What is afraid of, it should be able to describe Mask’s current mood.
According to the statistics released by the industry media, the number of domestic horses in Tesla in May, in the first half of May, and the number of MODEL 3 has dropped significantly to about 800. According to such rhythm, May Tesla ‘s total number of people is 150,000, which is not too great to get too much more than 12,000 calendar in April.
In this way, although Tesla in April sales can use the production line to stop production, product switching, chip shortage and other reasons To explain, May May may have clearly clear that Tesla is swallowing a bitter fruit from a series of negative reputation events.
Turkla in China, now Tesla, there are many wolves
Many years ago, Tesla appeared in the identity of imported cars. In the Chinese market, even if the price is high, there is no more embarrass.
Also accompanied by “Mars” Mask Glu ring, and the ball blowing in the automatic driving field, Tesla’s brand reputation is like dayday, and after completing domestic and selling, it will This reputation quickly turned into a raging slumpy.
In March this year, Tesla has reached 3,5478 delivery in the Chinese market, and became a versatile electric car overlord. For many Chinese consumers, spend two or thirteen thousands of Tesla is the best way to embrace the top technology of the Earth.
However, the plot of this will go sharply.
From April 19, the Shanghai Auto Show is in the “brake fail” T-shirt, the female owner of the T-pull, Tesla three words began to frequently and “brake failure”, “automatic acceleration” Words such as “rights” appear together in a variety of news headlines and various WeChat groups, the most serious accidents have occurred in Guangzhou and Texas in Texas in Guangzhou soon.
In fact, many people come back to see that it has always seen the news in Tesla similar.
As early as 2016, the first MODEL S automatic driving accident occurred in China. In 2019, a Model S in Shanghai did not break in non-charging.
With a large number of new cars, from 2020, the protagonist of the accident became model 3:
In May, Hangzhou Xiaoshan, a Model 3 is at low speed in underground parking lot Suddenly accelerated.
In June, Jiangxi Nanchang, an imported MODEL 3 suddenly raised to 127km / h, 8 kilometers, and the owner was sent to the ICU. 
In July, when a Model 3 in Beijing was retired after turning, the vehicle suddenly turned forward.
In August, Shanghai and Wenzhou occurred in Model 3 out of control acceleration.
In September, Tesla had a global system downtime accident, a black screen of the car, and some owners were trapped.
In October, a MODEL 3 in Beijing hit into the bus station after turning to the bus, so that one person was seriously injured.
…
On the B station, there are netizens to shoot the accident video editing into a video, and the playback is hundreds of thousands.
In a sense, after the rights of the female car owners on April 19 this year, the public has frequently issued “The impression completed the amount of mass to quality. After that, the video of each Tesla accident can trigger a large amount of onlookers, the final fermentation sustained public opinion and brand crisis.
Many media and owners biting Tesla have a large-scale “brake failure”, “automatic acceleration” fault, and contact Tesra radical automatic driving software, Some people have speculated that most of the accidents are because the single pedal mode is unfamiliar with Tesla strong, and the owner wants to take the opportunity to “”.
More, a few Tesla dead loyalty owners put the spear headThe 419-dimensional female owner of the event is upgraded, thinks she will let Tesla owners have a thousands of people.
It should be said that whether it is a technical failure or a consumer’s misoperation that is unfamiliar with new features, Tesla is not high. In the case of the accident, the accident should be keen and reflective, but the most laighted part is just Tesla official.
Tesla
from an early accident, Tesla China officially impressed all people is “strong”, “arrogant”, and Mask’s During the school, this impression has reached the peak after the current vice president of Tesla, Tao Lin.
On the night of the 419 rights, Tesla directly gave the response of “uncompromising”, so that the mainstream media, including Xinhua News Agency, and the State Administration of China, etc., in public opinion In front of the discussion, Tesla’s attitude suddenly softened, expressed “apologies” in the official micro, emergency fire.
When everyone thinks something this is that, Tesla once again showed a fascinating operation on April 26th, with the name of “car owner’s condolences”, lending to the owner The name of the apology is a bitterness. As a result, the netizen quickly demolished is “self-guided self-playing” rice operation, triggering the group.
Maske far away from the other side of the ocean is unwillingly for Tao Lin’s Chinese team knocking the drum, on April 28, Mask is Turning stressed that Tesla “will not spend money on advertising and manipulating public public opinion”, completely taking the same time at the same time at the same time in Chinese.
Perhaps because the boss’s affirmation of his own work, in a media interview in May, the self-confident burst of Tao Lin said to “strengthen the education of consumers” and indirectly put a series. The responsibility of the accident is given to the owner, and once again triggered.
This series of operations can be said to be let TeslaBrand image snow adds, many Tesla owners buy “brake failure” stickers, “do not give Tesla into the community”, “Tesla can not last insurance” and other true and false rumors are filled with the network , Constantly provocating the public nerves.
To today, most consumers’ attitudes can be summarized as a sentence: Tesla, it is not fragrant.
The need to be educated Tesla
Tesla wants to educate consumers, but in front of the pressure and the latest sales, Tesla is obviously I have educated it.
On May 25, Tesla announced that it has established data centers in China to achieve data storage localization. At the same time, Tesla also said that it will open the vehicle information inquiry platform to the owner. 
This move can be regarded as “several provisions of automotive data security management” launched by the National Internet Information Office on May 12 (seeking opinion) “Response. Previously, despite Mask’s high-rise forum in China, he would not use the car to engage in espionage, but some government agencies and residential areas have begun to ban Tesla vehicles, and take the initiative to include data into domestic supervision. Obviously Help to relieve concerns in this area.
At the same time, this may also want to express the goodwill of Chinese consumers. After all, if the thoroughly accepts Tesla sales 30% and the huge China market, Tesla will not have future Maybe it.
So, what should I learn from this tuition expensive course?
The most important thing is of course a thorough change of the Chinese consumer attitude.
Although Tesla’s arrogant attitude softened, this seems to be more concerned about the loss of the market, not based on the deep review of ourselves. 
At least so far, we have not seen Tesla truly show your responsibility, to give data more than a series of accidents, convinced investigation reports, or express themselves The awe of life, in the skillSurgery is pruning, and appropriate amendments to obvious too radical product strategies to avoid such incidents.
It is undeniable that Tesla is still a certain technical advantage in the three-power system and automatic driving, and Mask’s radius still exists. Fans willing to continue because of these advantages to pay for Tesla products. After all, although there is memory, the consumer is forgetful, after a period of deposit, Tesla may still stand on the odite in the Chinese electric vehicle industry.
, in any case, this public opinion and sales crisis should let Tesla recognize that it has looked stable that the position of Taishan has been shaking dramatically. If you don’t wish you a long, you will be awake, fall down the altar Will be late and later.