商业洞察·2025-12-25 09:26Core Viewpoint - The article discusses the decline of automotive stores in shopping malls, which were once a popular trend initiated by Tesla, highlighting the shift in strategy among electric vehicle manufacturers as they face increasing competition and changing market dynamics [4][6][12]. Group 1: Rise of Automotive Stores in Malls - Tesla pioneered the concept of selling electric vehicles in shopping malls, opening its first store in Beijing in 2013, which led to a nationwide trend [8][16]. - By August 2023, there were over 5,000 automotive stores in malls across 247 cities in China, indicating a significant expansion of this retail model [18]. - The initial appeal of automotive stores was their proximity to younger consumers and women, who are key demographics in the electric vehicle market [24][25]. Group 2: Shift in Strategy and Decline - Since 2024, the number of automotive stores in shopping malls has decreased by 37%, with major brands like Tesla and Xpeng retreating from this model [12][35]. - The shift is attributed to the need for car manufacturers to focus on core competencies and reduce costs amid fierce competition, leading to a reassessment of the effectiveness of mall locations [38][46]. - High operational costs and low sales conversion rates have made mall stores less viable, with some stores reporting monthly sales of fewer than five vehicles [47][49]. Group 3: Future of Automotive Stores - The article suggests that while the mall store model may not be entirely abandoned, it requires a more strategic approach, focusing on location and consumer engagement [56][68]. - Companies are encouraged to explore alternative retail formats, such as pop-up stores and targeted marketing strategies, to better connect with potential customers [64][66]. - The emphasis is on rational decision-making regarding retail presence, prioritizing sustainability and profitability over mere visibility [69][70].