乍聽(tīng)起來(lái)，特斯拉堅(jiān)持在自有品牌門(mén)店銷(xiāo)售自家車(chē)型，似乎是一個(gè)無(wú)可非議的戰(zhàn)略選擇。以蘋(píng)果公司為代表的眾多制造商一直在全美國(guó)各地的商場(chǎng)和市中心銷(xiāo)售電腦、手機(jī)和平板電腦等設(shè)備。

然而汽車(chē)經(jīng)銷(xiāo)商和一些汽車(chē)廠(chǎng)商大力反對(duì)特斯拉的銷(xiāo)售模式，并且成功說(shuō)服幾個(gè)州禁止汽車(chē)生產(chǎn)商直接將汽車(chē)銷(xiāo)售給顧客。因此，在德克薩斯州等幾個(gè)州，特斯拉雖然建立了展廳，讓消費(fèi)者可以到店了解車(chē)型，但消費(fèi)者卻不能直接從展廳購(gòu)買(mǎi)車(chē)輛。

近年來(lái)，特斯拉斥巨資在全球各地建立了一批自家品牌的門(mén)店。然而特斯拉為什么堅(jiān)持不通過(guò)傳統(tǒng)的獨(dú)立經(jīng)銷(xiāo)商系統(tǒng)銷(xiāo)售旗下車(chē)型呢？

特斯拉公司總顧問(wèn)托德?瑪倫日前向美國(guó)聯(lián)邦貿(mào)易委員會(huì)詳細(xì)解釋了為什么該公司要自行銷(xiāo)售汽車(chē)。聯(lián)邦貿(mào)易委員會(huì)的意見(jiàn)是，各州不應(yīng)禁止汽車(chē)直銷(xiāo)。

對(duì)于特斯拉為什么要以這種全新的方式銷(xiāo)售汽車(chē)，瑪倫給出了如下幾個(gè)原因：

1. 離消費(fèi)者近些、更近一些

瑪倫指出，傳統(tǒng)的獨(dú)立經(jīng)銷(xiāo)商門(mén)店通常建在離市區(qū)較遠(yuǎn)的大片空地上。相比之下，特斯拉的門(mén)店一般建在人流密集區(qū)域，比如大型商場(chǎng)或市中心。另外，特斯拉的門(mén)店往往面積更小，更親近顧客。

瑪倫稱(chēng)，這是因?yàn)樘厮估臐撛谟脩?hù)需要了解特斯拉和電動(dòng)汽車(chē)。電動(dòng)汽車(chē)是一項(xiàng)新技術(shù)，因此特斯拉的門(mén)店既要成為潛在用戶(hù)的“教育中心”，還必須有方便的地理位置。蘋(píng)果建立自家品牌專(zhuān)門(mén)店時(shí)，喬布斯也宣揚(yáng)過(guò)類(lèi)似的“教育消費(fèi)者”論調(diào)。

2. 特斯拉可以實(shí)現(xiàn)零庫(kù)存

傳統(tǒng)的汽車(chē)經(jīng)銷(xiāo)商非常重視庫(kù)存。一批車(chē)輛運(yùn)到經(jīng)銷(xiāo)商門(mén)店后，他們就要想方設(shè)法盡快將它們賣(mài)出去。但特斯拉車(chē)型的生產(chǎn)和銷(xiāo)售都采取了完全不同的方式。很多時(shí)候，客戶(hù)會(huì)對(duì)他們的車(chē)子進(jìn)行定制，比如自行挑選車(chē)漆顏色和配件。由于去年特斯拉的出貨量達(dá)到了5萬(wàn)輛，很多車(chē)主通常要等幾個(gè)月才能提到心儀的愛(ài)車(chē)。

3. 這是一個(gè)培訓(xùn)消費(fèi)者的過(guò)程

瑪倫表示，很多消費(fèi)者到傳統(tǒng)經(jīng)銷(xiāo)商那里購(gòu)車(chē)是為了拿到最低的價(jià)格，而特斯拉的潛在車(chē)主來(lái)到特斯拉的門(mén)店則是為了了解這項(xiàng)技術(shù)。特斯拉的銷(xiāo)售代表往往要花幾個(gè)小時(shí)向顧客講解如何給汽車(chē)充電，政府為電動(dòng)車(chē)提供了哪些優(yōu)惠政策，以及充電和加油相比能節(jié)省多少費(fèi)用等等。而傳統(tǒng)汽車(chē)經(jīng)銷(xiāo)商的銷(xiāo)售代表很可能不愿意花這么多時(shí)間幫助顧客了解特斯拉電動(dòng)汽車(chē)。

4. 商業(yè)模式不同

特斯拉的利潤(rùn)來(lái)自銷(xiāo)售電動(dòng)汽車(chē)，而傳統(tǒng)經(jīng)銷(xiāo)商的利潤(rùn)更多來(lái)自銷(xiāo)售服務(wù)、汽車(chē)改裝和配件等。而相比傳統(tǒng)的燃油汽車(chē)，電動(dòng)汽車(chē)少了更換機(jī)油等服務(wù)需求，使得經(jīng)銷(xiāo)商在后續(xù)服務(wù)上無(wú)利可圖。

5. 特斯拉不會(huì)為廣告付費(fèi)

傳統(tǒng)的汽車(chē)經(jīng)銷(xiāo)商靠汽車(chē)制造商來(lái)提供廣告資金，而特斯拉既不做傳統(tǒng)廣告，也不會(huì)讓另一家公司替它做廣告。這也是傳統(tǒng)經(jīng)銷(xiāo)商模式為什么不能和特斯拉兼容的另一個(gè)原因。

6. 經(jīng)銷(xiāo)商掙不到錢(qián)

最引人注目的原因，就是傳統(tǒng)的經(jīng)銷(xiāo)商無(wú)法通過(guò)銷(xiāo)售特斯拉的車(chē)型賺到錢(qián)。經(jīng)銷(xiāo)商必須要溢價(jià)銷(xiāo)售汽車(chē)才能賺到利潤(rùn)。但是消費(fèi)者如果想購(gòu)買(mǎi)特斯拉的話(huà)，只需要上網(wǎng)下單，或到臨近的一個(gè)州去購(gòu)買(mǎi)即可，不必支付額外的溢價(jià)。

7. 傳統(tǒng)汽車(chē)凈銷(xiāo)商存在利益沖突

特斯拉致力于用電動(dòng)汽車(chē)取代傳統(tǒng)的燃油動(dòng)力汽車(chē)，并且宣稱(chēng)特斯拉電動(dòng)汽車(chē)要優(yōu)于燃油汽車(chē)。但經(jīng)銷(xiāo)商們銷(xiāo)售的絕大多數(shù)汽車(chē)都是燃油動(dòng)力的，他們當(dāng)然不會(huì)按照特斯拉的期望去盡心盡力地推廣電動(dòng)汽車(chē)了。（財(cái)富中文網(wǎng)）

譯者：樸成奎

審校：任文科

Tesla’s strategy of selling its own cars through its own Tesla-branded stores doesn’t sound all that controversial. Gadget makers like Apple AAPL -0.48% have long directly sold their computers, phones, and tablets in shopping malls and downtowns across the country.

However, car dealers and some auto makers oppose Tesla’s sales model and have successfully lobbied a handful of states to block car makers from directly selling cars to customers. In those states, like Texas, Tesla builds showrooms where customers can learn about the cars but can’t buy them in the store.

But why does Teslago to such lengths to buck the traditional independent dealer system? In recent years, the company has spent heavily building new stores around the world.

On Tuesday, Tesla’s general council, Todd Maron, gave a detailed explanation before the Federal Trade Commission about why Tesla needs to sell its cars itself. The FTC’s opinion is that states shouldn’t block direct car sales.

Maron gave these seven reasons why Tesla wants to sell cars in an entirely new way:

1). Go to the customer: Traditional independent dealerships are usually built on large plots of land in out-of-the-way locations, noted Maron. In contrast, Tesla stores are better off in areas that have a lot of foot traffic, he said. Some are in places like malls and city centers. The stores also benefit from being much smaller and more intimate.

That’s because potential Tesla customers need to learn about both Tesla and electric cars, explained Maron. Electric cars are new technology, and Tesla stores need to be both education centers and conveniently located, he said. When Apple built its stores, Steve Jobs used similar reasoning about wanting to educate customers about his company’s unusual gadgets.

2). No inventory: Traditional car dealers focus on inventory. Once they get a car onto a lot, they move it out as quickly as possible. But Tesla cars are made and sold in a completely different way. Oftentimes, customers customize their cars like picking paint colors and choosing accessories. And because Tesla shipped about 50,000 last year, customers usually have to wait months to get their cars.

3). Education process: Unlike customers at traditional dealers who come in to get the lowest price, potential Tesla customers go into Tesla stores to learn about the technology. Tesla reps often spend hours with customers to teach them where they can charge Tesla cars, the size of government electric car incentives, and how much they can expect to pay in electricity versus gas. Car sales staff at traditional independent dealers would likely be unwilling to spend the time to educate the customer about Tesla cars, said Maron.

4). Different business model: Tesla makes a profit from selling its electric cars. But traditional dealers make more money from selling services, tuneups and add-ons than they do from selling cars, said Maron. Electric cars have fewer service requirements like oil changes than gas-powered cars do.

5). Advertising: Traditional auto dealers rely on auto makers to fund their advertising, said Maron. But he said that Tesla doesn’t do traditional advertising and wouldn’t let another company do it for them. That’s just another reason why the traditional dealer model isn’t compatible with Tesla, noted Maron.

6). Dealers won’t make money: Perhaps the most compelling reason, said Maron, is that traditional franchise dealers won’t be able to make money from selling Tesla’s cars. Dealers mark up cars they sell to make a profit. But a customer could just go online, or to a neighboring state, and buy a Tesla car without the additional markup.

7). Gas conflict of interest: Tesla is striving to replace gas-powered cars with its electric cars, and promotes its models as superior to those with internal combustion engines. However, the vast majority of cars sold through dealers are gas-powered cars. Tesla’s Maron said that dealers, therefore, wouldn’t be the good advocates for electric cars that Tesla needs.