Learn Tesla good example

A new round of horse racing.

Text ｜ Su Peng

Edit ｜ Wang Yan

Source ｜ Future Automobile Daily (ID: Auto-Time)

Cover Source ｜ Vision China

After scanning the code, payment, and the gun, after a series of conventional actions are completed, when you see the word "charging" on the mobile phone, the Tesla Model Y owner Song Wencai is relieved to go to the next door for half an hour until the charging is completed, until the charging is completed, it is completed until the charging is completed. Essence

This is almost his daily car. In Song Wen's eyes, in addition to the battery life of the vehicle itself, it is precisely because the layout density of Tesla super charging piles and the current speed of "charging 10 minutes, 200 kilometers", which can greatly eliminate the use of the owners' use’s use Car concern.

This was the first experience of Tesla's first batch of car owners in China. In late April 2014, Ni Xiaofeng took Model S's car key from Musk's hands. Soon after picking up the car, he decided to drive from Beijing to Guangzhou from Beijing.

Because Tesla's supercharging construction was not consistent with domestic charging standards at the time, Tesla's supercharging construction was always blocked. There are only 4 super charging stations across the country, 2 in Beijing and Shanghai. Tesla even changed coaches in China.

In contrast, on some highways in the United States, there will be a super charging station at almost 200 kilometers. The super charging stations in more than 100 seats in North America basically cover all the distances between the Atlantic to the Pacific and the two coasts.

In order to solve the most critical charging problem, Ni Xiaofeng added a 30 -meter -long cable by transforming the charging pile, "turning it into a car charging." Because of the difficult charging conditions all the way, many riders came to celebrate on the day of arrival.

In eight years, from more than 30,000 to nearly 1 million, Tesla's global sales have risen, which is inseparable from the solution to the two core issues of replenishment and battery life. Bloomberg pointed out in the report released by the Global Electric Vehicle Public Charging in 2022 this year that it is precisely because of the expansion of the charging network in China that Tesla boosted the car sales.

The new domestic car building is also well versed in the truth. From supercharging and power replacement routes, the iteration of high -voltage technology, to the horsesy circle of charging piles, a tonic war about electric vehicles has been quietly launched.

The new forces are "picking up" in the parking lot

In the first three months of joining Xiaopeng Automobile, Zhang Zhandong, the commissioner of the charging pile business expansion, was to find out the charging pile resources in major parking lots in Beijing.

In order to screen the appropriate location, he needs to visit 3-4 parking lots every day. In addition to investigating the construction of charging piles, when the lease contract of the charging pile operator that has been taken first is expired.

Zhang Zhandong called this method as "picking up". The more he walked, he found that the opportunity to leave to car companies was getting less and less. "In the past few years, charging pile companies have taken up the sites that can be grabbed. It is difficult for Beijing to find parking lots that can be built reasonably."

From the perspective of data, China Electric Vehicle Charging Infrastructure Promotion Alliance data shows that from 2014 to 2016, the growth rate of charging piles was 22%, 743%, and 233%, respectively.

The operators who have already started early have undoubtedly occupied a favorable position. As of the end of May 2022, a total of 16 charging pile operators in the country exceeded 10,000 units, and the top ten operators accounted for 85.1%of the market share.

I missed the early "Circle Wars". Now Xiaopeng, Weilai and other car companies want to obtain the charging pile resources of popular parking lots, and they can only start with "leakage".

The property in charge of a large shopping mall in Beijing said that early charging pile operators will sign a 3-5-year venue rental contract with the property, and those parking lots that are about to expire will become a golden location for car companies to fight for Essence

Source: Visual China

The person in charge still remembers that at the end of last year, there were still half a year before the lease of the parking lot. From the new forces of car construction to traditional car companies, various inquiry telephones came frequently. Some car companies even said that they could buy the remaining ones in advance. Rental time.

In order to get scarce resources, car companies are bound to obtain, and even raised their rent at the expense, which impressed the Wanma Co., Ltd., who participated in the competition. In 2018, it signed a contract with the parking lot in a commercial district in Shanghai. The monthly rent of a single parking space was 800 yuan. This year, this number has risen to 4000 yuan.

After asking Li Rong to learn that at that time, a new force wanted to take over the parking space that was about to expire and gave the quotation of 3,300 yuan per month. After that, the property raised the renewal price to 4,000 yuan to 4,000 yuan. Essence Because the cost of rent is far exceeding the departmental budget, she can only choose to withdraw.

Some car companies choose to bypass the property and communicate directly with the charging pile enterprise. "We will discuss with the pile enterprise to buy out the parking lot. The rent and the profit amount of the venue and the profit amount in the next few years will be clearly paid." Employees of a new power car company told the Future Auto Daily.

As a deep participant in the pile war war, Zhang Zhandong clearly felt the urgency of car companies.

"The charging pile operating enterprise withdraws the rent in the morning, and we can't wait to carry out the circuit of the parking lot at noon." In Zhang Zhandong's view, only when the charging pile is completely built can it represent the place. " I don't want to occupy. "

He even saw that the lease contract has been signed, but the other party refuses to perform the contract because of the higher bid car companies with "insufficient wiring points" and "power power cannot match with brand transformers". Learn Tesla good example

As an electric vehicle selling over one million vehicle companies an annual sales, Tesla's stores do not have an advantage. However, in the case of building charging piles, Tesla is neither afraid of trouble nor investment. In the second quarter of this year, the number of Tesla stores and service centers increased by 19%year -on -year, and the number of charging stations increased by 34%.

In fact, in Tesla's entire plan, the improvement of profit, production capacity and delivery capabilities, and the construction of charging piles are placed in the most important position. At the second quarter of the financial report, the construction of the charging pile was the first to improve the service.

From entering the Chinese market in 2014, it will achieve more than 320,000 units in China in 2021. The rapid expansion of the replenishment network is rapidly increasing.

Even in mainland China, on September 9 this year, Tesla has opened more than 1,300 super charging stations in mainland China, and the number of super charging piles has reached 9,000. Next, it still did not slow down.

In the first -tier cities such as Beijing and Shanghai, Tesla's owners can find super charging piles for replenishment in an average of 15 minutes. In comparison, Xiaopeng Automobile, the currently deployed by "Infrastructure Magic", has only exceeded 1,000 super charging piles nationwide.

The construction of the complement is that the construction of the super charging pile is regarded as an important moat by new energy vehicle companies.

The first to establish this moat was Tesla. "Most people have not figured out how Tesla won." In August 2020, seeing Tesla's siege in the Chinese market, the ideal car founder, chairman and CEO Li wants to use the "Disaster Disaster" four. Words to describe the mood at the time.

In Li Xiang's opinion, whether it is battery life, intelligence or cost -effective, Wei Xiaoli wins Tesla. However, the main reasons for the sales of each family to be crushed by Tesla are the infrastructure of charging piles. "Most car companies have seriously underestimated Tesla's self -built super charging stations, including the promotion of sales of Wei from the construction of power stations and charging systems." Li Xiang bluntly said on social platforms.

Source: Visual China

However, as the pioneer of the first car company, Tesla also crossed the river in the early stage. Zhu Xiaotong, Vice President of Tesla and President of Greater China, said in an interview with the media that due to the (public) cognitive issue, (Tesla's pile) was very difficult.

A widely known case was that as the first batch of Tesla owners, Zong Yi decided to drive from Beijing all the way to Guangzhou after picking up the car in 2014. However, the original 2000 kilometers finally drove 5,750 kilometers, which took 20 days before and after.

He was the owner of a air -source heat pump company in the south, and was also an alumni of Tesla's global vice president and general manager of China at the China Europe. Before the departure, he spent 110,000 yuan to buy 20 charging piles, and released his own donation plan on social media. The 16 cities passed along the way. Charging pile. The premise is convenient transportation and accepting charging services for Tesla owners for free in the future.

"Other people don't know why to cooperate with Tesla, not only to occupy the parking lot land, but also need to be upgraded by electricity. At that time, before each charging station was established, we needed to introduce the brand as a whole like a colleague of sales and public relations. , Let the other party fully recognize. "Zhu Xiaotong, the project director of Tesla China Super Charging Station in 2014, still remembers his early pile experience.

Today, with the expansion of sales in China and the scale of replenishment, Tesla also targets markets outside the second line, "the sinking of the charging pile layout", Zhang Zhandong told the future Auto Daily. It is also possible for the third- and fourth -tier cities due to the preservation rate of new energy vehicles.

In front of Tesla, many new energy vehicle companies have followed up the construction of super charging piles.

Xiaopeng Automobile Planning will plan to build more than 10,000 supercharical pile by 2025; Weilai Automobile's plan to replace the power change strategy will add 600 power stations each year from 2022 to 2025. By the end of 2025, the total number of Weilai power stations will exceed more than more than more than more than 2025 4,000; the brands such as polar foxes, Porsche, and Porsche have also launched exclusive fast charging piles.

"They all re -engraved Tesla's early market strategy to enhance the market share of the product through high -intensity expansion charging stations." Zhang Zhandong said.

Upgraded version of war

For new energy vehicle companies, building a super -charged pile is not a good business. In addition to being difficult to grab parking spaces in the core area, the construction and operating costs of super charging piles are also a huge amount of expenses.

Some people with charging piles calculated a account for the future Auto Daily. The price of a 120kW DC charging pile was about 50,000. Construction of 8 charging facilities such as transformers, power distribution cabinets, cables, etc. Basic investment in the charging station of the pile starts from 600,000 yuan.

Xiaopeng Automobile's plan is to laid more than 10,000 super charging piles in 2025, which also means that Xiaopeng Automobile needs to invest at least billions of yuan.

In the later operation, car companies are not easy. Xiaopeng Automobile Chairman and CEO He Xiaopeng once admitted that Xiaopeng Automobile had a lot of losses in operation. In 30 cities across the country, many stations on the ground and under the ground, there are many decoration problems. Some people have the problem of occupying the parking space, there are problems of leaning, and there are various problems. "Even so, referring to Tesla's experience, for new energy vehicle companies, the construction of the charging system is far more than charging itself, but the charging system is not only charging itself, but but also It is an important part of improving the user's car experience, connecting users, and even the entire product power.

Nowadays, each family has also aimed at the speed of fast charging, and it is on the same way to refueling the same efficiency as refueling. On August 15, Xiaopeng released a new generation of ultra -fast charging S4, and made the slogan "Five minutes of charging, 200km" for the upcoming Xiaopeng G9. On the same day, Li Xiang revealed at the financial report phone call that the ideal pure transshipment experimental vehicle can be charged for 10 minutes and 400 kilometers of battery life.

Weilai also stated that it will release 500kW liquid cooling supercharge piles and 800V high -voltage platform battery packs in 2022, and open to the entire industry. Since Porsche launched Taycan, the world's first model that supports the 800V DC fast charge system in 2019, BYD, Great Wall, GAC Ean, Xiaopeng and other car companies have launched models that support 800V high -voltage architecture.

The 800V high -voltage fast charging solution can support super fast charging above 350kW. It seems to be regarded by new energy vehicle companies as a good recipe for "changing a thinking to relieve the owner's charging anxiety".

In Zhang Zhandong's view, in the moment when new energy vehicles have not yet fully popularized, the competition of car companies for charging piles is not only the reputation and subsequent sales of car companies, but also the other significance is to prevent problems before they occur. "If the family is allowed to form a scale, once it is not open to other brands, it may cause monopoly."

Although in September 2021, Tesla CEO Elon Musk said that in the near future, Tesla will further accelerate network deployment and open charging rights to other brands of electric vehicles. But for other new forces, it is clear that each family is not willing to hand over the moat to the hands of competitors.

In the face of the speed of laying and the current needs, car companies are trying to find a balance.

At present, many car companies have begun to try to share part of supercomputes. On December 11, 2019, Xiaopeng Automobile announced the cooperation with Weilai Nio Power. Xiaopeng car owners could use Xiaopeng Automobile APP to scan the code to start Weilai Niopower super charging piles. The city uses Xiaopeng super charging pile.

Source: BMW official

An executive of a charging pile operator believes that the future charging pile industry may also staged a scene of "car companies participating in power battery manufacturers". "At present, the profit level of charging pile operators is not ideal. Through cooperation with car companies, auto companies provide technology and funds, operators provide venues and equipment, and the two can take their own needs in the industry."

However, in a short period of time, it is foreseeable that before the consumer's minds of the mileage of electric vehicles have not been pushed down, the construction scale with a larger construction scale will still be a car with a faster charging speed. Core competitiveness of enterprises.

(Songwen, Zhang Zhandong, Li Rong as a pseudonym)

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