特斯拉“下乡”背后：朱晓彤推进销售体系下沉

Group 1 - Tom Zhu has returned to Shanghai as Vice President of Tesla Greater China amid declining sales in the Chinese market, which saw a 0.4% decrease in the first five months of the previous year despite price cuts and sales incentives [1][10] - The decline in Tesla's sales is attributed to three main factors: slow progress of Full Self-Driving (FSD) in China, limited options to counter price wars, and minimal upgrades to the Model 3, leading to market share loss to competitors like Xiaomi's SU7, which exceeded sales targets by 30% [1][10] - Internal restructuring within Tesla China has further complicated sales efforts, with new regional sales leaders and adjustments in store organization impacting sales capabilities [1][12] Group 2 - Tom Zhu's previous role involved enhancing production capacity at Tesla's factories in California and Texas, and he has been gradually distancing himself from frontline management in China [2][4] - The sales structure in Tesla China has undergone significant changes, with the Beijing region being split from the North region, leading to a more segmented sales approach [7][14] - Recent sales performance showed a 48.9% increase in Q2 2023, contributing significantly to Tesla's global growth, but subsequent price cuts in August 2023 led to a decline in sales in early 2024, with a 3.64% drop in retail sales [9][10] Group 3 - The restructuring of Tesla's sales system aims to adapt to market needs, focusing on lower-tier cities and refined management of sales regions [12][14] - The recent adjustments in the sales organization have resulted in a more aggressive approach to penetrating the rural market, as evidenced by the inclusion of Model 3 and Model Y in the list of vehicles for rural areas [14]