高压软连接基本由长盈精密子公司科伦特供应;旭升股份是国内较早进入新能源汽车铝制零部件的企业之一,在2013年就与特斯拉建立合作,从个别零部件,到供应传动系统、悬挂系统、电池系统等核心系统零部件,有着长期的合作关系,而文灿股份则负责特斯拉的车身结构件。

The high-voltage soft connection to the Model 3, which is largely supplied by the company's subsidiary, is one of the first companies in the country to enter new-energy automotive aluminium components, from individual parts to core system components such as transmission systems, suspension systems and battery systems.

这三家企业是特斯拉实现生产成本比美国本土低15%至25%的关键所在。马斯克在上海工厂完工后也曾表示,“平均每辆车的生产过程成本预计将会比现阶段美国境内Model3生产系统低约65%”。

The three companies are key to Tesla's realization of a 15 to 25 percent lower production cost than in the United States. Mr Musk also said after the Shanghai plant was completed that \"the average production process cost per vehicle is expected to be about 65 per cent lower than the current U.S. Model 3 production system.\"

这种优势需要随着产能铺开,通过使用更多本地零部件来实现。国产Model3在营销策略和成本控制的影响下,其终端售价都还有下探空间,而老用户的情绪化也只是国产化进程中的某个小插曲,对于中国更加广阔的用户群体而言,特斯拉的下沉空间实在太大。

This advantage needs to be achieved by using more local components as capacity spreads. Under the influence of marketing strategy and cost control, home-made Model 3 still has room for its terminal price, and the emotionalization of old users is only a vignette in the process of localization, and Tesla's sinking space is too big for the broader user group in China.

有没有发现,无论是传统车企亦或是造车新势力,他们无不把特斯拉视作超越的目标或是前进的动力。从何时起,这个曾经疯狂的说“加快让世界从化石能源转向太阳能……我们不会停下来,直到路上的每辆车都是电动的”的马斯克甚至成为了新能源行业乃至全球电气化进程中,一个敢和世界为敌的蓝眼睛英雄。

Whether it's a traditional car maker or a new car maker, they see tesla as a goal or a driving force. Since then, the once-crazy saying,\" Speed up the world's shift from fossil energy to solar energy... We won't stop until every car on the road is electric,\" said Musk, even becoming a blue-eyed hero in the new energy industry and even in the process of global electrification.

如今这个英雄离我们越来越近,我们却越来越怕。特别是当国产自主品牌决心品牌向上,实现高端电动出行方式时,注定了特斯拉一定是敌人,而不是朋友。

Now this hero is getting closer to us, but we are becoming more and more afraid. Especially when domestic independent brand determined to brand up, to achieve high-end electric travel mode, doomed Tesla must be the enemy, not friends.

中国这块巨大且潜力无限的新能源蛋糕,特斯拉要定了,而自主品牌也不会放手。目前自主品牌将高端车型售价区间锁定在25万至35万元:广汽新能源AionLX、北汽新能源旗下ARCFOX、荣威品牌MarvelX以及蔚来ES8、小鹏P7、威马EX6几乎都将价格锁定在23~40万区间,他们不约而同主打车型的智能化,而这一点也正是特斯拉所具备的优势。

China's huge and potentially new energy cake will be decided by tesla, and its own brands won't let go. At present, its own brand has locked the price range of high-end models at between 250,000 and 350,000 yuan: AionLX, ARCFOX, MarvelX, and Welly ES8, PengP7, and VermaEX6, the new energy source of Guangzhou Auto, have all locked prices in the range of 23 to 400,000.

可万元的特斯拉近乎一颗“榴弹”一般抛向自主品牌,2019年全年特斯拉以万辆排名全球第一,其中第四季度产量为104,891辆,交付数量则达到了112,000辆。

The $10,000 Tesla, which has nearly a \"grenade\" thrown at its own brand, ranks first in the world in 2019 with 10,000 vehicles, including 104,891 in the fourth quarter and 112,000 in delivery.

中信建投预计,国产Model3全年销量大概率会突破10万辆,全球范围年销量或达到35~40万辆区间。并且国产Model3价格区间已压至30万元内,在价格上将给国内自主高端品牌带去不少的压力。

CITIC expects home-made Model 3 to sell more than 100,000 vehicles a year, or reach a global range of 35 to 400,000 a year. And the domestic Model 3 price range has been reduced to 300,000 yuan, in the price will bring a lot of pressure on domestic independent high-end brands.

销量的天平好像倾斜于特斯拉,在未来如若特斯拉零部件国产化顺利达到100%,意味着Model3的最低售价很有可能低至20万元区间,自主品牌20万元区间车型也将迎来巨大的市场压力,但优胜劣汰的市场竞争,原本就该存在,自主品牌也早该深谙此道理。

The balance of sales seems to be tilted toward Tesla, and if Tesla parts are to be 100% domestic in the future, it means that the lowest price of the Model 3 is likely to be as low as 200,000 yuan, and the market pressure on the self-branded $200,000 range models will be huge, but the market competition for the survival of the fittest should have existed, and the self-brand should have understood the truth.

目前特斯拉上海超级工厂每周产量已超1,000辆。在此基础上,特斯拉2020年总产量保守估计将接近5万辆;未来,特斯拉上海超级工厂的目标年产能将达50万辆,也会把造车新势力狠狠地甩在沙滩之上。

Tesla's Shanghai super-factory now produces more than 1,000 units a week. On that basis, Tesla's total production in 2020 is conservatively estimated to be close to 50,000; in the future, Tesla's Shanghai super-factory will have a target annual capacity of 500,000 and will also dump the new force on the sand.

马斯克相信,只要能够简化为合乎逻辑的步骤,不可能的事情就会变成可能,所以他所倡导的电气化,全球能源改变等问题,从特斯拉开始,即便特斯拉的开始只是一场汽车行业的利益交易,但有更多的人愿意去相信,特斯拉的国产,将会给予中国汽车行业一个重新鉴定自我机会。无论是以什么形式,必将充满希望。

Musk believes that whenever it can be simplified into logical steps, the impossible will become possible, so the problems he advocates for electrification, global energy change, and so on, start with tesla, even if tesla's start is just a trade-off for the interests of the auto industry, but more people are willing to believe that tesla's home-made production will give the chinese auto industry a chance to re-identify itself. No matter what form, will be full of hope.


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